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