Writing Compelling Online Content

In today’s content-driven world, we’re continually bombarded with news, information, advice and opinion. So how do writers of company newsletters, magazines and blogs make their words stand out among the noise?


Too many companies publish boring, preachy and inaccessible content. This one-day workshop will show you how to create publications and blog posts that are interesting, relevant and engaging.

Fantastic and worthwhile course, which will be useful in my everyday duties at work. I will also use these skills to get my message across in external formal meetings.

Peabody Housing Association September 8, 2015

What to expect

Using a mix of examples, discussions and exercises, ‘Writing compelling online content’ takes you through every aspect of finding, adapting, writing and illustrating content people want to read.

Working with your own and a selection of other company publications and blogs, you’ll analyse what makes content newsworthy and engaging. You’ll develop a new piece of content from scratch and take part in at least two writing exercises. You’ll receive encouraging feedback from your trainer and other members of the workshop. And you’ll work in groups to create the best design and layout for your new content.

To ensure everyone receives personal guidance and feedback, this workshop is limited to only six participants.


  • Communications and PR professionals
  • Press and PR officers
  • Content writers
  • HR professionals with responsibility for writing communications

All Participants Receive

  • Examples of good and bad writing
  • Three different writing templates
  • Workshop manual
  • Printed copy of trainer’s presentation slides

You will learn

  • What makes content engaging
  • How to find and create interesting material
  • How to avoid ‘dull’ or ‘dry’ stories
  • What structure template to use for different types of content
  • How to ensure key message stand out
  • The difference between news stories and feature articles
  • How to write attention-grabbing headlines
  • How to write a clear and concise opening paragraph
  • The difference between writing for print and writing for online
  • The purpose of photos, illustrations, captions and other design techniques
  • How to make your content look engaging on the page and screen

Times and pricing


10:00am-5:00pm £495 per person, discounted to £395 per person if two people from the same organisation book together