Master the fundamentals of writing and applying them to all digital channels.
Are writing online vs. offline fundamentally the same--or fundamentally different? And what are the best practices for each? The online category has two parts: (a) fundamentals and (b) technology and marketing channels. Fundamentals are rooted in persuasion and human technology. These have not changed in ten centuries. So, the idea that old writing techniques are outdated is pure nonsense, and we review the most important of those fundamentals that have always been part of good writing and continue to be today. Yet many people in digital marketing either do not know them or ignore them--at their peril. Technology and marketing channels evolve and change, often at breakneck speed. By mastering the fundamentals and applying them to all digital channels - from social and video to pay-per-click ads and webinars - you gain a sustainable advantage in the new multi-channel marketplace.
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Agenda
Fundamentals of Good Writing--Online and Offline
- The Evolution of Writing From Stone to Print to Digital.
- The 7 Characteristics of Superior Writing
- Writing Tricks of the Trade
Content Marketing Mastery, Part I
- The 6 Functions of Content in Marketing
- How to Avoid Google Goulash
- The 4 Levels of Content
Content Marketing Mastery, Part II
- Advanced Content Marketing Formats
- 8 Types of Visuals and What Each Can Do for You
- Titles for Your Lead Magnets
Online Copy
- 6 Attributes of Superior Offers
- Measuring Online Readability
- How to Write A-Level Copy
Boosting Clicks and Conversions
- The Structure of High-Conversion Lead Pages
- Construction of High-Performance Sales Funnels
- A Baker's Dozen of Email Metrics
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More Program Information
Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Credits
OnDemand Course
This course was last revised on March 14, 2024.
Call 1-866-352-9540 for further credit information.
- IAAP 1.0
- All education that aligns with the CAP Body of Knowledge can be used toward recertification. Lorman Education Services believes this course does align and should be counted toward recertification. Please visit IAAP's certification webpage to review recertification details and requirements. https://www.iaap-hq.org/page/CAP_Recertification. Course Length: 1.0.
MP3 Download
No credit available.
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Faculty
Bob Bly
Center for Technical Communication
- Director of The Center for Technical Communication
- Freelance copywriter and business writing teacher
- Conducts regular seminars and workshops on numerous business writing, technical writing and copywriting topics
- Wrote, The Elements of Business Writing, a 140-page trade paperback, Pearson, over 150,000 copies sold, plus 90 other books
- American Institute of Chemical Engineers, International Association of Business Communicators
- B.S. degree in chemical engineering, University of Rochester
- Can be contacted at 973-263-0562, [email protected] or on Twitter® @Robertbly
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
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