Writing for Content Marketing Masterclass

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

Course Information:

Content copywriting strategy

• What are your goals for your content?
• Mapping content to the customer journey
• The traditional marketing 'funnel' and how it affects your copy planning
• Getting visibility for your content through SEO (Search Engine Optimisation) and social media

Writing engaging and 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

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

Planning and measuring

• A planning process for your content marketing
• Tracking and measuring against your content objectives

Tutor:

Tim Tucker F IDM, 23 Digital
Tim Tucker is an independent digital content marketing strategist and copywriting specialist. He is a digital consultant for the Content Marketing Association, for which he plans and hosts regular monthly digital breakfast events in London.

Tim has worked across a diverse range of digital environments, from B2C and B2B companies, to charities and government organisations, including the the National Trust, Nationwide Building Society, Nokia and the UK Government's Cabinet Office. Prior to going independent Tim worked for 17 years in magazine publishing, at Future Publishing and Immediate Media. He now provides training and consultancy to some of the UK's leading publishing and media organisations, including Time Inc, Harper Collins, Hachette UK, The Telegraph Media Group, News International, Reed Business Information, Egmont UK and BBC Magazines

Details:
Location: Virtual Classroom
Non-member Price: £450
Member Price: £400