IDM Advanced Certificate in Digital Copywriting - Online

IDM Advanced Certificate in Digital Copywriting

Course Overview

This course will help you achieve your business goals, by writing copy that engages and persuades your audience. Taught online in a live classroom over 10 weeks, with copywriting tasks and individual coaching.

During your Advanced Certificate in Digital Copywriting, you will learn to:

• Write clear and structured copy for digital media
• Develop a strong and persuasive style that works for your brand
• Optimise your copy for search engines
• Master different approaches for different digital channels
• Have the confidence to assess copy that works, and make recommendations for improvements.

Qualification Information

Syllabus

Writing concise and persuasive copy for digital media

• Using plain language
• Crafting sentences with impact
• Breaking up paragraphs for easier scanning
• Headings and sub-headings

Getting style and tone of voice right

• Essential elements of style for digital copywriters
• Using the active voice
• How to nail the ‘voice’ of your brand
• Clichés to avoid and how to replace them with more effective copy

Copywriting for Search Engine Optimisation (SEO) and search advertising (PPC)

• How to identify keywords to target for search marketing
• Using keywords ‘on the page’ for relevance
• Internal and external linking
• SEO for blogs and articles

Email copywriting

• Getting subject lines right
• Optimising your body copy
• Sender field, sign-off and ‘envelope’ content
• Getting the call to action right
• Personalising copy for maximum impact

Blogging and social media

• Establishing a conversational tone for blogs and social media
• Structuring blogs for higher engagement
• Social media copy – writing for reduced character counts
• Storytelling elements – using emotion to engage readers

Course Info

Online classrooms run fortnightly from 6.30pm. These will be live and recorded and last 90 minutes each.

Each week there will be a short writing task to complete for which you will receive individual feedback on for the following class. There will also be a written assessment at the end of the course.

Tutors

Tim Tucker F IDM, 23 Digital

Tim is a digital content strategist and copywriter. He works as an independent consultant and trainer, working with businesses in B2C and B2B, as well as charities and governmental organisations. He is a regular consultant with the National Trust and the Content Marketing Association.

Tim started his career in print media, as a journalist and editor at Future Publishing. Here he wrote and edited content across specialist interest sectors, including video games, music making, photography, computing and technology.

In 1999 he became an online publisher and launched GamesRadar.com, one of the world's most visited video games websites. In 2004 he formed part of the senior management team at Future, heading up the newly formed New Media division.

As Online Group Senior Editor at Future Publishing, Tim worked on the strategy and development of some of the company’s most successful online launches, including T3.com, TechRadar.com, MusicRadar.com, BikeRadar.com and TotalFilm.com.