Copywriting for Digital

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