B2B Marketing: Writing Copy and Creating Impactful Content

Host: University of Derby

Location: Online

Cost: FREE


Wednesday, 7th July 2021 at 10:00am - 12:00pm

This workshop will outline the principles of good copywriting and content creation. You will discover the importance of content creation, the different types of content, and some of the common pitfalls to avoid.   A checklist of best-practice tips will be provided along with an explanation and analyses of the strategies and techniques copywriters use. Find out how to adapt your copy and content for different audiences to maximise reach and create meaningful engagement.

What will I learn?

  • Why content marketing is important and its key benefits
  • Understanding the different types of content and when to use these
  • The importance of storytelling
  • Essential rules that good copywriters follow
  • Common mistakes to avoid
  • Techniques to make copy and content more relevant and persuasive
  • Creating and adapting copy for different media or channels

What does it cost to attend?

The workshop is part of our Enscite programme which is funded by the European Regional Development Fund (ERDF). This means the workshop is fully funded and offered without any cost to your organisation.

Meet your speaker

The workshop will be led by Richard Mayer, who has been actively involved in marketing training and education for over 25 years. Richard has worked for a range of clients both in the UK and internationally including Microsoft, Michelin, Ford, Jaguar Landrover, JCB, Airbus, Aczo Nobel and Sony. His main interest lies in improving professional marketing standards with a focus on marketing strategy, marketing planning and execution, B2B marketing, brand management and marketing communication.

Is my organisation eligible to participate?

  • To participate, you must work for an organisation that meets the following funding criteria:
  • Part of the automotive, aerospace or rail sector supply chains (not however part of the financial services sector)
  • Based in Derbyshire or Nottinghamshire
  • Fewer than 250 employees
  • No more than 25 per cent owned by a large company (i.e. a company that is not an SME)
  • Turnover of less than 50 million euros and/or annual balance sheet less than 49 million euros
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