» Web Copywriting Training Course – Working Professional

Faculty

Navin Kansal
Creative Director, Digital
at OgilvyOne Worldwide

Details : Weekend Program , Rs.13,000, All sessions on Sat and Sun. Access to Online study material.

Why Learning Catalyst

Special Support For Small Biz Owners in the batch

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Program Outcomes A full detailing of how web copywriting is different from traditional copywriting. Practical experience and assignments in the entire expanse of web copywriting : flash ads, adword ads, email writing, etc..

Program Outline

	Session Topic	Some of the areas that will be covered
1	Introduction to Copywriting	Introduction and basics of copywriting
2	Marketing Communication Basics	Messaging – who to, what for, and deliver where? Defining the audience(s), identifying the key point of the message, Locating contexts/portals to serve the message.
3	Text on the Web	The full expanse of ‘text on the web’ Best Practices for copy on web pages, banners, site capture, interactive engagement, PR and conversations.
4	Search Engine Advertising	Typical online behavior of traffic from search engines and how does it impact the copy Writing Text Ad for different search engines and contextual text ads on content pages.
5	Copywriting for SEO	How to arrive at the ‘brief’ for SEO copywriting Why should one stay away from black hat techniques Studying competition and the category to get ideas
6	Banners & Site Capture	Static and dynamic banners. Different size formats, storyboard sequence, applying brand guidelines. Adapting the campaign theme to a given media opportunity. Using the topicality factor, average visitor profile, brand proposition and personality to generate a creative concept.
7	Interactive Engagement	How to talk to prospects who are in the SEEK stage ( pre-buying). Getting their attention, developing their interest, fulfilling their information/consultation needs. Examples from brands – in India and abroad.
8	Writing Copy for Social Media Activities	Why is PR and ‘word-of-mouth’ better than advertising. How to monitoring the “social space” and listen to conversations Posting answers to queries. Creating and participating in conversations.
9	Newsletter and e-mailers	Understanding your Target Database How to arrive at the template for content/scope of newsletter. Examples. Best Practices for E-mail Marketing: subject line, copy/design, call to action.