Writing High-Performing Digital Content with Copywriting
VSEs and SMEs often have digital tools, such as a website, social media, or email campaigns, but their content is not always sufficiently structured to attract, convince, and convert. This training enables learners to understand how to leverage writing for business development. It also allows them to apply copywriting techniques to various digital media, with a specific focus on Personal Branding on LinkedIn, to capture attention, strengthen credibility, and generate qualified opportunities.
This training teaches how to write high-performing digital content for commercial purposes, based on the fundamental principles of copywriting. It prepares participants for the final examination of the professional certification “Writing High-Performing Digital Content with Copywriting,” registered with France Compétences under number RS6347, for which the certifying body is La WAB. The final examination is mandatory for obtaining the certification. At the end of the training, the trainee commits to taking the examination preparing for the certification.
As this vocational training course leads to a qualification, it may be funded by the CPF. Any course that does not fall within the scope of Article L6313-1 of the Labour Code is not eligible for funding under this scheme.
Certification Framework
The certification framework for “Writing High-Performing Digital Content with Copywriting” is available for download from this page. It outlines the evaluated skills, certification objectives, assessment methods, and conditions for certification issuance.
Learning Objectives
Target Audience
Prerequisites
29 hours total: 21 hours of e-learning + 8 hours of synchronous training
The training is offered in blended learning, combining a remote e-learning path and live pedagogical support sessions.
The e-learning path includes 10 modules, with an estimated duration of 21 hours. These modules progressively cover the essential concepts of the training: defining objectives and marketing targets, keyword strategy, editorial strategy, copywriting fundamentals, writing a sales page, integrating calls to action, optimizing user experience, GDPR/accessibility compliance, and conducting an A/B test.
The course is complemented by a 7-hour live group session, dedicated to practical application, feedback, and applying copywriting concepts in a professional context, with a specific focus on Personal Branding on LinkedIn.
Individual pedagogical support of 1 hour per learner is also provided to verify the proper assimilation of the main concepts of the training, answer questions, consolidate learning, and prepare for the certification examination.
Upon completion of this training, participants will be able to:
The training combines several pedagogical modalities:
Disability Policy:
Registration Procedures:
Access Timeframe:
The price of this training is €1,650 (excluding tax) for 29 hours of blended learning. This rate includes access to online educational tools, personalized training materials, practical workshops allowing direct application of the concepts covered, and assessments to ensure proper assimilation of the teachings.
*VAT not applicable under article 261.4.4 of the CGI.
Module 1: Define the company's marketing objectives and targets
Module 2: Define a keyword strategy and lexical fields
Module 3: Identify types of digital content and distribution channels
Module 4: Understand and master the fundamental principles of copywriting
Module 5: Write high-performing content with copywriting
Module 6: Use AI tools to write and plan content
Module 7: Integrate calls to action
Module 8: Optimize user experience
Module 9: Conduct a content variation test, A/B Testing
Module 10: Create LinkedIn content that captures attention and generates qualified leads
During the assessment, the candidate presents a practical case of writing commercial written and digital content. The candidate uses a PowerPoint presentation to explain and justify their different work phases:
the precise description of marketing targets;
the writing of a sales page distributed on a website;
the integration of calls to action enabling commercial conversion.
All competencies in the framework must be acquired to obtain certification.
Between preparing for the certification and the assessment, the candidate has a minimum of 2 weeks to organize their defense.
On the day of the assessment, the defense duration is 30 minutes. Following this presentation, additional questions are asked to the candidate for 10 minutes.
Training Materials:
To ensure an optimal learning experience, technical support is available to resolve any difficulties encountered when connecting to the training or using the video conferencing platform. In case of connection issues or technical difficulties, the trainer can be contacted by email, SMS, or WhatsApp. This assistance will quickly resolve any difficulties related to accessing sessions or using online tools, thus ensuring the continuity of the training.
Educational support is also provided to answer questions related to the training content. Should clarification or further details be needed on the concepts covered, the trainer will be available by email, SMS, or WhatsApp. This system aims to ensure personalized follow-up and to ensure that the teachings are well understood and integrated into the learners’ professional context.