Writing High-Impact Digital Copy

Whether you want your reader to click a link, make a purchase or share information, crafting compelling copy is one of the most powerful pathways. In this course, you learn why writing for marketing is different than writing for other purposes.

Specifically, you will learn:

  • How to create copy that gets the right kind of attention.
  • How to arrange copy to draw in the reader.
  • How to get your audience to take action.
  • How quality content can help you reach your organization’s goals.

All types of marketing copy are considered: web pages, emails, blogs, social posts, flyers, brochures and more. Come ready with an example of copy that would benefit from improvement — something you have created or something you have come across.

The class is taught using a combination of formats: live, recorded lectures, reading on your own time and meeting one-on-one via Zoom for coaching with the instructor.

This course can be applied to the following certificates:
Business and Interpersonal Communication Certificate
Creative Powerhouse Certificate

Instructor

Erich Maas

Erich Maas

Erich Maas make his living as a content designer on the user experience design team at Mercari. He seeks creative ways to get users what they need with concise, meaningful copy in just the right place. Erich has worn many ... read more

Who Should Attend

Any business professional responsible for writing effective marketing content.

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

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 assignments 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

Date:

Delivery Method: Combined Online

Live Online

Date: Oct 21, 2024, 6:30pm - 7:30 pm; Oct 28, 2024, 6:30pm - 8pm

Time: 6:30-8pm CT

Platform: Zoom

Course-Paced Online

Available:

Platform: Canvas

Instructor: Erich Maas

Fee:

$325 by Oct 7, 2024
$349 after Oct 7, 2024

CEUs: .7

Enrollment Limit: 15

Program Number: 5026-16259

Note: This class meets live October 21, 2024, 6:30 pm – 7:30 pm and October 28, 2024, 6:30 pm – 8 pm. There are recorded lectures and resources in Canvas for editing your project between October 21 and October 28.  There is also a 1:1 online coaching session with the instructor at an agreed-upon time to work on your project.

Participants will receive instructions for logging into Canvas to access course materials and Zoom links before the course start date.

Registration Deadline: Oct 21, 2024

Register Now

Date:

Delivery Method: Combined Online

Live Online

Date: Mar 31 6:30pm - 7:30 pm; Apr 7 6:30pm - 8pm

Time: 6:30-8pm CT

Platform: Zoom

Course-Paced Online

Available:

Platform: Canvas

Instructor: Erich Maas

Fee:

$325 by Mar 17, 2025
$349 after Mar 17, 2025

CEUs: .7

Enrollment Limit: 15

Program Number: 5026-16260

Note: This class meets live March 31, 2025, 6:30 pm – 7:30 pm and April 7, 2025, 6:30 pm – 8 pm. There are recorded lectures and resources in Canvas for editing your project between March 31 and April 7.  There is also a 1:1 online coaching session with the instructor at an agreed-upon time to work on your project.

Participants will receive instructions for logging into Canvas to access course materials and Zoom links before the course start date.

Registration Deadline: Mar 31, 2025

Register Now

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