Course overview
Learn how to write copy for digital channels and consistently produce copy that builds your brand and gets results.
Campus locations
What you'll learn
- Understand how your audience read and interact with digital content compared to print media
- Create social media copy that fits into your company’s digital marketing strategy
- Develop outstanding web and email copywriting techniques, learning how to create effective SEO copy
- Create compelling blog posts and social media messaging for B2C and B2B
- Respond to comments and feedback across digital channels using clever copywriting
- Effectively measure your digital content success
Study method
- In-class
- Blended
- Online
Locations
- England
- London
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Duration study load
- 2 days
- 14 CPD hours
Assessment
In order to attain the Award in Digital Copywriting and use the honorifics Award DC you must successfully pass 1 assessment. You will have 3 weeks to complete the assessment.
Testimonials
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Victoria Lovegrove"The Award is a really comprehensive course ideal for all level of copywriters. It equips students with the skills to create successful digital campaigns – you’ve just got to get out there and start applying what you have learnt. I feel much more confident now and would definitely recommend it"
Delivery
Intensive – Central London
2 day face-to-face session which take place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.
Subjects
Learning objective: Understand how your audience read and interact with digital content.
- How do readers ‘see’ digital content?
- The ‘skim’ factor – skimmers and scanners vs. longer readers
- Web usability research and what it means for effective writing
- Mobile – where your customers and audience are today most likely read your copy
Learning objective: How marketing messages can be more effective with the right digital copy.
- Getting into a digital mind-frame
- Understanding the importance of keywords and phrases used in copy
- How to sell digital copy
- How to make the most of each medium – websites, emails, ads
- Reviewing what will work and where
- Creating a checklist for effective web copywriting
Learning objective: Writing effectively for both your audience and search engines.
- How SEO copywriting affects digital content – where else will your headlines appear?
- Which words are the most important on a web page? And why?
- Understanding ‘call to actions’ the digital way
Learning objective: Making emails and email marketing campaigns work harder.
- Identifying why your audience would read – or ignore – your email
- Getting the subject line right
- How to avoid getting sent straight to spam
- What are the golden rules and cardinal sins?
- What to test and why
Learning objective: How to effectively edit existing content to make it work across all digital channels.
- Key points to consider when repurposing or editing content
- Identifying when digital content should be considered
- Quick wins available with little effort: digital copywriting tricks
- When copy alone is not enough… Making sure enhanced content is working just as hard for you
- Identifying key editing do’s and don’ts
- How to start incorporating the day’s principles within other digital copy opportunities
Learning objective: An overview of social media and blogs, their importance and the impact they have.
- Identifying where blogging and social media sit in the marketer’s arsenal
- Discovering how they affect SEO
- Exploring why they need to be written in a different way to websites and print copy
Learning objective: How to create a blog and take the conversation further.
- Understand what a blog is – dialogue, not a conversation
- Identifying the top 5 content rules for a great blog as well as the top 5 cardinal sins for a great blog
- Where to find and promote blogs, and reviewing existing blog examples
Learning objective: To delve deeper into social opportunities using blogs.
- Identifying opportunities through links/blog-rolls/tag clouds etc
- How to stimulate and deal with comments
Learning objective: Considerations when writing copy for key platforms and how to think strategically.
- Reviewing what you want to achieve
- Recapping the potential benefits
- Identifying where your audience is, what they are doing and what they expect
- Ways to measure success
Learning objective: Identifying where they fit in with your social media strategy and how they can help boost your digital success.
- How they can work for you and what they each offer
- Recognising what their users expect
- Identifying the key competitors
- Understanding what you need to think of from a writing point of view
Learning objective: Understanding the importance of your words and what people search for.
- Knowing how copy really works
- The importance of your words and phrases when other people are searching
- How to make the most of the #tag/RT/lists
Learning objective: Understanding the key points to consider when writing copy for social media.
- Identifying the top 5 things to consider
Learning objective: Deploy the necessary skills to stimulate and deal with comments and feedback across all digital channels.
- Commenting and dealing with comments
- How to adopt the right tone, phrasing and reaction
Learning objective: Recap of the techniques covered so far.
- Overview of top 10 things to remember when writing and editing digital content for web, email, blogs and social media including keywords, SEO, captions, subject lines, eye-catching copy, user journeys, strategic techniques, engaging copy, stronger calls to action and using enhanced media to support your copy
Learning objective: Understanding your audience to adapt your copy.
- Using personas to better target your digital copy
- How to create personas, why they are so important, using personas to adapt your copy for different mediums and devices
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.
