Marketing Writing Bootcamp

  • Available Now: On-demand
  • Duration: 7 hours
  • Number of classes: 13
  • Cost: $595 | You Pay: $595
  • See our group discounts for 2+
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When it comes to marketing writing, truer words have never been spoken. The fact is, whether you're crafting emails, writing blog posts, drafting press releases, putting together presentations, editing videos, or telling stories—writing is the most important component of your marketing efforts.

And, as a writer, it's not just important you stay at the top of your game—it's an imperative. That's why Marketing Writing Bootcamp contains 13 classes tailor-made for anyone tasked with a variety of writing duties.

From presentations to content creation, ecommerce emails to B2B communication, blog posts to social media, we've got you covered. We'll show you how to tailor your writing for various formats, how to tell a compelling brand story, how to turn that writing into amazing videos, and more!

During these 13 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.

Once you view all of the classes, you can download a Certificate of Completion (PDF).

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 for 12 months.

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 class notes (PDF).

Marketing Writing Bootcamp includes these 13 classes:

MESSAGE

Establish Your Message Architecture

Speaker:
Margot Bloomstein—Principal, Appropriate, Inc.

ON-DEMAND: View at your convenience for 12 months

Trying to prioritize channels, manage stakeholders, and find consistency? Those are challenges faced by marketers across the board, but you get a jumpstart on solving these issues by focusing on your message architecture. This class shows you how to prioritize communication goals—ideal whether you manage the web, social media, or print collateral. We'll discuss how simple tools like a gap analysis and content audit can reveal easily-missed opportunities in the message architecture. You'll leave with the savvy to bring brand-driven content strategy techniques and thinking into your own work.

By the end of this class, you'll be able to:

  • Prioritize communication goals via your message architecture
  • Minimize distracting content (like blogs no one updates) by knowing which questions to ask
  • Stay within budget while communicating consistently and cohesively with your audience
BASICS

Business Writing Essentials

Speaker:
Rochelle Broder-Singer—Editor and Writer, RB Editing & Writing

ON-DEMAND: View at your convenience for 12 months

Whether you're writing a blog post or a newsletter, an email to a prospect or a presentation to a client, clear writing, accurate grammar, and a consistent style help distinguish your communication. This class covers the essentials, including crafting a clear message; organizing your writing; establishing style consistency; and important grammar, spelling, and word-usage mistakes to avoid.

By the end of this class, you'll be able to:

  • Apply grammar, word usage, and punctuation rules to clarify any communication, and understand why and when grammar matters
  • Create and use a grammar and style "cheat sheet"—an internal corporate style guide
  • Understand and avoid common style, grammar, and consistency pitfalls
CONVERSIONS

The Nonwriter's Guide to Writing High-Converting Copy

Speaker:
Joanna Wiebe—Creator and Founder, Copy Hackers

ON-DEMAND: View at your convenience for 12 months

Why isn't this class called "The Ultimate Guide to Writing Copy?" Because marketers and founders tell me the same things: they're not writers, and they need copy that converts. So we added "nonwriter" and "high-converting" to the class title. We used their words to speak directly to them. That's the core of what you'll learn in this class: how to focus on the prospect and use their words and needs to write your copy.

By the end of this class, you'll be able to:

  • Write with greater confidence, faster than ever before
  • Use your prospects' words to convince and convert
  • Transform "stolen" messages into copy that is designed to convert prospects
BLOGS

How to Write and Run a Blog People Care About

Speaker:
Jimmy Daly—Head of Content Marketing, Vero, Inc.

ON-DEMAND: View at your convenience for 12 months

Successful business blogs adhere to a system. And contrary to what some may believe, good systems aren't restrictive, but rather develop your writing in ways that deliver more value to your readers. In this class, learn how to write and manage a blog that readers care about, share with friends, and read often.

By the end of this class, you'll be able to:

  • Create a loyal base of habitual readers
  • Understand how to use positive constraints to improve your writing
  • Use email to drive traffic and engagement
CONTENT

Content Marketing Writing

Speaker:
Jennifer Gregory—Content Marketing Writer

ON-DEMAND: View at your convenience for 12 months

It's easy to create content, but very challenging to create a great piece of content marketing. In this class you will learn the skills needed to create engaging content from the planning stages to publication. We will discuss how to use content strategy, such as audience personas and keywords, to determine topics, content types and tone. You will also learn the principals of content marketing writing, including writing great headlines, using brand voice and creating shareable content.

By the end of this class, you'll be able to:

  • What content marketing is and, most importantly, what it is not
  • Basic content marketing strategy concepts, including audience persona, SEO, headline writing, and role of social media
  • How to write engaging content that will build trust in the brand
B2B

How to Write Engaging and Persuasive B2B Content and Copy

Speaker:
Carolyn Frith—Founder, Carolyn Frith Marketing, LLC; Executive Director, Content Strategy and Creation, NuSpark Marketing

ON-DEMAND: View at your convenience for 12 months

Are you tired of B2B copywriting and content that's boring, self-centered, and jam-packed with jargon? Learn practical tips that empower you to focus on your buyers' needs, helping you shorten the buying cycle. Discover time-tested techniques for engaging and convincing people in typical B2B formats. And find out how to do it all more rapidly than you ever thought possible.

By the end of this class, you'll be able to:

  • Understand how to use a B2B buyer persona to create content that shortens the buying cycle
  • Boost the performance of B2B content formats such as blog posts, case studies, e-books, and more
  • Write faster without sacrificing quality
EMAIL

How to Write Compelling Email Copy

Speaker:
John Bonini—Growth Director, Litmus Software, Inc.

ON-DEMAND: View at your convenience for 12 months

Writing great emails is hard. To stand out (or even get seen) in your subscribers' inboxes, you need a deliberate approach for writing copy that's compelling enough to make your "ask" seem like a no-brainer. In this class, learn how to choose the right words for getting your emails opened, how to keep subscribers engaged, and how to land that "Yes!" you were looking for.

By the end of this class, you'll be able to:

  • Write optimal subject lines that increase open rates
  • Structure your email, determining the length and the main "ask"
  • Choose the right words for the right audience
TRUST

True Story: Why Authenticity Means Everything With Branded Content

Speaker:
Tessa Wegert—Columnist, ClickZ Network; Freelance Writer

ON-DEMAND: View at your convenience for 12 months

Companies everywhere are turning to storytelling as a means of engaging customers. But content clutter is at an all-time high. Now more than ever, brands must ask: Is my story credible? Does it create an emotional connection? Can it evoke trust? Every brand story needs to feel authentic to incite a response. By exploring real-world examples and best practices, this class guides you through the process of capturing authenticity in storytelling and applying it to your own brand.

By the end of this class, you'll be able to:

  • Understand the role of authenticity in modern brand storytelling
  • Identify and activate storytelling opportunities across major digital platforms and formats
  • Create heritage, customer, cause, and entertainment content that rings true to your customers
VIDEO

How to Write B2B Explainer Video Scripts That Convert

Speaker:
Andrew Follett—Founder and Creative Director, Demo Duck; Founder and CEO, Video Brewery

ON-DEMAND: View at your convenience for 12 months

An explainer video is often the first thing your potential customers see and can have a lasting impact on whether or not they decide to purchase your product or service. This class covers the best practices for writing effective, conversion-oriented B2B explainer video scripts and explores optimal video length, script structure, calls to action, voice, writing for visuals, successful use cases, and much more.

By the end of this class, you will be able to:

  • Create a well-structured script outline
  • Write a clear, concise, and compelling video script
  • Develop a script that has visual potential
MICROCONTENT

Immediate and Impactful: Writing Microcontent

Speaker:
Jon Salm—Integrated Marketing Manager, Fusion

ON-DEMAND: View at your convenience for 12 months

Microcontent: one of the marketing world's hottest trends, but what exactly is it? How is it defined? What's it used for? Who's using it the right way? And how? This class will answer all those questions and more, as we explore the science and strategy behind writing effective microcontent.

By the end of this class, you'll be able to:

  • Understand why microcontent is an effective marketing tactic
  • Craft the most dynamic bite-sized pieces of marketing content
  • Use the right strategies and broadcast on the right platforms to maximize your impact
PRESENTATIONS

Be Engaging From the Get-Go: Scripting Your Next Presentation

Speaker:
Beth Buelow—Founder, The Introvert Entrepreneur

ON-DEMAND: View at your convenience for 12 months

Did you know that even the most casual-looking presentation is often a carefully choreographed and scripted affair? In this info-packed class, we'll dig into how you can create a presentation outline and script that removes everything that distracts the audience from your core message. We'll draw on recent research that shows you how to inform, influence, and inspire your audiences to action. The goal: less effort, more oomph!

By the end of this class, you'll be able to:

  • Understand why your audience tunes out and what you can do about it
  • Frame your message in memorable, "sticky" terms
  • Craft an opening and closing that commands attention
PLANNING

Plan First, Write Later: A Methodical Approach to Satisfying Content

Speaker:
Heather Rast—Senior Content Manager, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

Companies commonly use content to attract, convert, and maintain target buyers, but a lot of that content (e.g., landing pages, email, ebooks, guides, webinars) lacks a cohesive structure and fails to satisfy both company executives and readers. This class discusses the importance of due diligence and shows you how to create documents to track and organize your work, and how to continually improve content output.

By the end of this class, you'll be able to:

  • Manage the unglamorous but essential processes of due diligence
  • Create key project documents for collaboration, tracking, and organizing work
  • Iterate quickly to continually improve content output
STRATEGY

Create the Foundation for Content That Keeps Readers Coming Back

Speaker:
Lauren McMenemy—Senior Editorial Strategist, NewsCred

ON-DEMAND: View at your convenience for 12 months

Sure, you could just dive right in, but content marketing is definitely one of those things for which we should listen to our elders' advice and plan, plan, plan. Although a written content strategy is absolutely essential, this class covers the ground rules you need to set before you're truly ready to fly: learn to identify what you want to say and how you want to say it so people will want to read it and keep coming back for more.

By the end of this class, you'll be able to:

  • Identify your narrative and communicate it to contributors
  • Map your content strategy to overall marketing and brand objectives
  • Build your own editorial guidelines to ensure consistent output, no matter how many people are involved in the creation

With your registration to Marketing Writing Bootcamp, you'll also receive these nine Best of MPU classes:

CASE STUDIES

Writing Case Studies and Data Sheets That Turn Leads Into Customers

Speaker:
Rachel Foster—CEO, Fresh Perspective Copywriting

ON-DEMAND: Access today!

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, it has been shown 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
PUBLIC RELATIONS

How to Write Bylined Articles That Inform Without Becoming an Infomercial

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

ON-DEMAND: Access today!

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 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
EBOOKS

How to Write a Great B2B E-Book

Speaker:
Stacy Crinks—Owner, The Content Bureau

ON-DEMAND: Access today!

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, infographics, and screen shots) with your customers and prospects—an e-book could be the format for you. In this class we'll discuss the steps to plan, design, and write a powerful and compelling e-book.

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
SOCIAL MEDIA

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

Speaker:
Mana Ionescu—President, Lightspan Digital

ON-DEMAND: Access today!

Successful business blogs adhere to a system. And contrary to what some may believe, good systems aren't restrictive, but rather develop your writing in ways that deliver more value to your readers. In this class, learn how to write and manage a blog that readers care about, share with friends, and read often.

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
WEB

Writing That Works for Brands, Buyers, and Bots

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

ON-DEMAND: Access today!

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
SECRETS

10 Professional Writing Secrets for Content Marketers

Speaker:
Erik Deckers—President, Pro Blog Service

ON-DEMAND: Access today!

Professional writing isn't stuffy and overwrought. It's simple and elegant, and uses the best (and fewest) words to convey your ideas. If you want your writing to stand out, there are certain maxims to follow, otherwise you'll be lost in a sea of mediocrity and "meh." In this class, you'll learn how to bend language to your will, how to break the rules we learned in 7th grade, and why words like "meh" can convey so much meaning.

By the end of this class, you'll be able to:

  • Eliminate needless clutter in your writing
  • Humanize your writing and not sound like a robot
  • Simplify complex ideas and processes in a few simple words
TONE OF VOICE

Mind Your Tone: How to Find and Use Your Voice

Speaker:
Robert Mills—Studio Manager, Bluegg

ON-DEMAND: Access today!

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
STYLE

Keeping It Professional: Style, Grammar, and Usage

Speaker:
Tracy Gold—Marketer, Writer, Editor

ON-DEMAND: Access today!

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, having flawless style and grammar 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
WRITING WITH YOUR READER IN MIND

The Secret to Effortless Writing That Gets Results

Speaker:
Jeff Goins—Writer

ON-DEMAND: Access today!

In this class, you'll discover how to write more effectively for any audience. We'll explain why what you're passionate about isn't all that important in terms of being able to write well, and what it takes to spread a message readers will think about and remember.

By the end of this class, you'll be able to:

  • Prepare for a writing session
  • Practice the craft of writing effectively and regularly
  • Reach an audience effectively with your writing

As a Marketing Writing Bootcamp student, you'll also receive these free course materials (over $1,800 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: Talk Savvy—Smart Communication for a Social World (a $129 value)
  4. PRO Seminar: How to Improve Your Writing With a Crappy First Draft (a $129 value)
  5. PRO Seminar: The Secret's in the Sauce (a $129 value)
  6. PRO Seminar: Breathe New Life Into Your Blog (a $129 value)
  7. Take 10 Video Tutorial: How to Create Calls-to-Action That Drive Conversions (a $10 value)
  8. Take 10 Video Tutorial: Crafting Killer Subject Lines—Seven Techniques Your Target Can't Resist (a $10 value)
  9. Take 10 Video Tutorial: Three Ways to Rewrite Your Copy to Boost Sales (a $10 value)
  10. Take 10 Video Tutorial: Five Scannable Hot Spots in Your Copy That Boost Response (a $10 value)
  11. Plus, 9 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (an $1,161 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.

Andrew Follett

As the founder of Demo Duck and Video Brewery, Andrew Follett makes videos that tell stories, educate customers, explain the complex, and humanize brands.He has produced hundreds ...

Beth Buelow

Beth Buelow, PCC, is founder of The Introvert Entrepreneur. She is a professional coach, podcaster, and speaker, based in the Pacific Northwest. Her latest book, The Introvert ...

Carolyn Frith

After graduating from the University of Michigan with an MBA, Carolyn Frith traveled the corporate marketing path for a quarter century. In February 2010, she founded Carolyn Frith ...

Heather Rast

Heather Rast is a senior content manager at MarketingProfs. She fits the "T-shaped marketer" mold with experience and talents in content planning and writing, social media and ...

Jennifer Gregory

Jennifer Goforth Gregory is a self-professed content marketing nerd - she loves read, write, tweet and talk about content marketing. She has written for many national brands ...

Jimmy Daly

Jimmy Daly is a writer, editor and curator of the daily Swipe File email newsletter. He has spent the last five years working on email and content ...

Joanna Wiebe

The original conversion copywriter, Joanna Wiebe is the creator of Copy Hackers, where start-ups learn to convert like pros. Her clients have included Shopify, Crazy Egg, Quick Sprout, ...

John Bonini

John Bonini is a growth marketer and conversion copywriter who is passionate about creating more effective marketing for actual humans. A former journalist turned marketer, John currently heads ...

Jon Salm

Jon Salm works at Fusion, the Disney/ABC-Univision joint venture, connecting advertisers and brand partners with Fusion's award-winning content and young, diverse, inclusive audience. Before joining Fusion, Jon worked as ...

Lauren McMenemy

Over her 20-year career, Lauren McMenemy has worked in agencies, in-house, and in the media. A newspaper journalist in her native Australia for 10 years, she spent the ...

Margot Bloomstein

Margot Bloomstein is the author of Content Strategy at Work (Morgan Kaufmann, 2012) and principal of Appropriate, Inc. Over the past 15 years, she's shaped communication ...

Rochelle Broder-Singer

Rochelle Broder-Singer has two decades of experience as a journalist, an editor, and a writer. She runs RB Editing & Writing, providing editorial and corporate editing and writing ...

Tessa Wegert

Tessa Wegert is a freelance business and technology reporter, former media strategist, and branded content developer. Her work has appeared in such print and online publications as Adweek, Business ...


I found the Marketing Writing Bootcamp to be one of the best organized and most informative sessions I've participated in—either in person or online.

Cheryl Miola Andover, MA

The information is awesome on-the-job training. Thanks for allowing us personalization in getting through it all.

Diana Andrews

Superb presentation: great high-level and nitty gritty detail.

Ellen Westbrook