Course copywriting: Introduction

Writing course content that works - for your students and your strategy

This guide is here to help you write clear, confident, and compelling course content that genuinely supports student decision-making.

It’s packed with strategic advice, practical tips, editable templates and example prompts - all designed to make the content creation process easier, more effective, and more student-centred.

Whether you’re a marketing professional working on hundreds of courses, or an academic writing about your own, this guide is for you.

Who this guide is for

We’ve created this resource for:

  • Marketing, content and digital teams who need to brief, write, edit or review course content

  • Course leaders and academic colleagues who are responsible for shaping how a course is communicated

  • Anyone involved in making course pages more useful, usable and effective

You don’t need to be a professional writer to use this guide. You just need to care about making your course content meaningful for the people it’s designed to reach.

Your writing assistant: the Course Companion GPT

Throughout this guide, you’ll see prompts that you can try with our Course Companion GPT - a free, AI-powered writing assistant trained and maintained by Pickle Jar Communications.

You can use it to:

  • Build user stories and empathy maps

  • Draft or edit course overviews

  • Identify benefits and USPs

  • Optimise for tone, clarity and SEO

  • Save time without compromising quality

Try it here: https://go.wearepicklejar.com/course-copy

It’s not here to replace strategic thinking - but it’s a powerful support tool to help you write better, faster, and with more confidence.

Need help? We're here.

If you’d like support applying the ideas in this guide - whether through tailored training, hands-on writing help, or internal process improvement - we’d love to hear from you.

Contact us to discuss how we can help you.

About Pickle Jar Communications

We’re a content strategy consultancy specialising in the education sector. Since 2007, we’ve helped schools, colleges and universities around the world improve how they communicate with students, staff and stakeholders.

We bring together strategic insight, practical training, and deep sector knowledge - always with a focus on audience needs and organisational goals.

From course content and brand voice to social media and storytelling, we’re here to help education institutions connect with clarity.