[SMK] Social Media Knowledge

Strategy Course – Digital Copywriting Masterclass: Social, Search & Web

Current Status
Not Enrolled
Price
1295 +GST
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Overview

Digital copywriting trends, tools, challenges and opportunities

  • Appreciating channel nuances
    – Owned media
    – Earned media
    – Paid media
  • Factors driving changes in copywriting best practices
    – Algorithms
    – Ad standards
    – Regulations
  • When might “best practice” actually be wrong
  • Developing a style and voice
    – Tailoring copy by business goal
    – Copywriting and the marketing funnel
  • Copywriting insights tools
  • Writing for mobile
    – Crafting visual content and readability

Website, email and SMS copywriting

  • Owned media overview
    – Website
    – Email
    – SMS
  • Measuring and evaluating owned media
  • Conversion Rate Optimisation (CRO)
  • Website copywriting best practices
    – Understanding web page content
    e.g. Title tags, headings, content, and internal links
    – Impact of technical and on-page SEO on copy
    – Leveraging structured data in website copy
  • Email copywriting and SMS
    – Opportunities and limitations
    – Automation and nurture sequences

Earned media: Social media best practices and more.

  • Earned media overview
    – Organic social and search
  • Reporting and evaluation
    – Reach versus engagement
    – Direct response limitations
  • Algorithm overview
    – Facebook
    – Instagram
    – LinkedIn
    – TikTok
    – Google Business Profile
  • Balancing copywriting and multi-media content

Paid media – Social, Search & Display ad copywriting

  • Purpose-driven copy
    – Balancing ad objectives and ad copy
  • Research
    – Facebook
    – TikTok
    – LinkedIn
  • Privacy bites
    – iOS 14 impact
    – Targeting vs creative
  • Testing and creative tools and processes
    – A/B testing
    – Copy optimisation
  • Ad copy analysis
    – Conversion vs reach vs engagement
    – Google Analytics
    – Social pixels