TikTok Organic Social Media Strategy Masterclass

October 05, 2022

Special Spring Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll Here (Prerecorded).

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Prerecorded
Online

MODULE 1

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MODULE 2

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Introduction:

As TikTok’s seemingly infinite market reach continues to grow, so does the thirst for more and more content—so much so that social teams often struggle to keep up with demand. Although you would think a bigger budget would help, it doesn’t always guarantee results.

TikTok changed the perspective away from the highly polished and curated content towards ‘reality’. Why is it that a post will often perform better if filmed over lunch in the kitchen, rather than in a well-lit professional studio? Furthermore, if this snappy short-form media lends itself to the feel of ‘personality’, an environment easier for influencers to thrive, where is the room for a brand? In this two-part masterclass, we will look at the need to imitate that personal feeling while also delivering real-world value to the viewer that is worth subscribing to.

This course is brought to you by Joshua Morris, a content strategist and influencer who amassed a following of over 2 million followers with a great bulk of that growth happening while working on brands. He will take you through fundamental questions, such as video length and how many posts per week, to bigger concepts, like when your brand should be front and center and when it should lurk in the background. Sometimes, there is an art to hiding advertising in believable organic content, but equally, if the video is engaging, a viewer will choose to watch an obvious Ad if it feels open, sincere, and asks for very little.

If your TikTok already has 100k subscribers or if it’s still a door you’re afraid to open wide, let’s inject some excitement into your social marketing strategy and prepare your business to stand strong in this somewhat playful world.

Module 1: Building a Brand Presence and Content Style that Resonates on TikTok.

Description:

Yesterday if you weren’t the top search on Google you probably weren’t even a company – today your brand needs a blue tick and a well-presented page to earn consumers’ attention and trust. We will look at carefully sculpting the legitimacy of your profile page (the important place where viewers make that final decision whether to follow or not) and take a peek at how big brands adapt specifically for this market. In this medium we cannot simply use a photo or clips from an old advert, instead, it is essential to learn how to organically and consistently post. First, we understand what value our audience appreciates and then we can dissect the styles of content that will fill that need.

Key Takeaways

Key takeaways:

Understanding the TikTok revolution, what did it change, how does it work, and who uses it?
Is there a B2B market? How can short form be useful in generating leads?
Crafting your branded profile to entice the followers. We will look at what successful brands currently do to stand out and gain followers and importantly what they do differently for TikTok.
Distinguish between the different types of posts you can add to your content calendar to bring variety while continually experimenting.
Learn how to optimize organic content creation from your current team, what posts should be planned in advance, and which can be reactive.
Hooks, storyboarding, CTA’s etc.—the structure of a post.
Creativity is often an issue. This ‘game’ (for want of a better word) requires steady commitment and attention and it can be hard to think of what an audience might be interested in. Learn ways to keep things fresh and how to use your current following to generate ideas.
How to get more views on your posts! It’s important to understand the system: your brand’s page is not about many views spread across your posts but instead relies heavily on waves of virality that ebb and flow.
Editing techniques that can be applied to any editing platform.
Going live and using stories—what does that mean and what’s the point?
Look into posting consistently—how many is enough?
The invention of the doppelgängers ‘Reels’ and ‘Shorts’ gives us an opportunity to be resourceful with our content production. Learn the key differences—how about one content strategy, with multiple tweaked outputs?

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Prerecorded
Online

Module 2: TikTok Technical Strategy and Generating Sales and Leads.

Description:

Here we will step slightly away from content creation leaning towards strategy. We will consider the importance of understanding our own analytics and how they can help us produce better and better content and fundamentally what is and isn’t worth repeating.

Although organic content is at the core of your short-form strategy—can TikTok offer more than just exposure? Although sales will inevitably come from a viral post of a product or service, pushing a different approach might be better suited. In this module, we will take a look into the huge potential of paid ads on TikTok and especially that of influencers and their targeted audience.

Key Takeaways

Key Takeaways:

What does the algorithm want from us? And how to not allow it to dictate what we deliver.
Does your brand need a face on screen?
Is there a science to Virality…. This is every brand’s dream right, a big viral video. Well yes of course the exposure can be worth years of marketing budgets in one post. If this is done wrong, however, you can attract followers to your brand who are there to see something completely different. This can affect your account both positively and negatively.
Surprise surprise…. Influencers can live up to their name. Learn how to access what scale, size, and type of audiences you need by using someone already in possession of your market. Sometimes this is well worth paying vast amounts of money for—however, often it can be done simply with more effort and free products to lesser-sized influencers.
Is your content strategy predominantly for exposure or are you looking for sales from social media? Learn how trade fits into the TikTok model.
The differences between ads you can run on TikTok and which type will achieve your specific goal.
eCommerce and the future of the ‘TikTok shop’.
Looking forward: how can we keep up with this shifting environment—must we change with it?
The opportunity to ask the obvious and the advanced questions you want the answers to from a working professional constantly battling ‘the algorithm’.

How to Convince Your Boss Why You Should Take this Class:

Cost effectiveness—Generating in-house organic content instead of often costly outsourcing. Identifying which content is best to be used as a ‘paid promotion’ to achieve a targeted goal.
Creativity—We can’t just post the same things that don’t work repeatedly. Learn a varied range of styles and latch on to what works, and how to test to get new winners.
Level Up Your Confidence—Given the often-playful nature of this style of content it’s very easy to doubt yourself. Even the failures are full of lessons; what are they?
Potential for sales—We will be looking at the potential for e-commerce directly on TikTok.
Huge exposure—Up your chances of a truly viral branded video that can transform your business.
The TikTok Ticking Clock—The app isn’t going anywhere, the longer you wait to build a sizeable audience the harder it will be as the market saturates and restricts organic growth.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in with your calendar, you can take the course as a recorded class.
Included are lots of examples of inventive, relevant, and successful branded content.

Download Material:

Recorded video of the presentations with slides and audio.
PDF download of the complete presentations.

Who is the course for?

Social Media Managers.
Digital Marketing Managers.
Creative Directors.
Newcomers to TikTok.
Anyone who struggles to create consistent ‘organic content’.

The Presenter:

Joshua Morris

Joshua Morris is an instructor for the TikTok masterclass for the Direct Marketing Association of Northern California. Joshua is a brand-focused social media strategist specializing in short-form content, most notably on TikTok and Instagram. His classes focus on organically generating content in-house.

Awarded a first-class BA in acting from a renowned UK-accredited drama school. Transferable skills learned during this time have made viewers feel comfortable watching Joshua’s ads on screen.
Joshua has taught several courses on social media at the globally respected British Film Institute. He has also lectured staff and students on social media at the Universities of East London and the University of Durham.
Joshua is currently a content creator for Rubik’s (since 2020) to mirror his success on their branded page, which, within a year, had flourished to over 200 thousand subscribers, which has since doubled.
As an influencer, Joshua thrives by selling content and screen time to his 2.5 million followers, regularly putting him in close contact with new brands.
Content strategy and production include brands such as ACER, RedBull, Microids, Google, META, and Cineworld.
Working directly for TikTok on two separate campaigns, (#LearnOnTikTok, TikTok shop Lives UK) gives Joshua extra insight into a famously vague company.
TikTok – https://www.tiktok.com/@joshua_cubed?_t=8hMQUWQxWYT&_r=1
Instagram- https://instagram.com/joshua_cubed?igshid=M2RkZGJiMzhjOQ%3D%3D&utm_source=qr

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Prerecorded
Online

The information was incredibly informative, engaging and actionable. I was attending this training as we embark on deeper engagement in short form video/digital and it provided so much food for thought paired with completely useful information to use if/when we start using TikTok.

Kate DoranDirector of Marketing and Communications, Stand for Children Colorado

Extremely informative and helpful for our small social team to learn more about TikTok marketing.

Lana WestGlobal Social Media Manager, Schleich, Inc.

The TikTok workshop was great. Coming from a strategist who mastered Instagram, it was great to learn what works on another platform! This took a deep dive into the details of what you need to incorporate to be successful on TikTok!

Brianna TaylorSocial Media Strategist, Cruise Planners

There was a lot of information, and it covered valuable tips and guidance to build the right content and strategy. Very important and helpful to get a recording of the class to go back and rewatch it.

Martina VuottoSocial Media Manager, Kashian Bros.

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Workshop dates and times:

Summer 2025

Module 1: Understanding Your Audience and then Creating the Right Content.
Prerecorded online.

Module 2: Honing Your Strategy with Influencers and Analytics.
Prerecorded online.

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Prerecorded
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October 5, 2022/.

Social Media Marketing: A Deep Dive Masterclass

October 05, 2022

Take Your Social Media Game Beyond Tactics to the Next Level

Special Spring Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll here.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

Prerecorded
Online

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Introduction:

In this three-module masterclass, social media expert and author Michelle Carvill will show you how to create the perfect social media strategy for your objectives and brand — and how adding this foundational layer under the tactics you already know will elevate your social media marketing game to new levels of achievement.

In this deep-dive Masterclass, you’ll create a highly effective social media strategy that incorporates your brand, values, purpose, and organizational objectives. We’ll explore how a well-planned, well-rounded social media strategy positively impacts multiple areas of your business, from recruitment and business development to lead generation and sales. You’ll learn how to refine your audience definition, select media and tactics that will deliver results according to your goals, and develop a content strategy and measurement plan that is sustainable for your organization.

Perhaps most importantly, your new strategy will organize your social media marketing activity in a way that gives you more business insights, delivers better on your KPIs, and gives you confidence in your decisions and a stress-relieving plan to follow.

Key Takeaways

Develop a robust social media strategy that aligns brand, values, and business objectives.
Understand how to engage with and grow relevant audiences.
Develop an engaging and aligned content strategy, considering key channels.
Learn how to develop an internal content creation system that engages relevant people from across the organization and maximizes your resources.
Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
Develop meaningful metrics to demonstrate the bottom-line ROI value creation and business impact of your social media activity.
Access a range of planning tools, frameworks, and templates to support you with building and executing a successful social media strategy.
Bonus: Planning resources, templates, and case studies.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

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Prerecorded
Online

Module 1: Strategy and Purpose, Audience & Personal Planning.

Description:

Strategy and Purpose—Starting with the end in mind, we’ll consider how your social media activity aligns with bottom line success. Social media channels are your “always on brand” channels, sharing your brand narrative and consistently building positive share of mind. Consider the nuances and appeal of popular social media channels to support channel planning. We’ll bring you up to speed with the latest stats and facts about what the social media landscape looks like, number of uses, demographics, popular platforms, social trends before diving into the elements of a successful social media strategy, considering how social strategy must be agile, and constantly tuned in—and importantly, aligned with business objectives. We’ll consider the wider benefits of how your social media channels support brand building and how markets are truly conversations—and all that means for businesses and practitioners. We’ll look at the challenges that arise when there isn’t a clear strategy—and a few examples of brands that lead with a strategy that connects with the hearts and minds of their audiences. Resources provided: Social Media Strategy Plan/Purpose mapping framework.

Audience & Personal Planning—Knowing your audience is key. Where are they, who are they, what they care about, who they trust, where they go to for information—there’s a lot to learn. In this section we explore what you already know and how you go about plugging the audience knowledge gaps and—considering the different audiences you want to connect with—planning to engage effectively. We look at the importance of “social listening” and how this can support you in learning more about your audiences, looking at examples of how social listening steers content development, product innovation, competitor analysis as well as audience sentiment. And how data, insights and even AI can help you learn more about your audiences, too. Resources provided: Audience Scorecard / Audience planning spreadsheet.

Key Takeaways:

Develop a robust social media strategy aligning brand, values, business objectives, tracking against business-critical meaningful metrics.
Drive a deeper understanding that social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty, and trust.
Understand how to engage with and grow relevant audiences.
Whistle stop of the latest stats and facts about the current social media landscape.
Elements of a successful social media strategy.
How to align social media strategy with business strategy to drive meaningful ROI.
Understanding the agile nuances of social media strategy—necessity of constantly listening, monitoring, responding.
Awareness of the very real challenges that can happen when there isn’t a clear strategy.
How social media channels are brand channels and why it’s important that your purpose and values cascade through your online presence.
Why understanding your audience is a critical component to success.
Understanding the power of social listening and how it can inform so many insights related to content, innovation, product, and business development, and build partnerships.
Learn about the data and insights readily available from your native social networks to support your audiences with better understanding.
Explore ways you can use other resources and tactics to learn about your audiences.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

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Prerecorded
Online

Module 2: Content Strategy.

Description:

Content Strategy—You are what you share—so getting the right message, context and creative to engage audiences while staying true to brand is key. You’ll learn how to create, curate, repurpose, and optimize sources across your organization in a newsroom/reporter system, to build a robust content strategy to serve your social media strategy. You’ll also dive deeper into the different types of content and messaging that is required along the customer journey. Considering the hierarchy of different types of content, and how content isn’t always about creating new, but how you can repurpose, and curate as well as create. We’ll focus in on how you can use others across the organization to support your content development and feed your content reservoir so that your content is manageable and authentic. We’ll also touch on the structure of how social media is managed within the organization—and whether that leaves any content ‘holes’ and if so, how to plug them to make your brand story consistent and cohesive. It’s a content rich module—so we’ll also be touching on the psychology of social sharing and understanding what compels people to engage with and share your content—and a balanced framework for ensuring your content is educational, inspirational, entertaining as well as convincing. Resources provided: Content Planning Spreadsheet / Customer Journey Content Planning Framework.

Key Takeaways:

Develop an engaging and aligned content strategy, considering relevant channels.
How to create, curate and repurpose content to optimize your social media activity.
Understand how you can create a system within your organization to enable key stakeholders within the business to contribute to meaningful content development and creation.
Learn how you can use your content to meet your audience’s needs along different stages of the customer journey.
Explore the social media structure you’re operating with and whether that best serves content development and brand strength.
Learn about the psychology of social sharing—what compels people to engage and share content so that you can optimize your content for success.
How to balance the type of content you share, so that you’re remaining entertaining, inspirational, educational and driving relevant conversion.
Useful tools and resources you can lean into to support your content creation and development.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

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Prerecorded
Online

Module 3: Organic and Paid Social Media Activity.

Description:

Organic and Paid Social Media Activity—When it comes to balancing organic and paid social media, it’s necessary to understand that alongside short-term or ‘always on’ activation campaigns, to ensure people can get to know, like and trust us we need to balance the ongoing ‘always on’ organic brand activity and community management. In this module we’ll be exploring the critical integration and optimization of paid and organic social media activity—and how the two work together to solidify brand presence as well as for successful campaign activation. We’ll touch on social ad trends and some examples of successful ad campaigns. From a metrics and KPIs perspective, we’ll be looking at typical metrics to consider throughout the marketing funnel and we’ll look briefly at the channel mix and the paid and organic nuances across the channels. We will also take a look at social media ROI generally, including paid and organic aspects, considering analytics, tracking and the tangible and intangible aspects of social media. Please note from a paid advertising perspective, this module is part of the ‘Social Media Strategy Masterclass’—and is not a tactical deep dive into ‘how to do social media paid advertising’. Resource provided: 6 Step Framework to KPI setting for Social Media ROI.

Key Takeaways:

Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
Develop meaningful metrics to clearly demonstrate the bottom-line ROI business impact of your social media activity beyond activated campaigns.
Learn about some of the latest social advertising stats and facts and trends to ensure your campaigns are on track.
Explore how you can track social media activity via analytics and simple campaign tracking.
Understand the organic and paid advertising opportunities across key popular social media channels—so you can identify which to consider and make sense for your strategy.

How to Convince Your Boss Why You Should Take this Class:

Love it or hate it, over 50% of the world’s population now choose social media platforms to connect and communicate for over a quarter of their working day.
Social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty and trust.
As many people now search social media for online brand research as they do search engines.
25% of people (aged 16-64) discover new brands and services via social media.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
All DMAnc.org workshops are recorded. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Comprehensive Social Media Strategy Template document to bring all your planning and ideas together.
Organizational / Purpose / Values mapping framework.
Audience scorecard.
PDF of the PowerPoint presentation.
Audience Mapping Spreadsheet.
Social Media Campaign Planning Template.
Content Planning Spreadsheet.
Customer Journey Content Planning Framework.
6 Step Framework to KPI setting for Social Media.

Who is the course for?

This course is for Social Media, Marketing, PR and Content Marketing Managers who are responsible for managing the social media presence for their company. Also, for account managers of Social Media and Digital agencies who manage social media presence for their clients.

The Presenter:

Michelle Carvill

Published Author in Social Media
Digital Agency Founder

Michelle Carvill is an experienced senior marketer, digital agency founder and five times published author in the marketing, digital marketing and social media arena. In Jan 2021, Michelle was cited as one of the Top 10 Social Media Experts by Business Insider. Over the past decade Michelle has worked in professional services, finance, retail, education, healthcare, manufacturing and public sectors. Her clients include start-ups through to larger global organizations, such as WABCO, PWC, BBC Worldwide, Nuffield Health, LinkedIn, ACC, Air Products and West Fraser. Her creativity, insights and know-how are based on years of applied experience, learning, testing, measuring and understanding what really works.

For more about Michelle Carvill visit www.michellecarvill.com.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

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Prerecorded
Online

This class gave me a better understanding of paid and organic social media. I was pleased to also receive a bunch of takeaways and strategies that I will implement immediately into our marketing plan.

Danielle TampierDirector of Marketing, J.G. Petrucci Company

This workshop helped reinforce my belief on what our company needs to focus on.

Corina ArmstrongSocial Media Coordinator, Common Sail Investment Group

The Social Media Strategy Masterclass Part 2 was very informative regarding what type of content to focus on for each stage of your audience’s journey in the marketing funnel. It also provided useful tips for ensuring efficiencies, such as organizing marketing in your organization effectively and also repurposing content when possible.

Cierra NicholsonDigital Marketing Specialiast, Trust Point

This was chock-full of useful information that I can take back to my team and put into action.

Jeannine CoulombeSales and Marketing Content Manager, NTC

Michelle did a great job in covering all the basics of starting social media campaigns, from how you can get to know your audience, to how you can target them specifically with strategic messaging in place and how you can align these campaigns with performance and goals in mind.

Debbie SmithMarketing Manager, Heilind Electronics

Today’s presentation was very engaging with visuals and examples to help understand the content. Providing content before the presentation that could be viewed before, during, and after the presentation was extremely beneficial to help implement the knowledge.

Cierra NicholsonDigital Marketing Specialiast, Trust Point

This was a great introduction to Social Media Marketing! Extremely helpful for our purposes. Looking forward to the next sessions.

Grace FocaMarketing Coordinator, Meyer and Associates

This course is very helpful for new or expanding businesses looking to utilize social media platforms to enhance their business. It’s definitely worth the time to learn some new strategies and brush up on current ideas.

Eileen CopleyDigital Marketing Specialist, Everhard Products

This is my second workshop attended and it did not disappoint. Looking forward to the next module. The information I learned today will definitely help me with my social media strategy moving forward for 2023.

Danielle TampierDirector of Marketing, J.G. Petrucci Company

It’s hard to find social media courses relative to B2B marketing. but this course did a great job of going through multiple examples to help understand how things apply to a variety of marketing strategies.

Kim BakerMarketing Manager, Amwins

This workshop helped me define my companies audience and how to best target them through the different social media platforms.

Jordan BeasonProject Manager, Public Affairs Support Services, Inc.

It was interesting and gave some great insights into social media and content marketing. I’m looking forward to the other two modules.

Doug MillerSocial Media Coordinator, Red Paper Plane

Michelle is very knowledgeable and measuring social media ROI was very informative.

Jeannine CoulombeSales and Marketing Content Manager, The National Theatre for Children

Previous Next

Workshop dates and times:

Spring

Module 1: Strategy and Purpose, Audience & Personal Planning.
Tuesday, April 22, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

Module 2: Content Strategy.
Tuesday, April 29, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

Module 3: Organic and Paid Social Media Activity.
Thursday, May 1, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

ENROLL NOW

Spring 2025
Live Online
Mod 1: Apr 22
Mod 2: Apr 29
Mod 3: May 01

BUY NOW!

Prerecorded
Online

October 5, 2022/.

Sustainable Marketing—The future of business and business for the future?
Greenwashing 101.
Sustainable marketing in action.

Sustainable Marketing

Sustainable Marketing Masterclass

September 29, 2022

Earn A Certificate of Sustainable Marketing in Just Three Modules.

Prerecorded
Online

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Introduction:

From a marketer’s perspective, sustainability has three important facets:

There is doing right, by becoming a leader in educating your organization about the expectations, responsibilities, and opportunities for achieving sustainability, by practicing sustainability in your marketing programs, and by supporting sales and other departments in their sustainability efforts.
Sustainability is demonstrated by achieving metrics and ESG (Environmental, Social, Governance) scores that attract investors, partners, and employees.
Finally, there is communicating your sustainability commitment in a way that enhances your brand, attracts loyal customers, builds trust, and expresses authenticity. In a world of greenwashing, this may be the most challenging task—but it’s also very rewarding when you get it right.

In this three-module course, taught by Gemma Butler, co-founder of Can Marketing Save the Planet Ltd., you will learn about all three facets and how to use them in your organization, begin a sustainability program, or enhance and accelerate one you already have.

Moreover, completing this three-module course—just six hours of training–will earn you a Certificate of Sustainable Marketing, the first offered anywhere in the U.S.

Marketing has a significant role to play in sustainability and ESG. Using their skills and powers for good, and ensuring transparency and authenticity is critical. How we communicate sustainability and ESG is critical to its progress and success. Marketers must ensure they are educated and aware in order to protect their brand’s reputation, build trust and feel confident that the claims they are making are considered, substantiated, and demonstrate commitment to the triple bottom line.

Key Takeaways:

Understand the state of sustainability endeavors and expectations in 2024 and 2025.
Learn about the changing landscape of sustainability, including consumer, legal, and regulatory perspectives.
Find out who’s leading sustainability efforts, and what they’re doing (the answers may surprise you).
Discover the many opportunities to begin, or increase, your sustainability efforts. You don’t have to start at 100.
Learn about “circularity” —what it is and why it matters.
Learn how marketing fits into the sustainability picture.
Find out the steps you need to get started.
Learn about “greenwashing”, why marketing professionals often take the heat from it, how to avoid it, and what to do instead.
Learn how to use evolutionary storytelling to communicate effectively and authentically.
Learn how to identify messaging opportunities, and how to use them in a compelling way.
See examples and case studies: who’s doing it right, who’s doing it wrong.
Bonus: Self-audit you can use to validate your green claims and instill trust.

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Prerecorded
Online

Module 1: Sustainable Marketing–The future of business and business for the future?

Module 1 of this 3-part masterclass is an introduction to the sustainability model and operating environment. You’ll understand how things are changing, including regulations, mandatory reporting, legal challenges, consumer behaviors and expectations, and stakeholder wants and needs. You’ll learn about the UN Sustainable Development Goals (SDGs) and how you can choose among them to incorporate sustainability into your business.

You’ll also explore what sustainability means for organizations:

Challenges.
Opportunities.
The B-Corp movement.

And what this means for marketers:

Becoming part of the solution.
Building the business case.
Communicating sustainability and ESG.

BUY NOW!

Prerecorded
Online

Module 2: Greenwashing 101.

Module 2 focuses on the rise of “greenwashing” (using marketing and PR to convey environmental responsibility where none exists) and “greenhushing” (a refusal to disclose a company’s ESG information). You’ll learn how they hurt organizations authentically incorporating sustainability and how to combat them in your messaging. You’ll explore what they are, how to spot them, see examples, and learn why everyone needs to be responsible.

How we talk about sustainability and ESG (Environmental, Social, Governance) and what kinds of green claims we make can be the difference between speeding up progress and slowing it down. After all, negative attention is never good for brand reputation.

Regulations and guidelines continue to tighten globally in response to greenwashing and greenhushing. While the responsibility sits with the organization, marketing professionals often take the lead on sustainability communications—and take the hit when it goes wrong. Education, awareness, and effective storytelling are the keys to success.

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Prerecorded
Online

Module 3: Sustainable marketing in action.

Module 3 of this masterclass series dives into sustainable marketing action. We’ll explore what it looks like and how to do it. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all aspects of marketing through a responsible lens. You’ll look at:

How to communicate sustainability and ESG for both B2C and B2B audiences.
How to use words, language, and storytelling to effectively communicate sustainability to your audiences.
Understanding effective marketing tactics and the impact of marketing activities themselves.

This class is packed with case studies, examples, and ideas.

How to Convince Your Boss Why You Should Take this Class:

Business is very different today than it was 10 years ago. As awareness continues to grow around climate change, sustainability and ESG remain dominant conversations both in B2B and B2C. Business is under increasing pressure from investors, regulators, employees, and society to take the lead, make bold commitments, and establish new sustainable markets that give back to people, planet, and profit.

The landscape and operating environment is changing, and stakeholder demands are increasing:

Consumers believe organizations should:
- Operate in a way that improves their lives (86%)
- Demonstrate they are following through on promises to people, the planet and society (82%)
- Encourage consumers to support social or environmental issues (65%)
(Source PORTER NOVELLI PURPOSE PRIORITIES REPORT 2023)
Investors interest continue to grow:
- Individual investors (77%) globally say they are interested in investing in organizations that aim to achieve market-rate financial returns while also considering positive social and/or environmental impact.
- (57%) say their interest in sustainable investments has increased in the last two years, while 54% say they anticipate boosting allocations to sustainable investments next year.
- 80% of global investors consider a company’s reporting on its carbon footprint and commitment to reducing greenhouse gas emissions.
(Source Morgan Stanley Institute for Sustainable Investing, January 2024)
Employees want to work for organizations who align to their values:
- 55% of Gen Zs and 54% of millennials research a brand’s environmental impact and policies before accepting a job.
- 17 % of Gen Zs and 16% of millennials say they have already changed jobs or sector due to climate concerns
- 69% of Gen Zs and 73% of millennials actively trying to minimize their environmental impact – this has a major impact on their lifestyle choices.
(Source Deloitte 2023 GenZ / Millennial Survey)

Regulation, policy, and reporting are evolving. Sustainability reporting for large organizations will be mandatory, and greenwashing is no longer being ignored.

Equip yourself to be a force for good, unlocking innovative solutions, new ways of thinking, and better ways of communicating that go beyond your company’s products and services.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in with your calendar, you can take the course as a recorded class.
Step-by-step instructions are in numbered lists with links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Video of the presentation with slides and audio.
Recommended podcast episodes from Can Marketing Save the Planet.
Access to the Sustainable Marketer Action Plan.
Access to Sustainable Marketing models—traditional models, hacked through a sustainable lens.
Access to the Can Man Marketing Save the Planet Learning Zone and 100 points challenge.
Become a supporter of the Sustainable Marketer Manifesto.
List of questions to ask and actions to consider.

Who is the course for?

This course is for Marketing Executive Management and Social Media, Marketing, PR, Digital, and Content Marketing Managers who are responsible for managing the social media presence of their company. Also, for account managers of Social Media and Digital agencies.

The Presenter:

Gemma Butler

Gemma Butler teaches courses at the Direct Marketing Association of Northern California in a three-module series that leads to a Certificate in Sustainable Marketing. The courses focus on the challenges but, more importantly, the opportunities for marketers to be part of the solution in building sustainable markets and shaping new behaviors. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all the guises of marketing through a responsible lens.

Currently, I am the co-founder of Can Marketing Save the Planet Ltd, a company on a mission to support responsible marketing by educating and supporting approximately 10.6M marketers on the planet. Gemma also teaches for the Chartered Institute of Marketing and Cambridge Judge Business School, the executive business school of the University of Cambridge.
2 x published author with Bloomsbury, ‘Sustainable Marketing—How to Drive Profits with Purpose’ and soon to be released (Jan 2024), ‘Can Marketing Save the Planet? 101 Practical Ways to Use Sustainable Marketing as a Force for Good.’
Creator and co-host of the podcast series, Can Marketing Save the Planet? A podcast series that interviews a wide range of guests (including Philip Kotler and Seth Godin) about all things sustainable, with the objective of raising awareness and highlighting the significant role marketing plays in driving a more sustainable future.
Written/contributed to multiple publications—Raconteur’s Special Report, The Drum, Sustainability Magazine.
Certified Carbon Literate by the Carbon Literacy Project.
Awarded ‘‘Outstanding Contribution to Marketing’ in 2022 for driving sustainable marketing transformation by Women in Marketing Awards.
Starting her career in product marketing at Xerox and value proposition development and product marketing at Sony, Gemma went on to become the Marketing Director at the Chartered Institute of Marketing – representing and informing the marketing profession, driving the importance of professional development and educating and inspiring the next generation of marketers.
Keynote speaker and panelist at multiple events, webinars, and conferences for both universities and businesses.
BA Hons Degree in English Literature and Linguistics—University Portsmouth.
Website: https://www.canmarketingsavetheplanet.com/.
Social Media: https://www.linkedin.com/in/butlergemma/.

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This workshop was very insightful on the strategic role marketing plays in Sustainability for the organization.

Amy BieleckiDirector of Marketing, NEST

This workshop offered helpful information and education for any marketer looking to share authentic sustainability stories! It was a great reminder of how much influence marketing can have for the good.

Kay KapteynManager, Content and Communications, Van Drunen Farms

This class is exactly what I need to help launch a Sustainable Marketing strategy and future company policy.

Sara WingDirector of Community Marketing, Cabot Creamery

Living in a world where sustainability isn’t just a buzz word, but a part of our world, we need to know why it’s important to be sustainable. This course is incredibly helpful for learning how to lives sustainable lives and market sustainable products and services. Gemma’s content is intriguing and informative.

Theresa MeyersDirector, Sales & Marketing, Pearhead

The Sustainability in Marketing workshop is a necessary class for any marketer looking to continue to grow in the every evolving world of sustainable packaging.

Erica HartmannMarketing Director, PTI

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September 29, 2022/.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.

Email Marketing Masterclass, Module 2: Improving Email Deliverability to Get Your Emails in the Inbox

September 27, 2022

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Module 2
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Modules 1-4
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This is part 2 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, who provides specialist email marketing consultancy, management, and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)

In this workshop on email deliverability we’ll be covering the following content:

Planning, creating an email, and pressing the send button is just the start of the journey to the subscriber. What happens next, and how you can help give your emails the best chance of reaching your prospect’s inbox. require consideration across multiple areas of your implementation and strategy.

If you’re seeing diminishing results at a specific email provider or overall or simply want to know how to maintain high delivery, this class is for you.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content, and how engagement impacts your top-line results. We’ll also dive into specific strategies to monitor your campaigns on an ongoing basis and fix problems as they arise, including optimizing your email blasts for Hotmail and Gmail specifically.

This module is weighted towards B2C deliverability challenges. However, many of the elements are very similar in B2B, and the knowledge gained can be used across both markets.

Key Takeaways:

Deliverability vs. inbox placement—what’s the difference?
Understanding your sender reputation, including Domain vs. IP reputation, and getting your sending infrastructure right (DKIM, SPF, TSL, DMARC, BIMI, etc.).
List Hygiene:
- Spam traps; what tools give you insight into spam traps and how you can get rid of them.
- Hard bounces, soft bounces, and blocks: what’s the difference, how to analyze them and how to handle them
- Sending Permanence.
- Spam content.
- Positive engagement, negative engagement, and complaint rates.
- The impact of your data collection processes on your delivery
- The difference between B2B and B2C delivery.
- Gmail/Hotmail (Outlook) specifics.
  - What’s the Inbox? Available tabs and how to navigate them.
  - Gmail promotions tab, including Annotations (how to show your offer in the Inbox.
- How to identify whether you have deliverability/Inbox placement issues.
- Pro-active and re-active strategies to enhance your results:
  - Proactive: What statistics to monitor and what to look out for.
  - Reactive: Engagement pull-back strategy, and what to do for B2B email management.

How to Convince My Boss Why I Should Take This Course:

According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels. Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time. This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentations:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is this Course For?

Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
Spotler & eFocus Marketing Podcast.

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Modules 1-4
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This workshop was helpful in that she tried to make the technical aspects of email deliverability understandable for the audience. And she pointed out how many of the issues with email deliverability are more content related.

Juliana DoanCreative Director, AMG National Trust

Very informative class, got into the strategy behind getting your emails through!

Samantha JackMarketing Manager, WAC Lighting

The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.

Joseph KellyContent Lead, TE Connectivity

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!

Marwah AfifiPaula’s Choice Europe B.V.

Comprehensive and thorough!

Rouba NajjarSenior Product Manager, GenScript, Inc.

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Module 2
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Modules 1-4
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September 27, 2022/.

Digital Marketing, Organic & Paid Social Media

Social Media Marketing Strategy and AI Boost for 2026 Bootcamp

September 21, 2022

Update Your Social Media Strategy for Today’s Platforms, Algorithms, Content Trends, and AI to Boost Productivity

Special Summer Pricing: Regularly ~~$750~~ is now 50% off—$375. Enroll here .

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Starts Jul 28

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Live Online
Starts Sep 22nd

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Live Online
Starts Nov 5th

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Why Take this Course?

Is your social media engagement declining? Are your posts generating less reach than they did a year or two ago? Are you wondering whether it’s your content, the algorithms, or simply that social media has changed?

If so, you’re not alone.

Over the past few years, social media marketing has evolved dramatically. Platform algorithms continue to shift, audience expectations are changing, short-form video has become a dominant content format, and marketers are under increasing pressure to deliver measurable business results with limited time and resources.

The strategies that worked just a year ago may no longer deliver the same results today.

This practical two-hour live workshop is designed to help marketing professionals update their social media strategy for today’s environment. Social media strategist Beverley Theresa will share proven techniques, current best practices, and real-world examples to help you create more engaging content, improve organic reach, strengthen audience relationships, and align your social media efforts with your organization’s marketing goals.

During this bootcamp, you’ll also learn how AI can support modern social media marketing by helping you research audiences, identify trends, generate ideas, analyze insights, and enhance your strategic decision-making. Rather than replacing creativity and strategic thinking, explore how AI is serving as a practical tool to help marketers work more efficiently and make more informed decisions.

You’ll discover practical ways today’s marketers are improving efficiency through better planning, smarter workflows, and modern productivity tools—allowing you to spend less time managing social media while producing stronger results.

Whether you’re responsible for social media every day or it’s one part of your broader marketing role, you’ll leave this workshop with practical ideas and strategies you can begin implementing immediately.

Flexibility to Fit Your Schedule:

Can’t make it to the live session? No problem. We’ll send the workshop video, workbooks, and supplementary materials shortly after recording so you can catch up, revisit, or reinforce your learning.

Key Takeaways:

By the end of this workshop, you’ll be able to:

Evaluate whether your current social media strategy is aligned with today’s platforms, algorithms, and audience behaviors.
Understand why engagement and organic reach may be declining—and learn practical techniques to improve visibility and audience interaction.
Develop a more effective content strategy that attracts, engages, and retains your ideal customers across today’s leading social media platforms.
Apply AI as a tool within your social media efforts to inform strategy, research, creative inspiration, and more.
Create engaging short-form video and visual content using practical approaches that don’t require large budgets or production teams.
Build stronger customer relationships through proactive social listening, community engagement, and responsive customer service.
Improve your content planning and publishing workflow using today’s best practices and productivity tools to save time while maintaining consistency.
Measure the performance of your social media efforts using meaningful metrics that demonstrate business value and support better marketing decisions.
Identify practical ways to integrate AI into your workflow while maintaining creativity and the human connection that drives successful social media marketing.
Leave with practical strategies, templates, and ideas you can immediately apply to strengthen your organization’s social media marketing results.

How to Convince Your Boss Why You Should Take this Class:

Your organization is already investing time and resources into social media marketing. This course helps ensure that investment delivers stronger results.

Social media platforms are constantly evolving. Algorithms change constantly, audience expectations shift, and the strategies and tactics that worked last year may not deliver the same results today. Ongoing training helps your team stay current, work more efficiently, and make informed decisions about where to focus their efforts.

Not convinced? Consider these stats that prove just how important social media marketing is for businesses of every shape and size:

5.24 billion people worldwide use social media, making it one of the most important channels for reaching and engaging audiences.
More than half of consumers use social media to discover new products and services, and your organization’s social presence is often the first impression people have of your brand, an opportunity to showcase your expertise and gain awareness among the potential clients and customers you want to reach.
Consumers increasingly expect businesses to be responsive and engaging online, with social media becoming a key channel for customer service and relationship-building.
Businesses that invest in social media skills and strategy are better positioned to adapt as platforms, trends, and audience behaviors continue to change.

This course helps your employee strengthen the skills needed to manage social media more strategically, including:

Understanding current platform trends and algorithm changes
Developing a more effective content strategy aligned with your business goals
Creating content that better connects ideal clients and customers
Improving workflows to save time and increase consistency
Using social media insights to make more informed decisions

Investing in this training helps your business get more value from the social media work you are already doing. Your employee will leave with updated knowledge, practical tools, and strategies they can apply immediately.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This DMAnc.org workshop is recorded and we’ll send you the recording within one day of the live class.
If you have further questions, you’re welcome to email the instructor after the class.

Download Material:

Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
2026 Content Calendar, Editorial Calendar, and Blog Calendar.
Social Media Management Checklist.
Social Media Image & Post Guidelines Template.
Content Creation Blueprint.
Social Media Engagement Strategies.
30 Social Media Tips Cheat Sheet.
Social Media Management Weekly Planner.

Who is the course for?

This class is ideal for businesses with an existing social media presence that are looking for new strategies to improve their social media tactics in the coming years. Ideal participants would be social media managers, marketing managers, public relations managers, digital marketing managers, e-commerce managers, and agency account directors.

The Presenter:

Beverley Theresa

Beverley Theresa is a social media strategist, consultant, and owner of Throwdown Social Media. She is an instructor for the Direct Marketing Association of Northern California, teaching two very popular courses: Social Media Marketing Fundamentals and Social Media Marketing Bootcamp. Her classes focus on organic social media marketing for businesses and brands looking to increase their social media presence to drive customers, leads, and awareness.

Over a decade of digital marketing experience focusing on social media strategies and tactics.
Specializes in social media consulting and training for service-based businesses.
Contributing author in Search Engine Journal, How to Dominate Social Media: A Complete Strategy Guide.
Past featured speaker at conferences such as Social Media Camp, SocialWest, SocialEast, and SocialPacific.
Past clients include the United Nations Association, Cushman & Wakefield, Terry Fox Foundation, and more.
Website: https://hellobeverley.com.
LinkedIn: https://www.linkedin.com/in/hellobeverley/.

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Live Online
Starts Jul 28

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Live Online
Starts Sep 22nd

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Fall 2026
Live Online
Starts Nov 5th

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I thought the presentation was very informative and useful. We hope to kickstart our social media marketing with tips we learned in this class.

Pamela ReasDirector of Marketing, Our Country Homes

A very helpful overview of key social media topics and techniques!

Renee MichaelsonDirector of Global Marketing, NAI

Very insightful presentation that will surely help us kickstart not only the brainstorming process for content, but how to best utilize this content on each social media platform.

Allison LandryMarketing Manager and Social Media Strategist, The Christopher Companies

Great presentation with extremely useful social media information and ideas for our business to use for the future!

Aron ArceneauxMarketing Director, Howell Furniture

If you are involved with your company’s social media in any capacity, take this course. There is something you’ll learn to help!

Cory BartonDriver Development Analyst, Cardinal Logistics

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Workshop dates and times:

Summer 2026

Tuesday July 28th 2026. 09:00AM – 11:00AM PDT.

Fall 2026

Tuesday September 22nd 2026. 09:00AM – 11:00AM PDT.

Fall 2026

Thursday November 5th 2026. 09:00AM – 11:00AM PST.

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Starts Jul 28

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Live Online
Starts Sep 22

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Live Online
Starts Nov 05

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September 21, 2022/.

B2B Marketing, Digital Marketing, Organic & Paid Social Media

LinkedIn Advertising Masterclass

September 21, 2022

Audience Targeting, AI Tools, Campaign Optimization & ROI

Special Fall 2026 Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll here.

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Mod 1: Sep 16
Mod 2: Sep 23

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MODULE 1

Learn More

MODULE 2

Learn More

Introduction:

For B2B marketers, there should be no better social medium for advertising than LinkedIn. It’s where your target audience lives, breathes, and communicates. It’s where audiences share information about themselves, their industries, and their professional needs and wants. But those new to LinkedIn advertising often don’t know where to start, or how to make the most of the platform. And many marketers report being disappointed that their LinkedIn campaigns don’t get the results they hoped to achieve.

Most of the time, the problem is not the medium, but gaps in knowledge about how to make it work properly. When it comes to LinkedIn ads:

You need to understand the fundamentals of online advertising and the role of the marketing funnel for awareness, consideration and conversion.
You need to know how the creative assets work, and what kinds of paid content works best for your goals.
Finally, once your ads are set up properly, you need to know how to review your results and optimize for best performance.

Many LinkedIn training courses address the first item, but not the second and third critical pieces of the puzzle. In this LinkedIn Advertising Masterclass, you will gain the knowledge and skills in all three areas to advertise effectively on the number one social media platform for B2B marketing.

In this two-module masterclass, Instructor Luan Wise shows you how LinkedIn fits into the B2B sales funnel, and how to structure your LinkedIn content to balance your short-term and long-term goals. You’ll gain valuable insights, gain new working knowledge, and develop the confidence to help you run successful LinkedIn Advertising campaigns within LinkedIn Campaign Manager and gain advanced skills using new AI-powered tools.

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options to achieve your goals.

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get tips for creating ads using images and video assets, as well as distinct ad formats for thought leadership content, newsletter and event promotion.

You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

Key Takeaways:

The role LinkedIn advertising plays in the marketing funnel.
The fundamentals of LinkedIn advertising.
Setting up your LinkedIn advertising account.
Navigating the LinkedIn Campaign Manager platform.
Defining your LinkedIn advertising objectives.
The importance of knowing your target audience.
LinkedIn ad formats & ad types.
Advertising design and copywriting tips.
Useful AI tools to support ad creation.
The importance of A/B testing.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

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Fall 2026
Mod 1: Sep 16
Mod 2: Sep 23

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Module 1: LinkedIn Advertising Fundamentals.

Description:

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Key Takeaways:

In this class, you will learn:

The fundamentals of online advertising and LinkedIn’s role in the marketing funnel.
Setting up your LinkedIn Advertising account, including Insight Tag and Conversion Tracking.
Navigating the LinkedIn Campaign Manager platform.
The importance of knowing your target audience.
Using LinkedIn’s ad targeting.

You will see video demonstrations of the Campaign Manager platform, learn about audience targeting criteria and identify how you can best reach them via LinkedIn advertising.

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Mod 1: Sep 16
Mod 2: Sep 23

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Module 2: Managing Successful LinkedIn Advertising Campaigns.

Description:

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get a wealth of examples and tips for image ads, thought leadership ads, sponsored posts, content, and videos. And lastly a discussion on marketing metrics.

Key Takeaways:

In this class, you will learn:

How to define your LinkedIn advertising objectives
Advertising design, copywriting and video creation tips.
The importance of A/B testing to compare different ad variations.
Useful tools, including AI, to support ad creation.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

Together, we will explore best practice examples of all ad types, from single images to videos. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

How to Convince Your Boss Why You Should Take this Class:

LinkedIn is the top social media platform for B2B—The B2B buyer is researching and consuming content online now, more than ever. Today’s buyers might be anywhere from two-thirds to 90% of the way through their research journey before they reach out to a salesperson (Forrester)—That means we need to be reaching them with content to engage and influence them wherever they are in the decision-making process.

The power of paid social—Social media advertising helps get your message out to more of your target audience. LinkedIn provides opportunities for image ads, video ads, message ads, conversation ads, and *new* thought leadership ads.

Save costs—Reduce wasted ad spend by learning how to run campaigns effectively. Get the results your business needs.

Practical insights—Learn with an industry-recognized practitioner. This course is more than theory, it’s packed full of examples and best-practice advice. You can ask every question you need to!

The Presentations:

The workshop is a mix of presentation and practical exercises.
The workshop is live so that you can ask your questions.
Can’t attend the live workshops? No problem! These DMAnc.org workshops will be recorded and the recording will be sent within 24 hours of the live online class.
If you have questions after the class, you’re welcome to email the instructor.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing managers, digital marketing managers, demand generation managers, creative directors, agency account directors and media planners.

The Presenter:

Luan Wise

Luan Wise teaches the Linked Advertising and Event Marketing Masterclasses at the Direct Marketing Association of Northern California.

Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing with over 20 years of experience in agency, client-side, and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development, and more. She has supported household names like Hilton, Royal Mail, the University of Cambridge, and many small, high-growth businesses. She is a course instructor for LinkedIn Learning, an accredited lead trainer for Meta, and a coach for Google’s Digital Garage initiative.

Luan is a visiting fellow at the University of South Wales (UK) and regularly delivers guest lectures at university business schools. She also speaks at leading industry conferences, such as the Global Marketing Summit.

Luan is author of the award-winning book ‘Relax! It’s Only Social Media’, and has recently published ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals,’ featuring research conducted in collaboration with Warwick Business School, University of Warwick (UK).

For further information about Luan, visit www.luanwise.co.uk or social media profiles: linkedin.com/in/luanwise | twitter.com/luanwise | instagram.com/luanwise | facebook.com/luanwise | tiktok.com/@luanwise

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Mod 1: Sep 16
Mod 2: Sep 23

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The LinkedIn Advertising Masterclass delivered the exact type of workshop experience I had hoped for. The presenter was very detailed and thorough at every step of the way. This was the type of information and expertise you will not be able to receive from free videos on YouTube or elsewhere.

Joe GreekTargeted Marketing Specialist, Averitt Express

I love the in-depth content they provided. It wasn’t just a how-to but also an explanation of how it works, why, and what strategies you can implement yourself!

Kylie ToneyDigital Graphics Specialist, KTGY

This course was incredibly helpful! I am just getting started in LinkedIn Ad campaigns and this answered questions that I didn’t even know I had!

Emily GarySocial Media Marketing Specialist, Genesis Technical Staffing

Overall, I thoroughly enjoyed this module and would recommend it to anyone in marketing that is looking to expand their company’s types of advertising and is looking for a more efficient way to target their audience.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, MI

The course was excellent, offering a good mix of best practices and real-world examples.

Erin MoloneySr. Marketing Manager, Tension Packaging and Automation

I was very pleased with the workshop today. I learned a lot, there was so much helpful information and I am excited to put the knowledge I gained today into my next ad campaign. Great instructor and great presentation all around!

Danielle TampierDirector of Marketing, J.G. Petrucci Company

The LinkedIn Advertising course is an exhaustive look at all things LinkedIn ads–from the campaign manager tools themselves to creative and optimization. The instructor is up-to-the minute with current features and trends.

Shauna BittleDigital Content Specialist, ImageSource, Inc.

Sarah is a wonderfully informed expert on LinkedIn ads who presents a wealth of knowledge in a short period of time. I would highly recommend the LinkedIn Ads course.

Karin FiskMarketing Analyst, Hamilton Company

I highly recommend attending DMA NC trainings, they provide in-depth lessons and tips from experienced trainers that are sure to improve your skills.

Kane GuMarketing Assistant, Nan McKay and Associates

Thank you for clearly and concisely breaking down each step of the LinkedIn Advertising process so that I can create ads with the highest ROI for the business I work for. I would recommend this course for all levels of experience, thank you!

Raelynn SchmitDigital Marketing Coordinator, BigIron

The LinkedIn Advertising Masterclass was just what I was looking for to improve my campaign knowledge. Our instructor, Sarah, did an amazing job at tailoring the class to all levels – beginners, intermediates and advanced LinkedIn users. I came away from the course feeling more confident than ever and ready to tackle creating campaigns!”

Sharon CappucciMarketing Director, OPIS, A Dow Jones Company

This was very helpful – particularly the part about setting up the insight tag and creating the different conversion tracking.

Aimee GallardoDigital Marketing Specialist, Fritz-Pak Corporation

This workshop allows marketers to fully utilize and understand LinkedIn campaigns and tips in order to reach their intended audiences.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, Michigan

The workshop was informative without being over my head. It kept up a good pace, so I never got bored, and I appreciate the recording after the workshop so I can revisit certain parts on my own time.

Ashley RoseSocial Media Manager, Newcastle Limited

This workshop was illuminating! It gave me a new understanding of how to leverage LinkedIn Ads and website tracking (tags) to broaden our current scope by leveraging features of campaign manager.

Karin FiskMarketing Analyst, Hamilton Company

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Workshop dates and times:

Fall 2026

Module 1: LinkedIn Advertising Fundamentals.
Wednesday, September 16, 2026, from 9:00 a.m. to 11:00 a.m. PDT.

Module 2: Managing Successful LinkedIn Advertising Campaigns.
Wednesday, September 23, 2026, from 9:00 a.m. to 11:00 a.m. PDT.

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Fall 2026
Mod 1: Sep 16
Mod 2: Sep 23

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Prerecorded
Online

September 21, 2022/.

B2B Go-to-Market Strategy Masterclass

September 20, 2022

Using Strategy to Take Charge and Succeed.

Special Spring Pricing: Regularly ~~$750~~ is now 50% off—$375. Enroll here (prerecorded online).

BUY NOW!

Prerecorded
Online

Introduction:

Strategy gets a bad rap. Stakeholders often want to jump straight to tactics—shall we try a webinar? Social video? Event?—because it’s easier to understand “doing things” rather than strategic plans.

It’s true that it can be exciting to throw yourself off a cliff, blindfolded, into a sea of tactics without any idea of what will happen. But smart marketers know that a go-to-market (GTM) strategy can be much more thrilling and satisfying and can help you be much more successful in all your marketing efforts. When you’re being proactive instead of reactive, when you consider the long-term and not just what you want to do tomorrow, you experience a lot less stress and feel much more in control. That’s being strategic.

GTM Strategy is especially critical when you’re responsible for lead generation, other sales cycle support, or just branding overall. Developing an impactful marketing plan must be rooted in a strategy that provides insights into target markets and the positioning of the organization’s offerings. Getting that right can make all the many moving parts of a sales funnel effort work better together. It may even help you get more enthusiastic buy-in from reps who may have been slow to advance opportunities in the sales cycle that were generated by previous marketing efforts. And that feels terrific.

Instructor Michael Hornby has more than 30 years of experience creating successful GTM strategies for companies ranging from startups to billion-dollar sales organizations. In this workshop, he will take you through all the steps needed to ensure that your GTM strategy drives and connects all your value propositions, messaging, digital assets, sales tools, and content to maximize your impact on the sales cycle. That means a higher probability of more leads and better conversions, which will increase the probability of closing. In the end, you get more revenue for your organization and more success for your sales team.

You’ll learn how to:

Leverage your SWOT results into your product strategy and into your strategic alliance strategy.
Create a marcoms strategy incorporating new-opportunity lead-generation and sales cycle support and engagement.
Create an effective industry trade press strategy.
Gain insights on how to mine key market trends.
Create an effective sales enablement strategy.
Develop the next steps in transitioning your marketing strategy modules to a tactical marketing plan.
Gain insights into incorporating AI into your strategy development workflow (including a list of marketing AI tools and links).
Bonus: This course includes more than 25 worksheets and templates for SWOT, competitive analysis, target market analysis, and much more. You can put them to work immediately in building your marketing strategy.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Key Takeaways:

From this workshop you will understand the key fundamental elements you need to construct an effective Marketing Strategy. The key takeaways will include:

Understanding and executing a target market analysis.
Identifying your brand gap and how to close it.
Leveraging your core competencies with your target market pain.
Building your thought leadership position.
Learning a more detailed SWOT analysis and how to relate it to your positioning.
Creating a more impactful message.

Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:

Leveraging your SWOT results into your Product Strategy.
Creating a Marcoms Strategy that will incorporate two focuses a) new opportunity lead generation; b) sales cycle support and engagement.
Leveraging your SWOT results into your Strategic Alliance Strategy.
Insights into why AI should be leveraged by all marketing departments and what it can do to help increase the effectiveness of the marketing team’s impact on supporting business growth.
Creating an effective Industry Trade Press Strategy.
Insights on how to mine Key Market Trends.
Creating an effective Sales Enablement Strategy.
25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more

How to Convince Your Boss Why You Should Take this Class:

This workshop will create or evaluate your marketing strategy so you can Enhance your Marketing Machine so it will deliver:

More leads.
Higher quality leads.
Better support sales by improving the probability of winning in your sales cycle opportunities.
Powerful messaging that is better aligned with your target market needs.
Ensure synergy with your business strategy.
Better connection to your marketing tactics.
Overall increase in your Marketing ROI.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

The following templates are provided in the course presentation which you will be able to use for your own marketing strategy planning.

Business purpose worksheet.
Target market analysis worksheet.
Brand gap worksheet.
Core competency worksheet.
Thought leadership worksheet.
Competitive analysis capabilities worksheet.
SWOT worksheet.
Strengths worksheet.
Weaknesses worksheet.
Opportunities worksheet.
Threats worksheet.
Impact messaging worksheet.
Connecting pain to value worksheet.
Thought leadership campaign worksheet.
Product strategy UVP worksheet.
Product strategy Weaknesses worksheet.
Product strategy Opportunities worksheet.
Product strategy Threats worksheet.
Product strategy Market Trends worksheet.
Marcoms strategy Lead-Gen worksheet.
Marcoms strategy ABM worksheet.
Strategic alliances strategy worksheet.
Industry press strategy worksheet.
Macro Market trends worksheet.
Micro Market trends worksheet.
Sales enablement worksheet.
Executive outreach prep questions check list: 1, 2, 3, 4, 5.
Marcoms strategy Executive outreach worksheet.

Who is the course for?

Business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.

The Presenter:

MICHAEL HORNBY

Chief Marketing Officer
Orion Marketing Group

Mike Hornby headshot

For over 30 years, Michael has been part of senior management teams with organizations that have ranged in size from start-ups to multi-billion dollar B2B technology focused companies in Telecoms, Medical Instrumentation, Industrial, Security, Location Intelligence and Defense. His main focus has always been on facilitating and leading market strategy for business top-line growth and building teams that have met and exceeded their sales & marketing targets. In his last position as Director of Market Strategy and Marketing, Mike was responsible for working with 13 business units over 15 locations across the globe, facilitating the development of their market and product strategies. He led marketing strategy workshops with each of those business units. Other areas of focus have been marketing communications, product marketing, product management, engineering management, direct sales and channel management along with business development. Mike has been a guest speaker at Algonquin College and Ottawa University sharing with business students insights into marketing strategy and planning. He also was a member of the Ottawa TecExec Association where he was a regular speaker and part of the organization committee. Mike worked with Invest Ottawa and advised young entrepreneurs with their start-up initiatives. He graduated with a Bachelor of Commerce degree Honors at Carleton University, Ottawa, Canada.

BUY NOW!

Prerecorded
Online

This was a great workshop if you’re rapidly scaling a young company or if you’re feeling stuck in a rut with your existing marketing strategy. I would definitely recommend it to anyone developing B2B marketing strategies.

Jennifer McAlpineProduct Marketing Manager, Benchmark Electronics

Great thought provoking presentation that expanded on the basics. I was able to apply the content to my current challenges and took several notes for implementation on my team.

Mitzi BreauxTargeted Marketing Manager, Vitalant

Another great course by DMAnc. Mike gives us a glimpse of a CMO in a large company and a roadmap to an effective marketing strategy (including the templates to get there).

Clifton WebbDirector, Media & Marketing, QRI

Comprehensively delivered presentation with working, real-life examples. A palpable Marketing experience.

Dara MottahedProduct Marketing Manager, Gastops

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Workshop dates and times:

Spring 2026

B2B Go-to-Market Strategy Masterclass, 1-module Course,
Prerecorded online.

BUY NOW!

Prerecorded
Online

September 20, 2022/.

Looker Studio for Marketers Masterclass

September 15, 2022

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Special Spring 2025 Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll here .

ENROLL NOW

Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

BUY NOW!

Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Looker Studio, Google’s free-to-use Business Intelligence tool, helps you manage and visualize marketing data, create interactive reports, and gain valuable insights to continually refine and improve your ad campaigns. And you can do it even when your data is scattered across multiple platforms, including Google Ads, Facebook, and Google Analytics and CRM tools. In this 2-module masterclass, you’ll learn everything you need to know to fully leverage this powerful tool for your marketing strategies.

You’ll learn how to integrate data from multiple platforms, build insightful dashboards, and make informed decisions. You’ll be able to visualize performance by various metrics, including campaigns, conversions, spending, platform and many more criteria. You’ll know how to create reports to help you explain your results and champion your strategies to other stakeholders. You’ll also learn how to set up data pipelines and warehouses that combine your marketing analytics to streamline your marketing analytics efforts.

Instructor Adam Finer, a BI professional with over 25 years of experience in data analytics and training, will do a live deep dive into the Looker Studio and its powerful functions. You’ll come away with the skills to begin using that knowledge immediately in your work.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

In this first module, you’ll get a comprehensive live demonstration of Looker Studio. You’ll learn how to access and transform raw data into actionable insights through clear and impactful data visualizations, and to create custom dashboards for viewing your marketing performance and trends.

In this module, you’ll learn:.

Fundamental data concepts, to improve your grasp of analytics as a whole.
How to connect to all your data sources (online and on-premises).
How to set up the data queries behind data visualizations.
How to manipulate and enhance your data using Looker Studio’s powerful calculation engine.
How to build automated, interactive dashboards and reports that communicate your data effectively.

Module 2: Building Data Pipelines and Advanced Reporting.

With marketing data scattered across platforms like Google Ads, Facebook, Google Analytics, and CRM tools, it’s crucial to centralize that information for more streamlined analysis. In the second module, you’ll learn the practical skills to integrate marketing data from various platforms into a cloud data warehouse. You’ll also learn how to create dashboards that fully represent your marketing performance.

In this class, you’ll be guided through the process of building data pipelines, using data hubs, and connecting all your marketing sources to Looker Studio for effective data management.

In this module, you’ll learn:

How to use data hubs to set up data pipelines that automatically pull data from multiple marketing platforms into a cloud data warehouse.
Techniques for modeling your data using basic SQL commands.
The step-by-step process of integrating Looker Studio with your cloud data warehouse.
How to design advanced dashboards that visualize your aggregated data and provide deeper marketing insights.
Data visualization best practices and techniques to optimize the impact of your reporting.

By the end of this workshop series, you will be equipped with the tools and knowledge necessary to use Looker Studio effectively and streamline your marketing data process for improved decision-making and business outcomes.

How to Convince Your Boss Why You Should Take this Workshop:

Probably one of the most unique and helpful features of Looker Studio comes from its ability to draw from over 20 different Google-provided data sources plus hundreds of third-party ones, which you can consolidate in your reports. Meaning you can pull and pool data from different platforms. A few examples include Google Analytics, Google Ads, YouTube, Google Search Console, and more. This feature makes Looker Studio a one-stop shop for your reporting needs and ensures your reports look incredibly professional. Don’t miss the chance to help your employees “WOW” your company’s decision-makers with more visually attractive and useful reports, plus demonstrate the value of digital marketing.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This workshop will be recorded, and you’ll receive the recording within 24 hours of the class date.
If you have questions, you’re welcome to email the instructor.
Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
You can listen to the complete presentation with audio as often as you like.

Download Material:

Additional materials:

In addition to the class slides, you will also get access to:

The demo dataset used during the class for you to practice what you have learned. – SampleSuperstore_data2023
A free ebook, 7 Top Tips for Better Dashboard Design, to help you better communicate your data. – 7 Top Tips Dashboard Design.pdf

Who is the course for?

This class is for anyone, especially marketing management (marketing managers, digital marketing managers, data analysts, e-commerce managers), who has ever wanted to go beyond Excel and find a simpler and more intuitive way of managing, analyzing, and presenting data.

If your job involves working with data from multiple sources (especially in the Google ecosystem) and you’d like to be able to bring them all together in one place, Google Looker (Data Studio) is the perfect tool for you.

You don’t need to have any experience working with data analysis tools, even Excel, to gain huge value from this class. You will learn everything you need to be up and running in next to no time.

The Presenter:

Adam Finer

Founder
LearnBI
Adam Finer headshot

Adam Finer is a Business Intelligence professional with over 25 years experience of working with data and teaching beginners how to analyze and present their data using various tools.

Starting off in Market Research, he has now been working in BI for over 10 years.

His career has seen him work in the UK (London), France (Montpellier) and the US (San Francisco) on projects for some of the world’s biggest brands.

He is also an accomplished teacher having built in-house training programs around data analysis tools for companies of all sizes.

He now runs a BI Consultancy while also building a sizable YouTube following and educational website, LearnBI.online.

ENROLL NOW

Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

BUY NOW!

Prerecorded
Online

This is exactly what I needed. Awesome live demos and I can actually leave this class and go build a report.

Amanda PruynDigital Specialist, Progressive Medical

Absolutely an amazing webinar. This will empower my team to begin creating better dashboards.

Joey PruittAnalyst, TDBBS LLC

Very informative workshop, with ability to play back and follow along with the handouts.

Samantha JackMarketing Manager, WAC Lighting

The Google Data Studio webinar was excellent! Adam clearly communicated the step by step process to creating reports using all of the available widgets, as well as the importance of understanding your data sources and defining goals prior to developing the reports. I was surprised at all of the dimensions available and am looking forward to getting started!

Susan BernardMarketing Director, Maze Health

I found the webinar very informative and like having the ability to ask questions live with the presenter.

Ken BarrMarketing Manager, We Florida Financial

Enjoyed this workshop. Instructor presentation was helpful and I look forward to applying some of the learnings to my current reports.

Whitney HartAssistant Director, Marketing Strategy Services at American Academy of Pas

Previous Next

Workshop dates and times:

SPRING 2025

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.
Thursday June 5, 2025
09:00AM – 11:00AM PDT.

Module 2: Building Data Pipelines and Advanced Reporting.
Thursday, June 12, 2025
9:00 AM – 11:00 AM PDT

ENROLL NOW

Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

BUY NOW!

Prerecorded
Online

September 15, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

Digital and Advertising Copywriting Masterclass

September 14, 2022

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Special Summer Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll Here.

Special Fall-1 Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll Here.

Special Fall-2 Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll Here.

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

MODULE 1

Learn More

MODULE 2

Learn More

MODULE 3

Learn More

Introduction:

We all understand just how fast the marketing landscape is changing. Not only in terms of the advance of AI, but also with the rise of first-party data, the omnichannel experience, and the explosion in short-form social content.

All these developments have an impact on copywriting, with demand for increased personalization, effective story-telling and high-impact messaging across email, ads, social posts, video scripts and the web.

In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels. You’ll also explore the role that good copy plays in influencing behaviors and driving purchases, while learning about real-world case studies that demonstrate the impact of copywriting on marketing and business success.

You’ll come away with a greater feeling of confidence and a desire to experiment. Whether you’re using AI to help with the process or creating the content from scratch, you’ll also have useful tips and techniques you can apply in your day-to-day work.

The course covers the role that tone of voice plays in cultivating a unique brand identity and how writers can adapt content and messaging to specific audiences. You will have the opportunity to take part in discussion with other participants, while trying your hand at practical exercises and receiving constructive commentary and critique. With a limit of just 15 participants for the course, you can share your own ideas in the interactive session online and get live feedback from your instructor Phil Woodford.

In Part 1, you’ll focus on the briefing process, which is so important for strategic alignment and effective collaboration with colleagues across the business. You’ll then look at fundamental rules for writing. Before the end of Session 1, you’ll be assigned a small exercise to complete before Session 2—creating headlines for digital advertising. There’s an opportunity to consider the close relationship between words and imagery.

After a review of the headline-writing exercise and tips for best practice, Part 2 is centered around audience and tone of voice, exploring website copy for both B2C and B2B environments. What are the steps towards establishing a clear and consistent brand voice that lie behind a cohesive content strategy?

The Masterclass concludes in Part 3, with advice on writing longer-form web copy, email, social content and video scripting.

Gain confidence in your practical writing skills.
See how copy aligns with wider marketing strategy.
Learn techniques to make your copy more impactful and effective.
Focus on your readers and tailor copy to their needs.
Discover the best ways to approach copy and content online.
Explore the challenges of short attention spans, good usability, and SEO on the web.
Pick up techniques that can help you create more effective email—and gain inspiration for A/B split testing.
Discuss best-practice approaches to social posts, ads, and video scripts.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Description:

Good copy is built around an effective briefing process, along with clear rules and principles. In this session, you’ll learn how to approach the writing task and gain tips on best practices.

After drawing up a checklist to guide you in your marketing copy and exploring some of the psychological techniques used in the process of persuasion, you’ll be challenged with a short practical exercise before the next session; you’ll have to write some digital advertising headlines. How can we make them stand out in a world where people’s attention spans are diminished, and everyone is confronted by an increasing volume of messages?

Key Takeaways:

An understanding of the copywriter’s various roles as interpreter, salesperson, and psychologist.
Key inputs a writer needs to create better outputs—the role of the marketing communications brief and the part it plays in achieving buy-in from other stakeholders within the organization.
Short case studies of where copy has been credited with making a difference to marketing outcomes.
Best practice principles for writing in plain English, structuring copy effectively, focusing on your audience, and conveying a clear central message.
The principles of persuasion that help convince readers to act.
Briefing of an exercise to complete before Module 2—with a focus on headline writing for digital advertising and its relationship to imagery. A comparison between human and AI-generated concepts.

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

Copywriting Masterclass, Module 2: Audience and tone of voice.

Description:

Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. After reviewing and discussing the short-form copywriting exercise briefed at the end of Module 1, we’ll move on to look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.

There will also be an opportunity to examine tone of voice in shaping the perception of the brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of the reader.

Key Takeaways:

A review of ideas for advertising headlines – briefed at the end of Module 1.
Techniques for short-form copywriting in advertising and social media, including ways of approaching headlines designed to interrupt and engage.
The relationship between words and images and how both can play a part in creating effective communication.
An awareness of different models of tone of voice – brand-focused, audience-focused, and situational.
The use writers can make of demographic and psychographic profiles in a marketing communications brief.
Comparisons between different writing styles and tone of voice in both B2C and B2B environments – with comparisons of live web copy from leading US brands.
Appreciation of the use of personas by copywriters and the role they can play in targeting copy effectively.

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

Copywriting Masterclass, Module 3: Writing for different digital media and channels.

Description:

In this final session, you’ll have the chance to explore some of the rules that surround today’s digital writing—whether it’s the pressure to impress search engines, the science of usability and user experience, or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form videos on social platforms.

You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies, and thought leadership.

Key Takeaways:

Rules for writing online—taking into account the input of usability experts on scanning, chunking and page layout.
The best approaches for delivering impactful headings and subheads on web pages.
The relationship between copywriting and Search Engine Optimization (SEO) and general principles to follow. Reflections on changes in the age of AI.
How to use keywords in copy while retaining naturalism and aiming for ‘elegant variation’ in your writing style.
Story-telling principles, including the application of the Freytag pyramid to the world of business writing.
Structuring and sustaining longer pieces of copy and strategies for creating powerful ‘kicker’ and intro paragraphs.
Tips for effective scripting and the role of the writer in shaping the narrative and effectiveness of online video.
Principles for more compelling emails—including subject line tactics to enhance open rates and options for A/B split testing.

How to Convince Your Boss Why You Should Take this Class:

Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively to meet the marketing objectives of your business.

Greater competence: You’ll learn rules for copywriting best practices and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.

Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging for your integrated marketing communications strategy. You’ll create more effective social posts, emails, web pages, and video scripts.

Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.

Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing professionals at a range of levels and those working in communications, design and related fields.

The Presenter:

Phil Woodford

Phil Woodford headshot

Phil started his career organizing and marketing international conferences for an engineering institute in London, England, before pursuing a career as a copywriter. He became an agency creative director and subsequently embarked on a freelance career, in which he works as a writer, trainer, consultant and lecturer. His current clients are based in the UK, France, Italy and the USA.

Honors degree in Sociology from the London School of Economics.
Master’s degree with distinction in Occupational & Business Psychology from Kingston University, London.
Course Director for the UK Chartered Institute of Marketing (CIM) since 2006.
Member of the Judging Panel for CIM’s Global Marketing Excellence Awards 2023.
Professeur Référent at OMNES Education – France’s largest private university network.
Former visiting lecturer at University of the Arts London; University of Westminster; Birkbeck College, University of London; and St Mary’s University, London–teaching in a diverse range of areas including advertising, media trends, business writing and presentation skills.
Mentor to freelance and in-house copywriters.
Co-host of a weekly news review show on Colourful Radio, broadcast from the Africa Centre in London.
Trustee of Off The Record, a London-based charity which provides counselling services for young people aged 11 to 24.

Website: www.herecomesthecavalry.com

LinkedIn: https://www.linkedin.com/in/phil-woodford-9160421/

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

The presenter, Phil Woodford was knowledgeable and proficient in his craft of copywriting. He posed great questions for feedback and collaboration. He always had valuable insights. The insight from the group was also beneficial. Phil’s voice was also an asset to this being an online course. He was easy to listen to and had an engaging speaking voice. I learned a lot from this course. Thank you. eneuman

Emily NeumanMarketing Specialist, Honor Credit Union

Previous Next

Workshop dates and times:

Summer 2026

Module 1: Essential rules for writing and techniques for engaging the reader.
Pre-recorded online.

Module 2: Audience and tone of voice.
Wednesday, July 29, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Wednesday, August 5, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Fall-1 2026

Module 1: Essential rules for writing and techniques for engaging the reader.
Tuesday, Oct 06, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Module 2: Audience and tone of voice.
Tuesday, Oct 20, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Tuesday, Oct 27, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Fall-2 2026

Module 1: Essential rules for writing and techniques for engaging the reader.
Tuesday, Dec 01, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Module 2: Audience and tone of voice.
Tuesday, Dec 08, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Tuesday, Dec 15, 2026
from 10:30 a.m. to 12:30 p.m. PDT.

ENROLL NOW

Summer 2026
Live/Recorded Online
Mod 1: Recorded
Mod 2: Jul 29
Mod 3: Aug 5

ENROLL NOW

Fall 2026
Live Online
Mod 1: Oct 06
Mod 2: Oct 20
Mod 3: Oct 27

ENROLL NOW

Fall-2 2026
Live Online
Mod 1: Dec 01
Mod 2: Dec 08
Mod 3: Dec 15

September 14, 2022/.

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to start maximizing your current email marketing strategy for acquiring and retaining customers, in a world of crowded email inboxes and mobile viewers.

We’ll talk about best practices for both B2B and B2C businesses around email copy, design, and implementation including setting SMART objectives to guide your campaigns, designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, maximizing the size and quality of your email list, understanding your metrics and successfully conducting testing that gets results.

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy (2)

September 13, 2022

DMAnc.org Online Certification Workshops

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Special Pricing: regularly ~~$300~~ now $200. Enroll here.

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Introduction:

Email marketing is the foundation of any good multi-channel marketing strategy.

(Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Workshop date and time:

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy.
Tuesday, September 20, 2022 (9:00 am to 11:00 am PDT).

ENROLL NOW
Live Online
Sept 20th

ENROLL NOW
(Pre-Recorded Online)

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Key Takeaways:

Why you should add affiliate marketing to your marketing strategy:

Defining affiliate marketing:
1. What it is.
2. What it is not.
Clarifying terms to know:
1. Affiliate program.
2. Advertiser/Merchant.
3. Affiliate/Publisher.
4. Affiliate network.
  1. ShareASale.
  2. CJ Affiliate.
Affiliate software.
EPC—Effective Cost per Click.
Common mistakes:
1. Managing expectations.
2. Planning as part of the marketing mix.
3. Setting and forgetting.
4. Payout and incentives.
5. Time to recruit, activate and optimize.
6. Maximizing internal teams for opportunities.
Competitor analysis of choices, offers and activities.
Various methods available to advertisers:
1. Display ads and text links.
2. PPC.
3. Email.
4. Content (Bloggers, Podcasters, Influencers).
5. Coupon and discounts.
6. Cashback & loyalty.
7. Technology.
How to set up a program:
1. Choosing software and/or affiliate networks.
2. Dashboard.
3. Reporting.
4. Program description.
5. Parameters and terms.
6. Products:
  1. Descriptions.
  2. Images (such as logos).
  3. Ads.
  4. Payout.
7. Payment (credit card).
8. Specifications for basic starter ad groups (Checklist).
Running a program:
1. Planning offers to affiliates, such as coupons, discounts and payout tiers.
2. Recruiting affiliates.
3. Approval: manual vs. automatic.
4. Nurturing affiliates.
5. Payments: timely.
Join as an affiliate:
1. View competitor programs and leaderboards.
2. As additional income stream: Printful (swag).
3. As additional income stream: synergistic products & services.
Create referral and loyalty program to incentivize customers, affiliate partners.
Outsource to an affiliate manager or agency.

Enroll in Module 1 (Live Online) Enroll in Module 1 (Pre-Recorded)

The Presentations:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

The Presenter:

Kate Barrett

Founder
eFocus Marketing

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 14 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Some of the companies she has worked with or trained include Return Path (now known as Validity), Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others. Kate is a member of the DMA Email Council, regularly speaks at events around the world, and is a marketing lecturer for the IDM and CIM in the UK.

Kate is also the author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ available on Amazon.

Testimonials

Very pleased with today’s workshop! Received a lot of useful information and resources that will help me in my job. Can’t wait for the next one!

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great course for taking email strategy and tactics to the next level.

Rouba NajjarSenior Product Manager, GenScript, Inc.

Kate did a great job going through each topic in great detail, and I left the presentation with some clear action items on how to improve my email results.

Michael MarzeottiMarketing Automation Specialist, Advisor Investments

A great presentation that covered all the important details about the whole process of email marketing while giving great examples.

Amanda HiggsVisual Designer, Intuit

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September 13, 2022/.

Email Marketing Masterclass, Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy

September 13, 2022

BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

This is part 1 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to maximize your current email marketing strategy. In a world of crowded email inboxes and mobile viewers, you’ll have the tools you need to acquire and retain customers more effectively than ever before.

We’ll talk about best practices for both B2B and B2C businesses for email copy, design, and implementation. We’ll cover designing emails for engagement (and different devices) and writing winning subject lines and email copy. You’ll learn when and how often to send emails, gain a useful new understanding of your campaign metrics, and successfully conduct testing that gets results.

Key Takeaways:

What you’ll learn:

Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement:
- Creating open-worthy subject lines.
- The anatomy of an email—key sections that every email should have, and that all need to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing email for the preview pane and blocked images, to ensure that your message always gets across and is actionable.
- Design techniques to draw the eye to your Call-to-Action (CTA).
- Optimizing your CTA color, placement, and wording to maximize clicks.
- Advanced email design: Interactive email to bring your message to life and help subscribers engage there and then:
  - Video in email—key do’s and don’ts.
  - GIFs—the right and wrong way to use them.
  - What are AMP and Creative HTML and how can you use them to better deliver your content to subscribers and generate engagement?
- Techniques to create copy that converts and connects with your subscribers.
Know your metrics—analyzing your results for trends, issues, and potential future opportunities.
Testing as a strategic issue; five steps to creating tests that get results you can use (across channels!).

BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

How to Convince My Boss Why I Should Take This Course:

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentation:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is this Course For?

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
Spotler & eFocus Marketing Podcast.

I have many years digital marketing experience and found the workshop useful. It was a good level in the middle of beginners and advanced.

Dawn ChamberlainMarketing Manager, Horsesmouth

The DMANC has expertly identified what the marketing community needs: in-depth training with the flexibility of a multi-day format. I can use the certificate of completion at the end to show my organization that I am committed to my ongoing development and improvement of our customer-facing emails.

Karen LoggiaDirector of Marketing, Tension Corp.

The session was thought-provoking and provided me with testing ideas to implement immediately.

Kelly StimpsonMarketing Manager, Advance Local

Kate was a very well-spoken host with a lot of insight and knowledge. She used real world examples of what works and doesn’t work within an email and used statistics to back up those ideas.

Meredith ChristmanMarketing Manager, Cornerstone Advisors Asset Management, LLC

The first workshop was extremely informative, and I came out of the session with takeaways that I will implement into future email campaigns. I learned more about placing pre-header text and a CTA at the very beginning of the email, and I am interested to see how this performs for us.

Erika WagnerDigital Marketing and Campaigns Specialist, General Electric Credit Union

Direct Marketing Association’s webinars are a must-attend for anyone in marketing! Kate is fantastic and keeps you engaged throughout the entire webinar. She offers greater insight and new ways of thinking about email marketing. Awesome job!

Janice SpiersMarket Insights and Communications Analyst, Synergy Flavors

This workshop was an excellent mix of technical and practical material that was easily absorbed. Excited to start applying the learning as soon as possible.

Craig ChamberlainMarketing Manager, Watlow

Joseph KellyContent Lead, TE Connectivity

The workshop inspired me to improve my email practices and I can’t wait to implement the suggestions and see what improvements I get.

Maddie KapfhammerGraphic Designer, The Deciding Factor

The workshop moved at a very comfortable pace and had a great balance of concepts and real-life examples that made it easy to grasp the new information. I came away with a list of next steps that I want to tackle as the result of this workshop.

Darin JitchakuCRM Manager, Prince Resorts Hawaii

Marwah AfifiPaula’s Choice Europe B.V.

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great content and very skilled presenters.

Cecelia FleishmanGraphic Designer, Truly Nolen of America

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BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

September 13, 2022/.

Modern strategies for engagement, deliverability, and lifecycle marketing.

Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.

Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.

Module 3: Improving Email Engagement with Personalization and Automation.

Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving Email Results with the Right Content at Each Stage to Drive Engagement.

Kate Barrett

Workshop dates and times:

Summer 2026

Introduction:

Module 1: Building a Brand Presence and Content Style that Resonates on TikTok.

Module 2: TikTok Technical Strategy and Generating Sales and Leads.

Joshua Morris

Workshop dates and times:

Summer 2025

Take Your Social Media Game Beyond Tactics to the Next Level

Introduction:

Key Takeaways

Module 1: Strategy and Purpose, Audience & Personal Planning.

Module 2: Content Strategy.

Module 3: Organic and Paid Social Media Activity.

Michelle Carvill

Workshop dates and times:

Spring

Earn A Certificate of Sustainable Marketing in Just Three Modules.

Module 1: Sustainable Marketing–The future of business and business for the future?

Module 2: Greenwashing 101.

Module 3: Sustainable marketing in action.

Gemma Butler

Kate Barrett

Update Your Social Media Strategy for Today’s Platforms, Algorithms, Content Trends, and AI to Boost Productivity

Why Take this Course?

Beverley Theresa

Workshop dates and times:

Summer 2026

Fall 2026

Fall 2026

Audience Targeting, AI Tools, Campaign Optimization & ROI

Introduction:

Module 1: LinkedIn Advertising Fundamentals.

Module 2: Managing Successful LinkedIn Advertising Campaigns.

Luan Wise

Workshop dates and times:

Fall 2026

Using Strategy to Take Charge and Succeed.

Introduction:

MICHAEL HORNBY

Workshop dates and times:

Spring 2026

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

Module 2: Building Data Pipelines and Advanced Reporting.

Adam Finer

Workshop dates and times:

SPRING 2025

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Introduction:

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Copywriting Masterclass, Module 2: Audience and tone of voice.

Copywriting Masterclass, Module 3: Writing for different digital media and channels.

Phil Woodford

Workshop dates and times:

Summer 2026

Fall-1 2026

Fall-2 2026

Introduction:

Why you should add affiliate marketing to your marketing strategy:

Kate Barrett

What you’ll learn:

Kate Barrett

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