Writing for Content Marketing

Content marketing is a core part of many organizations’ marketing strategies. As a result, content writing is in demand, and offers employment and freelance opportunities for copywriters, content creators, marketers and designers with the right skillsets.

Through best-in-class examples of content, understand what makes great content effective. Learn best practices to create well-written, engaging, relevant and shareable content that meets audience and business needs and objectives. Discuss different types of content—from short and long blog posts and eBooks, to white papers and video scripts—and the particular challenges and considerations involved in creating each type.

This is a practical course that includes written and other kinds of assignments to help you prepare for and practise writing for content marketing projects. You’ll receive feedback on the writing assignments that you submit, and benefit from an extensive content writer’s toolkit of resources.

Course Overview

Week 1: Introduction to Writing for Content Marketing
Week 2: Writing for Content Marketing Best Practices
Week 3: Headlines and Leads
Week 4: Voice and Tone
Week 5: Stories and Storytelling
Week 6: Briefs, Research and Processes
Week 7: Writing Blogs/Articles, eBooks/guides, Whitepapers and Case Studies/Customer Stories
Week 8: Writing Video Scripts, Digital/Interactive Stories and Other Content

Course Format

This course is offered 100% online.

About Online Learning
Our professional writing courses are purpose-built for online learning using UBC instructional design resources and tools.

Online courses are hosted on the intuitive learning management platform Canvas. Every week, your instructor releases a new module or lesson. Each lesson might include materials such as class notes, readings, links to articles, videos and practice exercises. You may also be asked to post on discussion boards and submit assignments.

Your instructor is there to provide you feedback on your work, and guide online forum discussions. Some may hold virtual office hours. You can also communicate with your instructor through Canvas.

Expect to spend two to three hours per week on your course – you do get out what you put in! You can log in anytime day or night. Some courses, however, might include exercises and assignments with deadlines. Materials will be available for two weeks after the course ends, after which time you will no longer be able to access the course.

We will send you instructions on accessing Canvas before your first class.

Learn more about online learning at UBC Extended Learning.

Available Sessions

Open all | Close all

Jan 26-Mar 22, 2021 | Online | $640.00

Format: Online
Code: WG303W21O
Jan 26-Mar 22, 2021
8 sessions

1nstructor: Rob Mathison


Fees / Tuition

Type Fee Tax Total
$640.00 $32.00 $672.00