People read differently online — faster, less patiently, on smaller screens, with more competing distractions. Writing that works on paper often fails on screen. This two-day course builds the specific skills for digital: how to write content that gets read, shared and found, across websites, blogs, social media platforms and mobile formats.
Principles of online readership, web content strategy, search-optimised writing, social media writing by platform and micro-format craft.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Write web content that is easy for online readers to navigate and digest
- Produce social media content that inspires people to follow and share
- Apply keyword strategies so that your content gets discovered by search engines
- Adapt writing style for different social media platforms and audiences
- Write effective headlines, captions and micro-format content
- Develop a content strategy framework that streamlines messaging
- Write for mobile devices and apps with clarity and precision
- Manage comments, engagement and response professionally
- How people read on social media compared to print
- Writing for mobile devices and apps
- Five key principles for shareable social media writing
- Writing headlines that get noticed across platforms
- Establishing social media purpose and strategy
- Understanding your audience and what they want to read
- Developing a content strategy framework to streamline messaging
- Content planning and editorial calendar discipline
- Building a social media ecosystem that reinforces discoverability
- The role of search algorithms in social media visibility
- Optimisation tips for the major social media platforms
- Balancing SEO discipline with reader-first writing
- Style, tone and language for social media writing
- Writing highly engaging content and identifying strong themes
- Platform-specific writing tips and best practice
- Writing responses to comments and reviews professionally
Professionals who write content for websites, blogs, social media and other digital platforms and want to improve the engagement and performance of their writing. Relevant for communications, marketing and content roles across all sectors.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
The two days build progressively, with each module combining briefing, discussion and practical exercises. The small-group format ensures every participant gets individual attention.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
Yes. The course covers platform-specific writing techniques for the major social media platforms, with optimisation tips and best practice for each. The principles also apply as platforms evolve.
Social Media Strategy covers the strategic planning of social media programmes — channel selection, audience targeting, measurement. This course focuses specifically on the writing: how to produce content that performs on digital platforms.