B2B Copy and Content Writing

Overview

There's real potential for your B2B communications to motivate key influencers and decision-makers. In this interactive one-day workshop, you'll learn how to craft copy and content which engages people from the outset and encourages them to call or email.

The course explores the distinction between copy and content and then moves on to look at the role of storytelling within B2B. Whether you’re originating communications from scratch or using AI to support you, the session will provide useful tips for writing in the online environment and explore the potential of personas in helping you to target your audience. In the afternoon, there are sessions on editing and headline creation, as well as a brief tour of some specific genres of writing.

All the examples and exercises are focused specifically on B2B and recognise both the constraints and opportunities that you're likely to face. You will have the opportunity to work collaboratively and will receive constructive commentary from the course director.

Who should attend?

This course is ideal for any marketer or content manager, writing for B2B or critically appraising the writing of in-house colleagues or agency staff. Those with some copywriting experience looking to improve skills will benefit most.

Learning outcomes

• Learn what makes good B2B copy and content writing
• Discuss different communications channels - from print and direct mail to email, digital and social
• Discover how audiences read, online and off, and how this affects the copy you write
• Explore the importance of personas in B2B
• Develop your headline writing skills
• Communicate in an appropriate tone of voice
• Consider the most effective and appropriate use of AI
• Improve your first drafts through effective editing