Role-Based Programme
RB1170

AI for Content Marketing & Copywriting

Content Strategy, SEO Writing & Conversion-Focused Messaging

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for content strategy, copywriting, audience research, SEO content, campaign messaging, and editorial planning.
  • Apply AI to research audiences, topics, search intent, competitors, content gaps, and emerging themes.
  • Use AI to create and refine blogs, landing pages, emails, social content, thought leadership, campaign copy, and sales-support content.
  • Improve content productivity through structured briefing, drafting, editing, repurposing, personalisation, and performance analysis.
  • Apply responsible AI practices related to originality, copyright, factual accuracy, brand consistency, privacy, and human editorial review.

Tools covered

Generative AI AssistantsAI Search & ResearchAudience Insight AnalysisContent IdeationSEO Content SupportCopywriting AssistantsContent RepurposingBrand Voice AnalysisEditorial PlanningContent Performance AnalysisExecutive SummarisationPresentation Tools

Who should attend

  • Content Marketing Managers
  • Content Marketers
  • Copywriters
  • Content Writers
  • Marketing Copywriters
  • SEO Content Writers
  • Content Strategists
  • Digital Marketing Professionals
  • Social Media Content Professionals
  • Campaign Content Managers
  • Brand Communication Professionals
  • Corporate Communication Professionals
  • Email Marketing Professionals
  • Product Marketing Professionals
  • Marketing Managers

Prerequisites & Participant Readiness

  • Experience in content marketing, copywriting, digital marketing, communications, branding, or campaign management
  • Familiarity with blogs, websites, email, social media, or other marketing content formats
  • Basic familiarity with Generative AI tools is recommended
  • Understanding of basic marketing and audience concepts
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and content-generation capabilities
  • Exploring AI applications across research, ideation, drafting, editing, repurposing, and analytics
  • Understanding AI-assisted writing versus traditional content workflows
  • Recognising hallucinations, generic writing, factual errors, and AI-content limitations
Practical activities
  • Mapping the content lifecycle to practical AI applications
  • Identifying high-value and low-value AI use cases
  • Comparing traditional and AI-assisted content workflows

Scenarios

Audience Insight to Integrated Content Campaign

Audience Research → Search Intent → Topic Opportunities → Content Strategy → Long-Form Asset → Email & Social Repurposing → Landing Page Copy → Publishing Plan

Participants use AI to convert audience and search insights into an integrated content campaign spanning long-form, email, social media, and conversion-focused assets.

Underperforming Content to Optimisation Strategy

Content Performance → Audience Response → SEO Review → Messaging Analysis → Content Gaps → Rewrite & Repurpose → Channel Optimisation → Performance Plan

Participants use AI to analyse a simulated underperforming content portfolio, identify weaknesses in relevance, messaging, search alignment, and channel execution, and develop a structured optimisation plan.

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