Nutshell

This half-day workshop demystifies the difference between copy and content. You’ll learn when to use each, how they work together in the buyer journey, and practice turning ideas into both persuasive copy and trust-building content. You will hear all about tried and tested techniques including the art of storytelling.

Who Should Attend?

Marketers, copywriters, PR professionals and anyone involved in creating content and writing copy.

Learning Outcomes

• Clearly distinguish between copy and content — knowing when to use each.

• Understand the role each plays in the buyer journey.

• Apply frameworks to create effective copy and content.

• Recognise common mistakes.

• Discover how audiences read, online and off, and how this affects the copy you write.

• Know when to sell and when to tell.

• Develop your headline writing skills.

• Communicate in an appropriate tone of voice.

• Consider the most effective and appropriate use of AI.

• Improve your first drafts through effective editing.

• Leave with practical examples tailored to their business/industry.