Creative Copywriting

Course Programme

Lesson 1. Content for social media

You will study

1. What knowledge and skills a content manager needs

2. Content formats for social media

3. Goals behind content (engagement, selling, advertising)

4. Who you can create content for

5. How much one can earn by creating content

6. Content trends in 2021

7. Characteristics of good content

8. Characteristics of poor content

You will practice

• Searching for examples of quality content on Instagram and Facebook

• Choosing a theme for your project. You will be able to create content for your product, company or personal brand.

You will master

Text

Graphics

Photo

Video

Lesson 2. Generating creative ideas

You will study

1. Methods of generating ideas

2. Tools for creating mental maps

3. Brainstorming

4. Ways of analysing your target audience

5. Analysing competitors

6. Resources for trend watching

7. The principles of creating a content plan

8. The concept of content matrix

You will practice

• Taking part in generating creative content ideas

• Developing a one-week content plan

You will master

Mental maps

Trend watching

Content plan

Content rubrication

Lesson 3. Graphic content

You will study

1. Modern digital design

2. 10 visual design elements

3. Forms of information visualisation

4. Programmes for graphic content creation

5. Harmonious colour combinations

6. Up-to-date fonts

7. Graphic content formats on Instagram and Facebook

8. Technical task for designers

You will practice

• Creating graphic content using the Canva platform

• Selecting fonts and the colour palette

• Creating draft posts and stories

You will master

Colour

Composition

Font

Canva

Lesson 4. Textual content

You will study

1. Copywriting vs journalism

2. Rules of copywriting

3. Types of texts in social media

4. Copywriting funnel

5. Conversion copywriting

6. Text structure for social media

You will practice

• Reviewing posts on Instagram and Facebook

• Writing a post to acquaint your audience with a product, brand or company

You will master

Copywriting

Sales funnel

Conversion rate

Formula of text

Lesson 5. Advertising text

You will study

1. AIDA model: from attention to action

2. PMHS formula: from pain to solution

3. Rules of composing an advertising text

4. Text for targeted advertising

5. Winning your consumer’s trust

6. Sense of humour and wordplay in advertising texts

You will practice

• Reviewing advertising texts in social media

• Writing a text for targeted advertising

• Writing an advertising post

You will master

AIDA

PMHS

Advertising post

Targeting

Lesson 6. Selling text

You will study

1. The structure of a selling text

2. Language of benefits in texts

3. Looking for unobvious benefits in different niches

4. How to define the target audience for a selling text

5. Choosing the tone of voice

6. Creating catchy titles

7. Text for email campaigns

8. Email workflow

You will practice

• Writing a text for an email campaign

• Writing a selling text for publishing on Instagram and Facebook

You will master

Email campaign

Language of benefits

Target audience

Tone of voice

Lesson 7. Texts for a landing page

You will study

1. The structure of a selling landing page

2. Engaging title

3. Website pages: homepage, about us, blog, services description

4. Justification of benefits

5. Rules of creating a call to action

6. Writing a lead paragraph offer

7. Algorithm for text editing

8. Spelling and grammar checkers

You will practice

• Writing a text for a landing page

You will master

Landing page

Call to action

Offer

Lesson 8. Storytelling

You will study

1. What storytelling is

2. How it emerged in marketing

3. The tasks of storytelling

4. The principle of storytelling

5. Step-by-step plan to create a story

6. Where you can use stories

You will practice

• Using storytelling for a social media post, email campaign or advertising

You will master

Storytelling

Character

Intrigue

Viral marketing

Lesson 9. Photo and video content

You will study

1. What pre-production is about

2. How to find a team for the shoot

3. Planning a shoot

4. Searching for locations

5. Drafting the budget

6. Checklist to prepare for a shoot

You will practice

• Searching for references and creating a mood board for the shoot

• Creating a plan for a home photoshoot

You will master

Pre-production

Mood board

References

Lesson 10. Photoshoot basics

You will study

1. The principles of working with light

2. Shot composition

3. Shot balance

4. Working with the background in a photo

5. Making photos using a smartphone

6. Photo editing on a mobile device

You will practice

• Creating a series of five photos using a moodboard

The course instructor will assess the result and discuss it with you in detail.

You will master

ProCam

VSCO

Snapseed

Facetune

Lesson 11. Adobe Photoshop for beginners

You will study

1. Photoshop interface

2. Creating layers

3. Layer blend modes

4. Painting tools

5. Highlighting tools

6. Creating collages

You will practice

• Working with Photoshop tools

• Creating a collage using the photos from Lesson 10

You will master

Layers

Highlighting

Blending

Hotkeys

Lesson 12. Video script

You will study

1. Video formats on Instagram and Facebook

2. Video formats on Youtube

3. Allowed and forbidden video topics

4. Director’s video script

5. Script structure

6. Creating a storyboard

You will practice

• Developing a script for a video to be published on Instagram or Youtube

The course instructor will assess the result and discuss it with you in detail.

You will master

IGTV

Stories

Youtube

Script

Lesson 13. Video shooting

You will study

1. Equipment for the shoot

2. Choosing the shot size

3. 10 principles of film editing

4. Camera operator’s moves

5. Choosing the angle

6. Lifehacks for shooting with a smartphone

You will practice

• Receiving feedback and advice on the script

• Shooting video clips according to your script using a smartphone

You will master

Cropping lines

Shot sizes

Focusing attention

Rule of thirds

Lesson 14. Video editing

You will study

1. Stages and rules of video editing

2. Selecting shots for editing

3. Programme interface

4. Configuring project settings

5. Importing files

6. Hard cut principle

7. Adding sounds

8. Adding text

You will practice

• Working with video editing software

• Combining video clips made at Lesson 13 into one video

You will master

Timeline

Effects

Sound

Rendering

Lesson 15. Content performance indicators

You will study

1. Instagram feed algorithm

2. Whether views or likes matter more

3. Reach and engagement rate

4. Qualitative indicators for content

5. How to improve performance

6. KPIs for selling content

7. Internal social media analytics

8. Content analytics tools

You will practice

• Calculating performance indicators

• Creating a draft content plan report

You will master

KPIs

Engagement

ER

Views