Copywriting for Digital Masterclass: 15 May 2024

This two-day masterclass is a chance to get two of our most popular one-day masterclasses at a reduced rate.

Day 1 of Copywriting for Digital covers Copywriting for Web and Email while Day 2 consists of Copywriting for Social Media and Blogs.

Each one of these masterclasses is also available to purchase as a standalone course.

During this course you will learn:

• 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

On this 2-day course you'll learn how to write better copy for web, email, social media and blogs. Use these techniques to gain attention, drive traffic and improve results. Understand what works and apply this to your writing.

Day 1: Copywriting for Web and Email

Introduction to writing for digital channels

• How do readers 'see' digital content?
• Skimmers and scanners v longer readers
• Web usability research and what it means for effective writing

Writing to aid scanning

• Importance of front-loading key words and phrases
• How to write clear and concise copy
• Writing effective sentences and paragraphs
• Improving headlines
• 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

• Getting the subject line right
• Effective email copy
• Writing more personal copy for higher engagement

Persuasive copywriting

• Balancing logic, emotion and values in your copywriting
• Writing the best calls to action (CTAs)

Day 2: Copywriting for Social Media and Blogs

Introduction/recap on writing for digital channels

• Where blogging and social media fit in to your marketing
• 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? How is it different from other online copy?
• The best categories of content for your blog
• Structuring blog posts and long form content
• Using blogs for SEO (Search Engine Optimisation)
• Storytelling techniques for higher engagement

Individual Exercise: Write a blog post

• Live tutor-led feedback session on your blog

Social Media copywriting

• Limiting character counts for higher impact
• Adopting the right tone of voice on social media
• How to get more click-throughs from social posts
• How to optimise engagement: comments, reactions and shares
• Copywriting formulas that work on social media

Getting discovered on social media

• The importance of key words and phrases
• Making the most of hashtags

Who should attend?

This course is designed for marketers or managers with responsibility for - or interest in - writing, editing and repurposing digital copy for:

• Websites
• Email campaigns
• Social media
• Blogs

Tutor:

Tim Tucker F IDM, 23 Digital

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.

If you’re short on time, or simply can’t get away from work for two days, each one of these masterclasses is available to purchase as a standalone course.

If you’d rather study outside work hours, our IDM Advanced Certificate in Digital Copywriting might be just what you’re looking for. With just one 90-minute live classroom every fortnight over a 10-week period, you can fit in your learning around your lifestyle