Course overview
This course will help you achieve your business goals, by writing copy that engages and persuades your audience. Taught online in a live classroom over 10 weeks, with copywriting tasks and individual coaching.
What you'll learn
- Write clear and structured copy for digital media
- Develop a strong and persuasive style that works for your brand
- Optimise your copy for search engines
- Master different approaches for different digital channels
- Have the confidence to assess copy that works, and make recommendations for improvements
Study method
- Online
- Blended
- In-class
Duration study load
Online classrooms run fortnightly from 6.30pm. These will be live and recorded and last 90 minutes each.
Assessment
Each week there will be a short writing task to complete for which you will receive individual feedback on for the following class. There will also be a written assessment at the end of the course.
Subjects
- Using plain language
- Crafting sentences with impact
- Breaking up paragraphs for easier scanning
- Headings and sub-headings
- Essential elements of style for digital copywriters
- Using the active voice
- How to nail the ‘voice’ of your brand
- Clichés to avoid and how to replace them with more effective copy
- How to identify keywords to target for search marketing
- Using keywords ‘on the page’ for relevance
- Internal and external linking
- SEO for blogs and articles
- Getting subject lines right
- Optimising your body copy
- Sender field, sign-off and ‘envelope’ content
- Getting the call to action right
- Personalising copy for maximum impact
- Establishing a conversational tone for blogs and social media
- Structuring blogs for higher engagement
- Social media copywriting for reduced character counts
- Storytelling elements – using emotion to engage readers
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 dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain 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.
