In today’s digital age, a command of web copywriting, SEO and content is essential for any professional who wishes to stand out in the online world. With the rise of digital marketing and the growing demand for quality content, the skills you will acquire in the Course in Web Copywriting, SEO and Content will put you at the forefront of the industry. This course will equip you to create copy that not only attracts but also converts, using techniques such as copywriting applicable to blogs, e-commerce and personal branding alike. You’ll learn how to manage and optimise content using tools such as CMS and to implement effective content marketing strategies. You’ll also explore the importance of SEO in improving the visibility and reach of your content. With a focus on connecting, engaging and persuading, this course is ideal for those looking to boost their digital presence and ensure the success of their projects in a constantly evolving market.
Web Copywriting, SEO and Content
Digital Marketing
150 h
Introduction
Objectives
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Understanding the importance of the copywriting in Inbound Marketing.
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Identify tools key to content management.
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Configure and customise a blog on WordPress.
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Apply techniques from copywriting to different types of content.
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Developing a content strategy with objectives SMART.
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Use techniques for SEO to optimise copywriting.
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Write content convincing for the corporate blog.
Table of Contents
TEACHING UNIT 1. THE IMPORTANCE OF COPYWRITING FOR INBOUND MARKETING
1. What is Inbound Marketing?
2. Content marketing and copywriting
3. Copywriting to create viral content, viral marketing.
4. Video marketing and brand storytelling
5. Copywriting and online reputation
TEACHING UNIT 2. CONTENT MANAGEMENT TOOLS
1. CMS (Content Management System)
2. Example of a CMS: WordPress
3. Tools for publishing content on social media
4. URL shorteners
5. Mailing lists and subscribers
6. MailChimp
7. Newsletters
TEACHING UNIT 3. BLOGGING AND WORDPRESS
1. Definition and functions of the blog
2. WordPress content management system (CMS)
3. Initial WordPress setup
4. Pages in WordPress
5. Blog design
6. Publishing content
7. Comment management
8. Plugins for optimising SEO on blogs
TEACHING UNIT 4. TYPES OF CONTENT AND THE APPLICATION OF COPYWRITING
1. Internally generated content
2. Blog
3. Microsites
4. Landing pages
5. Mailing lists
6. Social media
7. Discussion forums
8. Events 2.0
9. Apps
10. Infographics
11. Digital product portfolios
12. FAQs
13. Photo galleries
14. Videos
15. Podcasts
16. Books, manuals, white papers, e-magazines and downloadable documents
17. Surveys, tests and scientific experiments
18. Prize draws and competitions
19. Reuse of content
20. Mentions on social media
21. Comments on the brand’s blog
22. Reviews, video reviews, lists and rankings
23. Interviews and features in online media
24. Vertical portals
TEACHING UNIT 5. CONTENT CREATION STRATEGY
1. SMART objectives
2. Target audience segmentation
3. Planning the content marketing strategy
4. Strategic plan
5. Followers, leads, customers and prosumers
6. Tactical plan
7. Editorial calendar
TEACHING UNIT 6. APPLIED COPYWRITING
1. What is copywriting?
2. Connect, inspire and persuade
3. Key copywriting techniques
TEACHING UNIT 7. SEO AND COPYWRITING
1. SEO for copywriting
2. SEO analysis
3. Keyword Research: SEO and Copywriting
TEACHING UNIT 8. COPYWRITING FOR THE CORPORATE BLOG
1. Do we write for Google or for people?
2. Web reading pattern
3. The inverted pyramid structure
4. Breaking up the monotony of the text
5. Style guide
6. Keywords in content marketing
7. Tips for searching and adding keywords
8. Original content
TEACHING UNIT 9. COPYWRITING FOR PERSONAL BRANDING
1. Introduction
2. Define your brand and style
3. Identify and define your target audience
4. Creating a contact list
5. Corporate personal pages
6. Personal blog
7. Use of social media
9. Communication Plan
TEACHING UNIT 10. COPYWRITING FOR E-COMMERCE
1. Introduction
2. The Homepage
3. The menus
4. Product sheets
5. Description of services
6. ‘About Us’ page
7. Contact page
8. Frequently Asked Questions page
9. Shopping basket, checkout and thank you page
10. Sending emails
TEACHING UNIT 11. KPIs FOR MEASURING THE EFFECTIVENESS OF YOUR WEBSITE COPYWRITING
1. Web metrics
2. Users
3. Page views
4. Bounce rate
5. Geographical data
6. Heat maps
7. Sources of traffic
8. Average session duration
9. Social bookmarking for the blog
10. Blog comments
11. Business metrics
12. Conversion
13. ROI