This workshop will give writers unfamiliar with the field of media writing an overview of what content marketing is, where it came from, and what it can offer, introducing them to the skills they need to be successful at it. The workshop will culminate with a writing exercise with personalized feedback.

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Time: two Sundays, 13:00 to 16:00

Duration: 18 October - 25 October, 2020

Location: Online via Zoom—, ,

Description

All are welcome.

Limited to 12 participants.

Until recently, “content” was somewhat of a dirty word for journalists. But writing content can be lucrative for writers, as well as being less draining than their more creative projects, and it can serve as a counterbalance in a workload largely made up of traditional media writing. This workshop will give writers unfamiliar with the field an overview of what it is, where it came from, and what it can offer, introducing them to the skills they need to be successful at it. The workshop will culminate with a writing exercise with personalized feedback.

Part I: What is content marketing and where did it come from?
• Definition of terms
• Brief history

Part II: Why does quality content matter to businesses?
• SEO
• Brand building

Part III: What makes great content? What makes a great content strategy?
• Writing for business objectives
• Writing for engagement

Part IV: Who are you writing for?
• Crafting brand voice and persona
• Knowing your audience

Part V: How can you protect yourself as a writer?
• Bylines and pen names
• Contracts and compensation

Part VI: How does one get started with content marketing?
• Groups and organizations to join
• Connecting with agencies and businesses

Part VII: How does the pitching process work?
• Principles of a good pitch
• Evaluating company goals

Part VIII: Writing exercise (offline)
• Participants will be asked to apply their learnings by writing a blog post for a fictional brand.
• The workshop leader will evaluate the posts and provide feedback via email.


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Workshop leader

Credit: Matthew Perrin
Ashley Joseph is a freelance writer and editor based in Montreal. A former digital editor at Reader's Digest, St. Joseph Communications, and the Montreal Gazette, she has also been published in Ad Age, Eater, FASHION Magazine, VICE, NUVO and more.

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