Content Writing for Business
This is an Online class that features a weekly web conference.
This course will build the essential skills and use long-form writing techniques to create full-blown, integrated marketing campaigns. The various styles and mediums of long-form content, such as emails, promotional mailers, website content, blogging and more will be covered. We will discuss how to create a Style Guide for clients in order to codify the learnings into a cohesive takeaway experience.
Work 1:1 With a Working Pro
When you learn at Portfolio Studio, you can rely on a team of working industry experts for guidance and support.
Lauren Ventura is a geeky content creator and marketer with 10 years of experience in copywriting, storytelling, brand-building and inbound know-how. She has developed integrated email-social campaigns, helped use blogs to capture leads, and defined internal and external style, voice and tone guides for the likes of Petco, Road Runner Sports, Competitor Group, Arctic Zero, ChicMoto.com, Digital Telepathy and many others.
What You'll Learn
In this relevant course you will build the essential skills to use long-form writing techniques to create full-blown, integrated marketing campaigns.
Session 1: Intro To The Persuasive Triangle, Storytelling And WIIFM - Introduction to the persuasive triangle, storytelling and WIIFM (what's in it for me?). You'll learn about various long-form content writing styles in this first session.
Session 2: Mission & Positioning - In this session you'll choose a brand to work on throughout the course and start building the foundation components, including a mission statement and positioning copy.
Session 3: Blogs - This session we will break down blogs. We look at the structure of a blog, decipher what makes good content for a blog, and you'll write blog entries.
Session 4: Press Releases And Elevator Pitches - If a release is engaging enough it can generate social signals, chatter and sharing; direct targeted and organic traffic back to a website; and create journalistic interest abroad. This is all in addition to the sweet maraschino cherry on top – vast news and major media coverage. This session you'll learn about and write a press release.
Session 5: Web Content And Landing Pages - This is a common “ask” for many copywriters, meaning you will be asked to take a marketing strategy and make it live not only in print, but translate it for the web, too.
Session 6: Targeted Email Creation - PRODUCT or SERVICE or NEW OFFERING LAUNCH EMAIL This will support your press release except it will be B2C (business to customer) focused. You will share your new service, offering or product with your brand's customers, versus the B2B world, which is the focus of your press release.
Session 7: Integrated Marketing Campaigns - Compiling all these elements, you will have a fully integrated marketing campaign for a launch, another typical “ask” of many copywriters or content marketers.
Session 8: Final Presentation - Now that we have gone through each and every session and we are nearing the end of our journey, it’s time to reflect, and show me your final critique edits.
This course is taught both ONLINE and ON-CAMPUS at our San Diego Studio.
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