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    There's real potential for your B2B communications to motivate key influencers and decision-makers. In this interactive one-day workshop, you'll learn how to craft copy and content which engages people from the outset and encourages them to call or email.

    The course explores the distinction between copy and content and then moves on to look at the role of storytelling within B2B. You will learn useful tips for writing in the online environment and explore the potential of personas in helping you to target your audience. In the afternoon, there are sessions on editing and headline creation, as well as a brief tour of some specific genres of writing.

    All the examples and exercises are focused specifically on B2B and recognise both the constraints and opportunities that you're likely to face. You will have the opportunity to work collaboratively and will receive constructive commentary from the course director.

    Who should attend?

    This course is ideal for any marketer or content manager, writing for B2B or critically appraising the writing of in-house colleagues or agency staff. Those with some copywriting experience looking to improve skills will benefit most.

    Learning outcomes

    • Learn what makes good B2B copy and content writing
    • Discuss different communications channels - from print and direct mail to email, digital and social
    • Discover how audiences read, online and off, and how this affects the copy you write
    • Explore the importance of personas in B2B
    • Develop your headline writing skills
    • Communicate in an appropriate tone of voice
    • Improve your first drafts through effective editing


    “Can’t fault it. Phil is fantastic – he’s engaging and tailored his delivery to our responses/ideas. The content was spot on in terms of building my confidence in areas I’m relatively comfortable with, but also opening my eyes to new concepts and ways of thinking.”

    Rosie Gibb Content Writer Lifetime Training

    "Overall, the course experience was above what I expected. It was extremely engaging and the Course Director interjected a lot of enthusiasm and real-life experiences, so you felt like you were learning from an individual who had extensive knowledge."

    Katherine Forster Marketing and Communications Manager Stantec

    “I really enjoyed the structure of the day. I also appreciated that we all got to interact with each other in the breakout rooms and feel that everyone got their voice heard.”

    Gemma Pettett Samsung B2B Training Content Executive Blue Square

    “I enjoyed the course, the delivery was great and the information was easy to digest.”

    Karina Caldina Cloud Campaign Executive Giacom

    Course Dates

    Start Date Duration Location
    04 Jun 2024 1d Virtual
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    15 Jul 2024 1d Virtual
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    07 Aug 2024 1d Virtual
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    04 Sep 2024 1d Virtual
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    02 Oct 2024 1d Virtual
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    06 Nov 2024 1d Virtual
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    03 Dec 2024 1d Virtual
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    Course Director

    Phil Woodford

    Phil Woodford is a former advertising creative director. For a number of years, he has worked as a freelance copywriter, trainer and lecturer, helping organisations to improve their communications and enhance their creativity. Phil holds a Master’s degree in Occupational and Business Psychology and takes a particular interest in the way the values of organisations are communicated through words. He lectures at University of the Arts London and the private French university network OMNES Education. Each week, Phil co-hosts a weekly news review show on Colourful Radio, broadcast from the Africa Centre in London.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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