3 weeks (18 hours)  |  5000GBP

An evidence-based course on producing high-impact content and persuasive copy for different stages of the customer journey.

Course Overview

An evidence-based course on producing high-impact content and persuasive copy for different stages of the customer journey.

Learning Objectives

• Craft clear value propositions and messaging hierarchies
• Apply storytelling frameworks to branded content
• Write conversion-focused landing copy and CTAs
• Measure content effectiveness with relevant KPIs

Module Breakdown

• Module 1 — Messaging & Brand Voice
  Positioning, voice, tone and messaging frameworks.
• Module 2 — Long-form & SEO Content
  Content briefs, clusters and measurable performance indicators.
• Module 3 — Short-form & Social Copy
  Microcopy, hooks, and platform-specific approaches.
• Module 4 — Conversion Copy & Landing Pages
  Headlines, offers, proof, and CTA optimisation.
• Module 5 — Editorial Planning & Governance
  Editorial calendars, workflow and content governance.

Assessment & Certification

Students produce an editorial calendar plus two pieces of platform-specific content (long-form and short-form) with performance hypotheses.

Certification: Certificate — Content Marketing & Copywriting (18 hours)

Career Outcomes

• Produce SEO-optimised editorial content
• Write landing pages that convert
• Manage editorial workflows effectively