Course details

Thisequips participants with the necessary skills and knowledge to create effective and engaging online content; recognising the vital difference between printed content and online writing and understanding the online reading behaviours of clients and customers.

Course Content

Defining and characterising your target audience.

  • Defining the purpose of your content - to generate traffic though engagement, sharing ideas, or providing news and updates and understanding how content formats serve different functions.

Formatting for strong content.

  • Best practice in using titling, headings, subheadings to enable scanning, creating context and navigation for the reader, good numbering, bulleting and tabling with optimised breadcrumb trails and hyperlinks.

Standardisation.

  • Developing appropriate house styles and processes to regulate peer reviews, revisions and editing activities to ensure output quality.

Recognising the importance of different social media platforms.

  • Learn to write for social media platforms including: Facebook, LinkedIn and Google+. Writing to achieve different goals, including: customer service, alerts systems, connecting with existing customers or reaching new customers.

Creating shareable content.

  • Creating a wider readership through micro blogging platforms such as Twitter and Tumblr and being aware of the constraints of micro blogging.

Regularising production.

  • Developing a content calendar and learn about post promotion, sponsored stories and promoted tweets. Participants will also be aware of the appropriate laws and guidelines in writing for the web.

Using practical exercises to reinforce learning.

  • Understanding the impact of keywords and trigger phrases on Search Engine Optimisation (SEO), and common content hooks such as headlines, illustrations, images, treated text, the use of links and lists, all of which can enhance the appeal of online writing.
Updated on 08 November, 2015

About Institute of Public Administration - IPA

The Institute of Public Administration is Ireland’s only public service development agency focused exclusively on public sector development. It delivers its service through:

  • education and training, building people’s capability to meet challenges
  • direct consultancy, solving problems and helping plan and shape the future
  • research and publishing - understanding what needs to be done and making these findings readily available.

they tailor their services to the particular needs of the public service. their blend of skill and experience means that they can develop and offer a service which meets public service needs precisely and effectively. Whilst their services are delivered mainly to clients in the Irish Public Service, they have a strong reputation and demand for their services internationally also.

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