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Valid on training courses taking place in January, February and March 2020.


Business-to-business (B2B) copy and content writing require a different skillset from business-to-consumer. This highly interactive workshop shows you how to develop an effective writing style for B2B and how to engage with your different reader audiences in the different media for which you write. You will leave the course with a set of writing tools, methods and approaches that you can apply immediately.

Who should attend?

This interactive workshop 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

• What makes good B2B copy and content writing
• What matters for B2B print formats, content marketing and digital channels
• How readers read, online and off, and how this affects the copy you write
• How to segment target audiences and create avatars/personas
• How to develop the headline and subject
• Writing your copy in an appropriate tone of voice
• Improving first drafts – what matters for editing
• Reviewing and adapting source material for different offline and online media
• Understanding, querying and/or writing your brief
• What matters for layout and messaging, online and offline, collaborating with web and print designers
• How to write for B2B across content marketing, advertising, brand/product marketing and marketing comms

Course Dates

Start Date Days Location
17 Mar 2020 1 Manchester
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30 Jun 2020 1 London
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Course Director

Andrew Skeen

In addition to working as a professional copywriter and corporate trainer, Andrew writes both fiction and non-fiction on a variety of subjects, as a ghost writer, author and blogger. An American by birth, Andrew has worked in Italy, London and Edinburgh with several large corporates, in roles related to training, writing, marketing and sales. Along the way he has developed a reputation for passion and delivering against challenging objectives. He has a strong financial sector background and wide-ranging experience in writing for different audiences. He has extensive experience in B2B markets. Andrew’s copywriting and creative B2B marketing experience, both agency and in-house, include marketing copy, web copy, sales aids, proposals, reporting (monthly, quarterly, interim, annual), strategy documents, ‘thought leadership’/content marketing, press articles, technical guides, product guides, investor/customer education and brochures. By taking a focused, research-based approach, Andrew concentrates on helping individuals and organisations to deliver messages and use language effectively to influence, persuade and where relevant win more business.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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