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Training: Copywriting for Digital (Email, Web, Social Media and Blogs) - London

Learn the techniques to grab attention, drive traffic, convert sales, inspire loyalty and enhance reputations on this top-selling digital copywriting course

Training: Copywriting for Digital (Email, Web, Social Media and Blogs) - London

You will learn to:

  • 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

Tim Tucker

Tim Tucker is an independent digital content marketing strategist and copywriting specialist. He is a digital consultant for the Content Marketing Association, for which he plans and hosts regular monthly digital breakfast events in London. 

Tim has worked across a diverse range of digital environments, from B2C and B2B companies, to charities and government organisations, including the the National Trust, Nationwide Building Society, Nokia and the UK Government’s Cabinet Office. Prior to going independent Tim worked for 17 years in magazine publishing, at Future Publishing and Immediate Media. He now provides training and consultancy to some of the UK’s leading publishing and media organisations, including Time Inc, Harper Collins, Hachette UK, The Telegraph Media Group, News International, Reed Business Information, Egmont UK and BBC Magazines.

Programme: (2 day course)

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

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