Copywriting for Web and Email (Virtual Classroom)

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

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 keywords 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

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

This course is for anyone who needs to write or evaluate copy for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.