Powerful, effective writing remains a core skill for every B2B marketer. And the more AI gets involved in content creation, the more essential it will be for you to understand what good content really looks like, and how and why it works. Analysing writing objectively – far beyond what you learned at school or simply suggesting something “reads well” – is a valuable workplace skill.

This lunch-and-learn workshop – a taster of our successful course with B2B copywriting expert David McGuire – will focus on a key challenge in all B2B content: the need to write in a clear, engaging way without “dumbing down”. You’ll also learn how to structure your copy to deliver meaning quickly, and grab the attention of busy B2B decision makers.

In this preview session, you will:

• Learn to simplify your writing without sacrificing technical authority
• Gain key transferable skills to improve any asset you write or review
• Build confidence in your writing through an objective, structured approach