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Copywriting for Content Marketing

Gain essential copywriting skills to write content marketing that builds your brand, drives sales, and improves engagement.

697 enrolled on this course

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Copywriting for Content Marketing

697 enrolled on this course

  • 3 weeks

  • 3 hours per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

Delve into content planning

When copywriting combines with content marketing, you can create an effective, meaningful relationship with your customers. This connection can lead to more sales as you develop the content that encourages your customers to act.

On this three-week course, you’ll discover the purpose in copywriting for content marketing and how to use carefully crafted words to engage with a target audience.

You’ll explore crucial writing techniques and gain essential skills to produce key messages, build your brand, and increase sales.

Learn how to plan and write effective blog copy

Blog writing is a vital part of content marketing. It creates a space for meaningful content to connect with your customers.

On the course, you’ll learn how to plan, write, and manage blog copy. You’ll discover tips for idea generation and techniques for writing headlines, introductions, and supporting points.

Explore thought leadership content

Working with senior leaders is an effective way to obtain information about their expertise. With this information, you can create authentic, thought leadership content that shares senior leaders’ wisdom with others.

On the course, you’ll learn the strategies for working with senior leaders and discover key tips for ghostwriting on their behalf.

Learn from the experts at the Chartered Institute of Marketing

Throughout the course, you’ll be guided by content marketing specialists from the Chartered Institute of Marketing.

With their expertise, you’ll finish the course with the knowledge and skills to successfully use copywriting in your content marketing plans.


  • Week 1

    Content Planning

    • Welcome to the course

      In the first activity for Week 1, you will spend some time learning how to get the most out of the FutureLearn platform.

    • Purpose

      In week 1 you will understand the impact of purpose in copywriting and the role key messages and content pillars play in creating the appropriate foundations to help you write copy that your audience will value and engage with.

    • Key Messages and Content Pillars

      Learn about the role of key messages and content pillars in copywriting and how to create them.

    • The Hero, Hub and Hygiene Model

      We explain the principles of the Hero, Hub and Hygiene model and how these can be applied when planning content.

  • Week 2

    Planning and Writing Blog Copy

    • Week outcomes

      This activity will introduce you to the week's learning outcomes.

    • Planning and Managing Blog Copy

      How to take a structured, practical and collaborative approach to planning and managing blog copy.

    • Writing Blog Post Headlines and Introductions

      Learn how to structure blog posts by breaking them down into key components, starting with writing headlines and introductions.

    • Writing Blog Supporting Points and Conclusions

      Learn how to structure blog posts by following your headline and introduction with supporting points and your conclusion.

  • Week 3

    Writing Thought Leadership Content

    • Week outcomes

      This activity will introduce you to the week's learning outcomes.

    • Working With Senior Leaders

      How to work with senior leaders, how to gain a senior leader’s support and your role as a copywriter.

    • Ghostwriting

      We look at what ghostwriting is and tips on how to write in the name of another person.

    • Thought Leadership

      We look at what makes a successful thought leadership piece and how to construct great thought leadership content.

    • Congratulations

      Celebrate having successfully completed your week’s activities.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explain the purpose in copywriting for content marketing
  • Create key messages and content pillars
  • Produce content using the Hero, Hub and Hygiene model
  • Develop, manage and write blog posts
  • Assess the role of copywriters as ghostwriters
  • Explore how to create thought leadership content

Who is the course for?

This course is designed for anybody who wants to understand more about copywriting for content marketing.

You don’t need any previous knowledge or experience.

Who developed the course?

Chartered Institute of Marketing

Develop your future career opportunities by enrolling in our globally recognised marketing training courses, that will provide you with the skills and confidence to improve your performance. Covering all professional marketing disciplines taught by subject matter experts, you will finish with the tools and expertise to deliver.

Ways to learn

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$94/one-off payment


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Ways to learn

Choose the best way to learn for you!

Subscribe & save


For the first month. Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$94/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Printed and digital certificate when you’re eligible

Limited access


Sample the course materials

  • Access expires 15 Apr 2023

Find out more about certificates, Unlimited or buying a course (Upgrades)

T&Cs apply.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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