Marketing Writing Bootcamp

  • Kickoff: June 1, 2017
  • Duration: 7 hours
  • Number of classes: 13
  • Cost: $595 | You Pay: $395
  • 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 varied writing duties.

From messaging strategy and business writing essentials to writing for conversion and B2B communication to video scripts and storytelling, we've got you covered. We'll show you how to customize your writing for various formats, how to edit like a champ, how to business blog like a pro, and more!

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 2018.

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), and class notes (PDF).

Marketing Writing Bootcamp includes these 13 classes:

TRENDS

Writers Need to Know Content Trends, Too

Speaker:
Julia McCoy—Founder and Author, Express Writers

LIVE: Thursday, June 1 | 12–1pm ET

To be effective, good content marketers must understand what their audiences want to read and need to know. But to reach and influence prospects, writers also have to follow and leverage content trends. From self-service to awareness of fake news, readers long for disruptive sincerity. In this kickoff class, you'll learn about how to use the latest market preferences to improve your content's trust factor.

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

  • Recognize content marketing trends and the implications they have on your work
  • Improve your content workflow and efficiency
  • Incorporate emerging content marketing trends in your writing to outpace and outperform competition
MESSAGE

Establish Your Message Architecture

Speaker:
Margot Bloomstein—Principal, Appropriate, Inc.

ON-DEMAND: View at your convenience, starting June 1, 2017

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:

  • Develop a brand message architecture to make company messages easy to prioritize
  • Reduce time spent on low-value content by learning how to run effective fact-finding discussions with project owners and executives
  • Save money on resources and expenses without compromising the quality of your customer communications
BASICS

Business Writing Essentials

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

ON-DEMAND: View at your convenience, starting June 1, 2017

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:

  • Make all of your writing clear, easy to understand, and grammatically correct when you follow a few important rules
  • Create and use a corporate style guide to ensure communication consistency
  • Identify common grammar pitfalls and how to avoid them
MAKE YOUR POINT

Get the Clog Out: Tips for Eliminating Useless Words and Refining Your Writing Flow

Speaker:
Julia McCoy—Founder and Author, Express Writers

ON-DEMAND: View at your convenience, starting June 1, 2017

So. Many. Words. Even the best-intentioned writers can muddle their message and hide key points behind extra word baggage. This class will teach students how to identify the bad writing habits that block reader engagement. Problems like low-quality words, disrupted flow, and readability will be things of the past.

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

  • Identify weak words, eliminate them from your writing, and discover stronger choices your readers will appreciate
  • Recognize the difference between a strong and a weak writing flow
  • Cut the lengthy, cumbersome paragraphs readers frequently skip
EDITING

The Power of the Red Pen: How to Painlessly Edit Your Own Writing

Speaker:
Jimmy Daly—Content and Editorial Consultant, JD Consulting

ON-DEMAND: View at your convenience, starting June 1, 2017

It's notoriously difficult to edit your own writing. We become attached to our precious words and labors of love. But to realize our potential as truly great writers, we must learn to edit and embrace it as a crucial part of the writing process. Discover how to weed out the bad habits in your prose to give your readers a frictionless, enjoyable experience.

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

  • Identify your personal writing habits—what works, and what's in the way
  • Recognize the words that trigger you to write poor sentences
  • Write more concise and interesting blog posts
QUICKLY BE AN EXPERT

How to Write Like a Pro (Even When You Aren't a Subject Matter Expert)

Speaker:
Jimmy Daly—Content and Editorial Consultant, JD Consulting

ON-DEMAND: View at your convenience, starting June 1, 2017

New to an industry or market? Never fear! Learn to write content like an expert with the help of Jimmy's tips. It's not necessary to be an experienced authority on every topic you write about. The key is to understand repeatable methods for sussing out important facts and details that will illuminate any subject matter for your readers.

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

  • Write with authority on any topic
  • Identify new and interesting source material to capture your audience's attention
  • Quickly interview experts and synthesize key information
CONVERSIONS

The Nonwriter's Guide to Writing High-Converting Copy

Speaker:
Joanna Wiebe—Creator and Founder, Copy Hackers

ON-DEMAND: View at your convenience, starting June 1, 2017

Why isn't this class called The Ultimate Guide to Writing Copy? Because marketers, founders, and entrepreneurs tell us 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 to save time and effort
  • Use your prospects' words to mine language that gains their attention in your product or service
  • Convert readers into buyers with copy crafted from their own wish lists
TRUST

True Story: Why Authenticity Means Everything With Branded Content

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

ON-DEMAND: View at your convenience, starting June 1, 2017

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:

  • Improve the trustworthiness of your brand by publishing content readers perceive as credible and authentic
  • Identify and activate storytelling opportunities across major digital platforms and formats
  • Write content specific to your company's heritage to increase authenticity of your brand among customers
BLOGS

How to Write and Run a Blog People Care About

Speaker:
Jimmy Daly—Content and Editorial Consultant, JD Consulting

ON-DEMAND: View at your convenience, starting June 1, 2017

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 readership base that you can grow and sustain
  • Improve the quality of your writing by using positive constraints
  • Devise an email strategy designed to increase your blog readership
PRESENTATIONS

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

Speaker:
Beth Buelow—Founder, The Introvert Entrepreneur

ON-DEMAND: View at your convenience, starting June 1, 2017

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:

  • Write speeches that capture and hold your audience's attention
  • Deliver presentations that are more memorable and meaningful to attendees
  • Capture audience attention and leave them feeling excited about your presentation by writing stronger opening and closing remarks
CASE STUDIES

Seven Secrets of Compelling Case Studies

Speaker:
Arienne Holland Overman—Product Manager, TRC Healthcare; Freelance Writer and Editor

ON-DEMAND: View at your convenience, starting June 1, 2017

It's a request some B2B content marketers dread: "Can you write up a case study?" Sure... if the subject of your case study ever returned an email or said anything not filled with buzzwords. Learn and apply the seven secrets of compelling case studies to overcome those obstacles and deliver an interesting case study. Discover how to write case studies that go from "just the FAQs" to must-read marketing tools.

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

  • Save time by conducting efficient research
  • Create engaging quotes for case studies by interviewing subjects
  • Apply effective formats for each case study
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, starting June 1, 2017

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'll be able to:

  • Create a well-structured script outline to serve a specific business objective
  • Write a clear, concise, and compelling video script to tell your brand story
  • Learn how to incorporate visual elements into your script for a more appealing video
B2B

Boring Be Gone: Write Better B2B Content

Speaker:
Lee Price—Managing Editor, Reputation Capital Media

ON-DEMAND: View at your convenience, starting June 1, 2017

Sure, some B2B topics can be challenging to write about. But your content doesn't have to be boring! Take another look at the editorial process you use to plan content for your B2B blog. With Lee's tips, you'll quickly attract new readers with interesting stories written without jargon and industry lingo. Instead of the boring bogging you down, you and your team will turn out the fresh material your B2B targets are searching for.

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

  • Create an editorial calendar that fits your business objectives
  • Identify potential sources for new content ideas
  • Develop a foolproof editorial process

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

WRITING FOR REAL PEOPLE

Improve Your Marketing Content by Writing With Purpose

Speaker:
Amy Thibodeau—Writer and Content Strategist, Facebook

ON-DEMAND: Access today!

Marketing content often is too general and jargony, and it doesn't speak to real people by using everyday, human language. In this class, discover human-centered techniques that will help you write with purpose. We'll focus on how you can better understand your customers so you can craft delightful and useful content that responds to their needs while also meeting your business goals.

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

  • Define and understand your target audience
  • Develop user-focused goals to improve your content
  • Craft delightful, clear content
BUSINESS STORYTELLING

Six Storytelling Tips to Woo Your Audience

Speaker:
Margot da Cunha—Content Marketing Specialist, WordStream

ON-DEMAND: Access today!

Why do stories of successful underdogs resonate with us so much? It's because they contain human elements that many readers identify with, such as frailty, risk, and joy. The most compelling stories give us hope for a favorable resolution to our challenges. This class will share six tips to help you engage and grow your audience through one of the most powerful and underused business skills—phenomenal storytelling.

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

  • Tell an unforgettable business story
  • Humanize your brand and relate to your audience through engaging stories
  • Apply tactics that big brands use to enhance your storytelling ability
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: Access today!

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

As a Marketing Writing Bootcamp student, you'll also receive these free course materials (over $900 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. MarketingProfs How-To Guide—The Perfect Pitch: Hit a Home Run With Every Headline, Subject Line, and Call to Action (a $49 value)
  3. PRO Seminar: Make Your Copy Mobile-Friendly (a $129 value)
  4. PRO Seminar: Amplify Your Marketing With Brand Metaphors (a $129 value)
  5. PRO Seminar: How to Improve Your Writing With a Crappy First Draft (a $129 value)
  6. Plus, 3 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $387 value)

*Corporate PRO memberships and group 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 ...

Arienne Holland Overman

Arienne Holland Overman has more than 18 years of experience as a marketer and journalist. She has coordinated and executed a wide range of successful content marketing campaigns, ...

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 ...

Jimmy Daly

Jimmy Daly is an independent content and editorial consultant. He currently runs the QuickBooks Resource Center, a publication for small business owners. Previously he worked ...

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, ...

Julia McCoy

Julia is a serial content marketer and published author. As founder of a leading copywriting agency, Julia has collaborated with over 60 writers and has ...

Lee Price

Lee leads the content practice at Reputation Capital Media, a content marketing agency specializing in B2B communications. Previously, she was the marketing director at Reputation ...

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 ...

Testimonials

It's great to be able to use something you learned in a class the very same day, and that's a rare thing in online classes. Great course, MarketingProfs!

Prisha Chander

This course was informative and easy to digest. It broke down the topics into relatable, actionable sections, and I finished feeling inspired to plan smarter.

Morgan Moran

Awesome courses full of valuable information. It has already helped strengthen my writing and knowledge of marketing writing.

Brendan Alterman