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Writing for Content Marketing (Virtual Classroom) - 50% off*

Institute of Data & Marketing
Course summary
1 day
English
Full time
Online courses
Next available date: Enquire for more information - Online courses
Professional Training

Course description

Writing for Content Marketing (Virtual Classroom) - 50% off*

Write better digital content for your website, blog, email, social media and more. Determine your goals for digital content and plan to achieve your organisation's goals. Discover what content types engage your audience and write content that attracts, persuades and converts.

Suitability - Who should attend?

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.

Outcome / Qualification etc.

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

Training Course Content

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 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
  • 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

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us

Expenses

*50% off all Learning – only for the first 500 IDM Members who apply for this subsidy.

Members: £225 + VAT

Non-members: £450 + VAT

Enquire to become a member & benefit from the member subsidy.

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...


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Contact info

Institute of Data & Marketing

DMA House
70 Margaret Street London
W1W 8SS

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