The Content Marketing Institute defines content marketing as "creating and distributing valuable, relevant and consistent content to attract and retain an audience."
What sets content marketing apart is that it's a strategy designed not so much to overtly promote a brand, as to stimulate interest in its products and services and help it engage with its audience at different stages of the buyer's journey. In recent years, job postings for business to business (B2B) and business to consumer (B2C) content writers have surged.
In this hands-on course, understand what materials are considered content marketing, how they are used and why. Explore best practices, and perfect your process as you gain experience in writing for the most popular kinds of content.
If you want to expand your writing skillset, are looking at careers in content writing, or are thinking of freelancing, this course offers you real-world knowledge and practical skills in content marketing writing.
Week 1: Introduction to Writing for Content Marketing
Week 2: Writing for Content Marketing Best Practices
Week 3: Headlines and Leads
Week 4: Capturing and Maintaining Voice
Week 5: Storytelling with Impact
Week 6: Writing Tools and Processes
Week 7: Writing Blogs/Articles, eBooks/Guides, and White Papers
Week 8: Writing Video Scripts, Case Studies/Customer Stories, and Other Content
Interested in writing that advertises a product or brand, drives conversions and sales, and encourages a direct response? Consider Copywriting: Introduction.
How am I Assessed?
Although there are no formal grades for this course, you’re given assignments with due dates. Your instructor provides individualized feedback for every assignment you hand in, and you’ll have an opportunity to discuss feedback one-on-one with your instructor.
You should allow two to three hours per week to complete readings, discussion posts and your assignment.
To take this course, you’ll need access to:
- an email account
- a computer, laptop or tablet under five years old and using Windows or macOS
- the latest version of a web browser (or previous major version release)
- a reliable internet connection.
This course is 100% online and instructor supported. Course work is done independently and at your own pace within deadlines set by your instructor. Log in anytime to your course to access the lessons as they become available. You can also participate in online discussions with your instructor and classmates. Materials will be available for three weeks after the course ends, after which time you will no longer be able to access the course.