Updated May 2024

Overview

Introduction to Digital Copywriting

• Digital copywriting optimisation
  – Earned, owned and paid media
  – Reporting and evaluation
  – Brand
  – Direct response
• Appreciating nuances in copywriting
  – Audiences
  – Channels
  – Trends
  – Algorithms
• Short form video
• Generative AI
  – Trends and developments
  – Beyond ChatGPT

Crafting Compelling Social Media Content

• Social profile optimisation
  – Boosting discoverability
  –Keyword research
• Social media and SEO crossover
  – Rise of social search
  – Generative AI impact
• Understanding how social media algorithms assess copy
  – Ranking factors
  – Watch time
  – Context and interaction
  – Bringing copy to life visually
  – Imagery and videos
• Authenticity and UGC
• Rise of short-form video
  – TikTok-ification of content marketing
  – Generative AI impact

SEO Copywriting Essentials

• Understanding SEO
  – On-page
  – Off-page
  – Technical SEO
• Unlocking search intent
  – What is it, and why does it matter?
  – How does intent differ between keywords?
• SEO content and copywriting planning
  – Optimising content to match search intent
  – Keyword research
  – Mapping queries to the customer journey
  – Keyword types
  – Longtail queries
  – Using SEM for keyword testing
• Organising and structuring site content

Email Marketing and Newsletters

• Getting the right message to the right person
  – Segmentation
  – Personalisation
• Email list hygiene
  – Managing contacts
  – Encouraging unsubscribes
  – Sender reputation
• Database management
  – Tags
  – Segments
  – Custom fields
• Email sequences
• Deliverability
• Boosting open and conversion rates

Writing for Websites and Blogs

• Optimising user journeys to drive more conversions
  – Reducing friction
  – Collating quantitative and qualitative CRO insights
• SEO copy optimisation
  – Page titles
  – Header tags
  – Image tags
  – Meta descriptions
• Optimising Search content marketing performance
  – Boosting engagement
  – Encouraging repeat visits
  – Rich results

Copywriting for Advertising and PPC

• Online ad copy
  – Blending into social feeds
  – Authenticity
  – Unlocking influencers: Partnership ads, Spark Ads, LinkedIn thought leadership ads
• Ad Strategy > tactics > copy
  – Tailoring copy through the funnel
  – Emotional and rational copy
• Paid search best practices
• Social Ads
  – Optimisation
  – Testing
  – Automation

Content Strategy Development

• Content strategy
  – Key elements
  – Reporting and evaluation
  – Copywriting KPIs and metrics
• Planning
  – Audience mapping
  – Idea generation
  – Workflow management
  – Production: Tools and Al
  – Testing
  – Content distribution

Artificial Intelligence (AI) and Messaging

• Al trends and developments
  – Job market impact
• Weaknesses and limitations of Al
  – Innovation
  – Nuance
  – Emotion
• Understanding prompts
  – Common mistakes
  – Best practices
• Becoming an Al “Power User”
  – Ideas, drafting and proofing
  – Integrating copy with data
• Messaging growth