B2B110

Effective B2B Writing

Effective writing for business provides industry learning, inspires dialogue and encourages interaction. Using language that speaks directly to stakeholders involves the ability to create the right content, in the right format, for the right delivery channel. As a result, a B2B communications expert must not only determine the best stories to tell, but the best way to distribute them.

This course will teach you how to research, compile and write insightful B2B content assets for blog posts, white papers, e-books and case studies. This includes best practices for writing on multi-screen channels including web, social networks and digital devices.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Natasha Netschay Davies $1260.00 30 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • How to research stakeholder language by industry
  • Understanding key differences between content assets including white papers, e-books, cases studies, online slide presentations and blog posts
  • Developing outlines/frameworks for content assets
  • Web writing skills, editorial content calendars and style books
  • Strategic and persuasive writing based on calls-to-action for stakeholders
  • Concise writing for titles and subject lines to capture attention

How will I learn?

  • Online lectures
  • Online discussions
  • Writing and editing assignments
  • Complete content asset creation (white paper, case study or blog post)
  • Creating a content calendar

How will I be evaluated?

  • Online participation 20%
  • Writing assignments 50%
  • Final content project 30%

Learning materials

  • Presentations
  • Resources
  • Handouts

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.