Course overview
On this 2-day course, you’ll learn how to write better copy for web, email, social media and blogs. Use these techniques to gain attention, drive traffic and improve results. Understand what works and apply this to your writing.
Campus locations
What you'll learn
- Understand how an audience interacts with digital media differently from print
- Identify what makes digital content successful for web, email, social media and blogs
- Produce persuasive copy across all digital media whether you’re writing, repurposing or editing
- Drive web traffic by creating copy that will be found by search engines
- Improve return on investment by using the right words in the right places
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
2 days (14 CPD hours)
Pathways
- Award in Digital Copywriting
Testimonials
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Nathalie LlovetCopywriting for Digital"The IDM intensive courses give invaluable insight into the industry. Led by professionals, the courses inform and challenge, perfect for boosting confidence. The days are well-structured with attention paid to every detail. Course notes and an IDM pen are provided at the start of every day, breaks with teas and coffees are plentiful, and the lunches are second to none."
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Laura Rutland, Jupiter Hotels LtdCopywriting for Digital"Tim is a very knowledgeable, clearly. And personable, which made remaining engaged very easy. There were no dull points. The whole thing was engaging."
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Lara BryantCopywriting for Digital"It was an incredible 2 days of learning, sharing and I leave with a toolbox of "how to do" (which is not the case for all courses). Highly recommend."
Delivery
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual Classroom: Tutor-led, live, online classroom environments.
- Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Who's it for?
This course is designed for marketers or managers with responsibility for – or interest in – writing, editing and repurposing digital copy for:
- Websites
- Email campaigns
- Social media
- Blogs
Enrol onto ‘Copywriting for Digital’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way
Subjects
Introduction to writing for digital channels
- How do readers ‘see’ digital content?
- The ‘skim’ factor
- Skimmers and scanners v longer readers
- Web usability research and what it means for effective writing
- Mobile – where else your customers and audience might read your copy
Breaking down the brief
- Getting started with a digital mind-frame
- Importance of keywords and phrases
- How to sell digital copy
- Making the most of each medium – websites, emails, ads
- What will work, where?
- Checklist for effective web writing
Expanding the content for web pages
- How SEO affects digital content – where else will your headlines appear?
- Which words are the most important on a web page? And why?
- Understanding ‘call to action’ the digital way
Making emails and email marketing campaigns work harder
- Who reads marketing emails?
- Who doesn’t? And why?
- Getting the subject line right
- Not getting sent straight to spam
- Effective email copy
- Golden rules and cardinal sins
- Test test test – what to test and why
Editing and repurposing content for digital channels
- Key points to consider when repurposing or editing content
- Which stage should digital content be considered?
- Quick wins with little effort
- When copy alone is not enough… making sure enhanced content is working just as hard for you
- Key editing do’s and don’ts
- How to start incorporating the day’s principles within other digital copy opportunities
Introduction/recap on writing for digital channels
- Where blogging and social media sit in the marketer’s arsenal
- How do they affect SEO?
- Why do they need to be written in a different way to websites and print copy?
- Brief intro/recap on digital usability and your audience/brand
Blogging: What makes a great blog?
- What is a blog?
- Dialogue, not a conversation
- Top 5 content rules for a great blog
- Top 5 cardinal sins for a great blog
- Where to find blogs, where to promote blogs, existing blog examples
Individual Exercise: Create a new blog in WordPress
- What else is out there?
- Name your blog and create a template
- Write your first posts
- Add images and video
Taking the blog further
- Links/blog-rolls/tag clouds etc.
- Dealing with comments
- Stimulating comments
Social Media – think strategically, not tactically
- What is it you want to achieve?
- Recap the potential benefits
- Where is your audience?
- What are they doing and what do they expect?
- How will you measure success?
The key players: Facebook, Twitter and more
- What do they each offer
- What do their users expect?
- How could they work for you?
- Key competitors
- What do you need to think of from a writing point of view?
Using social media for search
- How does that work?
- The importance of your words and phrases when other people are searching
- Making the most of the #tag/RT/lists
Getting the tone right
- Top 5 things to remember when writing for social media
Dealing with comments and feedback
- Commenting and dealing with comments – tone, phrasing, reaction
Group summary of the day:
- Create a personal list of digital do’s and don’ts
- Identify future training requirements
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
