With vast course catalogues often consisting of hundreds of programme offerings, we usually have to rely on academic faculty members and course leaders to craft some - if not all - of the copy to promote their courses or module information.
But we know that this is crucial marketing content - one of the most important assets that impacts a prospective student's decision-making process. And typically, academics aren't trained to write compelling and engaging copy. So are we asking and expecting too much of them?
We might not have a choice. While some institutions partner with agencies to craft beautiful copy, not all have the budget or the buy-in to do this.
In this session, Tracy Playle will lay some of the basic foundations for supporting academic colleagues to write better course content.
Please note: this session is an intro to a deep-dive and highly practical skills workshop on the topic available only to premium ContentEd+ members on Friday 8 August 2025. Find out more about premium membership here.
About Tracy Playle
Tracy is CEO and Chief Content Strategist at Pickle Jar and the founder of ContentEd and ContentEd+. She is also an award-winning keynote speaker and coach. She has worked with over 300 education institutions in more than 30 countries to help them advance their approach to content strategy, content design and content marketing. She has spoken at conferences and events on five continents.
Before founding Pickle Jar in 2007, Tracy worked in-house at the University of Warwick (UK), latterly as Head of Research-TV. She chose to become a consultant so that she could have an impact across the education sector, not just within a single institution, and to have greater breadth and variety in her work. She is also an award-winning public speaker and accredited coach.