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training for conferences, exhibitions and events |
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public courses |
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a producer and marketing course |
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Course outline: Create persuasive online copy to generate interest and sell your event + Core copywriting principles and how they apply when writing online for conferences and events + FAB and its relevance to event marketing + Defining your core conference proposition and your target market + Understanding the differences between writing online and offline Develop web and email copy that effectively communicates your event message and increases site usage + Understand how users read and react to online content + Write headlines, summaries and lists that prompt action from the users + Develop compelling subject lines to increase open rates of emails + Structure and write effective emails which generate a response Create copy that prompts desired actions from users and maximizes the success of your event + Setting a voice and tone that engages your visitors and prompts them to action + Hyperlink text that guides without guesswork + Knowing when to link and when not to + Maintaining readability and credibility Structuring your copy to maximize search engine optimization + How to source keywords and know which ones will send you targeted traffic + Deploy on-page optimisation writing techniques to improve search ranking + Organise and label information so that it can easily be found and avoid "flat" information + Optimise website metatags to improve search rank and search click through rates Design text and web pages that draw attention to key messages + Build navigation structures that relate to people’s needs for information and write web text + Design a template and get it right so it works each time + Using design to ensure your content is easy to scan and read and builds in tables, lists + Combing text with colour, images and audio/visual for maximum impact and engagement + Plan and design how your site will develop over time + Design emails and web pages that will work in all email systems and browsers Copywriting for new technology and social networking tools + Understand different copywriting requirements for blogs, tweets and how to use them toyour advantage
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