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