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Program OutcomesA 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.. |
| 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. |
