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Training: Digital Copywriting: Essentials - London

Training: Digital Copywriting: Essentials - London

A dynamic mix of copywriting theory and practical exercises to introduce and apply the basic principles of successful copywriting to webpages, emails and social media.

You will learn to:

  • Understand the basic rules of great copywriting and how digital media presents different challenges
  • Write successful web headlines, copy and calls to action
  • Write for Google as well as for your human audience
  • Test and learn from email copywriting
  • Create successful copy for various social media platforms

Becky Bocchetti

Becky Bocchetti is a leading digital trainer and content consultant who has a proven track record of success with a variety of media owners, FMCG brands, marketing specialists and content providers. Her unique cross-media experience is in high demand with clients who look to her for expertise, insight and tangible results.

Programme: (1 day course)

What makes great copy

  • Killer web headlines for search and sharing
  • Readable copy
  • Irresistible calls to action
  • How does AIDCA fit in?
  • Exploring copy examples across a variety of digital formats and industries to see what works and what doesn't

Understanding the audience and the proposition to shape your copy

  • What are we really being asked to write about and why?
  • Who is our key audience and what do we want them to do or take from it?
  • Start working with your own proposition

SEO 101

  • Why understanding Google helps you craft successful copy
  • Keywords and phrases
  • H1 tags, link text, captions, headlines, paragraph openers, meta data and page titles

Basic principles of digital copy

  • Elements of a webpage
  • Keywords and phrases
  • How your audience sees content differently online
  • Explore the theory behind words
  • Examples to help shape your own copy
  • Start writing key digital copy elements

Quick copywriting tips and fixes for repurposing content

  • How do we transfer our offline content into effective online material?
  • Adding to your content toolbox

Email copywriting

  • Subject lines and beyond
  • Understanding what makes great email copy and how to test, learn and adjust
  • Start writing your email campaigns

Beginner's guide to copywriting for different social media sites and tools

  • How social copy differs by site, tool and audience
  • What works and what doesn't
  • Listening to what Facebook, Twitter, LinkedIn and Instagram are telling us
  • Quick fixes for social copy success

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