Digital writing, editing and SEO – In-company training

This course looks at the key differences in writing for the web and writing for print. It will get you to look at how you are adapting your style to each media platform and to learn how the latest theory behind good digital journalism affects what you do.

It was very informative. I've learnt tips which I can use without much effort but will make a huge difference.

Video reporter, Express Newspapers


One day in-company training course

You will be asked to bring raw material for news and/or features to work with on the day.

Web vs print: the differences

  • How people ‘read’ online content
  • The 'skim' factor versus ‘depth reading’ – how reading online has evolved
  • What about digital content for tablets and mobile?
  • Keeping it current

Doing it: Delegates will analyse websites, to see what works and what doesn't work

How SEO has changed things for writers

  • What is SEO and why you are not just creating content for Google
  • Taking what you know about SEO and moving it forward
  • What about social media and search?
  • Understanding the stats – why it is important to be measuring your individual success to make your copy work harder

Pulling readers to the page

  • Making more of your web headlines
  • Writing summaries that sell
  • When to use the passive voice and when to stick to the active voice
  • Using key words to pull in readers
  • The importance of links and related content
  • Thinking about how your headlines will be used for social media

Doing it: Delegates write heads and summaries for copy for their site

Writing news online

  • How is it different from print?
  • What are your competitors doing?
  • How do you cope with covering news without a dedicated 24/7 team?
  • Evolving the news pyramid to a new digital era
  • Unfolding the news story – how much; how often?
  • Skimming and drilling
  • Thinking about images
  • Linking and related stories

 Doing it: Delegates write a digital news piece

What if it’s not news

  • Adapting features content for the web and digital
  • Formats that work
  • Breaking up copy
  • One page or many
  • Where your readers arrive
  • Using bullets and bold to grab the reader
  • Pictures, text or a mix?
  • Getting the style right
  • Using content to encourage interaction and feedback

 Doing it: Delegates will plan a web feature for their site and write its head, summary and opening paragraphs

Editing on the web

  • What comes first – print or web? How does that change the process?
  • Planning a feature for web and print and beyond
  • Making the most of the medium – different types of written, visual and audio content
  • Does it work for the reader and the brand?
  • Are key words high in heads and summaries?
  • Does the structure work?
  • How long should it be?
  • How are you going to drive more traffic to your feature – social media, search, print etc
  • Encouraging interaction with your audience
  • Content strategy – how all of this affects your work flow

Doing it: Delegates split into groups to plan a feature for their print title and web

Doing it: Delegates discuss how to change their workflow to make this work

Analysis and discussion

To do lists – how will you put into practice what you have learned?

Reactions and close

This course provides you with practical skills that you can apply immediately to your own online copy. We send you away with a list of “To dos” to focus on.  After your training we are always here if you have any queries at all, and will follow-up with you to see how you are getting on.

In-company training course topics

How we work with you

In-company training advantages

Training formats

Feedback and follow-up

Tailoring and organisation

Post course follow-up and support

Our bespoke in-company training is run on a date and at a place to suit you. But if you would rather learn online, please look at our Writing for the web e-learning course.

Please call 00 44(0)1428 722105 or email us for more information on how we can help you organise your training.