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.
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.
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