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In this interactive masterclass, you’ll work with a highly experienced copywriter and trainer to create and critique copy for the online environment. As well as discussing best practice for search engine optimisation, including your use of keywords and tags, you will be encouraged to explore the world of online storytelling and different ways of making your digital copy eye-catching, memorable and persuasive. 

During the two days, there will be the opportunity to work collaboratively on practical exercises for both B2C and B2B audiences, creating display ads, web copy, blogs and emails.  

Built around a hypothetical case study, the course allows you to experiment with your writing, build on your existing experience and come away with a record of the group’s work over the two days. At the culmination of the course, you will also have an opportunity to discuss future trends in digital copywriting and the way in which the copywriter’s role may change in years to come.

Who should attend?

This course is designed for marketing and communications professionals who already have experience or training in digital copywriting. We welcome people who are focused on digital platforms specifically and keen to enhance and hone their skills through discussion, experimentation and practical exercises. 

Learning outcomes

  • Gain confidence in crafting and delivering copy to deadlines 
  • Explore the role of tags, key words and other tactics for SEO 
  • See how effective storytelling can enhance your digital copy 
  • Experiment with different approaches and formats for blogs 
  • Deliver advertising messages that grab attention and drive clicks
  • Learn how to approach scripting for video content
  • Create ideas for a compelling email campaigns from scratch 
  • Find new ways to liven up and enhance your social media presence 

Course Dates

Start Date Duration Location
28 Feb 2024 2d Virtual
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25 Apr 2024 2d Virtual
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25 Jun 2024 2d Virtual
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Course Director

Phil Woodford

Phil Woodford is a former advertising creative director, who now works as a freelance copywriter on behalf of clients in the UK and continental Europe. Writing across a range of digital platforms, he is used to interpreting briefs for both B2C and B2B audiences and understands the practical challenges marketers face. Phil is also a highly experienced trainer and lecturer, teaching at University of the Arts London and the largest private university network in France, INSEEC U. Each week, Phil co-hosts a weekly news review show on Colourful Radio, broadcast from London’s Africa Centre.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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