Marketing Strategy

Upskilling for School Marketers: Content Writing

June 3, 2020

Let's kick this post off by getting one incredibly common misconception out of the way: copywriting is not the same as content writing. While these two writing techniques are often referred to interchangeably, they couldn't be more different. 

The key difference between the two lies in their purpose. Copywriting focuses on selling a brand and its products or USP. The writing style is advertorial in nature and usually involves creating content for things like; advertisements, web page content, brochures, and email campaigns. Content writing, on the other hand, works to inform, engage and inspire audiences through long-form content. This content includes; podcasts, blogs, e-books, newsletters, and editorials. The objective here isn't to sell, but to build a brand's trust, credibility, and expertise. 



So, what skills do you need to be a great content writer? You might be surprised to know that it takes more than just good grammar (although that's a pretty important piece of the puzzle too)! Here are some of the additional skills you'll need to hone if you'd like to become a better content writer:

  • SEO basics and keyword research
  • Editing and proofreading skills
  • Knowledge of current trends and topics
  •  Content planning and strategizing
  • A solid understanding of various digital platforms

Whether you're just starting out or have a few years of experience under your belt, there are plenty of areas within content writing you can skill up in.


Content writing courses for school marketers


Hubspot: Content Strategy Course

How long will it take me? 3:07 hours

How much does it cost? Free!

What will I learn? 

  • The power of storytelling 
  • How to create a long-term content strategy
  • Measuring and analyzing content performance
  • How to promote content effectively


SEMrush Academy: Keyword Research

How long will it take me? 1 hour + exam

How much does it cost? Free!

What will I learn? 

  • Keyword research basics
  • Competitor keyword analysis
  • How to optimize your content with the right keywords


Australian Writers’ Centre: Content Writing 

How long will it take me? Includes 10 modules to work through at your own pace

How much does it cost? $245

What will I learn? 

  • How to write engaging content – quick
  • Various content formats
  • Step-by-step formulas to content creation
  • How to write more effectively


If you’re a school marketer looking to take your content marketing skills up a notch, these courses will help you on your way. Below, we've included some of our own resources from the Digistorm blog that will also help to strengthen your content marketing strategy!