Copy Essentials Digital

Marketing Association Members Special Rate $1,095 + GST. Attend the Copy Essentials Short Course and get a discounted rate for both courses. Members $1,495 + GST, Non Members $1,945 + GST. Call our course advisors on 0800 800 875 to take advantage of this great opportunity.

top Overview

Beware: the traditional rules of communication and copywriting do not apply online. There are some fundamental shifts when writing for the web. Not being aware of them costs you time, money and customers.

This course begins by agreeing some basic foundation principles for writing, then takes those into the online environment. Writing for the web: a general guide, the structure of a page and landing pages. Email: ‘from’, timing, subject lines and content. Banner ads: the ‘TV’ of the web.

This workshop includes many exercises to bring the lessons and skills to life.

The day ends with a look at social media, blogs, viral and mobile.

top A New Education Partnership

New Zealand Marketing Association

From 2011 The University of Auckland Business School (UABS) will deliver Marketing Association (MA) Short Courses as part of an exclusive education partnership.
The Marketing Association will continue to develop the highly regarded short course series and content, with the assistance of leading marketing experts, while the operational excellence of delivery will pass into the hands of the UABS, leaders in this space. Both the MA and UABS are passionately committed to providing incomparable professional development opportunities and see the merging of respective skills, through this unique partnership, as testament to this committment.

Click here for the full press release.

top Topics Covered

Copy Foundations
  • Know your product
  • Know your audience
  • The problem or issued solved
  • The copywriting process
  • Short swords, short sentences
  • The Socratic vs Journalistic opening
The Brief
  • The traditional vs online brief
  • Sample digital brief
Writing for the web
  • Don’t make me think’
  • The inverted pyramid style of writing
  • Eye tracking, the F Shape and its implications
  • Less is more: bullet points, bold keywords and acronyms
  • Promotional vs concise vs scannable vs objective copy
  • Web audit, scope and wireframes
  • Landing pages: pitfalls and best practice
Email Copy
  • Email strengths and weaknesses
  • Timing: the time of day, and day of week
  • ‘From’: getting your email opened
  • Subject line tips, techniques and ideas
  • Writing the body of the email
Banner ads
  • The TV of the web
Writing for Search
  • Keywords: planning, selection and writing
  • SEO (natural/organic search) vs SEM (paid for)
  • Keyword density, alt tags, links, site maps and more
Social Media
  • Web 1.0 vs 2.0 vs 3.0
  • Top ranked sites for sharing, etc
  • Writing tips and techniques
  • Why social media matters
Blogs, Viral & Mobile
  • Writing blogs
  • Viral: what works, what doesn’t and why
  • Mobile: from text to apps
Resources
  • How to keep up with the latest digital news, stats and techniques

top Who should attend

Copy Essentials Digital is designed for those who have had writing experience and want to shift their skills to an online environment. For example, if you have been writing for direct marketing pieces and are now responsible for social media and online, this course is advised. If you have had little experience in writing, you should undertake Copy Essentials prior to completing this course.