Copywriting 101: How to write about any topic and create valuable content | Kirsty Wood | Skillshare

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Copywriting 101: How to write about any topic and create valuable content

teacher avatar Kirsty Wood, Lost for words? Take mine

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction: How to write about any topic


    • 2.

      Your Client


    • 3.

      Your Research


    • 4.



    • 5.

      Final Points


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About This Class

As a freelance copywriter, you have to be adaptable and write about many different topics. This will lesson will teach you how to go from a blank page to a creative piece.

Focussing on research, we'll go through all the ways you can find out the information you need to write about any topic and create valuable content.

Meet Your Teacher

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Kirsty Wood

Lost for words? Take mine


Hi! I'm Kirsty, a freelance copywriter from the UK with a BA Hons Degree in English Language and the Media and a Diploma in Copywriting.

I specialise in web copy and social media content and as a freelancer, I believe that with the correct approach, you can write about almost any topic - and I'm here to show you how.

Of course, being able to write about your interests is a copywriter's dream, which is why I love producing content on travel, music, veganism and anything to do with the outdoors.

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Level: Beginner

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1. Introduction: How to write about any topic: As a prions copywriter, what do you do when you're given a topic? You know, absolutely nothing about. Hi, I'm Christine would a freelance copywriter from the UK. And I have been freelance for about five years now. And one of the most frequently asked questions I get is how do you write about so many different topics that you don't have any prior knowledge about. This is particularly true when it comes to travel writing. I've produced a lot of trouble content on locations I could only dream of visiting. And people always wonder how I'm able to do it, having never experienced in location myself. The key is research, and this lesson is going to take you through everything you need to know about turning that scary blank page into creative piece that your clients are going to love as a freelancer it you need to be adaptable and dynamic to the topics you're given. Of course, if there are topics that don't sit well with your morals or beliefs, he can turn them down. But most of the time you don't want to be turning down work. And having prior knowledge of a topic is beneficial, but that shouldn't limit what you're able to write about this lesson to help you feel quite new to freelancing, whether you have a portfolio or you're just starting out. This'll help you feel ready to tackle any topic, you'll get them. This lesson will also help existing copywriters who might have turned on work in the past because they didn't feel ready to tackle a certain topic. This lesson will take away that fear. This won't be about writing style. This is about taking away that daunting feeling. Have a brand new topic and a hub you adapt to a variety of clients. Many copyright and jokes are about producing content that is accessible to a variety of people. So you don't always have to go in depth of the topic and you certainly don't have to become an expert in the field. Usually you are writing about a topic to put it in plain English so that you'll read is can understand. So you actually have an advantage here if you can understand it and so can your readers. The key is research. The number one thing that will take you from a blank page to a creative piece. During this lesson, we'll go through your client and how we can get important points from them. You'll earn research, where to look and what to use. Full routing, depending on your topic and way of content will be shown finishing touches including Coulter auctions and SEO stands for search engine optimization, which we'll touch on briefly here. But it is a huge topic within its own right. Your project for the lesson is to put together a checklist that you'll use every time you'll give it a new client, I'll topic. Use the points we covered in the lesson to help put together your checklist that will help you extract all the information you need for any given topic. Let's get started with the lesson. 2. Your Client: You'll client can help you unlock a wealth of information about the product or service you're writing about, as well as the target audience you'll be writing to it. My other lesson, how to identify a target audience. I talk about holding a creative brief we all client and the questions to us to correctly identify your audience. It's extremely important to first know who you are going to be speaking to. Really get into that mindset, you can address that phase, worries, concerns and interests. This'll help shape your copy and make sure you know the language to speak to them in. By going directly TO client, you can ask them all about that customers and product or service. This is a great tactic for many different forms of content, but usually works best when you first taught writing for a new client, as you want to get all the details you can before you do your initial bit of content for them. However, don't be afraid to go back to the client even when the working relationship is established. You may think of more questions as you do your own research and you may need more information. For example, if you're writing content for a new webpage or something like blog posts, don't be afraid to ask for guidance on how this particular topic relates to the brand. If it isn't obvious. You can tell your creative brief depending on your client. But some of the most important question to ask to help you extract information. How would you describe what you do? It's a great insight to hit is from the person whose product of service this is, who are your main competitors? Looking at competitors is really helpful to understand the industry mole and to get ideas for your own content. Just don't copy it and make sure you're still sticking to your clients prompt and turn a voice. How would you describe the personality of your business? This will have you got the tone of voice if it hasn't already been established. An IO talk to audience, This will help you understand the language you need to use in order to speak directly to the target audience. 3. Your Research: You'll learn research is extremely important, is this is your chance to bring extra information to the content that I might not know all have thought would befall the topics you have absolutely no idea about. Start with the top-level search online to get a general overview. When this term, what you are reading, you don't have to become an expert, but it will make it a lot easier to write about if you understand the basics, research any jargon to understand it, but try not to use too many technical terms in your writing if your target audience weren't understand it. If you combine exactly the topical tied to your given to our devout. Don't worry, this could mean there's a gap in the market for your content and you just have to dig a little deeper into your research. Reputable sources all depends on what you're writing about, but stay clear of sites like Wikipedia. Try education websites, studies and websites that obviously know the industry well or produce a lot of content on the subject Mata. It's also a good idea to look at social media and see how people are talking about the subject. You may get some great insights into yoga audience's opinion. Look at forums too, such as Reddit. Your target audience might be asking specific questions about your topic that you cannot send your content. By answering these specific questions, you'll content will prove extremely valuable to your target audience. Don't just do online reading. Look at magazines and books if you have access to them. Because online is quicker. So all depends on the deadlines, on the type of content you're producing. For example, a 500 clipboard paste may not need this much research. But to 3 thousand word article could huge and benefit from other reading. Fact check oil work. Just because one website also says it's true, doesn't mean it is. Don't be afraid to algebra and turn. People might produce content extensively about certain topic. So by adding your own turn, you can make the world more interesting and valuable to the reader. You can also reach out to experts in the field. It's great to get quotes exam from reputable sources as this sounds more authority TO peace. But if this is just a quick overview of the topic, may not want to try and be specific. If you do approach experts, don't awesome questions. You can easily find out, dance it for yourself. Think of these quotes as undervalue, not just something you'll read a confined out through search engines. 4. Formatting: Formatting is extremely important as it shapes your whole piece of writing. If it isn't obvious, find out from your client way you're writing is going to be displayed, is on a website or blog post or maybe social media. For my content suit way or writing is going to be displayed. For example, you'll need to use short and snap your IT and pre-social media. Whereas it Lopez, you'll have mallets to play with. You may have to get in touch with the website designer. Oil clients are word counts beforehand and any other formatting issues. For example, on a webpage you may need to know way yachting, buttons and titles. Keep the content easily digestible, particularly if it would be read a line. Think of short paragraphs and small chunks of information with plenty of headers and bullet points. As people like, discount and read quickly. Choose a decent fund type for your content that you might not have to say on the final fun of your content, you can at least make it easy for your client to read the content like webpages and blog posts, febrile sentences and paragraphs lends to give you a piece of batter rhythm when read aloud out a call to action, what is the purpose of your piece? It could be a follow on social media, sign up for a newsletter or a Contact Us. Even if it is simply to make sure you're giving some call to action, you've taken the arena, this file gives them something to do that benefits the client. If you're producing a blog post or article, spent time on the headline, but only when you first produce the main bulk of the content. Your client may have already given you a title, but don't be afraid to make suggestions if you can think of a better one. You'll headline news to grab people's attention and get them to click through. Doesn't have to be clickbait, but it does need to encapsulate what the article is about in an exciting way. After this, make sure you have an enticing first sentence or paragraph, one that sums up the article and encourages the reader to carry on reading. This is a good time to mention keywords and SEO. Though SEO is a topic in its own right with a quick search on Google, you can see what results you are getting from your own search. And use the searches related to feature found at the potent of a Google search page to help you find other terms that people are searching for. This feature and the autofill feature help you find terms that are closely related to him, meaning to the keywords. These are known as LSI keywords. If key words have the same meaning, Google will see it is relating to the topic, but only put these keywords in. Naturally. Search engines are smart and they ranked based on the value to the reader know overstepping of keywords, as well as his pay attention to what your target audience use. You should have found this out joining your own research on social medium forums, as mentioned earlier, the words and phrases that come up most in your Google search and toggle audience research can be your keywords. Use them throughout no content, but only why they fit naturally. Reread your content and make sure it is in simple, plain English. This is where your advantage comes in. If you're learning about the topic for the first time, make sure you understand everything you've written so that you'll talk audience also understands it. There may be some bits of content way off a niche audience and have to get more technical. This is why you've got brought to your client and ask them to explain it to you and you relay this in plain English in your article. Use tools like crumbly and Hemingway to help with Gromit and readability. And try putting your work and bold or completely different font so it looks fresh and then reread. It's easier to pick up mistakes his way. Proofing is also so important. You want to look professional, so typos and mistakes need to be gone. Reading aloud is also a great tactic, but we'll tackle this in the next slide. 5. Final Points: Let's take a look at some final points to finish up the lesson. A blank page can be really daunting, but with research ISI, and an understanding of your product or service becomes an opportunity to let your creativity flow. In fact, with research, you don't have a blank page toll. I usually write notes as I'm researching and use this to shake my finished piece. Start with bullet points. Just get ideas down, even if they are first built, it at least starts the writing process. Next, organize your thoughts into a hierarchy. Stopped to stroke GO piece with the most important points. First, creating a hierarchy of information. Moved down the page. And at points in terms of therom potent. Once you have a first draft read-aloud, this will how ISI, if you'll piece has a good rhythm or few stimuli but any pots and need to change them. Read aloud again and much in you're talking to your target audience to see if you're using the correct language and see if that ANY pots you think they wouldn't understand. If you have the time, it's also a good idea to let the copy rest. O if you push for time, how the change of scenery do something to help give you a fresh mind, which will help you finalize your content for the client. Now we've looked at all the points and armed with your research knowledge, you'll be able to tackle any topic you'll give it as a copywriter.