B2B content shouldn’t be deathly dull. In this one-day course you’ll learn how to write engaging B2B copy that stands out online, builds brand loyalty and generates leads. Can we help? Call the team on 020 7970 4167 or email training@econsultancy.com

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      B2B content shouldn’t be deathly dull. In this one-day course you’ll learn how to write engaging B2B copy that stands out online, builds brand loyalty and generates leads. You’ll learn the most effective headlines to grab your audience’s attention and get them to share, and act, on your digital content.

      There is also an exclusive 6-point checklist to help you avoid the most common online B2B copywriting mistakes.


      One-day course, blending presentation, discussion, exercises and pair-and-group-work.

      You’ll review the underpinning techniques of leaders’ language and how to apply them to B2B copywriting. You’ll learn how to handle facts, figures and statistics more effectively to bring your online B2B marketing content to life. And we’ll cover tackling business technical, legal and management jargon without losing the focus on your audience.

      We’ll explore structures to help readers get the message quickly and headlines that draw the most attention in overcrowded inboxes or social media feeds.

      The course also will cover boosting opinion in B2B content to help you stand out from the crowd and creating thought leadership and business blogs that get audiences sharing and engaging.


      Who should attend?

      Anyone in a B2B marketing job, at all levels. This course will be beneficial to marketing practitioners, managers and leaders. The course will be particularly relevant to marketers who look after business-targeted advertising campaigns, B2B content marketing, long copy, case studies, thought leadership, sales enablement and content-led events.

      Junior or mid-weight B2B copywriters or editors keen to hone their skills in a challenging but safe environment should also sign up for this course. 


      What will I learn?

      After the course, you’ll leave with:

      • Honed general marketing and creative skills
      • New techniques for B2B copywriting gathered from leaders and influencers.
      • Insight into the common problems with B2B copy and how to avoid them.
      • Better skills in articulating benefits that will resonate with a business audience
      • Techniques for cutting jargon, getting in more opinion, staying concrete, differentiating, simplifying, and balancing content and audience.

      Course requirements

      Laptops or tablets optional. All exercises work on either keyboard or paper. 


      In-company training

      This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.


      CPD Accreditation - As we’re a registered provider with the CPD Standards Office you’ll get an official CPD Certificate of attendance upon completion of the course. This can be used within your formal CPD record for a professional body, institute, or employer.


      Jon Hawkins

      Jon is one of the most experienced brand language strategists in the UK. He has a Masters in Creative Writing and spent ten years as a copywriter. He headed BT Group's tone of voice programme – growing it into the world's biggest brand language campaign, training 25,000 people, winning awards and saving £millions. Now he uses this rare mix of skills and experience to help organisations find and exploit the right language for them. Recently he's worked with Ermenegildo Zegna, Openreach, Groupe Chantelle and Dimension Data.