What's on

Training: Copywriting for Web and Email - London

Training: Copywriting for Web and Email - London

Master the skills to produce effective web and email copy that attracts, informs, entertains, retains, interacts with, and drives response from a digital audience.

You will learn to:

  • Understand how your audience interacts with digital content as opposed to print
  • Create the most effective web copy that attracts and extends the journey of more visitors
  • Write both to engage your audience and to attract search engines
  • Appeal  effectively to both B2B and B2C audiences 
  • Create emails and email campaigns that drive improved results

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: (1 day course)

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

 

Other upcoming events

See all
Digital Marketing World Forum - Amsterdam
3 April 2017

Digital Marketing World Forum - Amsterdam

DMWF has an 8-year history of bringing together the worldwide marketing community to examine the latest trends, challenges and areas of opportunity in the marketing industry. This year’s event will showcase the latest Digital Marketing Technologies; Virtual Reality and Artificial Intelligence and explore Digital Marketing Strategies, eCommerce, Influencer Marketing, Content Marketing, Data, Mobile Marketing and Analytics across two dedicated conference streams.

Read more
ConversionXL Live 2017 - San Antonio, TX
5 April 2017

ConversionXL Live 2017 - San Antonio, TX

Be part of the highest quality growth & optimization topics discussions live. Everyone stays together for 3 days in a remote location. All speakers are hardcore practitioners. Huge focus on the quality of learning from peers

Read more
BrightonSEO Conference - Brighton
6 April 2017

BrightonSEO Conference - Brighton

BrightonSEO is a one-day search marketing conference and series of training courses held, not surprisingly, in Brighton. It takes place twice a year and brings together some of the best speakers in the world of search, and definitely the best crowd.

Read more
Content Marketing Conference - Boston, MA
11 April 2017

Content Marketing Conference - Boston, MA

We’re excited to take CMC to the next level in Boston this year, after two years in Vegas attracting more than 300 attendees in 2016. CMC’s core focus is to deliver the tactics and techniques you need to grow your business organically– the content marketing way. CMC’s speakers are so great, we decided to call them superheroes this year, celebrating their commitment to rid the world of bad content, and help us grow our businesses organically—the content marketing way!

Read more
Hero Conference - Los Angeles, CA
18 April 2017

Hero Conference - Los Angeles, CA

Hero Conf Los Angeles marks our sixth annual US event, where PPC fanatics gather to share a passion, collaborate on solutions and simply have fun while learning about the latest trends in paid search. Hero Conf is hosted by the experts behind PPC Hero and is an event tailor-made for digital advertising pros ready to discuss tactics and actionable ideas to implement within their accounts. We’re an event that understands the demand for training in an ever-evolving industry and knows the importance of connections that matter in a world where networking means more than a handshake.

Read more