Content Marketing and Copywriting
A one-day programme on writing marketing content that people read and act on. Most business content fails in the first line, because it opens with the company rather than the reader's problem. The rest of it fails because there is no plan behind it: content gets produced when someone has time, on whatever subject occurred to them.
The session covers both the craft and the system. Craft is headlines, structure, the specific words that carry weight, and editing your own work down. The system is audience and messaging, a content plan tied to what the business actually sells, and measurement that shows which pieces did anything. It pairs with the SEO Fundamentals course for teams doing both.
HRD Corp SBL-Khas Claimable
Programme Agenda
9:00 AM - 9:15 AM
Welcome and Programme Overview
Introduction to the session, objectives, and housekeeping.
9:15 AM - 10:15 AM
What Makes Content Marketing Work
The difference between content that builds an audience and content that gets ignored. How to match content to your customer journey.
10:15 AM - 10:30 AM
Break
10:30 AM - 11:10 AM
Copywriting Fundamentals
Headlines, hooks, body copy, and calls to action. The AIDA framework and how to apply it to any piece of writing.
11:10 AM - 11:50 AM
Writing for Social Media
Captions, posts, and short-form copy for Facebook, Instagram, LinkedIn, and TikTok. Platform tone differences and character limits.
11:50 AM - 12:30 PM
Website and Landing Page Copy
Writing clear, persuasive web pages that turn visitors into enquiries. How to structure a landing page that converts.
12:30 PM - 1:30 PM
Lunch
1:30 PM - 2:20 PM
Email Copywriting
Subject lines, preview text, and email body copy that gets opened and clicked. Writing for promotional, nurture, and transactional emails.
2:20 PM - 3:15 PM
Content Planning and Strategy
Building a simple content calendar. Repurposing content across channels to save time and stay consistent.
3:15 PM - 3:30 PM
Break
3:30 PM - 4:10 PM
AI-Assisted Copywriting
Using ChatGPT and other tools to speed up content creation without losing your brand voice.
4:10 PM - 4:45 PM
Live Copy Workshop. Participants write one real piece of content for their own business or brand, guided by the trainer, and receive feedback before the session ends. Key Outcomes:
Write headlines that stop the scroll and pull readers inApply copywriting frameworks to any channel or formatBuild a content plan that keeps output consistentCreate social media, email, and web copy that convertsUse AI tools to speed up writing without losing quality
4:45 PM - 5:00 PM
Wrap-Up and Q&A
Key takeaways, next steps, and close.
Key Outcomes
- Define an audience and a message precise enough to write against
- Write headlines and openings that earn the next line
- Structure a page around the reader's decision rather than the company's history
- Write landing page and product copy that converts without overclaiming
- Build a content plan tied to what the business sells, and sustain it
- Edit your own drafts hard, and measure which content actually worked
Training Mode Physical / Online / Hybrid / e-learning
HRD Corp SBL-Khas Claimable
Level Basic. Suitable for marketing executives, content and social media staff, founders and anyone who writes customer-facing copy. No prior copywriting training required.
Duration 1 Day (8 Hours) | 9:00 AM to 5:00 PM
Venue In-house at the client's premises, or delivered via the client's preferred platform (Microsoft Teams, Zoom, or equivalent)
Assessment A rewritten landing page and a quarter's content plan for the participant's own business
Certificate Certificate of Completion issued to all participants upon full attendance