Writing High-Impact Digital Copy

DATES TO BE ANNOUNCED

In today’s digital world, attention comes at a price, and words are your currency. Knowing the art of digital copywriting is non-negotiable.

Learn how to find and use the right words to make people take action — make a purchase, dine at your restaurant, donate to your cause, sign up for an event or click on a link. Basically anything you want them to take action on.

Specifically, you will learn:

  •  Five quick things you can do to make your writing better
  •  What makes digital writing effective
  •  How to draw people in and make them act
  •  How to change your approach for different digital platforms. We’ll cover web pages, marketing emails, blogs, social media and user interfaces (UI/UX)
  •  How to use AI tools like ChatGPT as a writing sidekick and idea starter

You also get bonus resources you can download or bookmark and keep forever.

At the end, you’ll do a writing exercise to show off what you learned. Plus, you’ll get one-on-one coaching from the instructor to improve a piece of content.

The class intro session, instructor one-on-one and project reveal are live via Zoom. The recorded lessons are self-paced, so you can watch them at your own speed.

This course can be applied to the following certificate:
Business and Interpersonal Communication Certificate

Benefits and Learning Outcomes

  • Gain a strong understanding of best practices for writing in marketing, and how to apply them to your content.
  • Learn the five proven models for writing headlines, subheads, email subject lines and social posts that inspire action.
  • Obtain a strong grasp of tone, style and voice (and how to use these tools to differentiate your brand online).
  • Learn a strategic approach to writing different types of content, including blog posts, social posts, email campaigns, videos and more.

Course Outline/Topics

  • Course Outline/Topics
    1. Web Writing Best Practices:
      • Five best practices to make your content scannable, consumable and shareable.

     

    1. Writing Headlines That Get You Noticed Online:
      • How to cut through the noise and stand out to those who need your products, services and ideas.

     

    1. Writing for Your Target Audience:
      • Engaging your audience, building trust, providing value and solving problems.

     

    1. How to Write Different Types of Web Content:
      • From social to blogging to writing for your website, different digital spaces require different types of copy. Learn how to identify types of content that will resonate with your audience, and how to craft copy for each distinct space.

     

    1. SEO and Keywords – Just the Basics:
      • How to use keywords and on-page SEO to get your content found in search engines like Google.

     

    1. The Fine Art of the Call to Action (CTA):
      • How to use CTAs to make your readers take action.

     

    1. Interactive Exercises:
      • Bring together skills learned in class to significantly improve sample in effective copy
      • Meet with instructor for one-to-one coaching
      • Participate in before and after reveal of class projects for ideas about what is possible

Who Should Attend

Any business professional responsible for (or heading a team responsible for) writing effective online content.

Prerequisites

Basic understanding of marketing principles such as communication options and target audiences.

Testimonials

I really liked how this class was organized with an intro class, then time to work on our assignment and do the lessons on our own, followed with a check-in time and then presentation class. The check-in/office hour was useful to make sure I was on the right track before presenting.


Participant, Fall 2022

Loved learning about tips and tricks of how to make our writing better. I loved learning in my own time. When I started writing my first piece, I found it very stressful realizing I only had one week … but I will admit when I abandoned my first project and completed the second one, it was a lot easier. Erich was always available and very helpful!


Heather Reetz, Fall 2022

I found this class to be the most beneficial class I’ve taken as a student at the School of Continuing Education. The lessons and PowerPoints slides were filled with tips and tricks I can take back to my job. Erich was great!


Participant, Fall 2022

Loved this course! Erich did a great job of providing relevant information and feedback.


Julie Felser, Marquette University High School

Erich’s expertise shined in this course. He was thoughtful and direct when delivering feedback. Exceptional organization.


Bradly Ford, Educators Credit Union

I got a lot out of this course. I liked being able to complete the class at my own pace over the week. The 1:1 meeting was most helpful.


Liz Charewicz, Johnson Controls