Words That Sell: Compelling Copywriting

Program Overview

This short copywriting and content writing course equips students with the skills and knowledge to craft compelling and engaging content for various mediums, including websites, social media, and emails. The course covers essential topics such as SEO optimization, email marketing copywriting, tone of voice, and house style, empowering students with the expertise to succeed in a career as a copywriter or content creator.Taught by an experienced copywriter and mentor, this course provides one-to-one attention, fostering discussion, and idea-sharing within a limited class size.

Program Outline

Degree Overview:

This short course equips students with the skills and knowledge to create compelling and persuasive copy that engages the reader. It aims to help students build their writing skills for business and marketing or start a career as a copy or content writer. The course covers various topics, including understanding different types of copywriting, developing a tone of voice, creating a content strategy, and writing for different mediums such as social media, websites, and email marketing. It also emphasizes the importance of headlines, hooks, and call-to-actions in copywriting and how to use them effectively to capture the reader's attention and drive engagement. Students will also have dedicated time to research and analyze their target audience, consider how to write for Search Engine Optimisation (SEO), and how to measure the success of their copy and content.

Outline:

The course is structured into six sessions, covering various aspects of copywriting and content writing:

• Sessions 1 and 2: Introduction to copywriting, content writing and writing for the web:
• Online versus offline writing
• How to structure your writing
• Introduction to the inverted pyramid format
• Blogs and online articles
• Thought leadership articles and White Papers
• E-books
• Social media copy
• Developing social media posts
• Sessions 3 and 4: Writing for SEO and writing email marketing copy:
• How search engines work
• Keyword research
• Writing semantically and contextual linking for optimising content
• Meta data
• Types of marketing emails
• Writing great subject lines
• Writing body copy and call-to-actions
• Structuring your writing to maximise responses
• Sessions 5 and 6: Advertising, advertorials, tone of voice and house style:
• Pay per click (PPC) ads and landing pages
• Display advertising and remarketing copy
• Press adverts
• Advertorials
• Radio and TV advert scriptwriting
• Other types of advertising, for example a billboard
• What is tone of voice and house style?
Why do they matter?
• Tone of voice, house style guidelines and how to create them

Teaching:

The course is delivered through lectures, group discussions, activities, and manageable homework assignments. Students have the opportunity to share personal projects and assignments, receive feedback, and participate in group critiques.

Careers:

The course aims to help students understand whether a career in copywriting or content creation is right for them and provides the skills and knowledge to get started. Upon successful completion, students receive a certificate of attendance, which can enhance their CV.

Other:

• The course is taught by Faye Stenson, an experienced copywriter, marketing communications specialist, mentor, and trainer.
• Faye runs her own copywriting and content writing business, Black & Write, and has worked with clients of all types and sizes.
• Students have access to the university library for research and referencing.
• The course has a limited class size, allowing for one-to-one attention.
• The course promotes discussion, collaboration, experimentation, and idea sharing.