Professional Certificate in Copywriting & Content Writing

Module 1: ADVERTISING PRINCIPLES

It is impossible to market or promote anything on any media if we do not have the fundamentals of Advertising. We need to learn Advertising Principles in order to know how advertising works to get the best results from any advertising campaign. Again, this is not common knowledge, even if advertising platforms are now readily available to the masses. “Having a scalpel in one’s hand does not automatically make one a qualified surgeon”. This is the same with Advertising – just because there are advertising platforms available to us, it does not automatically make us advertising experts. Advertising is yet something we have to learn in order to execute advertising plans that give us our desired results. When done right, Advertising becomes an Investment and not an Expenditure because you will enjoy an ROI when you get the money spent on advertising back with profits.

Module 2: COPYWRITING

In this module participants will learn the rules of great Copywriting, and how to write copy that drives engagement and results. Copywriting is a skill that has been practised in the Advertising world for centuries, and there are specific rules and methods to write copy to achieve a given marketing objective. Copywriting is not ordinary writing that many believe it to be. It is special skill that actually determines success or failure in any advertising effort that even all Digital Marketing gurus swear that it is the “key ingredient” in Digital Marketing success, and there are lots of secrets to be discovered in this arena. The lack of Copywriting knowledge is the main reason why so many people have lost millions on Digital Advertising. For an example, both Facebook and Google AdWords advise advertisers to write a variety of Headlines and Copy for every ad we run, and their algorithms will work to show our Target Audiences the ads and copy that is most relevant to them – and this is what makes our cost-per-click low and creates Engagement or Sales – it is all about “Relevance” and good Copywriting to succeed in Digital Advertising.  Copywriting is writing for “Out-Bound Marketing”, such as, Advertising and Promotions.

Module 3: ADVERTISEMENT DESIGN

After we have a fair understanding of how Advertising and Copywriting work, we now can apply these skills and knowledge to develop the Creative Advertisements that our target audience will read and respond. The course shall cover the creation of advertisements from scratch using the appropriate and free design tools available to develop digital advertisements that drive sales or engagement.

Module 4: CONTENT MARKETING

Google says that Content Marketing is the best way to rank high on its Search Engine, and as the best Digital Marketing strategy. In this module, participants will learn all the required techniques and knowledge to understand how Content Marketing works, along with what is needed to create great content. It will also allow participants to understand the many digitaL marketing platforms to promote products and services that is relevant to their target audiences. Content Marketing is used for in-bound marketing.

Module 5: CONTENT WRITING

This is something that everybody needs to learn. Content Writing is different from Copywriting, and it is the most effective way to market products and services online organically. Content Writing is to promote products and services for Free, whereas, Copywriting is used for paid advertising. Unlike Social Media advertisements, Content Writing involves our websites and blogs, and other forms of digital media for story-telling. It is a longer form of writing copy and is completely different to Copywriting. Again, there are many rules to Content Writing, and a good understanding of how to write good and relevant content shall be revealed in this Masterclass. Content Writing is writing for “In-Bound Marketing”, such as, Search Ads, Blogging and Website Content.