Writing for Content Marketing

This course can be taken as part of the UBC Micro-certificate in Writing Skills for Digital Content: Copywriting and Content Marketing or as a standalone course.

The Content Marketing Institute defines content marketing as 'creating and distributing valuable, relevant and consistent content to attract and retain an audience.

What sets content marketing apart is that it's a strategy designed not so much to overtly promote a brand, as to stimulate interest in its products and services and help it engage with its audience at different stages of the buyer's journey. In recent years, job postings for business to business (B2B) and business to consumer (B2C) content writers have surged.

In this hands-on course, understand what materials are considered content marketing, how they are used and why. Explore best practices, and perfect your process as you gain experience in writing for the most popular kinds of content.

If you want to expand your writing skillset, are looking at careers in content writing, or are thinking of freelancing, this course offers you real-world knowledge and practical skills in content marketing writing. You will also get tips on building a portfolio and selling your services as a freelancer, as well as the opportunity to share work with your peers for their feedback.

Interested in writing that advertises a product or brand, drives conversions and sales, and encourages a direct response? Consider Copywriting: Introduction. If you would also like add professional-level web writing skills to your skillset, consider Writing for the Web and Digital Media.

Course outline

Week 1: Introduction to Writing for Content Marketing

Week 2: Writing for Content Marketing Best Practices

Week 3: Headlines and Leads

Week 4: Capturing and Maintaining Voice

Week 5: Storytelling with Impact

Week 6: Writing Tools and Processes

Week 7: Writing Blogs/Articles, eBooks/Guides, and White Papers

Week 8: Writing Video Scripts, Case Studies/Customer Stories, and Other Content

How am I assessed?

This course is marked complete/incomplete, and is based on your attendance and participation. Your instructor provides you personalized feedback on the assignments you hand in.

Record of completion

A record of completion will be emailed to students who participate and satisfy the course requirements within two weeks of the course end date. Course completion means 80% attendance and/or 80% completion of mandatory assignments.

Expected effort

Expect to spend 3–4 hours per week completing readings, exercises and assignments, and participating in online forum discussions.

Technology requirements

To take this course, you’ll need access to:

• an email account
• a computer, laptop or tablet under five years old and using Windows or macOS
• the latest version of a web browser (or previous major version release)
• a reliable internet connection.

Course format

This course is 100% online and instructor supported. Course work is done independently and at your own pace within deadlines set by your instructor. A new module is released each week. Log in anytime to your course to access the lessons as they become available.

Materials will be available in Canvas for three weeks after the course ends, after which time you will no longer be able to access the course.