Course Outline
- Course Code: MRP7
- Category: Marketing and Public Relations
- Dates and Venues:
Sept 16 - Sept 20 I London
Nov 04 – Nov 08 I London - Duration: One Week
- Course Fee: $3,450.00
Course Overview
Copy writing web pages requires a different approach to writing copy for print. This course will teach you how to write for online readers. Understand how to structure copy to increase your search engine ranking.
Target Audience
Copywriters, journalists, marketing and communications professionals, public relations personnel, Web designers… and everyone who writes professionally for online media.
Learning Objectives
Upon completion of this five-day writing for the web training course you will understand practical guidelines for creating clear, compelling online copy. You will understand how to structure your pages and create layouts that attract and retain your readers’ attention. You will learn simple techniques to improve your position with search engines.
Course Content
• The ‘Golden Circle’
• How audience affects editorial decisions
• Identifying your audience, writing with your audience in mind
• Finding your voice, purpose and style, Archetypes and personality
• Why content is king/What is content marketing
• Generating ideas for content
o Developing Original ‘Angles’ from one piece
o Developing Content Strategy and Plan Ideas
• The Attention Economy
• What makes content ‘newsworthy’
• Using the primal code
• Tips and tricks for engaging audiences online
• Finalizing content strategy and ideas
• Creating ‘viral’ content
o Headlines, Keywords and SEO
• Basics of storytelling/constructing an online piece
• The ‘Three Part Rule’
• Content planning and feedback
• Headlines and openers
• Thinking about multimedia content
• Overview of different online platforms
o Social Media Pros, Cons and Advice
o Adapting Content for Different Platforms
• Analytics and why to use them
• Developing a social strategy
• Legal risks online
• Criminal, civil, regulatory and ethical considerations
• Reputation and PR disasters online
• Writing for online – policy and guidelines essentials