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Content Marketing and Copywriting
Plan content that serves real business goals and write persuasive copy, from headlines to landing pages and email sequences, that attracts, engages and converts your audience.
About this course
Write words that sell. Plan content, craft persuasive copy, and build a content engine that attracts, engages, and converts your audience.
What you will learn
- Build a content strategy that links every piece of content to a business goal and a funnel stage.
- Research your audience and collect the exact customer language that makes copy persuasive.
- Write headlines and structure copy using proven frameworks such as PAS and AIDA.
- Write scannable, plain-language copy in a consistent brand voice and appropriate tone.
- Use benefits, honest social proof, stories and clear calls to action to persuade ethically.
- Produce blog posts, landing pages and email sequences that work together as a complete funnel.
Curriculum
Module 1Content Strategy4 lessons
- 1Content That Serves Business Goals Free preview
- 2Audience Research for Writers
- 3Content Types and Funnels
- 4Editorial Calendars
- QModule quiz (4 questions)
Module 2Copywriting Craft4 lessons
- 5Headlines That Earn Attention
- 6The PAS and AIDA Frameworks
- 7Writing for Skimmers
- 8Voice and Tone
- QModule quiz (4 questions)
Module 3Persuasion4 lessons
- 9Benefits over Features
- 10Social Proof and Credibility
- 11Calls to Action That Convert
- 12Storytelling in Marketing
- QModule quiz (4 questions)
Module 4Content in Practice4 lessons
- 13Blog Posts That Rank and Convert
- 14Landing Page Copy Structure
- 15Email Sequences
- 16Course Project: Full Funnel Copy
- QModule quiz (4 questions)
PFinal project: Full Funnel Copy
Who this course is for
- Small business owners who write their own website, email and social media copy.
- Marketing assistants, content writers and freelancers who want to write copy that converts.
- Beginners who want a practical, structured introduction to content marketing and copywriting.
Requirements
- A computer or smartphone with internet access and a word processor or notes app.
- A real or example business, product or service to write for.
- No prior marketing or copywriting experience needed; comfortable written English is helpful.
What is included
Written lessons
16 lessons, each with a practical exercise and key points to remember.
Module quizzes
A short quiz at the end of each module. Pass mark 70%, and you can retake it.
Final project
Full Funnel Copy. A practical brief with steps and a way to check your own work.
Certificate
A certificate of completion from EMFAD Courses with a unique code anyone can verify.
How the certificate works
Complete every lesson and pass every module quiz with 70% or more. Your certificate then appears in your learner area, ready to print or save as PDF. It shows your name, the course title, the completion date and a unique code. It is a certificate of completion from EMFAD Courses, not an accredited qualification.
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