{"id":12235,"date":"2026-05-13T17:12:35","date_gmt":"2026-05-13T17:12:35","guid":{"rendered":"https:\/\/french-techfactory.fr\/formations\/writing-high-performing-digital-content-with-copywriting\/"},"modified":"2026-05-15T10:54:49","modified_gmt":"2026-05-15T10:54:49","slug":"writing-high-performing-digital-content-with-copywriting","status":"publish","type":"portfolio","link":"https:\/\/french-techfactory.fr\/en\/formations\/writing-high-performing-digital-content-with-copywriting\/","title":{"rendered":"Writing High-Performing Digital Content with Copywriting"},"content":{"rendered":"\t\t
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Writing High-Performing Digital Content with Copywriting<\/h1><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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<\/strong>, to capture attention, strengthen credibility, and generate qualified opportunities. <\/p><\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t

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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<\/strong> “Writing High-Performing Digital Content with Copywriting<\/strong>,” registered with France Comp\u00e9tences under number <\/span>RS6347<\/span><\/a>, for which the certifying body is La WAB<\/strong>. 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. <\/p>

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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. <\/p>

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Certification Framework<\/strong><\/p>

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. <\/p><\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Learning Objectives<\/h4>
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<\/svg><\/div>Define the company's marketing objectives and targets<\/span><\/div>
<\/svg><\/div>Identify the types of digital content to produce and their distribution channels<\/span><\/div>
<\/svg><\/div>Understand and master the fundamentals and structures of persuasive copywriting<\/span><\/div>
<\/svg><\/div>Write a high-performing sales page and integrate calls to action<\/span><\/div>
<\/svg><\/div>Utilize artificial intelligence tools to write and plan content<\/span><\/div>
<\/svg><\/div>Create LinkedIn content that captures attention and generates qualified leads<\/span><\/div>
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Target <\/span><\/span> Audience <\/span><\/span> and <\/span><\/span> Prerequisites <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Target Audience <\/h6>
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<\/svg><\/div>This certification is intended for managers of small or medium-sized businesses, as well as employees of VSEs\/SMEs responsible for their organization's communication or marketing. It is aimed at professionals wishing to develop the necessary skills to apply the fundamental principles of copywriting when writing written and digital content, produce written content for commercial purposes, and optimize the commercial conversion performance of digital writing. <\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Prerequisites <\/h6>
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<\/svg><\/div>The certification is aimed at professionals from VSEs or SMEs who are accustomed to working daily with computer tools: internet research, emails, word processing, etc. Candidates must also have good writing skills. The candidate's motivation and the relevance of their training project are evaluated during a preliminary positioning interview before preparing for the certification. A certification application file is completed by the training organization and submitted to the certifying body La WAB for validation. <\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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29 hours total: 21 hours of e-learning + 8 hours of synchronous training<\/p><\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Training <\/span><\/span> Modalities <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The training is offered in blended learning<\/strong>, combining a remote e-learning path and live pedagogical support sessions.<\/p>

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The e-learning path includes 10 modules<\/strong>, with an estimated duration of 21 hours<\/strong>. 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. <\/p>

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The course is complemented by a 7-hour<\/strong> 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.<\/strong><\/p>

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Individual pedagogical support of 1 hour per learner<\/strong> 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.<\/p><\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Targeted <\/span><\/span> Skills <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Upon completion of this training, participants will be able to:<\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/svg><\/div>C1.<\/b> Initiate a content writing policy within the company, by establishing commercial objectives related to writing and identifying marketing targets, in order to leverage writing for the company's business development.<\/span><\/div>
<\/svg><\/div>C2.<\/b> Develop an editorial strategy, by identifying the types of content to produce and the distribution channels, in order to adapt future content to the needs of the audiences.<\/span><\/div>
<\/svg><\/div>C3.<\/b> Write a sales page for distribution on a website, by applying the fundamental principles of copywriting and using an emotional engagement technique, in order to produce persuasive and convincing content for the targets.<\/span><\/div>
<\/svg><\/div>C4.<\/b> Integrate calls to action within written content, by composing call-to-action buttons and creating reassurance elements, in order to promote commercial conversion following the reading of digital content.<\/span><\/div>
<\/svg><\/div>C5.<\/b> Ensure the legal compliance of written digital content, by respecting GDPR, consumer law, and integrating accessibility and ergonomics concerns, in order to improve user experience and produce ethical and responsible editorial content.<\/span><\/div>
<\/svg><\/div>C6.<\/b> Conduct content variation tests, using the incremental testing method, A\/B testing, in order to compare and optimize editorial performance on a web platform.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Teaching <\/span><\/span> Methods <\/span><\/span> and <\/span><\/span> Resources <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The training combines several pedagogical modalities:<\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/svg><\/div>e-learning modules accessible from the start of the course;<\/span><\/div>
<\/svg><\/div>educational materials available at any time;<\/span><\/div>
<\/svg><\/div>practical exercises and applications;<\/span><\/div>
<\/svg><\/div>practical work allowing for the progressive construction of the examination deliverable;<\/span><\/div>
<\/svg><\/div>analysis of concrete case studies;<\/span><\/div>
<\/svg><\/div>7-hour live focus on Personal Branding on LinkedIn, field feedback, and practical work;<\/span><\/div>
<\/svg><\/div>1-hour individual pedagogical support per learner to consolidate learning and prepare for the final assessment.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Disability <\/span><\/span> Policy, <\/span><\/span> Access <\/span><\/span> Procedures <\/span><\/span> and <\/span><\/span> Deadlines <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Disability Policy:<\/h6>
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<\/svg><\/div>In case of disability, contact our disability coordinator: contact@french-techfactory.com<\/a>
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Registration Procedures:<\/h6>
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<\/svg><\/div>Registration by interview, project analysis, and placement test.<\/span><\/div>
<\/svg><\/div>Applications are open throughout the year.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Access Timeframe:<\/h6>
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<\/svg><\/div>Access to the training will be sent after the expiration of your legal withdrawal period.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Pricing <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The price of this training is \u20ac1,650 (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.<\/p>

*VAT not applicable under article 261.4.4 of the CGI.<\/em><\/p><\/p><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Training <\/span><\/span> Content <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Module 1: Define the company's marketing objectives and targets<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Present the company, its market, and its competitors.<\/span><\/div>
<\/svg><\/div>Define commercial development strategies.<\/span><\/div>
<\/svg><\/div>List and prioritize objectives related to content writing.<\/span><\/div>
<\/svg><\/div>Define marketing and communication objectives.<\/span><\/div>
<\/svg><\/div>Identify marketing targets and build personas.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 2: Define a keyword strategy and lexical fields<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Understand the basics of natural referencing (SEO).<\/span><\/div>
<\/svg><\/div>Identify relevant keyword queries for the company.<\/span><\/div>
<\/svg><\/div>Select the most appropriate keywords.<\/span><\/div>
<\/svg><\/div>Define the lexical fields associated with the chosen keywords.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 3: Identify types of digital content and distribution channels<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Discover the main digital content formats: blog article, landing page, sales page, newsletter, email marketing, LinkedIn post.<\/span><\/div>
<\/svg><\/div>Select formats adapted to the company's objectives, targets, and resources.<\/span><\/div>
<\/svg><\/div>Identify relevant distribution channels: website, social networks, email marketing, etc.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 4: Understand and master the fundamental principles of copywriting<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Understand copywriting as the art of selling with words.<\/span><\/div>
<\/svg><\/div>Identify the components of relevant content: utility, inspiration, empathy.<\/span><\/div>
<\/svg><\/div>Understand reader behavior, cognitive biases, and engagement theory.<\/span><\/div>
<\/svg><\/div>Discover the main structures: AIDA, PAS, 4C, KISS, storytelling, PASTOR, 4P, FAB.<\/span><\/div>
<\/svg><\/div>Distinguish between the characteristics and benefits of an offer.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 5: Write high-performing content with copywriting<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Define the tone to be used.<\/span><\/div>
<\/svg><\/div>Choose an angle of attack.<\/span><\/div>
<\/svg><\/div>Write a compelling title or email subject line.<\/span><\/div>
<\/svg><\/div>Use active voice, trigger words, and action verbs.<\/span><\/div>
<\/svg><\/div>Write short, simple, and understandable sentences.<\/span><\/div>
<\/svg><\/div>Effectively introduce the price.<\/span><\/div>
<\/svg><\/div>Proofread the text to improve comprehension, clarity, and writing quality.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 6: Use AI tools to write and plan content<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Understand the role of AI in the editorial chain.<\/span><\/div>
<\/svg><\/div>Identify the limitations and opportunities of AI in copywriting.<\/span><\/div>
<\/svg><\/div>Master the fundamentals of prompt engineering.<\/span><\/div>
<\/svg><\/div>Write precise and contextualized prompts.<\/span><\/div>
<\/svg><\/div>Create an effective editorial calendar.<\/span><\/div>
<\/svg><\/div>Adjust the tone, structure, and performance of content with AI.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 7: Integrate calls to action<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Define the expected action after reading content.<\/span><\/div>
<\/svg><\/div>Choose the type of call to action: text, button, image, form.<\/span><\/div>
<\/svg><\/div>Write a clear and triggering CTA.<\/span><\/div>
<\/svg><\/div>Determine the placement of CTAs according to hot and cold zones.<\/span><\/div>
<\/svg><\/div>Monitor the commercial performance of calls to action.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 8: Optimize user experience<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Facilitate contact.<\/span><\/div>
<\/svg><\/div>Improve content ergonomics.<\/span><\/div>
<\/svg><\/div>Make content accessible to the widest audience.<\/span><\/div>
<\/svg><\/div>Comply with GDPR principles.<\/span><\/div>
<\/svg><\/div>Take consumer law into account.<\/span><\/div>
<\/svg><\/div>Produce ethical, responsible, and compliant content.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 9: Conduct a content variation test, A\/B Testing<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Understand the principle of A\/B testing.<\/span><\/div>
<\/svg><\/div>Define a variation to test: title, length, CTA placement, tone, color, angle.<\/span><\/div>
<\/svg><\/div>Choose a KPI.<\/span><\/div>
<\/svg><\/div>Define a representative sample.<\/span><\/div>
<\/svg><\/div>Analyze the statistics obtained.<\/span><\/div>
<\/svg><\/div>Retain the best-performing variation.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Module 10: Create LinkedIn content that captures attention and generates qualified leads<\/h5><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/svg><\/div>Understand LinkedIn's codes.<\/span><\/div>
<\/svg><\/div>Identify keys to visibility and engagement.<\/span><\/div>
<\/svg><\/div>Build a targeted content strategy.<\/span><\/div>
<\/svg><\/div>Define your positioning and content pillars.<\/span><\/div>
<\/svg><\/div>Use storytelling to foster engagement.<\/span><\/div>
<\/svg><\/div>Convert your audience into prospects through private messages.<\/span><\/div>
<\/svg><\/div>Retain the best-performing variation.<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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11. <\/span><\/span> Assessment <\/span><\/span> Methods <\/span><\/span> <\/h4><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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: <\/p>