Post on 08-Jun-2020
CAREER BOOSTING SHORT COURSE
DIGITAL CONTENT & COPYWRITINGBuild strong, trusting brand-consumer relationships with strategic copywriting
skills and an effective digital content strategy.
Red & Yellow has been teaching business leaders to think creatively since 1994
Duration: 10 weeks
Time commitment: 7 - 9 hours / week
A highly respected Red & Yellow Certificate
Cost: R13 500 *payment plans available
THE COURSE DETAILS
Content is a critical part of any marketing strategy, and businesses that fail to
recognise its importance will be left behind. The 10-week Digital Content and
Copywriting course covers the strategic copywriting and content creation skills
necessary to plan, create and implement an effective digital content strategy.
At the end of this course you’ll be able to set up a content marketing plan and
manage communities across various platforms and channels with the end goal of
building strong, trusting brand-consumer relationships.
CAREER BOOSTING SHORT COURSE
Who should take this course? • Copywriters who want to learn how to
write for the web
• Aspiring content marketers, traditional
marketers and entrepreneurs
• Small business owners who rely on content
to promote their brand
• Anyone who wants to write compelling
content for their brand.
• Community Managers
What you’ll learn• Learn how to identify and create
digital content
• Learn how to create engaging
content that generates a true value
exchange with your customers
• Become a community manager who
can manage communities across
various platforms
• Produce a portfolio of content
and content related items for your
brand and business
DIGITAL CONTENT & COPYWRITING
We designed it backwards -
from what the industry wants.
Like all good content, it has
the end user in mind.
Wendy Shepherd - Copywriting lecturer
MODULE 1: INTRODUCTION
• Identify digital content and explain its importance
• Recognise important brand touchpoints
• Describe the difference between traditional and digital content
MODULE 2 : THE BASICS
• Define a target audience for content
• Present the brand uniformly across content platforms
• Use persuasive language
• Understand how people consume digital content
• Create customer personas
MODULE 3 : CONTENT PLANNING
• Explain how content strategy fits into the overall business strategy
• Perform research related to content
• Begin creating content
• Understand how to distribute content
• Create a content plan
MODULE 4 : COPYWRITING BASICS
• Understand basic principles for digital copywriting
• Write simple digital copy and an advertisement
• Understand how to structure digital copy
• Write for mobile, websites, email, and ads
THE LEARNING JOURNEY
Aligned with the real world: courses are developed in response to market needs or skills gaps brought on by this rapidly-changing world.
Relevant: we collaborate with industry experts to ensure the content is relevant, value-adding and delivers real-life learnings and practical applications.
A great learning experience: course material is enriched with exclusive videos, live tutorial sessions with knowledgeable humans, and interesting case studies that bring the theory to life,
Complete with real humans who have your back: there is a team committed to supporting you, and providing deeper subject-matter expertise.
We develop online courses that are:How it unfolds…The first week is dedicated to orientation. You’ll get to
familiarise yourself with the online learning platform (virtual classroom),
understand how everything works, meet the humans that’ll support you
during this upskilling process. Then from the next week, you’ll start delving
into the modules.
THE LEARNING JOURNEY CONTINUED...
MODULE 5 : COPYWRITING FOR MEDIA
• Write for social media
• Create blogs and podcasts and write videos
• Write a social media post, a video, and a blog post
MODULE 6 : COMMUNITY MANAGEMENT
• Describe a content community
• Conduct reputation management
• Create a community management strategy
• Write responses to social media comments, conduct online monitoring
MODULE 7: MANAGING UP
• Guide reactions of higher-ups to consumer engagement
• Prepare for crisis management
• Report on content performance
• Create a communications plan
MODULE 8 : OPTIMISATION• Produce the best possible digital copy
• Manage and monitor content produced
• Understand how to approach analytics
• Explain content-related ROI
• Test content
• Write credible copy
Weekly assignments build on each other (scaffold). Together with the final research
project, the outcome will be a new set of skills and the know-how to implement
immediately.
(Voilà - a beautiful new skill mastered!)
Included:quick quizzes,
practical assignments & live sessions
to help you along the way.
Learn from leading experts and key course contributorsTogether with prolific industry input and our
smart education team, we’ve designed an original,
21st Century relevant course that focuses on
helping leaders and managers create highly-
productive and happy teams.
Meet your course producerWendy Shepherd - Red & Yellow’s
Copywriting & Digital Content Lecturer
After spending 18 years as an industry
copywriter in Joburg and London, Wendy shifted
her career focus to academia. Joining Red &
Yellow in 2016, she brought new life into the
copywriting and digital content disciplines and
poured her passion into developing three of the
school’s full-time programmes and this online
course. An absolute asset to the team!
Meet your course designer Robyn Hazekamp - Red & Yellow’s Head of
Instructional Design
After tutoring English at UCT, Robyn taught
English to teachers in Korea and followed by
lecturing at a university. With this solid academic
grounding in place, Red & Yellow was lucky that
she decided to join and add her lustre as the
Head of the Instructional Design team. She has
designed, written and delivered many online
courses in her time.
Creative Thinking
Persuasion
Critical Thinking
Empathy
Adaptability
The reality is that AI and robots will replace many of the jobs we know
today. The likes of NASA and Google are already ahead of the game in
their early recognition of the importance of ‘soft’ skills.
Our courses and programmes are designed to prepare humans for this
unknown world, by combining topic-specific knowledge and know-how,
as well as a selection of the 10 uniquely human skills we’ve identified
that will set us apart from ‘robots’:
Learning you won’t get anywhere else!
*UNIQUELY HUMAN SKILLS
Leadership
Empathy
Conflict resolution
Critical thinking
Adaptability
Creative thinking
Social intelligence
Persuasion
Negotiation
Mindfulness
OUR HUMAN TOUCH
Uniquely Human Skillskey to this course:
+
SarahFadlar
Vuyani Kelly Zubeida
Phakamisa
A dedicated team available on email, phone and online
forum to support, encourage and assist you.
AvantiCourse Coordination
Team Manager
THE RED & YELLOW DIFFERENCE
Our promiseAn incredible, different-from-the-norm learning experience that combines the best of ‘online’
with the best of ‘real world’ to ensure you have industry-relevant knowledge, the practical
know-how to implement, and the human skills essential for the future.
The leading benefits of online learning are time-flexibility, convenience and the ability
to study anywhere in the world. To offer the best of both worlds, we’ve transformed our
online platform into a ‘virtual classroom’ learning experience you won’t get anywhere
else - combining human interactions, input from our academic staff and industry gurus,
with all the convenience you need.
Real humans have your backThere is a team of real, live people (not bots) dedicated to getting students over the finish-line, and ensuring they have the
best, most value-adding learning experience. Our Course Coordination team are your motivational cheerleaders and there
to assist with any admin related queries. And our knowledgeable team of Instructional Designers and subject matter experts
are always available for more course specific questions.
Original, carefully-curated and relevant contentRather than opting for the easy option of “reselling” content created by others, we create our own course content to ensure
it delivers on the expectation that a Red & Yellow certificate is the mark of a genuinely competent, capable graduate who is
able to add value from day one.
ONLINE LEARNING + the ‘human touch’ you’ll only get from us
Video content + live sessions with subject matter expertsWe’ve dialed up the blended learning aspect so that you have an even more rewarding learning experience. You get to ask
industry experts all your questions and pick their brains on your challenges.
NEXT STEPS
SIGN UP NOW AND SECURE YOUR PLACE
1. Visit redandyellow.co.za/course/digital-content-copywriting to sign up now
2. Select “Book and pay now” to pay the full price upfront.
3. Fill out the quick registration form and pay via credit card, EFT or Snapscan
Need a payment plan? We have options - check out our handy payment plans
www
HAVE QUESTIONS?
Give one of our amazing Career Advisors a call at +27 872 273 283
or pop us an email registrations@redandyellow.co.za
DIARISE THIS LIFE-CHANGING DATE
Pop the start date into your calendar and get ready for 10 of the most
important life-changing weeks. We can’t wait to see what you achieve!
Get in touch +27 872 273 283
redandyellow.co.za
Follow us: @redandyellowed
welcome@redandyellow.co.za
This course was so highly organised
and well thought through, that I
honestly cannot think of how you
could add more value to it. Everything
you are currently doing adds great
value. The videos and examples with
each module were excellent. Keep on
being highly organised and sharing
your valuable, professional courses
and information.
- Konstanz de la Querra
HAVE YOUR SAY
We care deeply about our students’ learning
experience, so we’ve built 3 feedback-opportunities into
the process. We look forward to
your input!Have a group of individuals you’d
like to put on this course?
We’re always keen to play a bigger role in educating more
people. So if you have a few people you believe could
benefit, we’ll find a way to make it work for all parties.
Contact: Steven Fine, Business Development Consultant
Email: steven.fine@redandyellow.co.za
Phone: +27 872 273 283