• Duration

    12 Weeks

  • Class fee

    R14,900

  • Starts

    30 May 2022

About this course

Content is a critical part of any marketing strategy, and businesses that fail to recognise its importance will be left behind. The 12-week Digital Content and Copywriting course covers the strategic copywriting and content creation skills necessary to plan, create and implement an effective digital content strategy. At the end of this course you’ll be able to create engaging, winning copy and content as well as set up a content marketing plan and manage communities, with the end goal of building strong, trusting brand-consumer relationships

Key learning outcomes

  • Learn how to understand exactly who your target audience is so that you can create truly compelling content
  • Learn how to craft engaging copy and content that generates a true value exchange with your customers
  • Become a community manager who can manage communities across various platforms
  • Produce a portfolio of content to show off your abilities
  • Learn how to create videos, podcasts, blogs, and social media posts that engage your audience

Benefits

  • Understand your online audiences, where they are, what they want and how to engage with them.
  • Learn how to create engaging content that generates a true value exchange with your customers
  • Become proficient at managing communities effectively
  • Produce a portfolio of various content types like podcasts, blogs, web copy, social media content etc

This course is perfect for:

  • Copywriters who want to learn how to write for the web
  • Aspiring content marketers, traditional marketers and entrepreneurs
  • Small business owners who rely on content to promote their brand
  • Anyone who wants to write compelling content for their brand
  • Community Managers

The learning journey

Module 1: Social Storytelling

  • Identify digital content and explain its importance
  • Work with concepts and storytelling to draw the right attention to a brand
  • Create social media posts using content best practice

Module 2: Copywriting Basics

  • Describe what copywriters do and how they function as content creators
  • Link ideas to written communication
  • Create stronger headlines
  • Use design thinking techniques to solve communication problems

Module 3: Long Copy and Direct Copy

  • Understand how to structure digital copy
  • Write for mobile, websites, email, and blogs
  • Write simple digital copy, build an email newsletter, and construct SMSs

Module 4: Audience and SEO

  • Define a target audience for content
  • Present the brand uniformly across content platforms
  • Understand how people consume digital content
  • Create customer personas

Module 5: Video

  • Explain the foundations of writing for media
  • Write video scripts
  • Produce and edit a basic content video

Module 6: Podcasting

  • Understand the appeal and rise of podcasts
  • Write for a podcast
  • Understand basic production techniques for good podcasts

Module 7: Social Media

  • Understand what makes people engage with social media content
  • Create content for social media that encourages engagement
  • Write social media ads

Module 8: Persuasive Writing and UX

  • Understand what makes writing persuasive
  • Consider the importance of UX in content and copywriting
  • Write persuasively for digital content
  • Respond persuasively as a community manager

Module 9: Content Planning

  • Understand the importance of planning ahead for content
  • Do a content audit
  • Create a content plan and a content calendar

Our knowledge partner

Who you'll meet

Meet your course producer
Wendy Shepherd

Red & Yellow’s Copywriting & Digital Content Lecturer. After spending 18 years as an industry copywriter in Joburg and London, Wendy shifted her career focus to academia. Joining Red &Yellow in
2016, she brought new life into the copywriting and digital content disciplines and poured her passion into developing three of the school’s full-time programmes and this online course. An absolute asset to the team!

Need more details?

Prefer a friendly chat, WhatsApp or email?

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Why choose Red & Yellow

142
Awards

Degrees, Diplomas, National and Higher Certificates that cater for everyone and the high employability of our graduates have earned us close to 142 awards

15 K
Alumni

Education that combines knowledge and practical skills, providing our 15 392 alumni with traits they can use in all aspects of their lives

87 %
Employability

87% of our students find employment on graduating due to a combination of experiential learning and know-how.

100 %
Unmatched Creativity

For 28 years we have had a single minded approach to teach students how to harness a skill that will stand the test of time and the metaverse. That skill is creativity.

WE’VE PROUDLY COLLABORATED WITH

Frequently asked questions

How many hours per week do I need to set aside?

Varies per course – average 6-8. For more intense courses (or perfectionists) more like 10.

Do you have payment plans?

Yes, 3 or 4 part payment plan depending on the length of the course.

How will these courses help me?

Theory backed by practical exercises to clue you in to industry-necessary tools and practices and prepare you for real industry briefs and contexts

Why Red & Yellow?

Our content is great and developed in consultation with industry experts
Our Course Coordinators are renowned for being dedicated and working very hard to help you complete the courses and get your certificate
We include personalised feedback on written assessments, which provide guidance and add that extra touch to help you refine your work and prepare you for industry.

What’s the difference between Red & Yellow and a MOOC, or Udemy?

The personal touch. There’s a reason why MOOCs/Udemy have dismal completion rates while ours is exceptionally high.
Our Course Coordinators and Facilitators are there to guide, assist and coach you through the course

Are your short courses accredited?

All our short courses are aligned to relevant SAQA (South African Qualification Authority) unit standards, usually at NQF 5 level
Many of our short courses can be run as accredited, which means you will earn credits when you successfully complete the course and hand in the necessary portfolio of evidence
Completing the portfolio and facilitating your external assessment and moderation is an additional fee on top of the online course fee.

Are your short courses and programmes internationally accredited/recognised?

Completing one of our short courses with the accredited option, will award you credits for the unit standards you have completed.
These unit standards are registered with SAQA at the relevant NQF level, which are recognisable internationally

Why are your short courses and programmes so expensive?
  • Because they’re very good.
  • Because we do not simply resell content from other institutions or developers. We oversee the development of all our content and ensure it meets the R&Y standards.
  • Because we provide the personal touch.
    • Our courses include support, coaching and guidance from our Course Coordinators to keep you motivated and on course
    • Students have access to knowledge experts and facilitators through regular tutorials and other forms of student engagement.
    • We manage queries personally and provide individualised and tailored responses
  • Workshops and videos in our programmes are hosted by content and industry experts
  • Our assessments are practical and provide as much exposure to simulated industry briefs as possible
  • We provide individual feedback on each written assessment that help students understand where they may have gone wrong, and how to improve in their next submission.
Are there any cancellation fees?
  • If you wish to cancel participation in an online course after paying (in part or in full), the following applies provided you notify Red & Yellow in writing:
  • No later than 7 (seven) days prior to course commencement date: you are entitled to a full refund of all amounts paid, (Excluding Application Acceptance fees).
  • Within the 7 day period prior to course commencement date: you will be liable for a cancellation fee equal to 5% of the total fee for the relevant course. (Red & Yellow shall refund all amounts paid by you to Red & Yellow in respect of the course, less the cancellation fee); or
  • Cancellations on or after the date of commencement of the course are not eligible for any refund.
What do I need to do if I need to defer?
  • In the event that you wish to defer your participation in any course for which you have registered and paid, you are required to apply for a deferral in writing by no later than 7 (seven) days prior to the date of commencement of the course. Red & Yellow shall only accept applications for deferrals received after the commencement of a course in certain situations and will not award any credits for assignments completed at the time of requesting the deferral. The following situations, inter alia, may qualify an individual for a deferral:
  • Financial concerns i.e. retrenchments, unexpected expenses
  • Family responsibility i.e. loss of a loved one, need to take care of an ill family member, marriage
  • Personal health i.e. physical and/or mental health concerns
  • Any Other reason deemed reasonable considering the circumstances of the case as determined by the manager of course coordination.
  • Red and Yellow will charge a deferral fee as follows, which must be paid in order to defer participation:
    • 10% of the course price on registration for online qualifications and programmes
    • 15% for online short courses
Do I get a Certificate when I finish the course?
  • Yes, you get a Red & Yellow certificate of completion.
  • If you take an accredited version of the course, you will also receive a Statement of Results (SOR) from the SETA with which the course is registered.
    • Please note verification from the relevant SETA can take up to 2 – 3 months to be successfully completed.
Why should I do an accredited course? What are the benefits?
  • Red & Yellow’s accredited courses give you credits toward a formal SAQA registered qualification, a National Certificate.
    • If you complete all the unit standards for a specified qualification, within a specified time frame, you will be awarded that qualification through the SETA.
    • Alternatively, should you choose to enrol in a full qualification, for which you already hold credits, these credits contribute to the completion of the qualification
  • Employers seem to assign more weight to courses that are ‘accredited’ on your CV, as it provides them peace of mind that the course you completed was aligned to a SAQA Unit Standard, with specific outcomes and tied to an NQF level.
How can I get my employer to pay for a short course or programme? (list BBBEE benefits)
  • You will need to complete a cost estimate and we will invoice your company directly.
  • Accredited online courses qualify as Category E training and provide more skills development recognition as well as more B-BBEE points.
Can I start the course whenever I want?
  • Unfortunately, No. R&Y courses are run according to a set course calendar. [maybe a link to the course calendar here]
  • Courses have a set start date and end date, with specific hand in dates and tutorial sessions scheduled at set points within the course.
  • Research has shown that scheduled courses have better student engagement and completion rates, than courses that run asynchronously.
  • Scheduled courses ensure you will have the company and support not only of our content team and course coordinators, but also of your fellow students.
Do I have a coach to support me along the way?
  • You have regular opportunities to interact with content experts to ask questions, and your course coordinator will be there to help you across the line.
Do I have to finish within a certain time period?
  • Our courses are run according to set schedules, which means you need to finish within the time allotted for the course. If you defer, you still need to complete the course within two years.