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Digital Copywriting Fundamentals

Boost your organisation’s digital marketing presence by learning how to write engaging, search engine optimised digital content.

Thoughtful young woman wearing red floral jacket sitting at the desk over laptop in the creative workplace doing digital copywriting.

Refine your digital copywriting skills with the Chartered Institute of Marketing

Whether you already work in content or are just beginning your career in copywriting, this three-week course will equip you with the skills you need.

Guided by industry experts through the basics of digital copywriting, you’ll gain insider knowledge about what makes engaging digital content and learn how to create a variety of content types that connect with your target audience.

Explore digital content types

Digital copywriters need to understand a broad variety of content types and their appropriate use within the marketing funnel.

You’ll explore the different types of long-form and short-form content, before moving on to examining website development processes.

Using case studies, you’ll analyse the role of a digital copywriter in creating standout user experiences and delivering conversions.

Write perfect copy for any digital channel

Whether writing for social media, email, or websites, you’ll learn how to ensure your tone of voice is pitched perfectly for your target audience.

You’ll discover best practice techniques to boost audience engagement, including creating a buyer persona and identifying the right digital channels for your brand and purpose.

Learn how to write for Search Engine Optimisation (SEO)

With organic search making up around one-third of all digital business traffic, SEO is vital to ensure your content reaches its target audience.

You’ll examine how search engines rank content and learn about the five basic SEO principles. You’ll learn to identify and use the right keywords, increase rankings, and boost conversions.

By the end of this course, you’ll have the skills to produce a variety of engaging, targeted online content that ranks in organic searches.


  • Week 1

    Types of digital content

    • Welcome to the course

      In the first activity for Week 1, you will spend some time learning how to get the most out of the FutureLearn platform.

    • Types of digital content

      During Week 1 you will learn about the different types of digital content and how to approach copywriting for different digital formats.

    • Website development

      Understand why copy comes before design, when starting a new website project.

    • Writing website copy

      How understanding a website's conversion funnel helps you to optimise using the right messages, at the right time, and in the right place.

    • Congratulations

      Celebrate having successfully completed your week’s activities.

  • Week 2

    Writing for search engine optimisation (SEO)

    • Week outcomes

      This activity will introduce you to the week's learning outcomes.

    • Search Engine Optimisation (SEO)

      During Week 2 you will learn about how search engines work and how to identify the right keywords to optimise your website copy.

    • Search intent

      How to write for what your reader is looking for and to ensure your content is engaging and relevant.

    • Headings, subheads and bullet points

      How people read and how using headings, subheadings, bullet points and short paragraphs improves reader engagement.

    • Congratulations

      Celebrate having successfully completed your week’s activities.

  • Week 3

    Writing for social media and email

    • Week outcomes

      This activity will introduce you to the week's learning outcomes.

    • Audience Engagement

      How to engage your organisation's online audience through social media and email.

    • Social Media

      How to create content for social media, including how to use storytelling to deepen customer relationships and how to repurpose content for social channels.

    • Email Marketing

      How to write email copy that is engaging and relevant, including how to use personalisation and write subject lines that boost open rates.

    • Congratulations

      Celebrate having successfully completed your week’s activities.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe the different types of digital content
  • Develop your ability to write for social media
  • Create content for websites and landing pages
  • Develop strong CTAs
  • How to write for SEO
  • Develop email copywriting techniques

Who is the course for?

This course is designed for anyone wanting to understand the fundamentals of digital copywriting.

It’s particularly suitable for those working in digital, brand, or marketing communications, or anyone wanting to pursue a career in marketing or copywriting.

Who developed the course?

Chartered Institute of Marketing

Develop your future career opportunities by enrolling in our globally recognised marketing training courses, that will provide you with the skills and confidence to improve your performance. Covering all professional marketing disciplines taught by subject matter experts, you will finish with the tools and expertise to deliver.

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime

Still want to know more? Check out our FAQs

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

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