This course is part of the UBC Micro-certificate in Writing Skills for Digital Content.
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. You will also get tips on building a portfolio and selling your services as a freelancer, as well as the opportunity to share work with your peers for their feedback.
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. If you would also like add professional-level web writing skills to your skillset, consider Writing for the Web and Digital Media.
How am I Assessed?
This course is marked complete/incomplete, and is based on your attendance and participation. Your instructor provides you personalized feedback on the assignments you hand in.
Expect to spend 3–4 hours per week completing readings, exercises and assignments, and participating in online forum discussions.
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.
There are no textbooks for this course.
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.
Materials will be available for three weeks after the course ends, after which time you will no longer be able to access the course.