Digital Copywriting and Content Marketing Course
Register for this course
We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.
Course Overview
This course empowers professionals to craft persuasive, platform-specific content that drives engagement, conversions, and brand loyalty. Participants will master the art and science of digital copywriting, blending storytelling, SEO, AI-assisted writing, and content funnel strategy to meet the demands of today’s fast-moving digital landscape.
From landing pages and email sequences to blog posts and social media captions, learners will gain hands-on experience creating content that resonates with diverse audiences while aligning with brand voice and business goals.
Course Duration
5 Days
Target Audience
- Copywriters and content creators
- Marketing and communications professionals
- Entrepreneurs and brand strategists
- Social media managers and campaign leads
- Web developers integrating content into UX/UI
Personal Impact
- Build a portfolio of content assets across formats and platforms
- Gain confidence in using AI tools to enhance writing workflows
- Learn to balance creativity with data-driven strategy
- Strengthen their ability to lead content initiatives across teams
Organizational Impact
- Improve brand consistency and messaging across digital touchpoints
- Increase engagement and conversions through optimized content
- Build internal capacity for scalable, ethical content production
- Leverage AI tools to reduce production time and increase ROI
- Ensure compliance with accessibility and content governance standards
Course Level:
Course Objectives
- Write compelling copy for websites, emails, blogs, and social media
- Understand how to remit content, engage with audiences, and measure the outcomes of that activity.
- Use AI tools (ChatGPT, Jasper, Grammarly) to enhance productivity and creativity
- Develop content strategies aligned with the customer journey and funnel stages
- Optimize content for SEO using tools like Surfer SEO and Google Search Console
- Maintain brand consistency across platforms and formats
- Apply ethical storytelling, accessibility, and inclusive language principles
Course Outline
Module 1: Foundations of Digital Copywriting
- Copywriting vs. content writing: roles and intersections
- Understanding tone, voice, and audience psychology
- The anatomy of persuasive copy (AIDA, PAS, FAB frameworks)
Module 2: Brand Voice & Messaging Strategy
- Crafting a brand voice guide
- Adapting tone across platforms (LinkedIn vs. TikTok vs. email)
- Storytelling for emotional resonance and brand trust
Module 3: Website & Landing Page Copy
- Writing for conversions: headlines, CTAs, and microcopy
- UX writing principles and mobile-first content
- Case study: high-converting landing page teardown
Module 4: Blog & Long-Form Content
- Structuring articles for readability and SEO
- AI-assisted drafting with ChatGPT and Surfer SEO
- Building topical authority and internal linking strategies
Module 5: Email Copywriting & Automation
- Subject lines, preview text, and body copy best practices
- Brevo and Mailchimp automation flows
- Personalization, segmentation, and A/B testing
Module 6: Social Media Copy & Microcontent
- Writing for short attention spans: hooks, hashtags, and CTAs
- Platform-specific formats (Threads, Reels, Shorts, LinkedIn posts)
- Repurposing long-form content into snackable assets
Module 7: SEO & Content Optimization
- Keyword research and intent mapping
- On-page SEO, meta descriptions, and schema markup
- Tools: Surfer SEO, Google Search Console, Grammarly
Module 8: Ethics, Accessibility & Compliance
- Inclusive language and accessibility in digital content
- FTC guidelines, copyright, and AI disclosure
- Avoiding clickbait and misinformation
Module 9: Case Study – Full-Funnel Content Strategy
- Breakdown of a successful B2B or B2C content campaign
- Strategy, execution, analytics, and lessons learned
- Application to capstone project
Module 10: Capstone Project
- Design and present a full content marketing strategy
- Include copy samples, funnel mapping, and performance KPIs
- Peer review and instructor feedback
Course Administration Details:
METHODOLOGY
The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.
ACCREDITATION
Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.
TRAINING VENUE
The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
ACCOMMODATION AND AIRPORT PICKUP
Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.
Email: info@skillstateinstitute.org
Phone: +254100920301
TAILOR-MADE
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:
Email: info@skillstateinstitute.org
Phone: +254100920301
PAYMENT
Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org