WSQ AI Copywriting and Content Writing
About This Course
Copywriting and content writing now sit alongside generative AI tools that can produce a draft in seconds. What separates marketing communication that works from output that reads like everyone else's is the writer's judgement: knowing the audience, setting the proposition, choosing the approach, and editing until the copy earns a response.
This course builds that judgement over two days. It opens with the foundation that keeps the writer in charge of the tools, covering what generative AI does well and the intellectual property, security and ethical issues it raises, then establishes brand clarity through value proposition, positioning, brand name rationale, taglines and slogans, and the marketing mix strategy of Company, Consumer, Communication, Channel and Conversion. Trainees separate content writing from copywriting, compare free and paid AI writing assistants, and apply detection, paraphrasing and humanising so that drafts carry the brand voice. The key writing approaches, digital storyboards, headlines, hooks, body copy, sub-headings, calls to action and responses to reader objections follow.
It also covers writing for various media, spanning keyword research, search engine optimisation, pillar pages and topic clusters, and structuring content so that answer engines and generative engines can retrieve and cite it. Trainees write for the website, social media, mobile screens, hashtags, video, email newsletters and instant messaging, refine prompts to generate drafts, and apply persuasion, pre-suasion, power words, emotion and conversational writing within ethical limits. Content calendars, measurement and repurposing close the course by connecting the writing to organisational goals.
By the end of this course, trainees will be able to plan, write and improve copy across digital channels while directing generative AI tools and remaining accountable for the result.
What You'll Learn
- Apply the 5 Cs of Company, Consumer, Communication, Channel and Conversion to plan content marketing and advertising campaigns
- Define the value proposition, positioning statement, brand name rationale and taglines that give a brand clarity in its written communication
- Evaluate generative AI writing assistants and apply detection, paraphrasing and humanising so that drafts read in the brand voice
- Distinguish content writing from copywriting and apply the techniques of each to blogs, advertisements and landing pages
- Apply the key writing approaches and digital storyboards to write effective copy for a social media advertisement and a landing page
- Craft headlines, hooks, body copy, sub-headings and calls to action, and address reader objections within the copy
- Conduct keyword research and structure content for search engines, answer engines and generative engines
- Write for websites, blogs, social media, mobile screens, hashtags, video and messaging channels using the conventions of each
- Apply persuasion, pre-suasion, power words, emotion and conversational writing within ethical limits to engage the audience
- Plan content using a content calendar, measure whether the writing contributed to organisational goals, and repurpose published content
Entry Requirements
Basic computer literacy and proficient in a word processing software including knowing how to track changes – bring along your own laptop to class
A minimum level of English proficiency (any of the following):
GCE ‘O’ level or ‘N’ Level pass in English (at least D7 Grade)
Level 5 pass in English under Workplace Literacy (WPL)
any ITE or Polytechnic full course certification or University Degree