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Content Writing for Marketing Course Modules
Discover industry tools, techniques, and concepts for writing compelling and persuasive texts that are adapted to the channels and audiences being targeted. Understand the crucial role of content in marketing strategies.
In this pragmatic course, you will learn to leverage the power of content the way famous brands do. You’ll understand how content such as blogs, white papers, social media posts, and landing pages are used in a marketing context, discovering tips and tricks you can use to improve the quality and impact of your writing. You will also look at how varieties in tone, style, and structure are applied to content.
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1. Content Writing In Marketing
Learn how content writing is used in marketing and why it’s important that content creators enjoy the writing process.
- Print vs digital
- Inbound vs outbound marketing
- Global and Irish digital trends
- Course overview
- Introduction to the assessment
2. Writing Fundamentals
Learn to improve your writing by mastering the basics. Discover essential tools - such as style guides and tone of voice (TOV) guidelines - that will keep your content consistent.
- Why grammar is essential
- Common elements of marketing content
- TOV and style guides
- Tools to perfect your writing
3. Content Strategies
Learn why it’s important to plan your content before you start writing it. Understand how a strategy comes together and what you need to consider when creating a content calendar.
- Why you need a strategy
- What’s in a strategy?
- Creating content calendars
- Tools to analyse content performance
4. Writing For Online Advertising & Social Media Platforms: Part 1
Focusing on online content for advertising and social, you’ll examine the primary content types that get published online and learn how to write for them.
- Blogging
- Ebooks and white papers
- Making an infographic
- Accessing photography and video
- Creating a podcast
5. Writing For Online Advertising & Social Media Platforms: Part 2
Learn about online advertising campaigns and how to write content for them on the different platforms available.
- The evolution of advertising
- Google Ads & YouTube campaigns
- Introduction to retargeting
- Examples of native advertising
6. Writing For Online Advertising & Social Media Platforms: Part 3
In this final module covering online content for advertising and social, you’ll look at the social channels that are used by content marketers. Discover a real-world example: Carlingford Brewing Co.
- Essential elements of social posts
- Case study
- Latest social media trends
- Pinterest, Snapchat, and TikTok campaigns
- Influencers - are they worth it?
7. Website Copy: Influence User Behaviour & Boost SEO
Learn the power of good content on a website, and how it can be used to improve search engine ranking as well as engage the website user.
- The website build process
- Search engine optimisation (SEO)
- Creating a keyword strategy
- Writing compelling website copy
- Recent developments in web content
8. Email Marketing: Content That Engages
Learn why email marketing continues to deliver the best results in digital marketing. Understand how to put together a success email marketing campaign.
- The upside of GDPR
- Email campaigns: key considerations
- Email marketing strategies
- Spam
9. PR & Long-Form Content
Discover how content plays a vital role in rolling out successful public relations (PR) strategies.
- Public relations (PR)
- Content and PR
- Writing a press release
- Writing for a press conference
- Types of long-form content
10. The Power Of Offline Marketing Content
Despite the omnipresence of digital, offline is still a big part of marketing. Learn how traditional copywriting still influences online content and what it takes to deliver impactful offline content.
- Newspaper and magazine ads
- Writing for flyers
- Causal branding
11. The Great Enablers: Scripts, Storyboards & Briefs
Learn about the behind-the-scenes work that goes into content preparation and creation, including how to write a brief that gets the results you need.
- Handling third-party suppliers
- Writing briefs for creatives
- Writing scripts and storyboards
12. Workshop: Content Writing For Marketing
In this hands-on workshop, you will provide examples of content you have created to your peers for review. This module will help embed the learning and prepare you for your individual assessment.
- Review and feedback
Access to thousands of journals, articles and papers. Free of charge.
Students taking part in this course will now have access to the EBSCO Online Library, free of charge, for the full duration of the course. Here you can browse thousands of relevant journals, articles and other reliable academic and commercial texts like the Harvard Business Review, Bloomberg Businessweek and Forbes Magazine, to supplement your learning and assignments.
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Relevant skills for your team, results for you.
Whether you’re interested in making your training budget work harder with volume discounts across our standard portfolio, or have bespoke training needs to be addressed, we’ll help you level up. Our team of upskilling experts are ready to take the pain out of meeting your training targets.
Talk to our expertsFrequently Asked Questions
Is this course right for me?
This course would suit professionals already working in a marketing function who would like to up-skill in content writing. It is also ideal for small business owners/entrepreneurs who need to develop efficient and effective marketing strategies for their companies. You will have opportunities to apply your learning to your own context – you are encouraged to bring examples to class to exchange skills and viewpoints with your peers. You should have an interest in marketing (qualification not required) and writing.
How will this course help with my career?
With its focus on industry-standard concepts, resources, and skills - reinforced through real-world examples - you will gain highly practical expertise that you can start applying immediately in your role or business. If you are looking to move into a content role or go for a promotion, this certification gives you proven skills in important content marketing areas: producing persuasive and compelling copy in various formats, creating a content strategy, and managing third parties.
What is the learning experience like?
Many of our courses are now available in a variety of formats. All formats cover the same course content. You now have more choice in how you learn with us:
Live Online
Our online experience is designed to be just as interactive, supportive, and inspiring as the UCD Professional Academy campus experience.
Online courses can be accessed from any computer or laptop with an internet connection.
Live lectures are delivered using Zoom. During these lectures, your teachers will use technology interactively to ensure an engaging learning experience. When appropriate, students will be encouraged to activate their microphones so that they can ask questions and communicate with other students.
On Campus
UCD Professional Academy is delighted to welcome learners back on the UCD Belfield Campus. On Campus courses are delivered in-person with our industry experts in the O'Brien Science building.
On Demand
On Demand courses enable you to complete your course on your own schedule. Course modules are delivered in the form of one “lesson”. The lesson is broken up into short videos followed by activities designed to put the new information and concepts into practice through exercises, quizzes, forum participation and other activities.
What is the student experience like?
Student care is a high priority at UCD Professional Academy, which is why our Student Services team is on hand to support you throughout your time with us. They will respond to any queries you have, help you with any technical issues, and facilitate your learning experience at every point. All students are given access to our Student Portal, where you can see your timetable, access all your study materials, and manage your account.
How is this course assessed?
Assessment is based on a written assignment. You will be required to compose and promote a blog/article about your experience on the course. The blog can be in the style of your choice – journal, reportage, opinion piece, etc. As part of producing this assignment, you will incorporate some key elements from the course: a content strategy, a content plan, a keyword plan, use of meta tags, use of images or video, and promotion through a social media campaign.
What are the benefits of a Professional Academy Diploma?
UCD Professional Academy Diplomas and Certificates are designed to give your career an advantage. Developed in conjunction with industry thought leaders our courses teach practical, applied skills to support you to achieve your career and business goals. Professional Academy Diplomas are suitable for career minded learners wishing to advance their professional skills and prospects rather than their academic credentials.
The Professional Academy is an independent wholly owned part of UCD designed to address the need for skills development in the workforce. Courses tend to be short, designed and delivered by industry practitioners, and are not part of nor do they lead to a traditional University award such as a degree or a masters. They are widely accepted by employers and many students are sponsored to study by their organisation.
For full details of UCD Professional Academy’s Certifications & Governance please visit https://www.ucd.ie/professionalacademy/governance/
How do I get my Professional Academy Diploma?
Your UCD Professional Academy Diploma will be issued electronically on a secure platform, with a link that you can share with employers and others wishing to verify your credentials. You can also add this certificate to your LinkedIn profile.
What payment options are available?
You can secure your spot on most of our Live Online, On-Campus, or On-Demand courses with a low 30% deposit. The remaining balance can be paid in two equal instalments (30 and 60 days later).
For full-time Bootcamp courses, you can secure your spot with a 50% deposit, with the remaining balance due prior to the start of your course.
Please note that standard terms and conditions apply, which you can review here: https://www.ucd.ie/professionalacademy/terms-and-conditions/