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    Most copywriting today is digital by default. From web content, video and social posts through to ads and emails, the challenge is to interrupt and engage in an environment that is increasingly crowded and frenetic.

    In this interactive masterclass, you will discuss the pressures created by short attention spans, the need for seamless user experience and the demands of search engines. You’ll also have the opportunity to work on practical writing exercises that address both B2C and B2B scenarios and allow for constructive reflection and critique.

    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, including the increasing role of generative AI in the creative process.

    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 latest thinking on SEO and how it impacts writing 
    • See how effective storytelling can enhance your digital copy 
    • Experiment with tone of voice and look at examples of brands pushing boundaries in the digital space
    • Deliver advertising messages that grab attention and drive clicks
    • Learn how to approach scripting for video content
    • Create ideas for compelling email
    • Find new ways to liven up and enhance your social media presence 

    Course Dates

    Start Date Duration Location
    25 Jun 2024 2d Virtual
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    05 Sep 2024 2d Virtual
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    21 Nov 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.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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