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Writing Compelling Longform Content


23 Apr 2024







In today’s content-driven world, we’re continually bombarded with news, information, advice and opinions. So, how do writers of longform copy such as blog posts and articles make their words stand out among the noise? How do they make their target audiences actually want to read their content?

Writing a piece of longform copy that people want to read from start to finish is a hard task to pull off. You need a compelling idea, the right mix of facts and opinion, a structure that encourages your audience to read on, and, above all, a creative way with words that makes your writing a joy to read. This one-day workshop will show you how.

Event Type: Classroom

Address: Thistle Holborn, London, WC1A 2SD

Places available: 8

Places remaining: 5

Trainer: Lorraine Forrest-Turner MPRCA

Image of trainer

Event Overview

How attendees will benefit

Using a mix of examples, discussions and exercises, ‘Writing compelling longform content’ takes you through the process of writing blog posts, articles, opinion pieces, speeches, case studies or proposals.

Working with your own and a selection of published articles and blog posts, you’ll analyse what makes content newsworthy and engaging. You’ll develop a new piece of content from scratch and take part in at least two writing exercises. You’ll receive encouraging feedback from your trainer and other members of the workshop. And you’ll learn how to make your words look as good as they sound.

Who should attend

This workshop is for anyone new to writing longform copy or experienced writers looking to refresh their skills.

What attendees will learn

  • A step-by-step process for researching and writing longform copy
  • What makes longform content engaging
  • How to find new ways of approaching old stories
  • What structure you need to encourage your audience to read on
  • How to ensure key messages stand out
  • Why beginnings and endings are the most important parts
  • How to write attention-grabbing headlines
  • Creative ways to make dull writing original and appealing
  • How to get the right mix of fact and opinion
  • How to make your content look good on the page and screen
  • What questions you need to ask to write the best content

Delegate instructions

Please bring an idea for a new piece of longform copy you need to write. If you don’t have a new idea, bring an existing article or blog post that needs improving.