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Content may be king but it’s getting harder to be heard in a world where everyone from cereal makers to stamp collectors feel that have something important to say.

The 90s were a golden age for traditional media, as the fall of the Berlin wall and the collapse of the USSR triggered a new era of neoliberal turbo-charged globalization. The media’s euphoria was short-lived however as a digital revolution soon transformed the media landscape. Instantly connecting people to content that interested them for free, search engines and social media networks soon captured the bulk of advertising dollars without having to invest in producing content. The ensuing consolidation of traditional media created a giant gap just as firms realized PR and marketing were losing their ability to engage consumers.

The solution? Brand journalism. Leveraging the tools of journalism – from the use of objective stats and credible sources to the power of storytelling – brand journalism helps firms shape customers’ perceptions by associating their products and services to causes ranging from sustainability and diversity to moral values and animal protection.

Today, many brands now rely on brand journalism to share their beliefs, align with issues they feel matter, and inspire their audiences by producing stories like Microsoft’s 88 acres while media companies like venerable UK paper The Guardian make their creative resources available to corporate with initiatives like The Guardian Labs.

Please take a look at this recent piece to see how 10 companies use brand journalism as a core component of their marketing strategy.

Aspire to be the best? There’s always something to learn from the masters of copywriting!

1. American Writers AND Artists Inc.: ‘Accelerated Program for Six-Figure Copywriting

Kickstart Your Copywriting Journey with Mark Ford aka Michael Masterson

Designed by a copywriting genius, the course includes all the fundamentals of copywriting along with 30 years of timeless copywriting samples for you to learn from. Write eye-catching headlines, create your flow, perfect your structure and most importantly, watch yourself gradually transform into a wordsmith who writes effortlessly. Learn to write right with this constantly expanding program that includes 700 pages of online and printable materials, a forum and support.

Date: Anytime
Duration: Self-paced
Fees: 497 USD
Link: click here to find out more

2. Success Works’ Copywriting Course: SEO Copywriting Certification

Open New Doors by Acquiring SEO Copywriting Skills

Crowned “the pioneer of SEO copywriting” by Forbes, Heather Lloyd-Martin shares her expertise on B2B digital content, coaching you to write impactful words that convert into sales and revenue. This one and only industry-endorsed training program focuses on web content, keyword search and social media. With continuous updates, feedbacks and support every step of the way, learn to make your brand visible.

Date: Anytime
Length of Course: Self-paced
Fees: 995 USD
Link: click here to find out more

3. University Arts London: Fashion Journalism Online Short Course

Bring Your Inner Fashionista to Life

Brought to you by London College of Fashion, this interactive course provides a glimpse of the glamorous world of fashion journalism. From fashion news and interviewing tips to predicting trends and pitching to editors, legendary fashion journo and creative icon John William takes you on a journey to explore the beauty of words and what it’s like to be a fashion writer.

Dates: From 14/09/2020 – 19/10/2020
Length of course: 6 weeks
Fees: 400 GBP
Link: click here to find out more

4. CherryLeaf: Technical Copywriting Training Course

Write Technical Copy that Turns Them On

Tech copywriting does not have to be dull. Learn how to make rocket science as understandable as it’s  exciting. Co-created by  25 developers, technical writers and documentarians, this course teaches you to plan, structure and write compelling, persuasive technical copy.  Use razor sharp crystal clear writing to dominate a vital copywriting niche in our Attention Economy.

Date: Anytime
Length of course: Self-paced
Fees: Monthly subscription of 20 GBP
Link: click here to find out more

5. Udemy: Writing White Papers — An All Levels Strategy

Uncover the Secrets of Writing White Papers

White papers educate readers while presenting your unique solutions. Even with sound research skills and a drive to innovate, you can still struggle to know how to start. Turn things around with communications consultant Len Smith and online marketing expert Sean Kaye who will  give you insider tips and the resources needed to plan, structure and write insightful white papers from scratch and with flair.

Date: Anytime
Length of course: Self-paced
Fees: 89.99 USD
Link: click here to find out more

6. American Writers and Artists Inc.: Copywriting for Nonprofits: How to Write Inspiring Copy for the Fundraising Market

Write for a Cause: NGO Copywriting

Designed by Karen Zapp, this comprehensive online course teaches you to tell stories that move people. You will not only get access to key glossary and tools, but also an exclusive collection of audios called Five Conversations with the Masters, during which fundraising experts Mal Warwick and Jerry Huntsinger share their insights. Learn from great fundraising samples created by the biggest names in the industry.

Date: Anytime
Length of course: Self-paced
Fees: 497 USD
Link: click here to find out more

7. edX: Writing for Social Media

Make Them Like, Comment and Share

Social media has become a popular channel for institutions and businesses to convey information, build their presence and connect with audiences. But is it as easy as it seems? Created by University of California, Berkeley and run by Tim Peters – a lead content strategist with Tata Consultancy Services – this course will teach you online writing strategies to craft content that resonates with online audiences.

Date: to be announced
Length of course: 4 weeks (3-5 hours/week)
Fees: Free enrollment, 199 USD for a certificate
Link: click here to find out more

Have you ever encountered difficulties understanding new phrases, jargon and “suitcase words”?

You’re not the only one!

Thought leadership has been under the spotlight nowadays as even its definition remains unclear. Russ Klein, the CEO of American Marketing Association, a highly respected in the industry, summarized thought leadership with 4 words: originality, inspiration and principled stands.

Let’s learn how we too can become the best version of ourselves by visiting this link.

Before publishing your next ad, bear in mind that copywriting clicks big time when creativity meets social consciousness. It’s time to recognize the importance of social strategy and social content. Staying current, relevant and constantly present is the key to winning the hearts of your customers.

Let’s grab a Quarantini and look at some of the smartest ads of the Covid era.

1. Fake News Series

2. Social Distancing Series

3. Mask Series

4. COVID Weight Gain Series