University of Dundee: content training
The University of Dundee have a large pool of colleagues who need to create and publish content as part of their roles in marketing and communications. And the University felt that raising the standard of their content planning, content design and copywriting skills was needed. In particular, it was felt that they wanted to improve their:
Basic standard and consistency in copywriting across the board
Creating copy that encourages audiences to take an action
Creating copy that would tell powerful stories and inspire audiences to want to read more.
That's where we came in. We designed and delivered a three-part content training programme for the University. Each of the programmes was delivered once in person (online), and also produced into a recorded training programme that staff could follow in their own time.
The modules were as follows:
Programme 1: Inform
Creating powerful copy, and advancing copywriting skills across the University of Dundee. This programme covered the basics of great copywriting, and was then built upon with the Inspire and Convert programmes. This programme was also aligned to the University's style guide.
Topics included:
Creating user-centred content
User stories, job stories and satisfaction criteria
Working in plain English
Harnessing the power of simplicity
Clarity and consistency
Word choice
Structuring your content
Active and passive voice
Writing for inclusivity
Readability and readability scoring.
Programme 2: Inspire
As humans, we love stories. We love to tell them and to hear them. We connect and bond through the power and experience of storytelling. And it's no secret that storytelling is therefore a powerful device for creating compelling and authentic marketing experiences. This programme was all about creating powerful stories.
Topics included:
Story arcs and structures
The heroes journey
Storytelling components
The difference between a case study and a story
How to structure a story
Building empathy through storytelling
Examples of great storytelling
Creating stories from what you already have
Formats and media
Audio, video and image based storytelling
Creating multimedia stories.
Programme 3: Convert
We can inform and inspire our audiences. But if they don't act on anything as a consequence, then all we've created is a nice experience for them, but not delivered on objectives for the University. In this programme we focused on creating sales-led content, and creating content that converts.
Topics included:
Setting sales objectives for your content
Understand user journeys and when to "sell"
How to "sell" in different formats and platforms
Types of calls to action and what to use when
Creating compelling calls to action
Using content to understand user behaviours to enhance the sales experience
Generating urgency and the need to act now
Words that sell: selecting words that lead to action
Testing and adjusting: making informed changes.
Photo credit, University of Dundee Image Gallery