Marketing Writing Bootcamp 2018

13 On-Demand Sessions to Help You Write Ridiculously Well


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You can be a great writer without being a great marketer, but you can't be a great marketer without great writing. Whether you're crafting emails, writing blog posts, wrestling with landing page copy, creating presentations, editing videos, or telling stories—writing is by far the most important component of your marketing efforts. And it's the one most often taken for granted.

As a writer, it's not just important that you stay at the top of your writing game—it's imperative. In today's blink-and-you'll-miss-it marketing world, if you push out one hastily crafted message, you've just fallen a step behind. That's why Marketing Writing Bootcamp contains 13 sessions tailor-made for anyone tasked with varied writing duties.

From messaging strategy and business writing essentials to writing for conversion and B2B communication to long form landing pages and storytelling, we've got you covered. We'll show you how to tailor your writing for various formats, how to edit like a champ, how to blog like a pro, how to inject humor into your writing, and more!

Ann Handley
Ann Handley
Erik Deckers
Erik Deckers
Joanna Wiebe
Joanna Wiebe

Marketing Writing Bootcamp sessions are 30–60 minutes long. All sessions, including the keynotes, are available on-demand for viewing any time, on your computer or mobile device, through June 2019.

Session Include:


How to Level-Up Your Writing and Make It Ludicrously Spectacular
Tactics, tricks, takeaways for improving your marketing life and feeding your writer's soul

Ann Handley—Chief Content Officer, MarketingProfs

Dear friends: Hi, this is Ann Handley. If you don't know me, I'm a Wall Street Journal bestselling author of two books about writing and content and also the Chief Content Officer right here at MarketingProfs.

I'm here to tell you that we're in a new age of content marketing, where content quality bests quantity. This means that writing means more than ever.

But there are challenges. Like: how do we ensure a steady flow of stuff, without sacrificing quality and authenticity? How do we feed our writing souls?

In this session, I'll give you the tips, tricks, and inspiration to level-up your writing game.

You will learn:

  • What great, prolific writers know that you don't
  • Best practices from famous writers, both historical and modern-day
  • Practical tools to help manage your writing, ideas, and workflow—even if you are allergic to words like "workflow"
  • The exact writing framework I use every time I write anything—from a blog post to a book

Are you ready to level-up?

I know we just met... but I'm going to go out on a limb and say Heck yeah you are!!


Seven Professional Secrets to Safely Use Humor in Marketing

Erik Deckers—President, Pro Blog Service

Humor lives in the gap between the ridiculous and the real. It's the humorist who can wedge themselves firmly in that gap and tell the rest of the world what they find. It's not a gift, it's not innate, it's something anyone can learn and use in their own work. Many writers don't realize there is actually a formula to humor, and so they don't attempt it.

In this session, long-time humor writer and content marketer Erik Deckers will teach you how to crack the humor formula. You'll learn seven techniques to finding humor in almost every situation (including the ones you're not supposed to), and the techniques professionals use to "write funny" without resorting to tired clichés and stereotypes.

By the end of this session, you'll be able to:

  • Identify the most important tools every humorist and comedian has available
  • Avoid the pitfalls of humor in the workplace and use it effectively
  • Structure humor in marketing to make a positive impression on your audience

How to Write a Long-Form Sales Page for Any Business

Joanna Wiebe—Creator and Founder, Copy Hackers and Cofounder of Airstory

Traditionally used to sell info-products and supplements, long-form sales pages are the newest discovery of the digital marketing world, used by fast-growing SaaS companies and mastered by top Amazon sellers. In this session, you'll see how to write a long-form sales page for nearly any industry on the planet. And confidently go from blank page to 5000+ words of persuasive bliss.

By the end of this session, you'll be able to:

  • Discover the seven words to write first to boost your powers of persuasion
  • Master the lost art of fascinations
  • See the four easy ways to create a compelling offer

Establish Your Message Architecture

Margot Bloomstein—Principal, Appropriate, Inc.

Trying to prioritize channels, manage stakeholders, and find consistency? Those are challenges faced by marketers across the board, but you'll get a jumpstart on solving these issues by focusing on your message architecture. This session shows you how to prioritize communication goals—ideal whether you're working on internal communications, social media posts, or print collateral. We'll discuss how simple tools like a gap analysis and content audit can reveal easily-missed opportunities in your message architecture. You'll leave with the knowledge to bring brand-driven content strategy techniques and thinking into your own work.

By the end of this session, you'll be able to:

  • Develop a brand message architecture to make company messages easy to prioritize
  • Reduce time spent on low-value content by learning how to run effective fact-finding discussions with project owners and executives
  • Save money on resources and expenses without compromising the quality of your customer communications

Business Writing Essentials

Rochelle Broder-Singer—Editor and Writer, RB Editing & Writing

Whether you're writing a blog post or a newsletter, an email to a prospect or a presentation to a client, clear writing, accurate grammar, and a consistent style help distinguish your communication. This session covers the essentials, including crafting a clear message; organizing your writing; establishing style consistency; and important grammar, spelling, and word-usage mistakes to avoid.

By the end of this session, you'll be able to:

  • Make all of your writing clear, easy to understand, and grammatically correct when you follow a few important rules
  • Create and use a corporate style guide to ensure communication consistency
  • Identify common grammar pitfalls and how to avoid them

Get the Clog Out: Tips for Eliminating Useless Words and Refining Your Writing Flow

Julia McCoy—Founder and Author, Express Writers

So. Many. Words. Even the best-intentioned writers can muddle their message and hide key points behind extra word baggage. This session will teach students how to identify the bad writing habits that block reader engagement. Problems like low-quality words, disrupted flow, and readability will be things of the past.

By the end of this session, you'll be able to:

  • Identify weak words, eliminate them from your writing, and discover stronger choices your readers will appreciate
  • Recognize the difference between a strong and a weak writing flow
  • Cut the lengthy, cumbersome paragraphs readers frequently skip

The Power of the Red Pen: How to Painlessly Edit Your Own Writing

Jimmy Daly—Content and Editorial Consultant, JD Consulting

It's notoriously difficult to edit your own writing. We become attached to our precious words and labors of love. But to realize our potential as truly great writers, we must learn to edit and embrace it as a crucial part of the writing process. Discover how to weed out the bad habits in your prose to give your readers a frictionless, enjoyable experience.

By the end of this session, you'll be able to:

  • Identify your personal writing habits—what works, and what's in the way
  • Recognize the words that trigger you to write poor sentences
  • Write more concise and interesting blog posts

The Nonwriter's Guide to Writing High-Converting Copy

Joanna Wiebe—Creator and Founder, Copy Hackers and Cofounder of Airstory

Why isn't this session called The Ultimate Guide to Writing Copy? Because marketers, founders, and entrepreneurs tell us the same two things: they're not writers, and they need copy that converts. So we added "nonwriter" and "high-converting" to the title. We used their words to speak directly to them. That's the core of what you'll learn in this session: how to focus on the prospect and use their words and needs to write your copy.

By the end of this session, you'll be able to:

  • Write with greater confidence to save time and effort
  • Use your prospects' words to mine language that gains their attention in your product or service
  • Convert readers into buyers with copy crafted from their own wish lists

How to Write and Run a Blog People Care About

Jimmy Daly—Content and Editorial Consultant, JD Consulting

Successful business blogs adhere to a system. And contrary to what some may believe, good systems aren't restrictive, but rather develop your writing in ways that deliver more value to your readers. In this session, learn how to write and manage a blog that readers care about, share with friends, and read often.

By the end of this session, you'll be able to:

  • Create a loyal readership base that you can grow and sustain
  • Improve the quality of your writing by using positive constraints
  • Devise an email strategy designed to increase your blog readership

Be Engaging From the Get-Go: Scripting Your Next Presentation

Beth Buelow—Founder, The Introvert Entrepreneur

Did you know that even the most casual-looking presentation is often a carefully choreographed and scripted affair? In this info-packed session, we'll dig into how you can create a presentation outline and script that removes everything that distracts the audience from your core message. We'll draw on recent research that shows you how to inform, influence, and inspire your audiences to action. The goal: less effort, more oomph!

By the end of this session, you'll be able to:

  • Write speeches that capture and hold your audience's attention
  • Deliver presentations that are more memorable and meaningful to attendees
  • Capture audience attention and leave them feeling excited about your presentation by writing stronger opening and closing remarks

Seven Secrets of Compelling Case Studies

Arienne Holland Overman—Product Manager, TRC Healthcare; Freelance Writer and Editor

It's a request some B2B content marketers dread: "Can you write up a case study?" Sure... if the subject of your case study ever returned an email or said anything not filled with buzzwords. Learn and apply the seven secrets of compelling case studies to overcome those obstacles and deliver an interesting case study. Discover how to write case studies that go from "just the FAQs" to must-read marketing tools.

By the end of this session, you'll be able to:

  • Save time by conducting efficient research
  • Create engaging quotes for case studies by interviewing subjects
  • Apply effective formats for each case study

How to Write B2B Explainer Video Scripts That Convert

Andrew Follett—Founder and Creative Director, Demo Duck; Founder and CEO, Video Brewery

An explainer video is often the first thing your potential customers see and can have a lasting impact on whether or not they decide to purchase your product or service. This session covers the best practices for writing effective, conversion-oriented B2B explainer video scripts and explores optimal video length, script structure, calls to action, voice, writing for visuals, successful use cases, and much more.

By the end of this session, you'll be able to:

  • Create a well-structured script outline to serve a specific business objective
  • Write a clear, concise, and compelling video script to tell your brand story
  • Learn how to incorporate visual elements into your script for a more appealing video

Boring Be Gone: Write Better B2B Content

Lee Price—Managing Editor, Reputation Capital Media

Sure, some B2B topics can be challenging to write about. But your content doesn't have to be boring! Take another look at the editorial process you use to plan content for your B2B blog. With Lee's tips, you'll quickly attract new readers with interesting stories written without jargon and industry lingo. Instead of the boring bogging you down, you and your team will turn out the fresh material your B2B targets are searching for.

By the end of this session, you'll be able to:

  • Create an editorial calendar that fits your business objectives
  • Identify potential sources for new content ideas
  • Develop a foolproof editorial process
  • Number of sessions: 13
  • Duration: 7-½ hours
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Keynote Speakers

Ann Handley

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.

Erik Deckers

Erik Deckers is the president of the content marketing agency Pro Blog Service and co-author of Branding Yourself, No Bullshit Social Media, and The Owned Media Doctrine. He has been a newspaper humor columnist since 1994 and a blogger since 1997. He's also authored radio and stage plays and is currently working on his first humor novel. Erik was the Spring 2016 writer-in-residence at the Jack Kerouac House in Orlando and now serves on their board of directors.

Joanna Wiebe

The original conversion copywriter, Joanna Wiebe is the creator of Copy Hackers, where start-ups learn to convert like pros. Her clients have included Shopify, Crazy Egg, Quick Sprout, and Indochino, and she's been invited to speak at top conferences such as MozCon, INBOUND, Hero Conf, SearchLove, and Rainmaker.

Session Speakers

Andrew Follett

As the founder of Demo Duck and Video Brewery, Andrew Follett makes videos that tell stories, educate customers, explain the complex, and humanize brands. He has produced hundreds of videos for everyone from founders to the Fortune 500.

Arienne Holland Overman

Arienne Holland Overman has more than 18 years of experience as a marketer and journalist. She has coordinated and executed a wide range of successful content marketing campaigns, ranging from conversion-focused emails and how-to articles to industry whitepapers and case studies.

Beth Buelow

Beth Buelow, PCC, is founder of The Introvert Entrepreneur. She is a professional coach, podcaster, and speaker, based in the Pacific Northwest. Her latest book, The Introvert Entrepreneur: Amplify Your Strengths and Create Success on Your Own Terms (TarcherPerigree, 2015), was named one of the 100 Best Business Books of 2015 by

Jimmy Daly

Jimmy Daly is an independent content and editorial consultant. He currently runs the QuickBooks Resource Center, a publication for small business owners. Previously he worked at Vero, an email marketing platform, as Head of Content Marketing. Jimmy holds a degree in English Literature from the University of Delaware.

Julia McCoy

Julia is a serial content marketer and published author. As founder of a leading copywriting agency, Julia has collaborated with over 60 writers and has helped thousands of clients worldwide. She's the author of Amazon bestseller, So You Think You Can Write?: The Definitive Guide to Successful Online Writing (CreateSpace Independent Publishing) and is currently writing three new books.

Lee Price

Lee leads the content practice at Reputation Capital Media, a content marketing agency specializing in B2B communications. Previously, she was the marketing director at Reputation Capital Media and a freelance copywriter. Lee holds a degree in English from the University of Virginia.

Margot Bloomstein

Margot Bloomstein is the author of Content Strategy at Work (Morgan Kaufmann, 2012) and principal of Appropriate, Inc. Over the past 15 years, she's shaped communication for American Express, Fidelity, Harvard University, Lindt & Sprüngli, Lovehoney, Timberland, and other brands. A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW conferences, Margot keynotes events and conducts workshops worldwide.

Rochelle Broder-Singer

Rochelle Broder-Singer has two decades of experience as a journalist, an editor, and a writer. She runs RB Editing & Writing, providing editorial and corporate editing and writing services. The former editor of a regional business magazine, Rochelle has a degree in journalism and is a member of the Society of American Business Editors and Writers and the American Copy Editors Society.

  • Number of sessions: 13
  • Duration: 7-½ hours
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what people are saying

It's great to be able to use something you learned in a class the very same day, and that's a rare thing in online classes. Great course, MarketingProfs!

Prisha Chander

This course was informative and easy to digest. It broke down the topics into relatable, actionable sections, and I finished feeling inspired to plan smarter.

Morgan Moran

Awesome courses full of valuable information. It has already helped strengthen my writing and knowledge of marketing writing.

Brendan Alterman

As a Marketing Writing Bootcamp attendee, you'll also receive these free bonus materials (over $550 value):

  1. MarketingProfs How-To Guide—The Perfect Pitch: Hit a Home Run With Every Headline, Subject Line, and Call to Action (a $49 value)
  2. PRO Seminar: The Content Formula: How to Create and Measure Content That Converts (a $129 value)
  3. PRO Seminar: Digital Breadcrumbs: Storytelling That Connects and Converts Across Platforms (a $129 value)
  4. Best of MarketingProfs Session: How to Write Engaging and Persuasive B2B Content and Copy (a $129 value)
  5. Best of MarketingProfs Session: Six Storytelling Tips to Woo Your Audience (a $129 value)
  • Number of sessions: 13
  • Duration: 7-½ hours
Already registered? Log in to access the event.


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