Marketing Writing Bootcamp

Kickoff class broadcasts June 12, 2014
Access recordings online for 12 months!


Already registered? Access classes and course materials.

Whether your title specifically states it or not—you're a writer. You're crafting emails, creating content, drafting press releases, putting together presentations, editing videos, telling stories (and probably a heck of a lot more that we're forgetting). Every one of those things requires some degree of writing.

And, as a writer, it's imperative you stay at the top of your game, not just in one skill or discipline, but in all of them. That's why Marketing Writing Bootcamp contains 16 classes tailor-made for writers who are tasked with a variety of writing duties.

From blog posts to product descriptions, website copy to content creation, e-commerce emails to lead nurturing, we've got you covered. The course kicks off with a live class featuring Amber Naslund at 12pm ET on Thursday, June 12 (find your local time).

During these 16 classes, you'll discover how to master various forms of marketing writing. Plus, our expert instructors will provide you invaluable information as well as answer your questions in our exclusive Marketing Writing Bootcamp Facebook group.

How does it work? All Marketing Writing Bootcamp classes are 30-40 minutes long. All classes are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience through May 2015.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

$1,000 worth of materials absolutely free!

As a Marketing Writing Bootcamp student, you'll also receive these free course materials (over $1,000 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)
  2. An all-new MarketingProfs How-To Guide (a $49 value)
  3. PRO Seminar: Sales Messaging That Closes the Deal (a $129 value)
  4. PRO Seminar: From Marketer to Author: How to Publish a Book for Powerful Marketing (a $129 value)
  5. PRO Seminar: Content Marketing Trends to Kick-Start your Communications Plan (a $129 value)
  6. PRO Seminar: Building the Living, Breathing Brand (a $129 value)
  7. Take 10 Video Tutorial: Five Keys to Creating Case Studies that Sell (a $10 value)
  8. Take 10 Video Tutorial: How to use Mindmapping to Cure Writer's Block (a $10 value)
  9. Take 10 Video Tutorial: Seven Easy Tips to Improve your Proofreading (a $10 value)
  10. Plus, 3 popular bonus classes hand-picked from previous courses (a $387 value)

Marketing Writing Bootcamp includes these 16 class topics:

    STYLE
  1. Communication in A Digital World: Changes for today's writers
  2. How To Be Identifiable and Consistent: Developing tone and voice
  3. Being Relevant: Storytelling
  4. How To Say It: Style, grammar, and usage lessons
  5. Overcoming Inertia: Writing text that inspires readers to action
  6. Mastering the Long Conversion: Writing for the long sales cycle
  7. When In Rome: Contemporary business writing
    PRODUCTS
  1. Video: Planning and developing multimedia projects
  2. Presentations: Creating the anti-presentation to wow audiences
  3. Case Studies: Writing stories that sell
  4. Public Relations: Writing newsworthy press kits and press releases
  5. E-Books: Developing reference resources that keep on giving
    CHANNELS
  1. Blog: How to turn your business blog into a destination for readers
  2. Social Media: Social content writing
  3. Website: Best practices for writing integrated web copy
  4. Email: Email copywriting secrets and best practices


ONLINE COMMUNICATION

Talk Savvy—Smart Communication for a Social World

Speaker:
Amber Naslund—President, SideraWorks

LIVE: Thursday, June 12—12:00pm-1:30pm ET

The social web is changing more than marketing. It's fundamentally altering how we communicate with one another and how we connect, from the media we love to the language we use. In this class, learn what's changed and what great online communication looks and feels like today. We have to be more than just tech savvy; we have to be "talk savvy."

You will learn:

  • What defines the culture of the web and why "social" is so different
  • Seven characteristics of the best online communicators
  • The single most important skill you must cultivate to be a master online communicator, no matter what the medium

back to top



TONE OF VOICE

Mind Your Tone: How to Find and Use Your Voice

Speaker:
Robert Mills—Studio Manager, Bluegg

ON-DEMAND: View at your convenience, starting June 13, 2014

When talking to your audience, you need to do so in a way that stays true to your brand, values, and culture. Tone of voice is a key component of this. Whether in person, in print, or online, your voice must be authentic and consistent. This class uses a range of real-world examples, good and bad, to spark discussion about how companies should (and shouldn’t) talk to their customers.

You will learn:

  • To define your tone of voice
  • How to use your tone of voice in a variety of marketing materials
  • How to ensure your voice is used consistently

back to top



BRAND STORYTELLING

Hero Quest: A Journey Into Brand Storytelling Done Right

Speaker:
Tessa Wegert—Journalist, Media Strategist

ON-DEMAND: View at your convenience, starting June 13, 2014

It may be the buzzword du jour, but storytelling has earned its status as brand marketing champion. The challenge is applying it in a way that resonates with consumers. Using real-world brand marketing examples, this class explores the role of storytelling in digital advertising and custom content. From theme to structure to hero (it's not who you think it is), learn how to break down the key components of a good brand story to help tell your own.

You will learn:

  • Why storytelling is vital to brand marketing success
  • How to identify a story worth telling
  • Who to cast in the role of hero
  • Where to tell your story online

back to top



STYLE

Keeping It Professional: Style, Grammar, and Usage

Speaker:
Tracy Gold—Marketer, Writer, Editor

ON-DEMAND: View at your convenience, starting June 13, 2014

Grammatical errors aren't just unprofessional—they can turn potential customers away. This class covers some common mistakes you might be making (without knowing it), as well as ways to edit and polish your company's content. In a world where we're inundated with poorly written content, flawless style, grammar, and usage will make your writing stand out.

You will learn:

  • Strategies to keep your style engaging and concise
  • Common grammar, punctuation, and usage mistakes to avoid
  • Tactics for making your brand's written voice consistent

back to top



MOTIVATION

Messaging that Motivates—and Moves—an Audience to Act

Speaker:
Doug Rekenthaler Jr.—Partner, Kilroy Creative

ON-DEMAND: View at your convenience, starting June 13, 2014

In an increasingly noisy world populated by endless customer channels, devices, and content stands the modern marketer, tasked with creating messaging that not only stands apart—but drives action. This seemingly Herculean job requires large budgets, sophisticated marketing organizations or agencies, and endless hours of effort. Or does it?

You will learn:

  • The Messenger—how to discover and use creative flow to find the right concept for your messaging
  • The Message—how to use language to effectively communicate that concept
  • The Audience—how to leverage human psychology to convert that message into action

back to top



B2B LONG CONVERSION

Details for this class will be available soon.

back to top



CONTEMPORARY BUSINESS WRITING

Business Messaging in a 140-Character World

Speaker:
Phaedra Hise—Editorial Director, Loyalty One

ON-DEMAND: View at your convenience, starting June 13, 2014

In an age of tweets, tech, and texts, what are the new rules for professional communication? As content channels change, learn what you should be doing to change along with them, and which classic business-writing guidelines still remain mission-critical for public perception and your company's reputation. This class covers the primary elements of any successful business writing—internal communications, externally placed stories, or official company publications— for both B2C and B2B marketers.

You will learn:

  • How to capture readers' attention immediately
  • The three elements of compelling business writing
  • Six deadly words guaranteed to kill any business piece

back to top



VIDEO

Beyond Pretty Pictures: Tell Your Story with Video

Speaker:
Susan Murphy—Co-Founder, Jester Creative

ON-DEMAND: View at your convenience, starting June 13, 2014

More than 72 hours of video are uploaded to YouTube every minute. YouTube is the second-largest search engine on the planet. It's no secret that video is huge, but how can you really leverage this medium to tell a compelling story? In this class, learn production techniques professional video producers use, plan scripts and narrative, and combine visuals and the written word to tell a compelling story that supports your business objectives.

You will learn:

  • How to identify story opportunities
  • To plan and prepare scripts and storyboards
  • Techniques to bring visual and written messaging together into a compelling communication piece

back to top



PRESENTATIONS

From Blah to Brilliant: Crafting the Anti-Presentation

Speaker:
Beth L. Buelow—Professional Coach and Speaker; Founder, The Introvert Entrepreneur

ON-DEMAND: View at your convenience, starting June 13, 2014

Creating a compelling presentation is part art, part science. Most of the time, the focus is on the science of the structure: what goes where and who says what when. The art part—the story, emotion, flow, and "stickiness" of the story—is often an afterthought. Without the art, your message is little more than a public service announcement. This class shows you how to build a presentation that puts your story—not the structure—in the spotlight.

You will learn:

  • Where to find fresh content ideas and "hooks"
  • What transforms your ideas into stories that stick
  • How to use a multisensory approach to move your audience from problem to solution

back to top



CASE STUDIES

Writing Case Studies and Data Sheets That Turn Leads Into Customers

Speaker:
Rachel Foster—CEO, Fresh Perspective Copywriting

ON-DEMAND: View at your convenience, starting June 13, 2014

A TechTarget study revealed that 65% of B2B buyers require at least four pieces of content before they create a short list of vendors. When it comes to the types of content that B2B buyers most often consume, other recent studies have found that data sheets and case studies top their lists. That's why it's critical to arm your sales team with powerful copy that turns leads into customers.

You will learn:

  • A reliable step-by-step process for writing compelling case studies and data sheets
  • How to get your customers to tell you their amazing stories
  • The biggest mistakes that B2B marketers make with their case studies and data sheets—and how to avoid them

back to top



PUBLIC RELATIONS

How to Write Bylined Articles That Inform Without Becoming an Infomercial

Speaker:
Karen Swim—President, Words For Hire, LLC

ON-DEMAND: View at your convenience, starting June 13, 2014

Bylined articles are an excellent PR tactic for driving brand awareness and establishing thought leadership. But how do you promote your brand without writing an article that reads like a cheesy infomercial? You use brain, not brawn, in your writing. Writing a successful byline requires you to shift your attention from pushing your brand (brawn) to sharing your knowledge (brain). In this class, learn how to impart knowledge in a way that informs and entertains your audience.

You will learn:

  • How to write bylines that sell without selling
  • The words you should never use in a bylined article
  • What you should do before you write a single word

back to top



E-BOOKS

How to Write a Great B2B E-Book

Speaker:
Stacy Crinks—Owner, The Content Bureau

ON-DEMAND: View at your convenience, starting June 13, 2014

You've heard that e-books are the new whitepapers. It's true! If you're a B2B marketer who needs to share a large volume of rich content (copy and visuals, including charts, infographics, and screen shots) with your customers and prospects—an e-book could be the format for you.

You will learn:

  • What an e-book is (and isn't)
  • How to structure and write a great e-book/
  • Where to find the most engaging e-book content
  • Which layout options work best—and why

back to top



BUSINESS BLOGGING

The Long View: Blogging Secrets That Feed Your Funnel

Speaker:
Andy Crestodina—Co-Founder, Orbit Media Studios

ON-DEMAND: View at your convenience, starting June 13, 2014

You've written some blog posts, but traffic is flat and leads are down. If blogging is supposed to grow your business, why does it feel like a huge waste of time? Because you're doing it wrong. Learn to create and promote your content with purpose and how to build a blog that attracts visitors and generates a positive ROI. Turn your blog into a demand-generation machine!

You will learn:

  • Which topics your audience really cares about
  • How to grow your audience and email list through search-engine rankings and social sharing
  • Which analytics reports to watch and which to ignore

back to top



SOCIAL MEDIA

Memory, Voice, and Storytelling as Keys to Social Media Writing

Speaker:
Mana Ionescu—President, Lightspan Digital

ON-DEMAND: View at your convenience, starting June 13, 2014

Ellen DeGeneres crashed Twitter with her Oscars tweets, and regular people such as computer historian @Sockamillion and avid video gamer @Veronica have more than one million followers on Twitter. What is it about their social media content that makes people follow them in droves? They have a strong voice, and their storytelling creates memories, which people want to share with others. In this class, learn how your brand can create compelling messages, too.

You will learn:

  • How to listen, read audiences, and find trending topics
  • To create memories through storytelling and real-time interactions
  • What makes short content compelling

back to top



WEB

Writing That Works for Brands, Buyers, and Bots

Speaker:
Ben Resnikoff—Associative Creative Director, PJA Advertising + Marketing

ON-DEMAND: View at your convenience, starting June 13, 2014

Your website is the first place potential customers go for information about your business. It's up to you to ensure they find what they need—including vital information about your company's personality. Explore ways to write compelling web copy that easily engages customers and works as your brand's ambassador, no matter who's checking you out—even search engine bots.

You will learn:

  • To write website copy that's true to your brand
  • Ways to deliver the information that buyers are looking for
  • How to incorporate SEO best practices without compromising the first two points

back to top



EMAIL COPYWRITING

Three Seconds to Get It Write

Speaker:
Tami Forman—Senior Director, Global Corporate Communications, Return Path, Inc.

ON-DEMAND: View at your convenience, starting June 13, 2014

Email subscribers give you almost no time to catch their attention, inspire them to read on, and convince them to take action. Every wasted word and second costs you an opportunity to connect with your audience and you might not get another. In this class, learn how email technology is making it more challenging to get to potential customers, how top marketing copywriters are adapting, and how you can follow their lead to pull readers away from the competition and into your messages in three seconds flat.

You will learn:

  • How your audience sees and sorts messages in today's inbox
  • The instant signals of credibility, relevance, and sizzle
  • How to test copy, what to measure, and when not to bother

back to top

Register Today

Register for this course right now for just $595.00

Price includes all online learning materials and classes needed for the course. You’ll receive a downloadable Certificate of Completion at course end.