National Vocational Qualification Curriculum of Content Writing Level-2 “Copywriter” National Vocational and Technical Training Commission (NAVTTC), Government of Pakistan
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ TABLE OF CONTENTS 1. Introduction................................................................................................................................................................................................................ 5 2. Purpose of the Qualification ....................................................................................................................................................................................... 6 3. Overall Objectives of the Training Course................................................................................................................................................................... 7 4. Competencies to be gained after Completion of the Course........................................................................................................................................ 8 5. Job Opportunities available Immediately and in the Future ......................................................................................................................................... 9 6. Trainee Entry Level .................................................................................................................................................................................................... 9 7. Minimum Qualification of a Trainer ............................................................................................................................................................................. 9 8. Recommended Trainer-Trainee Ratio......................................................................................................................................................................... 9 9. Medium of Instruction................................................................................................................................................................................................10 10. Date of Validation....................................................................................................................................................................................................10 11. Date of Review........................................................................................................................................................................................................10 12. Curriculum Development Committee .......................................................................................................................................................................11 13. Curriculum Validation Committee ...........................................................................................................................................................................12 14. Duration of the Course (Total Time, Theory & Practical).........................................................................................................................................13 2 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 15. Summary of Competency Standards......................................................................................................................................................................15 16. Summary - Overview of the curriculum...................................................................................................................................................................16 Fundamentals of Content writing ...................................................................................................................................................................................22 Module 01 - 0232-L&L-1. Develop Vocabulary...............................................................................................................................................................22 Module 02 - 0232-L&L-2. Use Basic Grammatical Rules ...............................................................................................................................................26 Module 03 - 0232-L&L-3. Write/Re-write Paragraph ......................................................................................................................................................28 Module 04 - 0232-L&L-4. Check for Grammatical Errors................................................................................................................................................32 Bloggers .......................................................................................................................................................................................................................34 Module 05 - 0232-L&L-5. Identify your niche (Food, Traveling, Fashion, Automobile etc.)..............................................................................................34 Module 06 - 0232-L&L-6. Create Blog ...........................................................................................................................................................................37 Module 07 - 0232-L&L-7. Generate, research, and pitch ideas for posts ........................................................................................................................39 Module 08 - 0232-L&L-8. Develop methods to attract new and existing readers.............................................................................................................42 E-mail and Newsletter Developer ..................................................................................................................................................................................45 Module 09 - 0232-L&L-9. Write Professional E-mails.....................................................................................................................................................45 Module 10 - 0232-L&L-10. Perform Editing and Proofreading ........................................................................................................................................48 Module 11 - 0232-L&L-11. Finalize the design of a newsletter .......................................................................................................................................50 Communication Assistant..............................................................................................................................................................................................53 Module 12 - 0232-L&L-12. Manage Internal and External Communication of a Company ..............................................................................................53 3 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 13 - 0232-L&L-13. Draft Media statements........................................................................................................................................................55 Module 14 - 0232-L&L-14. Represent the company professionally.................................................................................................................................57 Module 15 - 0232-L&L-15. Plan events and press conferences .....................................................................................................................................59 Module 16 - 0232-L&L-16. Compile media publications .................................................................................................................................................62 Copywriter ....................................................................................................................................................................................................................64 Module 17 - 0232-L&L-17. Generate words and slogans ...............................................................................................................................................64 Module 18 - 0232-L&L-18. Discuss the client's core message in the content by keeping the target audience in mind. ....................................................67 Module 19 - 0232-L&L-19. Generate infographics .........................................................................................................................................................68 Module 20 - 0232-L&L-20. Write product descriptions....................................................................................................................................................71 Module 21 - 0232-L&L-21. Interact with traditional print media for ad campaigns ...........................................................................................................74 Module 22 - 0232-L&L-22. Write audio scripts that accompany advertising visuals. .......................................................................................................76 Copy Editing .................................................................................................................................................................................................................79 Module 23 - 0232-L&L-23. Verify Factual correctness of information..............................................................................................................................79 Module 24 - 0232-L&L-24. Check format, readability & policies .....................................................................................................................................81 4 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 1. Introduction Writing for the web has evolved into a special skill set essential to getting the most out of your online presence. As a highly interactive form of communication across a number of potential mediums, it requires a very different approach to print media. Content writing is the art of planning, creating, writing and editing specific content for a website that would drive tariff to it through digital marketing. This type of writing requires professional and proficient language skills. Most common examples include website writing, SEO writing, fiction/non-fiction writing, blogging, affiliate marketing and much more. The content must be informative that add to the knowledge of the viewer through publishing art and communication in form of audio-visuals, which demands practice and deep knowledge. The piece of writing must be genuine and authentic with no particular format, but the style counts a lot. Being conscious of the emerging trends in the global market, National Vocational & Technical Training Commission (NAVTTC), Pakistan, has developed Competency Standards in consultation with the stakeholders including academia, researchers, industry, chambers and TEVTAs for ‘Content Writing’ under National Vocational Qualifications Framework (NVQF). The competency standards document has been designed in a way that trainees can develop skills in the ability to explore and analyse writing in technical, scholarly and professional contexts. They can consolidate their knowledge and skills through advanced practice in writing, creating, editing, designing and producing content for professional and technical purposes, with concrete application on industry sourced documents and projects. The National Competency Standards could be used as a referral document for the development of the curriculum to be used by training institutions. 5 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 2. Purpose of the Qualification The purpose of this qualification is to set high professional standards for content writing in order to compete with the local and international job markets. The specific objectives of developing these qualifications are as under: Produce quality Content Writers. Produce competent Content Creators. Produce competitive Freelancers. Promote prosperous Digital Marketers. Enabling the youth with greater employment opportunities. Improve the quality and effectiveness of the training and assessment for the Content Writing Industry 6 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 3. Overall Objectives of the Training Course The primary objective of this training program is to provide a hands-on learning experience and practical exposure to the trainees with up-to-date knowledge and skills required by the Content Writing Industry with particular reference to planning, creating, writing and editing content through the six-month training program in a comprehensive way to cope with the challenges of the global digital market. After qualifying the course at different levels (Level 2 – 4), the writers will be able to perform as entrepreneurs and get jobs in Writing Industry as Communicators, Writers, i.e. Copywriters, Freelance writers, Technical writers and Creative Writers. The course contents are specifically designed in such a way that it covers all the significant areas of Content Writing to keep pace with the National and International sectors. The overall objectives of developing this qualification are to: Improve the overall quality of training delivery and set national benchmarks for the training of Content Writers in the country. Provide flexible and progressive learning opportunities for trainees to receive relevant and up-to-date skills in the Writing Industry. Provide the basis for competency-based assessment, which employers recognise and accept in modern days. Establish standardised and sustainable training in consultation with the Writing Industry. 7 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 4. Competencies to be gained after Completion of the Course After completing this course, the trainee will be capable of performing different activities in the Writing industry especial ly copywriting, effectively. Furthermore, this professional writing training program enables the trainee to develop and integrate the content in multispectral competencies such as strong writing skills, creative thinking, problem-solving, interpersonal skills, research skills, personal and team management, presentation and communication skills, technical and professional negotiations related to the Writing Industry. The below-listed competencies imprinted by this training program are quite prominent to the trainees’ profile to enhance their employability in their career in the Writing industry: Elemental knowledge and concepts of creating and integrating content in the Writing industry. Creative thinking and troubleshooting writing skills in any niche of the Writing industry. Potential to transform theoretical knowledge into practice. Identify and explore potential areas of opportunities in the Writing industry. Develop strategies to maintain the quality and safety of the workplace. Time management, working in teams and conflict handling among co-workers. Safe and secure use of workplace tools, techniques and materials at worksites. Digital documentation and effective communication skills. Successful marketing campaigns. Working to help establish Small and Mid-sized Enterprises (SMEs), National and International Startups. Meeting the packed timelines. 8 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 5. Job Opportunities available Immediately and in the Future The successful pass out of this course may avail entrepreneurial opportunities and/ or fetch job/ employment in writing industry as: Content Writer Blogger Copy Writer Copy Editor Email and Newsletter Developer Communication Assistant 6. Trainee Entry Level Entry requirements for this qualification are Matric in Science/Arts or equivalent. 7. Minimum Qualification of a Trainer DAE/BS in English, Language and Communication, Mass Communication and Media Studies or any other relevant competency. 8. Recommended Trainer-Trainee Ratio The recommended trainer-trainee ratio per class is 1:24. 9 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 9. Medium of Instruction Urdu, English, or any Regional Language. 10. Date of Validation The level 5 of National DAE qualification for ‘Content Writing’ has been validated by the Qualifications Validation Committee (QVC) members on ------- and will remain valid for ten years i.e. 11. Date of Review The level 5 of National DAE qualification for ‘Content Writing’ has been validated by the Qualifications Validation Committee (QVC) members on 20th -24th December, 2021 and shall be reviewed after three years i.e. 25th December, 2024. 10 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 12. Curriculum Development Committee The following members participated in the Curriculum Development Workshop from DATE HERE, in PITAC Lahore: Sr. No Name Designation & Organization 1. Mr. Hamza Nadeem NAVTTC Coordinator, Islamabad 2. Mr. Muhammad Nasir Khan DACUM Facilitator 3. Ms. Summar jan Siddiqui CBT Expert-PTEVTA, MBA(IT) 4. Ms. Farooha Lodhi Executive Communication and Coordination, GIFT University Gujranwala, Content and Academic Writer. 5. Mr. Abdullah Yazdani Advertising Strategist, Acquity Links Lahore Dr. Muhammad Naazir Khan (Chairman), Representative PBTE Lahore 6. Niazi 7. Mr. Mubashar CEO at Coding Phoenix. 8. Ms. Momina Hafeez Lecturer at UCP 9. Ms. Saadia Syed P-TEVTA, Lahore 11 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 13. Curriculum Validation Committee The following members participated in the Curriculum Validation Workshop on , in PITAC Lahore: Sr. No Name Designation & Organization 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 12 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 14. Duration of the Course (Total Time, Theory & Practical) Sr Competency Standards Occupation NVQF Category Estimated Contact Hours Cr Level Th Pr Total Hr Level 2 2 2 1 Develop vocabulary 2 Technical 3 12 15 1.5 2 2 Use basic grammatical rules Fundamentals of Technical 3 12 15 1.5 3 Write/Rewrite paragraphs Content Writing 2 2 Technical 6 24 30 3 4 Check for Grammatical Errors 2 Technical 3 15 18 1.8 Identify your niche (Food, Traveling 2 Technical 4 14 18 1.8 5 Fashion, Automobile etc.) 2 2 6 Create Blog 2 Technical 9 27 36 3.6 Generate, research, and pitch ideas for Blogger 2 7 posts. 2 Develop methods to attract new and Technical 6 24 30 3 8 existing readers. Technical 6 27 33 3.3 9 Write professional emails Email and Newsletter Technical 3 15 18 1.8 Developer 10 Perform Editing and proofreading. Technical 6 24 30 3 Communication 11 Finalize the design of the newsletter. Assistant Technical 6 24 30 3 Manage internal and external Technical 6 24 30 3 12 communication of a company Technical 4 11 15 1.5 13 Draft media statements 13 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Represent the company to the outside 2 Technical 6 27 33 3.3 14 world in a good manner. 2 Technical 6 18 24 2.4 15 Plan events and press conferences 2 Technical 6 24 30 3 16 Compile Media Publications 2 Technical 6 24 30 3 17 Generate the words and slogans Discuss the client's core message in 2 Technical 9 27 36 3.6 the content by keeping the target Copywriter 2 Technical 6 24 30 3 18 audience in mind Copy Editing 2 Technical 9 27 36 3.6 19 Generate infographics. Health and Safety 2 Technical 3 18 21 2.1 20 Write product descriptions Interact with traditional print media for 2 Technical 9 27 36 3.6 21 ad campaigns. 2 Technical 4 15 19 1.9 Write audio scripts that accompany 2 Technical 3 15 18 1.8 22 advertising visuals Verify factual correctness of 2 Generic 3 6 9 0.9 23 information 2 Generic 4 6 10 1 Check text for format, readability and 139 511 650 65 24 policies. Maintain occupational health and 21.384 78.61 25 safety Maintain good health while using 26 Computer/Digital devices at work Total Percentage 14 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Occupations and Level Descriptor SR.NO OCCUPATIONS NO OF OCCUPATION TOTAL COMPETENCY LEVEL CONTACT (LEVEL 1 HOURS CONTACT 2 STADARDS HOURS) 3 78 4 Fundamentals of Content Writing 4 2 117 650 5 Blogger 4 6 Email and Newsletter 78 7 Developer 3 Communication Assistant 132 Copywriter 5 189 Copy Editing 6 37 Health and Safety 2 19 2 15. Summary of Competency Standards The proposed curriculum is composed of six (06) modules that will be covered in 650 hours. This course should be delivered in a six-month period.The distributions of contact hours (practical & theory) are: Theory: (20%) Practical (80%) Theory: 139 hours Practical: 511 Hour Total: 650 hours 15 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ 16. Summary - Overview of the Curriculum Module Title Learning Units Theory Workplace Total Days/hours Days/hours Timeframe Module 01. LU-1. Build Vocabulary and find of Modules 0232-L&L-1. Synonyms 3 12 Develop Vocabulary LU-2. Play words game 15 LU-3. Participate in Conversation Module 02. LU-1. Learn the correct use of grammar 3 12 15 LU-2. Follow Syntax 6 24 30 0232-L&L-2. Use Basic Grammatical Rules Module 03. LU-1. Learn the paragraph structure 0232-L&L-3. LU-2. Write into your own words Write/Re-write Paragraph LU-3. Rewrite a Paragraph Write a Paragraph LU-4. Module 04. LU-1. Check the spelling and 3 15 18 punctuation. 0232-L&L-4. LU-2. Ensure the correct use of Check for Grammatical Errors grammar 16 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 05. LU-1. Research on Topic. 4 14 18 LU-2. Filter the Researched topics. 9 27 36 0232-L&L-5. LU-3. Find your competitors. 6 24 30 LU-4. Perform Competitive Analysis. 6 27 33 Identify your niche (Food, Traveling, Fashion, 3 15 18 Automobile etc.) Module 06. LU-1. Search Blogging Platform. 0232-L&L-6. LU-2. Explore working of blogging platform. Create Blog LU-3. Create Blog. Module 07. LU-1. Research the ideas LU-2. Create eye-catching title 0232-L&L-7. LU-3. Create content for the ideas LU-4. Add keywords in tags Generate, research, and pitch ideas for posts Module 08. LU-1. Promote posts through social media LU-2. Promote posts through e-mail 0232-L&L-8. marketing Develop methods to attract new and existing LU-3. Promote posts through SMS readers marketing Module 09. LU-4. Perform SEO LU-1. Identify E-mail Platforms 0232-L&L-9. LU-2. Set up an E-mail account. Write Professional E- mails 17 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-3. Compose an E-mail Module 10. LU-1. Perform Spell Check 6 24 30 0232-L&L-10. LU-2. Find/Remove Grammatical 6 24 30 Perform Editing and LU-3. Mistakes Proofreading 4 11 15 Structurize your e-mail Module 11. 0232-L&L-11. LU-1. Identify different types of Finalize the design of a Newsletter newsletter LU-2. Select and use appropriate Module 13. LU-3. Software for newsletter 0232-L&L-13. Draft Media statements Composition. Prepare newsletter layout LU-4. Edit the newsletter template LU-1. Follow company policy LU-2. Issue Press Releases LU-3. Answer media queries LU-4. Write media statements 18 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 14. LU-1. Adopt electronic communication 6 27 33 0232-L&L-14. methods. 6 18 24 Represent the company professionally LU-2. Keep your site up-to-date. 6 24 30 LU-3 Represent the company brand. 6 24 30 Module 15. LU-1. Reveal the message. 9 27 36 0232-L&L-15. LU-2. Schedule the time and date. Plan events and press LU-3. Choose a venue. conferences LU-4. Contact Media. LU-5. Follow up with the media. Module 16. LU-1. Set up Google alerts. 0232-L&L-16. LU-2. Hire media monitoring services. Compile media LU-3. Search media coverage of the publications company. Module 17. LU-1. Search persuasive words. 0232-L&L-17. LU-2. Select powerful words. Generate words and slogans LU-1. Identify the client's message and Module 18. the target audience. 0232-L&L-18. Discuss the client's core LU-2. Perform research on the message message in the content by keeping the target audience in mind. 19 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ and the audience. Module 19. LU-1. Outline the goals of the infographic. 6 24 30 0232-L&L-19. LU-2. Collect data for the infographic. 9 27 36 Generate infographics LU-3. Visualize data for the infographic. 3 18 21 LU-4. Layout the infographic. 9 27 36 Module 20. LU-5. Add style to the infographic design. 0232-L&L-20. Write product LU-1. Identify the target audience. descriptions LU-2. Focus on the product benefits. LU-3. Use natural language and tone. Module 21. LU-4. Use good product images. 0232-L&L-21. Interact with traditional LU-1. Identify print media potential to print media for ad achieve business goals. campaigns LU-2. Create a plan for the print campaign. LU-3. Design print ad. Module 22. LU-1. Identify the target audience. 0232-L&L-22. LU-2. Choose a goal. Write audio scripts that accompany advertising visuals. 20 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-3. Choose a central character. LU-4. Identify the point of the video. Module 23. LU-1. Check the factual correctness. 4 15 19 0232-L&L-23. LU-2. Correct the facts. 3 15 18 Verify Factual LU-3. Approve the content. 132 499 631 correctness of LU-1. Check the Format and Readability information of the Content. LU-2. Apply the editorial policies. Module 24. 0232-L&L-24. Check format, readability & policies Total 21 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Fundamentals of Content writing Module 01 - 0232-L&L-1. Develop Vocabulary Objectives: After completing this module, the learner will be able to develop a vocabulary that is a prerequisite for formal and informal scenarios. Duration: Total hours 15 Practical: 12 Theory: 3 Credit Hours: 1.5 Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes LU-1. Build Equipment) Vocabulary and find Required synonyms The trainee will be Explain how to Online Classroom able to: use Online Dictionary? Dictionary and Explain how to Theory- 1 Hour Use E-dictionary make a sentence Practical- 4 Hours Laptop/PC workplace/ Develop word using new word? Describe how Total- 5 Hours Internet Lab bank by learning ten words a day to find Make a journal of new words synonyms Use all learned 22 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ words in using multiple sentences. techniques. Search synonyms from Explain how to Google, Microsoft write down all Word, e- dictionary, etc. the words with Find synonyms synonyms in the for all the learned words. journal. Note down these synonyms in your journal Practical Activity: Find first 10 words by using E- Dictionary. Find synonyms of all learned words 23 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Play The trainee will be How to play Laptop/PC Classroom Word able to: games to build and Games Theory- 1 Hour Internet workplace/ Play different vocabulary. Practical- 4 Hours Word Games Lab Total- 5 Hours games to Describe how to develop vocabulary, e.g., make use of an Scrabble, e-flash card. Charades, word search, joint letters, rearrange Practical Activity: words, match Play games to words etc. develop Use e-flash vocabulary cards, e.g. Magoosh Flashcard, ankidroid etc. Note down these words in your journal 24 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-3. The trainee will be How to use Laptop/PC Classroom and Participate in able to: learned words in workplace/ Lab Conversation conversation? Theory- 1 Hour Internet Participate in Practical- 4 Hours Group Practical Activity: Total- 5 Hours discussions. Group Use all learned Discussion words in conversation 25 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 02 - 0232-L&L-2. Use Basic Grammatical Rules Objectives: After completing this module, the learner will be able to develop expression to ensure effective communication in writing. Duration: Total hours 15 Practical: 12 Theory: 3 Credit 1.5 Hours: Learning Unit Learning Learning Elements Duration Materials Learning Place Outcomes (Tools&Equipment) Required LU-1. Learn the The trainee will be Understand the Laptop/PC Classroom and correct use of able to: concept of parts of Theory- 2 Hours Internet workplace/ speech. Lab grammar Learn basic Explain basic Practical- 6 Hours grammar, e.g., grammatical rules. Total- 8 Hours Parts of speech, Describe finding the grammatical conjunction, errors in a given preposition, passage. transitive, etc. Practice subject- verb agreement. Identify common Practical Activity: grammatical Find grammatical mistakes, e.g., errors in a given parallelism, order passage. of words, 26 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ pronoun- antecedent agreement etc. LU-2. Follow The trainee will be Describe how Laptop/PC Classroom Syntax able to: to make a Theory- 1 Hour and Practical- 6 Hours Internet workplace/ Lab Identify sentence sentence and Total- 7 Hours Reading structure its structure materials. Make all types of Explain the sentences Use punctuation rules of in sentences punctuation in a sentence. 27 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Practical Activity: Identify sentence structure from reading material. Module 03 - 0232-L&L-3. Write/Re-write Paragraph Objectives: After completing this module, the learner will be able to rewrite the provided content. Duration: Total hours 30 Practical: 24 Theory: 6 Credit 3 Hours: Learning Unit Learning Learning Elements Duration Materials Learning Place Outcomes (Tools&Equipment) Required LU-1. Learn the The trainee will be Interpret the Laptop/PC Classroom paragraph able to: structure of the and paragraph. Theory- 2 Hours Internet workplace/ structure Read about the Practical- 6Hours Basic Lab topic sentence, Total- 8 Hours 28 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ supporting detail Explain how to grammar book and concluding identify the Search Engines sentence paragraph in Read about different terms. different types of paragraphs Practical Activity: Identify the Read and paragraphs in identify the types terms of unity of paragraphs. and variation Learn the use of separate sections concerning their placement within the write-up agreement etc. LU-2. Write into The trainee will be Laptop/PC Classroom Internet and your own able to: How to write a Theory- 1 Hour Basic workplace/ Practical- 6Hours Lab words Read a sample paragraph with grammar Total- 7 Hours book Search paragraph supporting Engines Point out the detail. topic sentence and supporting Explain how to details Rewrite the construct a sentences with sentence briefly. the use of synonyms Make sentences Practical Activity: 29 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ not longer than Write paragraph 20 words of five lines Keep the specifically sentences short focusing on and direct synonyms. Check the paragraph for uniformity LU-3. Rewrite a The trainee will be Explain reading Laptop/PC Classroom and Paragraph able to: techniques to Theory- 2 Hours Internet workplace/ rewrite the Lab Read the original paragraph. Practical- 6Hours Explain how to Basic paragraph 2-3 rephrase the paragraph Total- 8 Hours times instead of grammar Rearrange the sentence by sentence if book necessary Search Rewrite the ideas Engines into your own words sentence. Avoid repetition of same sentencePractical Activity: structure Rewrite a Proofread for any paragraph of five lines without grammatical grammatical errors. mistakes Rewrite the complete paragraph, not sentence by sentence. 30 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-4. Write a The trainee will be How to choose Laptop/PC Classroom Paragraph able to: paragraph Internet and Basic workplace/ Select a topic to topic. Theory- 1 Hour Lab write a Define the rules Practical- 6Hours grammar paragraph. book for paragraph Total- 7 Hours Search Decide which Engines supporting details formulation. can substantiate the main idea Write down your Practical Activity: thoughts in the Write a form of a paragraph on your paragraph that selected topic. shows unity and variation 31 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 04 - 0232-L&L-4. Check for Grammatical Errors Objectives: After completing this module, the learner will be able to validate the grammar of the content. Duration: Total hours 18 Practical: 15 Theory: 3 Credit 1.8 Hours: Learning Unit Learning Learning Elements Duration Materials Learning Place Outcomes (Tools & Equipment) Required LU-1. Check the The trainee will be Laptop/PC Classroom and spelling and workplace/ Lab punctuation. able to: How to identify Theory- 1Hours Internet Practical- 7 Hours Grammarly syntax errors? Software Total- 8 Hours Read the write-up How to check and rewrite the correct for spelling sentence? mistakes. Correct the Practical Activity: E-Dictionary spelling errors. Word Check and Check and correct the correct the processor punctuation spelling mistakes marks in the content. 32 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Ensure the The trainee will be Explain how to Laptop/PC Classroom and correct use of able to: Theory- 2 Hours Internet workplace/ Lab Practical- 8 Hours Grammarly grammar. Read the write-up use punctuation Software Total- 10 Hours to find any in a sentence. grammatical mistakes. E-Dictionary Rewrite the Practical Activity: Word sentence to omit Check and processor the errors. correct the Edit sentence structure, grammatical parallelism, the errors. figure of speech, phrasing, etc 33 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Bloggers Module 05 - 0232-L&L-5. Identify your niche (Food, Traveling, Fashion, Automobile etc.) Objectives: After completing this module, the learner will be able to identify their niche (area of interest) like food, travel, fashion, automobile etc. Duration: Total hours 18 Practical: 14 Theory: 4 Credit 1.8 Hours: Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes Equipment) Required LU-1. Research The trainee will be Explain the Laptop/PC Classroom Internet and on Topic able to: finding of top Search workplace/ blogging topics. Lab Search for top Help students to Theory- 1 Hour Engine blogging topics on finalize their area Practical- 4 Hours Google search engines of interest. (Google, Yahoo Total- 5 Hours Keyplanner Soovle etc.) and Moz marketplaces (Flippa, Sedo etc.) Practical Activity: Select your area Find top blogging of interest topic. 34 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Filter the The trainee will be How to classify Laptop/PC Classroom Internet and Researched able to: researched Theory- 1 Hour Google workplace/ niches based on Practical- 3 Hours Lab Total- 4 Hours Keyplanner topics Classify the different criteria Soovle Classroom researched niches (personal liking) Theory- 1 Hour Moz and based on different ? Practical- 4 Hours workplace/ Total- 5 Hours Laptop/PC Lab criteria i.e. Internet Google personal liking, Keyplanner social norms, Soovle Moz demographics, Practical Activity: etc. Enlist best Select the most researched topics appropriate class of niches among of personal them. interest. LU-3. Find your The trainee will be How to search Competitors able to: for local and Search local global competitors of a competitors within specific niche. Undergo their your niche. existing work in Search global the market. competitors within your niche. Find out the work Practical Activity: of your competitors in the Search local and local and global competitors international and analyze their market work done. 35 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-4. Perform The trainee will be Conduct a Laptop/PC Classroom Competitive competitor and Analysis able to: analysis. Internet workplace/ Lab Compile the Explain the Google attributes of work process of finding done by your CPCs and KD Theory- 1 Hour Keyplanner competitors using Google keyword planner. Practical- 3 Hours Identify the competitive edge Practical Activity: Total- 4 Hours Soovle Find the cost per Perform Moz click (CPC) using competitor keyword planners analysis and find like the Google CPC and KD of Keyword Planner, your niche Soovle etc. keyword using Google keyword Find Keyword planner. Difficulty (KD) level using keyword planner like the Google Keyword Planner, Keyword everywhere etc. 36 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 06 - 0232-L&L-6. Create Blog Objectives: After completing this module, the learner will be able to explore different platforms that provide blogging services and create their blog. Duration: Total hours 36 Practical: 27 Theory: 9 Credit 3.6 Hours: Learning Unit Learning Outcomes Learning Elements Duration Materials (Tools & Learning Place LU-1. Search Equipment) Blogging Platform Required The trainee will be Describe the Laptop/PC Classroom able to: method to use Internet and blogging Search different platforms, Theory- 3 Hours WordPress workplace/ Practical- 9 Hours WIX Lab blogging platforms including Total- 12 Hours like blogger, free/delivered WordPress, WIX, features. Blogger Tumblr etc How to select a Tumbler Compare features relevant blog site. of these platforms, Practical Activity: Yola both free and paid. Select appropriate Explore the blog site. features of different blogging sites. 37 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Explore The trainee will be Demonstrate the Laptop/PC Classroom working of able to: interface of the Theory- 3 Hours Internet and blogging blogging sites. Practical- 9 Hours WordPress workplace/ platform Total- 12 Hours WIX Lab Explore the Practical Activity: LU-3. Create interface of the Blogger Classroom Blog Tumbler and selected blogs Experience the Yola workplace/ Lab sites interface of Laptop/PC Theory- 3 Hours Internet Learn the working blogging sites. Practical- 9 Hours WordPress Total- 12 Hours WIX of its features and Blogger tools Tumbler Yola The trainee will be How to make a able to: profile on a Sign up at the blogging site. selected blog site How to publish your blog post. for login purposes in future Create new blog Set name/title of Practical Activity: the blog Create a blog Write a description post of the blog Use images for the blog like the logo Able to edit blog information Publish your first blog post 38 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 07 - 0232-L&L-7. Generate, Research, and Pitch Ideas for Posts Objectives: After completion of this module, the learner will be able to identify their niche (area of interest) like food, travel, fashion, automobile etc. Duration: Total hours 30 Practical: 24 Theory: 6 Credit 3 Hours: Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes Equipment) Required LU-1. Research The trainee will be Describe how to Laptop/PC Classroom the ideas able to: find a hot topic for Internet and a post. Research for Search keywords Theory- 1 Hour Moz workplace/ latest and hot for post. Practical- 6 Hours Google Lab Total- 7 Hours topics for blog posts Keyword Identify keywords Practical Activity: planner for title Search and Search keywords select keywords LSI graph for contents for content. Search keywords for tags 39 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Create The trainee will be How to find Laptop/PC Classroom and eye-catching able to: related title Theory- 1 Hour Internet workplace/ according to post. Lab title Search different Practical- 6 Hours Moz Classroom and titles to attract the Total- 7 Hours Google workplace/ Keyword Lab audience. Practical Activity: Identify focus keywords that can Find attractive planner LSI graph be used in the words for title. title. Relate the title with the idea of the post. The trainee will be Define Laptop/PC LU-3. Create able to: infographics Theory- 2 Hours Internet content for Illustrate Latent the ideas Use focus keyword in H1 Semantic Indexing Practical- 6 Hours Moz (Heading style). (LSI) Total- 8 Hours Google Prepare textual content of the post Practical Activity: Keyword planner in effective LSI graph manners to Use LSI graph narrate the whole idea Use textual, images, videos and infographics in the contents of the idea 40 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Use ALT keywords in the image Relate Latent Semantic Index (LSI) keywords in the contents Design images for the contents LU-4. Add The trainee will be How to search for Laptop/PC Classroom keywords in able to: local and global and tags competitors? Internet workplace/ Lab Search your local Theory- 2 Hours Moz Practical- 6 Hours competitors within Practical Activity: your niche. Google Total- 8 Hours Search your Find the keywords Keyword global competitors from the given planner within your niche. blog post. LSI graph Find out the work of your competitors in the local and international market 41 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 08 - 0232-L&L-8. Develop Methods to Attract New and Existing Readers Objectives: After completing this module, the learner will be able to develop methods to attract the readers of blogs by using different promotion mechanisms. Duration: Total hours 33 Practical: 27 Theory: 6 Credit 3.3 Hours: Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes Equipment) Required LU-1. Promote The trainee will be Laptop/PC Classroom posts through able to: Define social Internet and media. social media Design the Theory- 1 Hour Google workplace/ content for the List down the Practical- 7 Hours post popular social analytics Lab media platforms Total- 8 Hours Research potential social Practical Activity: media platforms Use of social Publish the post media platforms on social media for boosting. platforms Boost the post if needed 42 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ LU-2. Promote The trainee will be Laptop/PC Classroom and posts through able to: Define to design a Theory- 2 Hours Internet workplace/ newsletter? Lab e-mail Design the How to promote Practical- 6 Hours Mail Server Classroom marketing and content/newsletter content through e- Total- 8 Hours workplace/ mail marketing? Lab for e-mail Generate a list of potential recipients from different sources Practical Activity: Send e-mail Write email for promotion? The trainee will be How to run Laptop/PC Internet LU-3. Promote able to: marketing Theory- 1 Hour SMS Design textual campaign through Practical- 5 Hours SMS? Services posts through content for SMS Total- 6 Hours SMS Generate a list of potential marketing recipients from Practical Activity: appropriate sources Write SMS Send SMS content for promotion 43 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ The trainee will be Define SEO Laptop/PC Classroom and able to: Describe different Internet workplace/ Theory- 2 Hours Google Lab SEO tools Practical- 9 Hours LU-4. Perform Identify the Elaborate SEO Webmaster SEO Total- 11 Hour famous search optimization Google engines Discuss SEO analytics Identify the Optimization Page keywords related practices(on- Speed to post page/off-page) insight by Index post in List down Google search engine important sources using different of SEO tools Optimize blog Practical Activity: through SEO practices, Use search including on-page engines to identify and off-page keywords for post. 44 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ E-mail and Newsletter Developer Module 09 - 0232-L&L-9. Write Professional E-mails Objectives: After completing this module, the learner will be able to write professional e-mails and the company's newsletter. Duration: Total hours 18 Practical: 15 Theory: 3 Credit 1.8 Hours: Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes Theory- 1 Hour Equipment) Practical- 5 Hours Total- 6 Hours Required LU-1. Identify E- The trainee will be Define Electronic Laptop/PC Classroom mail able to: Mail. Internet and Describe different Platforms Explore different e-mail platforms. workplace/ e-mail platforms, Lab e.g. Microsoft Outlook, Gmail, Practical Activity: Yahoo Mail etc. Differentiate Identify the various email commonalities platforms. and differences of multiple e-mail platforms. 45 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ The trainee will be Process of Laptop/PC Classroom LU-2. Set up an able to: setting up an e- Theory- 1 Hour Internet and mail account. Practical- 5 Hours workplace/ E-mail Demonstrate the What are the Total- 6 Hours Lab account. steps for setting error up an e-mail identification Laptop/PC Classroom account. methods while Theory- 1 Hour Internet and setting up an e- Practical- 5 Hours workplace/ Identify errors mail account? Total- 6 Hours Lab while configuring How to deal with an e-mail account. errors while configuring an e- Secure your E- mail account? mail ID by setting up a strong password. Practical Activity: Set up an e-mail account. LU-3. Compose The trainee will be Describe an E-mail able to: features and Explore the use of functionalities of different e-mail Inbox, platforms. Differentiate Outbox/Sent, between formal Trash/Junk, Draft and informal e- mails. folders. Identify the difference between the sender's address 46 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ and the receiver's address. Practical Activity: Choose the Compose a subject of the e- promotional e- mail. mail. Attach a file. Compose the e- mail. 47 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 10 - 0232-L&L-10. Perform Editing and Proofreading Objectives: After completing this module, the learner will be able to edit and proofread the e-mails/newsletters. Duration: Total hours 30 Practical: 24 Theory: 6 Credit 3 Hours: Learning Unit Learning Learning Elements Duration Materials (Tools & Learning Place Outcomes Equipment) Required LU-1. Perform The trainee will be How to find and Laptop/PC Classroom Spell Check able to: remove spelling Internet and mistakes in a Read the e-mail composed e- Theory- 2 Hours Browser workplace/ carefully after mail? Lab Practical- 8 Hours composing it. Software Identify spelling Practical Activity: Total- 10 Hours mistakes. (Chrome, Remove the Use autocorrect Firefox etc.) spelling mistakes. feature to rectify Grammarly Use AutoCorrect spelling mistakes software Feature. of the composed email. 48 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ The trainee will be How to identify Laptop/PC Classroom and LU-2. able to: and remove Theory- 2 Hours Internet workplace/ grammatical Practical- 8 Hours Browser Lab Find/Remove Read the e-mail mistakes in a Classroom composed e- and Grammatical carefully to identify mail? Total- 10 Hours Software workplace/ grammatical Lab Mistakes mistakes. (Chrome, Remove Practical Activity: Firefox etc.) grammatical errors. Identify grammatical mistakes in composed e-mail. The trainee will be Laptop/PC LU-3. Structurize able to: Define the Theory- 2 Hours Internet uniform structure Practical- 8 Hours Browser Divide the e-mail of an e-mail. your e-mail into paragraphs. Check for Total- 10 Hours Software conflicting or any Practical Activity: (Chrome, wrong information. Check if the Structurize the Firefox etc.) paragraphs are paragraphs to well structured. filter out any irrelevant information. 49 | Page
National Vocational Qualification Level – 2 of Content Writing ‘Copywriter’ Module 11 - 0232-L&L-11. Finalize the Design of a Newsletter Objectives: After completing this module, the learner will be able to finalize the newsletter's design. Duration: Total hours 30 Practical: 24 Theory: 6 Credit 3 Hours: Learning Unit Learning Outcomes Learning Duration Materials (Tools & Learning Place Elements Equipment) LU-1. Identify different Required types of newsletter The trainee will be able Define a Laptop/PC Classroom and to: newsletter. Internet workplace/ Lab Explore the Differentiate Company Newsletter. types of the Theory- 2 Hours Browser newsletter. Practical- 6 Hours Software Explore the (Chrome, Total- 8 Hours Consumer Newsletter. Practical Activity: Firefox etc.) Explore the Organization Compare Newsletter different types of E-mail Find the difference newsletters. software between a Consumer newsletter and a Tool company's newsletter. 50 | Page
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