05 September 2019

5:30 pm to 8:30 pm


Academy Xi, Level 3, 45 Exhibition st, Melbourne, 3000

Event Details

Writing for the web is tough. It requires succinctness without being too brief, and the ability to communicate key selling points without losing attention. With the influx of online bloggers writing content for every corner of the web, it can be hard to stand out from the crowd.


So, how exactly do you stand out from the crowd? And what does it take to create and master content for digital platforms?


For those of you who attended our previous lunchtime session and for those of you who are new, we’ll be putting your writing skills into practice with word crafting exercises and the implementation of content writing principles. In this three-hour masterclass, you’ll learn the tricks of the writing trade from Dr Marion Piper who has a wealth of experience and is ready to share it with our community.


You’ll be given a workbook with tools and activities inside to help you perfect your digital writing skills. This practical and hands-on masterclass will cover the following:

  • The AIDA (Attention, Interest, Desire, and Action) theory. This theory can be difficult to understand, so to help, Tali will be walking you through how to put it into practice.
  • The Inverted Pyramid theory, which will show you what information you need to prioritise.
  • Technical tips and tricks to remember, including;
  • Writing with SEO in mind
  • Headings and structure for digital content
  • Web Accessibility compliance (content for people of all abilities)

…along with pitfalls to avoid!


Melinda Jennings

Copywriter at Avion Communications

Melinda is a copywriter for content agency Avion Communications. For the last 7 years she's worked in the SEO and digital copywriting space, across a varied spectrum of clients, industries, and mediums. More recently, she’s used these skills to jump into conversational design. With her existing content strategy and writing skills, Melinda has been able to adapt to this emerging technology and create engaging content for several chatbot, AI, and voice technology projects.

Dates and fees


05 September 2019

5:30 pm ~ 8:30 pm

$60 AUD


Academy Xi,
Level 3,
45 Exhibition st,

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