What you will be able to do
- Define a specific audience and a ranked list of the problems they need help with, drawn from real customer conversations and search data
- Build three to five content pillars and choose the right format for each idea: article, newsletter, short video script or case study
- Run an editorial calendar and content brief process that a team of one to five people can keep up week after week
- Write useful articles with a clear structure, concrete examples and original insight, then repurpose each one into several smaller pieces
- Distribute content through owned channels, communities, partners and search, measure engaged readers, sign-ups and assisted conversions, and refresh pages that decline
Who it is for
- Owners and marketers at small businesses who know they should publish content but need a plan that fits limited time
- Freelancers, consultants and agencies who sell expertise and want content that wins trust before the first call
- Solo marketers and new marketing hires asked to start or rescue a company blog or newsletter
Before you start
- A business, product or service you can write about, either your own or one you work for
- A website or newsletter platform where you can publish, and access to its analytics
- Two to three hours per week for four weeks
Curriculum
4 modules · 12 lessons · 4h 10m
Module 1Audience, Problems and Pillars3 lessons · 55 min
Decide exactly who you are writing for, collect the problems they need solved in their own words, and organise your ideas into a small set of content pillars.
- Choosing an audience you can genuinely helpNarrow your audience to a group you understand well and can serve profitably, so every piece of content has a clear reader in mind.20 min · free preview · worked example · exercise
- Finding the problems worth writing aboutCollect real questions and problems from customers, search data and communities, then rank them by how much they matter to buyers.20 min · worked example · exercise
- Building three to five content pillarsGroup your ranked problems into a few durable themes that connect what your audience needs with what your business offers.15 min · worked example · exercise
- Module quiz4 questions with explanations
Module 2Formats and a Calendar You Can Sustain3 lessons · 1h
Match each idea to the right format, from articles and newsletters to short video scripts and case studies, and plan a publishing rhythm your team can keep.
- Articles and newslettersUse articles to answer specific problems in depth and newsletters to build a regular relationship with readers who have chosen to hear from you.20 min · worked example · exercise
- Short video scripts and case studiesScript short videos that make one point quickly, and write case studies that show real results with the customer’s permission.20 min · worked example · exercise
- An editorial calendar a small team can sustainPlan a publishing rhythm from your real capacity, with a simple workflow, content briefs and a buffer that keeps you consistent.20 min · worked example · exercise
- Module quiz4 questions with explanations
Module 3Writing Useful Content and Repurposing It3 lessons · 1h 5m
Write articles with a structure readers finish, back them with concrete examples and original insight, then turn each strong piece into several smaller ones.
- Structuring an article people finishUse a clear, answer-first structure with descriptive headings and a deliberate ending so readers get value quickly and keep reading.25 min · worked example · exercise
- Examples and original insightMake content trustworthy and hard to copy by adding concrete examples, first-hand experience and insight drawn from your own work and data.20 min · worked example · exercise
- Repurposing one piece into manyTurn one substantial piece into a set of smaller pieces that suit each channel, so the research and thinking reach more of your audience.20 min · worked example · exercise
- Module quiz4 questions with explanations
Module 4Distribution, Measurement and Refreshing3 lessons · 1h 10m
Get each piece in front of the right readers through owned channels, communities, partners and search, measure what signals trust and revenue, and keep older content accurate.
- Distribution: owned channels, communities, partners and searchPlan distribution for every piece across four routes, so useful content reaches readers instead of waiting to be found.25 min · worked example · exercise
- Measuring what mattersTrack a short list of metrics that show whether content attracts the right readers, keeps their attention and contributes to sign-ups and sales.25 min · worked example · exercise
- Refreshing old contentAudit your existing content regularly and decide whether to keep, update, merge, redirect or remove each piece.20 min · worked example · exercise
- Module quiz4 questions with explanations
