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. You will learn 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
  • Improve your first drafts through effective editing

Course Dates

Start Date Duration Location
01 Sep 2022 1d Virtual
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12 Oct 2022 1d Virtual
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16 Dec 2022 1d Virtual
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Course Director

Phil Woodford

Phil is a highly experienced copywriter and former creative director, who works for a range of B2B clients in the UK and continental Europe. He started his career in a business-to-business setting, marketing conferences for an engineering institute. After working in-house for a direct marketing business, he spent ten years in advertising agencies before becoming self-employed and combining his writing with training and lecturing. Phil is an Associate Lecturer at University of the Arts London and also teaches at INSEEC U, the largest private university network in France. Each week, he co-hosts a weekly news review show on Colourful Radio, broadcast from London’s Africa Centre.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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