Web Writing that Works

Did you know you have less than 10 seconds to capture most readers' attention online? That people don't read on-screen like they do offline? And that traditional print writing translates poorly on the web?

In today's fast-paced world, web users have limited time and attention so your content needs to be not only engaging, but easy to scan.

Given the web's power to tell your story, capture leads and convert customers, writing for the online world is one skill you need to master to communicate effectively today. Web Content that Works will give you the confidence and knowledge to do just this.

Who should come

This course is ideal for anyone who writes or is responsible for any website, intranet or online marketing copy and wants to communicate more effectively online. Through a combination of theory and practical exercises, you will learn how to adapt your print writing skills for online media, including e-newsletters, intranets, websites and blogs.

You will also learn to identify what readers really want from your web writing, the all-important principles of search engine optimisation (SEO), and how to use social media and e-marketing to connect with customers and build your brand.

What's included?

Full day of writing training, including catering (if held at Editor Group)
The chance to work on your own projects during the course
Takeaway examples and post-course consultation
Complimentary copy of The Essentials of Great Writing book for each person

Course content

MODULE		DETAIL
What web readers want		How people consume content online. Understanding the characteristics of the online world, how web readers behave, what they expect and why.
Principles of web writing		Elements of effective web content. Roles of the web writer, and online versus offline communication.
Compelling content		Achieving great structure and style. Using length, tone, style and design to communicate effectively online, plus how to adapt print copy for the web.
Capturing the audience		Writing for accessibility and usability. Writing for search engines, creating killer summaries and how to best use hyperlinks, gather feedback and test for usability.
Online strategies 1		Creating engaging newsletters and emails. Golden rules for quality e-newsletters and emails that call customers to action, plus what not to do.
Online strategies 2		Best-practice blogging. How to write targeted and powerful blogs that help build your brand and business.
Online strategies 3		E-marketing like an expert. Tips on showcasing your expertise using social media and other online tactics, including white papers and articles.
Exercises		Putting principles into practice. A range of stimulating tailored writing exercises throughout the day show you how to put the writing principles into practice.

BOOK NOW

See the right hand column for upcoming Public Courses (open to individuals and small groups) and contact details for booking a Group Course. We look forward to seeing you soon!

LENGTH:

One day

LOCATION:

Sydney CBD or your offices

FEES:

Public course: $660 per person

Group course: $5,500 for up to 10 people
Discounts available for not-for-profits

PUBLIC COURSE BOOKINGS:

25 November 2010 - Book now
10% off for bookings before 13 November 2010

GROUP COURSES:

Contact Evelyn Freeland on 02 8912 9500 or efreeland@editorgroup.com

TRAINER:

Megan Sheerin is a professional copywriter and communication strategist with over 10 years' experience in employee and online communications, journalism, copywriting and change management.

COMMENTS FROM ATTENDEES:

"The team at ninemsn found this workshop to be extremely useful. It's a must-do for anyone who writes for the Web."
Libbey Bessell-Browne, ninemsn

"Fantastic and very useful. I thoroughly enjoyed every aspect of the course, particularly the group interaction and idea-sharing sessions."
Adele Staniland, Search Marketing Executive, Yahoo!7

"Web Content that Works is one of the best writing courses that I have attended. The information was introduced in bite-size pieces and of very high quality. I would definitely recommend this course to other marketing communications professionals."
Ellen Gilbert, Communications Manager, Alphawest Services

Editor Group Pty Ltd (ABN 52 083 974 341) | L5, 249 Pitt Street, Sydney NSW 2000 | Phone: +61 2 8912 9500 | Email: inbox@editorgroup.com