Smoking Digital Copywriting: Social, Website, Email & Ads

Tap into leading-edge digital insights to ensure your copy is optimised for each digital channel.

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Why sit this course?


Ensure Your Digital Copy Is 2019 Proof

Facebook and Google move copy goalposts weekly, don’t get left behind

Crafting Sticky Digital Copy Which Grabs Attention

Tap into leading-edge digital insights on online user behaviour and psychology

How To Avoid Social News Feeds Killing Your Copywriting

Social News Feed algorithms are the main digital gate-keeper, find out how to win

Optimising Copywriting For Different Digital Channel

Google, FB, Snap, Insta, etc. have content nuances. One size does not fit all

What Does Google & FB’s Mobile Pivot Mean For Copywriting?

Most copywriters are toast, learn how to survive and thrive in a mobile-first world


View the Agenda

Preview session overview below


What content is covered in this Course?



Digital copywriting vs. Traditional copywriting

  • What are the important differences?
  • What is the same?
  • How does copywriting differ between the major digital channels?
  • Key differences between organic and paid online copy
  • Online content consumption by user demographics

Top tools for editing digital content

  • Image, video and audio libraries
  • Editing and production tools
  • Content distribution and management tools

User Experience (UX) best practice in digital copywriting

  • Must-know audience maps to pre-empt user needs/wants
  • Creating and using Personas and Scenarios
  • Understanding psychology of web users
  • Ensuring tone resonates with online users
  • Mapping key user journeys
  • Creating content for different points in marketing funnel

Insights and research on best performing content, by channel:

  • Facebook, Instagram, LinkedIn, Twitter, YouTube, Snapchat & Pinterest
  • Email
  • Website
  • Search Engine Optimisation (SEO)

Social content

  • Understanding social newsfeeds want
  • How to structure high-performing organic content
  • Drafting content which drives engagement
  • Working within different social copy-limits
  • Short and long form social content
  • Optimising social content with mobile in mind
  • Leveraging visual story-telling in content
  • Using dark posts to test content

Website content

  • Understanding UX website fundamentals
  • Ensuring site content is mobile friendly
  • Landing page best practice
  • SEO On-page optimisation best practices
  • Managing user journey with content
  • Using video and visual content to persuade
  • Creating content which generates in-bound links

Email content

  • Creating emails people live to open
  • Subject line A/B testing best practice
  • Email template design and UX best practice
  • Maximising rich media to drive engagement
  • Driving open rates and conversions with text-based emails

Online ad copywriting

  • Understanding nuances between channels
  • Killer ad copy for Google AdWords
  • Making high converting Facebook ads
  • When to ‘Sell vs. Tell’

Your Instructor


James Fitzgerald
James Fitzgerald

James Fitzgerald is the Executive Director of Programming at SMK.

SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively.

As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs. James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.


How does the Pricing work?

  • Become a member and access all courses
    Join SMK: Digital Excellence and access all online courses as they are released PLUS all Live-Streams for 12 months
    Access to all SMK Online Courses and Digital Live-Streams are available for SMK's Digital Excellence members. Over 100 hours of online courses will be released throughout 2019 as well as monthly Digital Live-Streams covering the most up-to-date optimisations and platform updates. Membership packages start from just $85 +GST /month with plans for individuals and teams available.

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Who is this course for?

Simply put, this course is for anyone who works with Online Marketing and copywriting or is looking to enhance their copy online .