Attract attention with brand-building articles
For:Everyone who has to write articles and blog posts to promote their work
Level:Beginner to advanced
Time:1 day
Writing opinion articles and blog posts can raise your organisation’s profile and build your brand. But many people don’t know how to get started.
On this programme, your team will learn how to write opinion pieces and blog posts by drafting their own article. They’ll begin by identifying one or two possible topics. They will end with the third draft of their first article.
Throughout the day, they will do a series of linked exercises that take them through the planning, drafting and reviewing stages. In the final exercise, they will share their draft and receive feedback from their colleagues and me.
On past programmes, some of the draft articles were later published in the press.
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Your team will be able to:
- Identify topics that will work for your key audiences and target media
- Develop brand-building ideas and messages
- Write interesting articles and blog posts that other people will want to read
Content for Op-Ed Articles that Resonate
During the programme, your team will learn about:
Setting goals for writing op-ed articles or blog posts
- Understanding your organisation’s goals and target media
- Defining their own personal goals
Working out what to say
- Using creative stimuli to generate ideas
- Choosing their topic
- Considering their audience’s needs and interests
- Analysing their medium so they understand what audiences want from it
- Developing opinions and key messages which will build your brand
- Shaping their tone so it fits their topic
- Incorporating AI into their writing process as a useful thinking tool
Building their article
- Grabbing their audience’s attention with intriguing headlines and hooks
- Using logical structures that are persuasive
- Telling stories to bring their message to life
- Writing clearly and vividly to keep their audience engaged
- Using compelling calls-to-action to move their audience from reading to doing
Writing faster and more easily
- Increasing their efficiency with bad first drafts and single-tasking
- Supporting each other so the whole team can write more
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Testimonials
“This was such an amazing day filled with inspiration and learning.”
“Margaret was a great trainer. The structure, tools and activities were well balanced. Such an enjoyable and useful day!”
“Margaret’s training will significantly improve the way I approach my role as a ‘numbers person’. The tools and tips she provided have enabled me to feel confident and write great opinion pieces.”
“Writing is not a strong skill that I have. This programme has given me the tips and techniques to work on that and improve.”
“The programme was extremely engaging and informative. The defined outcome was clear. I really feel more confident about writing my next op-ed.”
“The programme was great. It made me excited to write again.”
Participants, George P. Johnson Experience Marketing
Your training programme will include implementation resources and support to help your team make fast progress with their writing skills.
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My training draws on my 25 years’ experience as a business writer, presenter and communications professional.
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I’m based in London and work with clients
across the UK and internationally.
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If you’d like to have a chat about Op-Ed Articles that Resonate for your team, please send me a message.