About
Writing for the online world is different from print. The added complexity of the digital space brings with it both huge opportunity and challenges for capturing audiences online.
Learn to create persuasive, readable and searchable content for sites, intranets, social media and digital marketing.
A practical and hands-on course, you’ll learn with a mix of info, exercises and examples so you come away with a clear understanding of how to tailor your writing to the online environment.
Outline
Starting with strategy
- Defining your voice and tone for the web
- Understanding your audience
- Understanding how different kinds of people behave online and how to make the most of the extra interactivity
- Practical differences, incl. eye tracking studies
- Setting goals and ways to measure
Knowing your platforms
- Structuring and organising web content – what pages do you need, and what goes on what page?
- What options are there for layering content – pop ups, links, roll overs
- Page length and scrolling – how much is too much content?
- AdWords - the basics and a few tips and tricks
- Facebook ad - the basics
- Google places and sponsored links – the basics
- Landing pages – what are they and how to write one that converts sales
Search
- What is search engine optimisation – how does it work, and why should you care?
- Striking a balance between writing for search engines and writing for people
- Defining keywords – the basics
- the basics of creating search optimised copy – all the rules about headlines, body copy, meta data, links, captions, maps and call outs and when to ignore them.
- Writing articles for search
Social media
- Why and how social media writing is different
- The major platforms (Facebook, Twitter, LinkedIn, blogs and forums) – who’s on them, how they use them, when to consider them, how to make the most of them and the traps to avoid
- The practicalities of setting up and running profiles
- Adding social to the marketing mix – having a point, choosing the right platforms, supporting your presences
Testing and measuring
- Measuring content usability
- Testing your content
- ROI – setting goals and ways to measure
Facilitator
Helen Steemson
Writer Helen Steemson's attitude to copywriting: you can tell it's good when you don't notice you're reading.
Her company, Words for Breakfast specialises in clear, engaging communication, with a particular focus on digital platforms. They've created the content for sites, social media and online marketing for a wide range of businesses, ranging from a bacon manufacturer, to a telecommunications companies.
Helen's years as a copywriter in the advertising industry saw her win international accolades for her work at number of award shows, including Cannes Lions. She's worked for Saatchi & Saatchi Auckland andWellington, and JWT Auckland across a number of clients, including TVNZ, Westpac, NZ Army, Bayer, Wellington Zoo, DTR and Griffins.
In-house Training
Register now
Upcoming Dates
19 - 20 September
Auckland
26 - 27 September
Wellington
