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Web Copywriter Skills Masterclass - at BBC Producer Standard

This masterclass provides everything you need to write and edit copy for online audiences. Group discussion and practical exercises are overseen by an expert editor.

Why do it?

• You want to the skills to write your own web copy and not have to pay someone else
• Learn how to turn out compelling copy that engages your online audience
• You want to take your website and online marketing to the next level

Why use me?

• I was the BBC's Head of Writing Standards for 10 years.
• I'm an experienced trainer who's delivered online and classroom tutoring for both the BBC's training division and the London School of Publishing.

Who should do it?

• People writing copy for online audiences
• Web copywriters and editors
• Digital learning and development professionals
• Marketing, social media and comms staff

Course content

Hands-on, highly practical sessions:

• How visitors read online - learning to engage readers
• Writing structures - sentence and paragraph length
• Editing - cutting and chunking up copy
• Google Trends, SEO and linking
• Titles, intros and teaser text
• Improving grammar, spelling and punctuation
• Content management
• Developing an editorial style guide, tone of voice

Location

At student's location: Around London, United Kingdom
At student's location: Around Radlett, United Kingdom

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General info

Skills:

Age:

Teenagers (13-17 years old)
Adults (18-64 years old)
Seniors (65+ years old)

Student level:

Beginner
Intermediate

Duration:

120 minutes

The class is taught in:

English

About Me

I'm an Editorial Consultant and Trainer currently working for the corporate media production company Primed Media as well as the London School of Publishing.

Until relatively recently I was Writing Standards Editor for BBC’s training division, the BBC Academy, for 10 years. Since then I've also been a Content Designer for the Government's Department for Business, Energy & Industrial Strategy (BEIS).

I now offer training, consultancy and editing services - showing people and companies how to:

• Write great content – particularly for the web
• Take copywriting and copy-editing to the next level
• Design web pages that engage audiences
• Maintain strong branding, house style and tone of voice
• Ensure content ranks high on Google
• Source and edit the best images

So how can I help you?

• By reviewing your content and providing expert advice
• By delivering bespoke face-to-face training
• By editing your content – I have 30 years experience

Get the skills you need to write amazing copy - design pages that really engage.

Education

Post-Graduate Diploma in Printing & Publishing Studies (Merit) - London College of Communication (formerly The London College of Printing).

BA Honours in The History of Art with Cultural & Community Studies (2.1) - The University of Sussex.

Experience / Qualifications

Editor and Trainer with a passion for good writing, imagery & design. Has designed content for BBC & UK Government. Classroom Trainer. Task-managed 15 BBC digital producers, signing off content & giving feedback. Taught web writing skills to BBC trainers in classroom & online. Underwent 12-month BBC leadership coaching & held 2 line manager roles. Journalism background as Production Editor/Sub-Editor.

Editor, Consultant & Trainer, October 2018 to present

London School of Publishing - Trainer in Copy Editing & Writing for the Web

 Singlehandedly tutors groups of 3 to 5 individuals from diverse publishing sectors in 6-hour face-toface sessions. Has created 2 classroom courses from scratch. Assesses delegates in practical exercises.

Primed Media - Editorial & UX Consultant

 Works closely with owner of corporate media production company to develop targeted content strategies. Campaign copywriter. Creates LinkedIn video promos. Editorial lead on website redesign.

Department for Business, Energy & Industrial Strategy - Content Designer (January to March 2019)

 Negotiated with UK Government officials to turn complex policy documents into action-based web content. Ensured web pages of practical benefit to UK businesses. Plain English & GDS champion.

BBC Academy - Producer / Content Editor, February 2009 to September 2018

Lead for publishing standards in BBC training and learning.

Content management  BBC merged 4 colleges to create Academy. Was promoted to edit all digital content. Made copy far more engaging & massively raised standards in English while line managing 2 assistants. Division gained consistent tone of voice, style & branding.

Quality assurance  Identified need to raise standard of digital content. Devised system of producer responsibility. Delivered face-to-face training, online courses & gave verbal / written advice. Quality of all new BBC Academy content rose to BBC1 / iPlayer level.

Website audits  Academy website relaunched 4 times in 10 years. Led different teams of producers to assess quality and relevance of web pages & identify necessary changes in CMS. Negotiated each structural overhaul with multiple stakeholders. Each subsequent iteration very well received.

Trainer  BBC classroom trainers increasingly required to deliver digital solutions. Developed & ran all-day workshops in how to write strong web copy & choose best images. Training division increasingly able to offer quality blended approaches.

Project manager  Process of creating complex mandatory online training courses sometimes gridlocked. Stepped in to get major projects back on track e.g. Fraud Awareness course at planning stage for a year but simplified approach to create quality product.

Stakeholder negotiator  Media Law online course grandest ever produced by BBC. But poorly received by staff as overly complex & 7 hours long. Managed media lawyer stakeholders & negotiated with agency to reduce & make user-friendly. Complaints quickly subsided.

Staff development  Journalism content produced by 5 senior TV producers with no web experience. Became web manager in charge of production process, mentoring & offering tech support. They adapted, became digitally savvy & went on generate 45% of site traffic.

Web design & analytics  Senior managers frustrated at number of page views compared to more popular BBC sites. Spent 12 months investigating user experience (UX) & becoming SEO expert, then submitted detailed reports. Main principles adopted ahead of site relaunch.

Freelance Content Producer & Copy Editor, January 2007 to February 2009

 The BBC homepage & sites including Top Gear, Crimewatch, Watchdog, Schools, Food, Gardening & Health, as well as The Metro newspaper & Discovery Channel.
 Wrote & illustrated promos, developed original stories, subbed text, rewrote copy, designed web pages & image research - all to tight daily deadlines.

Centaur Media - Group Production Editor, December 2002 to December 2006 Precision Marketing & Data Strategy magazines.

 Editor often out of office in meetings - newsdesk lacked leadership. Motivated & gave team direction, signed off content, whilst also line-managing 3 assistants.
 Sales manager regularly revised content plan & pushed back deadlines. Negotiated hard over layout & schedule changes. Editorial got greater say & stronger presence.
 Production process near chaotic with 3 or 4 daily deadlines & multiple projects. Project-managed all output & strengthened printer / repro relations. Late working cut.
 Text, design & imagery needed lift. Introduced tighter editing, design overhaul & new illustrators. Won Production Team of the Year award 3 years out of the four.

Prior to December 2002

Freelance Sub-Editor
Various magazines including Broadcast, Sky, New Statesman, TV Times, OK! & Loaded.

MediaGuardian.co.uk - Deputy Production Editor
Key role launching The Guardian’s online media section.

Campaign - Sub-Editor
Haymarket's flagship weekly newspaper for the advertising industry.

Marketing Week - Sub-Editor
Centaur Media’s lead marketing magazine.

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Availability of a typical week

MonTueWedThuFriSatSun
7  Monday at 7:00  Tuesday at 7:00  Wednesday at 7:00  Thursday at 7:00  Friday at 7:00    
8  Monday at 8:00  Tuesday at 8:00  Wednesday at 8:00  Thursday at 8:00  Friday at 8:00    
9  Monday at 9:00  Tuesday at 9:00  Wednesday at 9:00  Thursday at 9:00  Friday at 9:00    
10  Monday at 10:00  Tuesday at 10:00  Wednesday at 10:00  Thursday at 10:00  Friday at 10:00    
11  Monday at 11:00  Tuesday at 11:00  Wednesday at 11:00  Thursday at 11:00  Friday at 11:00    
12  Monday at 12:00  Tuesday at 12:00  Wednesday at 12:00  Thursday at 12:00  Friday at 12:00    
13  Monday at 13:00  Tuesday at 13:00  Wednesday at 13:00  Thursday at 13:00  Friday at 13:00    
14  Monday at 14:00  Tuesday at 14:00  Wednesday at 14:00  Thursday at 14:00  Friday at 14:00    
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from £38At student's home

Good-fit Instructor Guarantee


If you are not satisfied after your first lesson, Apprentus will find you another instructor or will refund your first lesson.

Online reputation

  • Instructor since August 2019
  • Phone number verified

Availability of a typical week

MonTueWedThuFriSatSun
7  Monday at 7:00  Tuesday at 7:00  Wednesday at 7:00  Thursday at 7:00  Friday at 7:00    
8  Monday at 8:00  Tuesday at 8:00  Wednesday at 8:00  Thursday at 8:00  Friday at 8:00    
9  Monday at 9:00  Tuesday at 9:00  Wednesday at 9:00  Thursday at 9:00  Friday at 9:00    
10  Monday at 10:00  Tuesday at 10:00  Wednesday at 10:00  Thursday at 10:00  Friday at 10:00    
11  Monday at 11:00  Tuesday at 11:00  Wednesday at 11:00  Thursday at 11:00  Friday at 11:00    
12  Monday at 12:00  Tuesday at 12:00  Wednesday at 12:00  Thursday at 12:00  Friday at 12:00    
13  Monday at 13:00  Tuesday at 13:00  Wednesday at 13:00  Thursday at 13:00  Friday at 13:00    
14  Monday at 14:00  Tuesday at 14:00  Wednesday at 14:00  Thursday at 14:00  Friday at 14:00    
15              
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from £38At student's home

Good-fit Instructor Guarantee


If you are not satisfied after your first lesson, Apprentus will find you another instructor or will refund your first lesson.

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