My Skill Lab
Business & MarketingBeginner

Content Marketing and Copywriting

Write headlines, landing pages and content that earns attention.

Taught by Sujata Gurung · Growth & Digital Marketing Lead

What you'll learn

  • Research an audience using interviews, reviews and search data to capture the exact words customers use
  • Plan a content strategy with pillars, topic clusters and an editorial calendar tied to a business goal
  • Write headlines and sales copy using the AIDA, PAS and before-after-bridge frameworks
  • Structure a landing page with a clear value proposition, proof, answered objections and one call to action
  • Edit drafts for clarity, readability and credibility using a repeatable three-pass process
  • Use AI assistants to research and draft content while keeping facts, voice and originality intact

About this course

Great products still struggle when nobody understands why they matter. This course teaches you to research an audience, plan content that people search for and share, and write copy that turns attention into action. It is designed for marketers, founders, freelancers and anyone who writes for a business website, newsletter or social channel. You will learn how to mine customer language from interviews and reviews, build a content strategy around topic clusters and search intent, write headlines and sales copy with proven frameworks such as AIDA and PAS, structure a landing page that converts, and edit drafts until they are clear and credible. You will also learn to use AI writing assistants responsibly for research and first drafts without losing your voice or your accuracy. No prior writing or marketing experience is required, only a willingness to draft, test and rewrite.

Course content

7 lessons
  1. 1Content Marketing and Copywriting: How They Work TogetherThe difference between content and copy, where each fits in the customer journey, and what good looks like.Preview
  2. 2Audience Research and Voice of CustomerFind out what readers want, in their own words, from interviews, reviews and search data.
  3. 3Building a Content StrategySet goals, choose content pillars and topic clusters, and plan an editorial calendar you can sustain.
  4. 4Headlines and Copywriting FrameworksWrite headlines that earn the click and structure persuasive copy with AIDA, PAS and before-after-bridge.
  5. 5Landing Pages That ConvertStructure a page around one goal: value proposition, proof, answered objections and a single call to action.
  6. 6Editing for Clarity and CredibilityCut clutter, check readability and verify every claim with a repeatable editing process.
  7. 7AI-Assisted Drafting and Measuring ResultsUse AI assistants for research and first drafts responsibly, then measure what your content achieves.