This qualification is made up of 15 modules. You will also be required to complete one assessment.

Module 1: Introduction to Copywriting for Digital Channels

Learning objective: Understand how your audience read and interact with digital content.

• How do readers 'see' digital content?
• The 'skim' factor - skimmers and scanners vs. longer readers
• Web usability research and what it means for effective writing
• Mobile - where your customers and audience are today most likely read your copy

Module 2: Breaking Down the Brief

Learning objective: How marketing messages can be more effective with the right digital copy.

• Getting into a digital mind-frame
• Understanding the importance of keywords and phrases used in copy
• How to sell digital copy
• How to make the most of each medium - websites, emails, ads
• Reviewing what will work and where
• Creating a checklist for effective web copywriting

Module 3: Expanding the Content for Web Pages

Learning objective: Writing effectively for both your audience and search engines.

• How SEO copywriting affects digital content - where else will your headlines appear?
• Which words are the most important on a web page? And why?
• Understanding 'call to actions' the digital way

Module 4: Writing for Emails

Learning objective: Making emails and email marketing campaigns work harder.

• Identifying why your audience would read - or ignore - your email
• Getting the subject line right
• How to avoid getting sent straight to spam
• What are the golden rules and cardinal sins?
• What to test and why

Module 5: Editing and Repurposing Content for Digital Channels

Learning objective: How to effectively edit existing content to make it work across all digital channels.

• Key points to consider when repurposing or editing content
• Identifying when digital content should be considered
• Quick wins available with little effort: digital copywriting tricks
• When copy alone is not enough... Making sure enhanced content is working just as hard for you
• Identifying key editing do's and don'ts
• How to start incorporating the day's principles within other digital copy opportunities

Module 6: Copywriting for social media

Learning objective: An overview of social media and blogs, their importance and the impact they have.

• Identifying where blogging and social media sit in the marketer's arsenal
• Discovering how they affect SEO
• Exploring why they need to be written in a different way to websites and print copy

Module 7: Blogging: What Makes a Great Blog?

Learning objective: How to create a blog and take the conversation further.

• Understand what a blog is - dialogue, not a conversation
• Identifying the top 5 content rules for a great blog as well as the top 5 cardinal sins for a great blog
• Where to find and promote blogs, and reviewing existing blog examples

Module 8: Taking the Blog Further

Learning objective: To delve deeper into social opportunities using blogs.

• Identifying opportunities through links/blog-rolls/tag clouds etc.
• How to stimulate and deal with comments

Module 9: Social Media - think Strategically, not Tactically

Learning objective: Considerations when writing copy for key platforms and how to think strategically.

• Reviewing what you want to achieve
• Recapping the potential benefits
• Identifying where your audience are, what they are doing and what they expect
• Ways to measure success

Module 10: The Key Players: Facebook, Twitter and more

Learning objective: Identifying where they fit in with your social media strategy and how they can help boost your digital success.

• How they can work for you and what they each offer
• Recognising what their users expect
• Identifying the key competitors
• Understanding what you need to think of from a writing point of view

Module 11: Using Social Media for Search

Learning objective: Understanding the importance of your words and what people search for.

• Knowing how copy really works
• The importance of your words and phrases when other people are searching
• How to make the most of the #tag/RT/lists

Module 12: Getting the Tone Right

Learning objective: Understanding the key points to consider when writing copy for social media.

• Identifying the top 5 things to consider

Module 13: Dealing with Comments and Feedback

Learning objective: Deploy the necessary skills to stimulate and deal with comments and feedback across all digital channels.

• Commenting and dealing with comments
• How to adopt the right tone, phrasing and reaction

Module 14: Digital Copy Techniques Refresher

Learning objective: Recap of the techniques covered so far.

• Overview of top 10 things to remember when writing and editing digital content for web, email, blogs and social media including keywords, SEO, captions, subject lines, eye-catching copy, user journeys, strategic techniques, engaging copy, stronger calls to action and using enhanced media to support your copy.

Module 15: Building Successful Personas (including exercise)

Learning objective: Understanding your audience to adapt your copy.

• Using personas to better target your digital copy
• How to create personas, why they are so important, using personas to adapt your copy for different mediums and devices