Digital Copywriting Techniques

Overview

Each type of digital media requires a tailored approach to maximise its strengths. This course will guide you through how various digital platforms work and the most effective writing techniques for each. You will explore the nuances of writing for webpages, blogs, emails, online advertising and storytelling for social media.

Regardless of the digital channel, a structured approach is essential for identifying your core proposition. The course will delve into balancing benefits with features, how to create emotional connections with your audience and using audience profiling to strengthen your copy. You will also practice creative writing techniques that make your copy more compelling, drawing on principles of persuasion and personalisation.

Participants are encouraged to bring their own digital marketing copywriting project to the course. Over the two days, you will apply the techniques learned directly to your project, refining and improving your copy through practical exercises.

Throughout this practical course, you’ll also explore how AI can enhance your copywriting, with hands-on experience applying everything covered to your own project.

• Day 1: How to position content across digital platforms, engage audiences and refine communication objectives.
• Day 2: Digital copywriting techniques, including developing compelling headlines, structuring body copy for impact, storytelling, refining tone of voice and using AI tools.

Who should attend?

This two-day course is for marketing professionals and copywriters who write or commission digital content. You’ll learn practical copywriting techniques to engage audiences, develop persuasive messaging and refine your approach across digital platforms.

Learning outcomes

Day 1

• Webpages and blogs: Learn how to position, differentiate and optimise content for SEO, user experience (UX) and mobile
• Sales emails and ads: Secure attention, interest, desire and action in emails and digital ads
• Social media: Tones, structure and content strategies for cutting through on X, Facebook, Instagram, TikTok and LinkedIn
• Audience profiling: Use empathy tools and archetypes to connect with your audience
• Message development: How to balance benefits and features, and counter objections
• Persuasion techniques: Strengthen your messaging using principles of persuasion
• Refining briefs: Clarify communication objectives and stimulate creative thinking
• A/B testing: Learn how to test and refine copy based on performance data

Day 2

• Headlines: Develop techniques to grab attention and sustain interest
• Body copy: Build desire, overcome inertia and motivate action effectively
• Tone of voice: Create brand differentiation through consistent language
• Content personalisation: Tailor copy to different audience segments for greater engagement
• Storytelling: Create ad concepts and videos to connect with broad audiences using suspense, emotional connection and tapping into universal themes
• Practical application: Apply techniques to your project for hands-on experience
• Feedback and refinement: Workshop your project and refine your copy with feedback