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