Writing for Content Marketing (Virtual Classroom)

This workshop provides training aimed at those tasked with writing digital content for their brand or organisation, whether it be for their website, blog, mobile, email, social media or any other digital platform.

You will learn to:

• Establish and clarify your goals with regards to your digital content
• Plan your content to ensure your copy achieves your organisation’s aims
• Define the key steps in your users’ journey and plan content against this
• Define the content types that will engage your audience
• Write content that attracts, persuades and converts your customers

Content copywriting strategy

• Where is your organisation in terms of its content marketing journey?
• What are your goals for your content?
• The 5-step content plan
• Mapping content to the customer journey, and how to adapt your style according to context
• The traditional marketing ‘funnel’ and how it affects your copy planning

Writing engaging & compelling content

• Developing content ideas for your brand
• Articles, features and blog formats, and how to make them work
• Attracting your audience’s attention through effective headlines
• Driving interaction with your audience
• Encouraging your audience to contribute (ie user generated content)

Establishing a voice for your brand

• Clarifying your brand’s personality
• The human touch: Bringing your brand to life
• Using the right language to engage your audience
• Tone of voice considerations
• Style points for improving content effectiveness

Storytelling

• Defining your organisation’s ‘narrative’
• Techniques for writing brand stories effectively
• Injecting emotion into your copy
• Using people to bring your stories to life

Repurposing your copy

• How to plan, edit and re-work your copy to work across different media
• Varying factors in offline and online copywriting
• How to re-use the same copy in different contexts

Measurement and testing

• Creating a test plan for copywriting
• Tracking and measuring against your content objectives
• Measuring ROI (return on investment) for your content and copy

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Marketers will learn how to:

• Write copy that attracts the attention of your target audience.
• Write copy that is customer-focused.
• Write in a way that encourages engagement without coming across as salesy or marketing-led.
• Write copy that entertains, informs, educates and inspires your audience.