Day 1: Copywriting for Web and Email
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 key words 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
- At what stage digital content should 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
Day 2: Copywriting for Social Media and Blogs
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 comment
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 comment – tone, phrasing, reaction
Group Summary of the day:
- Create a personal list of digital do’s and don’ts
- Identify future training requirements