Professional writers looking for an introduction into producing copy for marketing purposes should consider taking the Digital Copywriting Essentials course offered by the Institute of Direct and Digital Marketing (IDM). The programme focuses on adapting your copy for websites by introducing you to key principles in SEO, which you can use to improve the ranking capabilities of your website. Here you will also learn about the basic theory behind writing effective social media posts and email campaign material.
Courses in Copywriting
SEO Copywriting is a unique art, which takes lessons from traditional Sales Copywriting but is much more complex than this. A good SEO Copywriting teacher will teach you the importance of catchy, snappy copy such as classic sales copy, to keep users engaged and drive conversions, limiting bounce rates which in turn strengthens rankings in Google; while also teaching you the significance of richly descriptive content that truly adds value to the web, not overly commercial in nature, more informational or otherwise functional. Tone is also something to consider – it should generally be authoritative with strong grammar so as to differentiate from spam, but concise and accessible enough to be most functional – not over convoluted, meanwhile it should vary slightly depending on the tone best received by the target audience.