Copywriting and Content Writing
- Level(s) of Study: Short course; Professional
- Course Fee:
Available at no cost to eligible individuals (see criteria below).
- Start Date(s): 29 January 2025
- Duration: 10am-4pm (one day)
- Study Mode(s): Part-time
- Location: Kirkby-in-Ashfield
- Entry Requirements: More information
Introduction:
Please note: This course is delivered through the Enterprising Ashfield project, which is funded by the Government's Towns Fund. Nottingham Trent University (NTU) is pleased to offer free (fully funded) places on this course to support individuals and employees of businesses that are based in the towns of Kirkby-in-Ashfield and Sutton-in-Ashfield.
The standard fee would normally be £420.
Are you a SME business owner or start-up looking to enhance your, or your team’s, marketing skills?
Copywriting is one of the essential skills you’ll need to learn if you want to market your business successfully, both online and offline. This course is designed to teach you the essentials you need to know to start writing compelling sales and marketing copy that gets results.
It’s the perfect complement to other marketing and creative courses offered by Enterprising Ashfield, such as website design, social media and product photography.
In just one day, we’ll cover the basics of what copywriting is, how it’s used by businesses and organisations to promote their products and services (including the use of AI), and the benefits of great copywriting. We’ll also look at some of the different types of copywriting, structural models such as the inverted pyramid, and techniques you can employ to make your writing even more persuasive, like the ‘rule of three’.
In addition, we’ll look at identifying and developing the right tone of voice and house style for your business, to work effectively alongside your visual branding.
The session will be interactive, with discussions, quizzes and activities. You’ll have the opportunity to ask questions and benefit from your tutor’s 16 years’ experience as a freelance copywriter and business owner.
Here's what our previous attendees said:
"I wanted to do this course to enhance my current role and boost my C.V. I've got more confidence to write and enjoyed all of the content, but especially the work around our tone of voice as this seems to be used more widely in businesses today."
"I thought by doing this course it would be a chance to improve my writing skills. I now know what a copywriter is, what the job entails and enjoyed having group discussions."
"I'm interested in pursuing roles in marketing and communications, so wanted to do this course. I also did the one-day intensive introduction so this was a good follow-on from that. I've gained a lot of information and skills to take forward in the future. I enjoyed the practical activities and discussions we had as a group."
What you’ll study
What you'll study
Through a series of interactive lessons, practical exercises, and real-world examples, you'll learn how to craft attention-grabbing headlines, write persuasive sales copy, create engaging content for websites, social media and email campaigns, and develop a strong and consistent brand voice and house style.
The course will cover the following topics:
- What is copywriting?
- How is copywriting different from other types of writing and what are its benefits?
- Online versus online copywriting.
- Key types of copywriting: advertising and advertorials; website copy; social media; email marketing & direct mail; flyers, brochures & leaflets; press releases.
- How to structure your copy and create key messages.
- Techniques for writing persuasively.
- Writing for SEO: keyword research, on page and off page SEO, local SEO.
- Tone of voice and house style: why they’re important, where they fit within your wider branding, how to identify the right approach for your business.
During this course you will:
- Learn how to write effective content that communicates to and persuades your audience.
- Discover how to craft key sales and marketing messages that stand out from the competition.
- Explore different structural and writing techniques to maximise the impact of your words.
- Understand the different approaches for writing for various types of online and print media.
- Learn how to write effectively for SEO and boost your search engine rankings.
- Find out how to identify and create the right tone of voice and house style for your brand.
Practical activities will include:
- Brainstorming headlines / straplines and creative concepts for an advert.
- Creating an outline for a website landing page, considering the headline, sub-heads, key messages and a call to action, along with ideas for accompanying images.
- Thinking about the right tone of voice and house style for your business and writing / rewriting samples of copy in your chosen tone and style.
They’ll be plenty of opportunities to practise your writing skills and receive feedback from your tutor and peers.
What will you gain?
By the end of the course, you’ll have a strong understanding of the fundamentals of copywriting and the ability to write effective messaging for a variety of media, to promote your business successfully.
You’ll know how to structure copy and write good headlines, understand the different types of online and offline copy, and appreciate the importance of applying the right tone of voice and house style to a brand. You’ll also understand how to write effectively for SEO.
Certificate of attendance and digital badge
Upon successful completion of the course, you will receive a digital certificate of attendance and a digital badge powered by Accredible.
Your digital credential is more than just a certificate – it’s secure, verifiable, and protected against fraud through encryption and blockchain technology.
They also come with detailed metadata, including an overview of the skills you have achieved on the course, evidence of completion, and assessment criteria if appropriate.
Share your achievements seamlessly with friends, customers, and potential employers online, and proudly add your badge or certificate to social media platforms such as LinkedIn, so all the right people can see it.
How you’re taught
In-person from the Summit Centre in Kirkby-in-Ashfield.
Contact hours
Wednesday 29 January 2025, 10am-4pm (one day)
This course is also available on the following date as an online course (delivered over two evenings) via Microsoft Teams;
19 - 26 March, Wednesdays 6-8.30pm (two sessions)
Campus and facilities
You will be taught at the Summit Centre in Kirkby-in-Ashfield.
Entry requirements
No previous writing experience is required to access this course.
To be eligible for a place, you must live or work in the towns of Kirkby-in-Ashfield or Sutton-in-Ashfield. To check if your home or work postcode is eligible visit the Enterprising Ashfield postcode checker page.
Fees and funding
This course is available at no cost to eligible participants.
If you live or work outside the eligible postcode area, you can join our fee-paying Words That Sell: Compelling Copywriting course delivered on the City Campus.
How to apply
If you have any questions about this course, you can email EnterprisingAshfield@ntu.ac.uk or call us at +44 (0)115 848 2813.
