About

ABOUT THE COURSE

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 search-optimised content for websites, intranets, adwords and Facebook ads, social media, blogs, email and other digital marketing.

This hands-on course will give you a mix of information, exercises and examples - so you come away with a clear understanding of how to tailor your writing to the online environment.

“The facilitator was excellent – engaging and informative. In-depth course book to take away. Good broad coverage of topics with opportunity to ask questions to go deeper” 

Hazel Penfold, Public Information Advisor, Department of Labour

NEW SKILLS YOU WILL LEARN

• How to tailor your writing to the online environment
• Structuring web content
• Striking a balance between writing for search engines and writing for people
• Why and how social media writing is different
• Measuring content usability and testing your content

Outline

COURSE 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 company.

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 and Wellington, and JWT Auckland across a number of clients, including TVNZ, Westpac, NZ Army, Bayer, Wellington Zoo, DTR and Griffins. 

Helen Steemson is also facilitating:

• Clear Business Writing

In-house Training