One learns to write in school, but despite this, in the office, on the company website, in email boxes, in online channels, it is easy to find messages that are incomprehensible, misleading, and harmful to the company. A poorly written message makes relationships with customers and among employees difficult.
The goal of this course is to learn how to write effective text, both when it is designed for a site and thus optimized for search engines, and when it serves internal communication.
Target audience
Entrepreneurs, employees, Communication and Marketing Managers, content producers.
Methodology
Case histories, exercises, text writing, comparison with other participants, application of tools and instruments actually used in text design.
Duration
2-day in-person course or webinar mode.
Goals
– Understand how a written text works and how it is designed taking into account sender, recipient, message, channels, code, context
– Design texts for digital channels: you will take into account not only the user and his or her intentions, but also how search engines work, how information is selected and sorted
– Gain awareness about writing as a relationship tool: a clearly written message facilitates relationships and time management.
Program
What communication looks like, how writing works
– What is communication?
– How does a written text work?
– Who is the sender? How do you identify the recipient?
– What are the techniques to make a message more effective?
Writing as a relationship tool
– Saying no without closing doors, telling stories to engage the reader, using the right language and tone to predispose the user
– One approach for many successful case histories
– Storytelling as a key device for differentiating one’s products and services through compelling and memorable business strategies.
The basics of SEO and the importance of online positioning
– How search engines work
– Why search engine positioning is so important.
Writing in SEO to stand out on the web
– Writing in SEO to position your content not only in a blog, but also on social channels and all digital activities.
