Member Exclusive: Web and digital copywriting - Human vs machine Exchange_Lock

Member Exclusive: Web and digital copywriting - Human vs machine

  • Broadcast: Thursday 21 March 2024
  • Phil Woodford

For some, copywriting has always been an art. In the digital age, however, science has played just as big a role for marketers. With a wealth of metrics at our disposal, the pressure of search engines and now the seemingly unstoppable growth of AI, is good copy more a question of algorithm than inspiration?

In our latest member-exclusive webinar, CIM Course Director Phil Woodford looks at the way in which technology has transformed the writer’s craft, but argues that the success of communications still depends on empathy, connection and an understanding of human psychology.

This session will:

  • Explore the human motivators that drive successful digital copy
  • Examine how copywriters have adapted in the ever-changing digital landscape
  • Discuss how marketers can balance human needs and the logic of machines.

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About the Speaker

Phil Woodford
Phil Woodford Freelance copywriter and masterclass director, CIM

Phil Woodford delivers a number of CIM courses on different aspects of copywriting, including our popular Principles course. He has also created bespoke workshops with a wide variety of CIM clients across the commercial, voluntary and public sectors. A former advertising creative director, Phil has a Master’s in Occupational and Business Psychology and lectures at the private French university group OMNES. He co-hosts a weekly news review show on DAB for Colourful Radio, broadcast from the Africa Centre in London and is a trustee of a charity providing free counselling to young people.

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