10 September 2019

5:30 pm to 8:30 pm

$50 AUD

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

Event description

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 tough to differentiate yourself from others.

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 Rhys Martin 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, our instructor 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, and Web Accessibility compliance (content for people of all abilities)

…along with pitfalls to avoid!


Rhys Martin

Head of Delivery and Copywriter at Avion Communications

Over the past three years Rhys worked in the digital copywriting space for a wide variety of clients, ranging from some of Australia’s biggest financial organisations to emerging startups and more. With best practice SEO, accessibility and user experience in mind, Rhys has crafted engaging web content that has achieved some extraordinary results.

Dates and fees


10 September 2019

5:30 pm ~ 8:30 pm

$50 AUD


Academy Xi,
Level 3,
45 Exhibition st,

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