Marketing
Content Writing & Copywriting
Write pages and posts that inform, and lines that ask for a next step.
Content Writing & Copywriting separates two jobs: content that teaches or explains, and copy that asks someone to act. You will practise structure, a plain voice, and editing your own draft. Examples stay with real pages, not slogans for their own sake.
Course syllabus
01. The job
- Content and copy are not the same
Inform, or ask. Know which one this piece is.
- A reader, not an audience
One person, in one moment, with one reason to stay.
- The job of this page
Teach, reassure, or ask for a step. Pick one.
- What you are not promising
A line you cannot stand behind does not belong in the draft.
- Where the piece will live
A blog, a product page, or a post. The length follows the place.
- A note before you write
Reader, job, and the one fact you must include.
- An example of content
A paragraph that explains, and does not ask for a sale.
- An example of copy
A paragraph that asks for a next step, and does not lecture.
02. Articles
- A useful article shape
Opening, sections, and a close that does not ramble.
- The opening that earns the next line
The problem in the reader's words, then why this piece will help.
- One idea per section
A heading that says the point, and a section that stays on it.
- A concrete example
A named situation, not a vague 'many businesses'.
- A step the reader can try
Something they can do after this section, before the next one.
- Cut a section that repeats
If the last heading already said it, delete this one.
- The close
The point again, short, without a new topic.
- A title that matches the piece
The promise of the title is the promise the article keeps.
03. Headlines and asks
- A headline and a call to action
The line they see first, and the step you want next.
- Say the thing, then the cleverness
A clear headline beats a joke they have to decode.
- A subhead that narrows it
Who it is for, or the result, in one line under the title.
- One ask
A page with two buttons is a page that has not decided.
- The button says the action
The words on the control match the step that follows.
- A headline you can read aloud
If you stumble, the reader will too.
- Three headlines, then choose
Write the plain one first. Keep it if the others are only louder.
- The ask belongs after the reason
They should know what they get before you ask them to move.
04. Plain voice
- Plain sentences
Cut filler so the point survives.
- One thought in a sentence
If you needed 'and' three times, it wants to be two sentences.
- Words you would say
Replace a phrase you would never speak.
- Specific beats impressive
A number or a noun you can point at.
- You and I, used carefully
Address the reader when you mean the reader.
- No slogan in the middle of an explanation
A lesson can be plain. It does not need a tagline.
- Read it without the adjectives
If it still works, the adjectives were optional.
- A paragraph you are willing to sign
Nothing in it that you would deny if asked.
05. Editing
- Revising your own draft
A second pass for clarity, claims, and length.
- Leave it, then read it cold
A gap, even a short one, shows the confusing line.
- Mark the claim
Every fact that would embarrass you if it were wrong.
- Cut the first paragraph
Often the piece starts at paragraph two.
- Shorter by a tenth
Remove words, not meaning.
- A heading pass
Skim only the headings. Do they tell the story?
- Someone else's eyes
One question to ask them: where did you stall?
- Stop when it is clear
Another pass that only changes the mood is not an edit.
06. Pages and posts
- A product paragraph
What it is, who it helps, and what it does not do.
- A post with one point
The point in the first lines, then one example.
- A caption that can stand alone
The picture may not load. The words still have to work.
- An email with a subject that tells the truth
The subject is the headline. The first line is the reason.
- A bio in four lines
What you do, who for, and how to take the next step.
- Reuse a point without copying the paragraph
The same idea, fitted to the place.
- A page and a post that agree
They should not promise two different things.
- Where you will put this piece
The URL, the feed, or the email. Name it before you polish.
07. A finished piece
- Pick one real assignment
A page or a post you actually need, not a made-up brand.
- The note, then the draft
Reader, job, and fact, written before the prose.
- A full draft in one sitting
Rough is allowed. Stopping to decorate is not.
- The edit pass
Claims, length, and the line that does not earn its place.
- The headline last
Now that you know what the piece really says.
- Read the final version aloud
The sentence you cannot say is the sentence you rewrite.
Lecture videos stay with the course. Playback for enrolled students will open once payments are available. Video links are not published on this page.