Make your ideas stick in the digital world
A one-day intermediate course on how to write strategic communications content for websites, blogs and social media
People consume information differently online: attention, scanning and navigation behaviour all confound the assumptions of writers used to traditional documents and paper. In this course you will learn and practice hands-on techniques to translate plain good writing into effective writing for the Web.
Course format
This course is popular for its hands-on format, revolving around a variety of fun and fast-paced writing exercises. Expect to spend a lot of your day writing, not listening. You will also receive personal coaching on your writing style – and feel free to bring along any texts that you are working on, if you would like in-depth feedback and guidance.
Expect briefings and research on the principles of writing for the Web, accompanied by workshops with individual feedback to build practical skills.
This course comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules:
1) Principles of writing for the Web
2) Writing website content
3) Writing for blogs and social networks
4) Micro-writing: Twitter, Status, SMS and the mobile Web
Learning outcomes
You will understand the fundamental differences between writing for paper and writing for electronic delivery, and gain experience of implementing these ideas in practice.
After this course you will be able to:
- Understand research about how people read and consume information differently online, and apply it to enhance the impact of your own writing for the web
- Adapt and re-edit texts to optimise them for web reading
- Write website content that is easy for online readers to navigate and digest
- Apply keyword strategies for search engine optimisation so that your content gets discovered
- Write content for blogs and social media that inspires people to follow and share
- Distil your writing down into its purest, simplest form for micro-formats like Twitter and SMS
Who should attend
This is an intermediate-level course designed for learners with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
Almost all written content is destined for the Web in some form, so this course is recommended for all professionals who create communication texts.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
“Very snappy and to the point.”
- Sarah Carlin, Dogs Trust
“Clear, easy to understand and interactive. I really enjoyed the workshops.”
- Samantha Boyle, Treehouse
“I liked the ability to ask questions within the course, the informal approach, and the opportunity to learn from each other.”
- A K, Marketing Matters
“Knowledgeable and engaging trainer.”
- Jayne Ryan, Biosector 2
“Good case studies and workshops, the way each person got a chance to talk about what they do, how they think and what they wrote.”
- AB, Transport for London (TfL)