Online Learning Academy

Growing YOUR Business through Blogging Diploma Course

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Time to complete: 120-150 hours
Pages: 160 | Words: 31,000

Course Details

Ever been in a situation where you’ve wondered where you went wrong trying to write for a website? Maybe you’ve heard ‘content is king’ and know blogs and articles are what you need to be doing, but you’ve no idea where to start. Perhaps you’ve spent hours of your life producing content for a blog, only to see it languish on page two or three of Google’s search results with no shares, comments or likes. Do you have a content plan or strategy?

At the Online Learning Academy, we take a no-nonsense approach to improving your abilities to write for your business. Whether you’re the business owner, or you’ve been tasked with looking after your company blog, with the help and support of a team of experienced online tutors and editors, you’ll discover exactly how you can find success writing for your business.

Our approach to learning

Whether you need to write a blog a day or just one a week, or produce content such as news and press releases for your business or employer, we believe that anyone can develop their skills enough to capture and keep an audience.

We focus not only on the nuts and bolts of writing, such as grammar, punctuation and news writing, but also why it’s important and how to use different writing styles to attract the right audience. At every step of the way, you’ll receive support from our tutors and have a chance to test what you know before moving on. We believe that you should learn at a rate that you’re comfortable with.

Real world examples

Nothing prepares you for writing like being placed in a real-world situation. That’s why we make Blogging for Beginners as authentic as possible, using real-world examples and giving you the opportunity to try out your own ideas.

It’s not just about the writing

There’s much more to writing articles online than haphazardly throwing together 300 words on your chosen subject. We’ll show you how you can optimise your writing to capture interest, and how to make sure that search engines expose you to a wider audience.

Who this course is for

This course is aimed primarily at business owners or those employed within a company and tasked with writing for the business. You don’t need to have your own website or blog in advance, but it will help if you have a business or service you’re looking to promote. If you’re looking to pick up freelance work then our course titled Freelance Writing for Businesses Diploma Course may be more useful. The two courses contain a lot of similar material, but are tailored slightly differently for the appropriate student.

Here’s what you can expect to learn during this course:

  • Build a picture of your audience
  • Develop a writing strategy
  • Understand what blogs search engines love
  • Learn to write in different styles
  • Evaluate how successful your online content is
  • Tips for outsourcing your content (if you choose to!)


Module 1: How Writing for the Web Differs From Print
Module 2: Tips for Writing for the Web
Module 3: Spelling and Grammar
Module 4: Knowing Your Target Audience
Module 5: SEO – Exactly How Important Is It?
Module 6: News Structure
Module 7: Web Copy
Module 8: Press Releases
Module 9: The Writing journey
Module 10: What Makes Great Content?
Module 11: Once it’s Out There…
Module 12: Should I Outsource My Writing?
End of Course Assessment

Course Syllabus

  • Introduction
    • How to use this Course
    • Module 1: How Writing for the Web Differs From Print
    • “Supporting Their Personal Story”
    • Different People, Different Stories
      • Web Copy
      • Press Release
      • Investor Materials
    • Does This Mean That I Shouldn’t use Longer Pieces?
    • Other Opportunities Offered by Subheadings
    • Above or Below the Fold?
    • Drawing Your Readers In
  • Module 2: Tips for Writing for the Web
    • Nominalisation
    • Avoiding Nominalisations
    • Examples of Nominalisations:
    • Contractions
    • Making use of Acronyms and Initialisms
    • Acronyms
    • Initialisms
    • Don’t Forget Your Articles
    • Subheadings, Lists and Numbers
      • Subheadings
      • Tips and Tricks
      • Writing Lists
    • Writing Numbers
      • The Exception to Rule Number One
    • Using a Positive Tone in Your Writing
      • Positive Phrasing
      • Active Voice Versus Passive Voice
    • Interactivity
      • Interactivity and its Impact on Marketing
    • Is the Written Word Enough?
  • Module 3: Spelling and Grammar
    • Apostrophes
      • Possessive Apostrophes
      • Contractions
      • When Not to use an Apostrophe
      • Common Confusion Over Apostrophes
      • Breaking the Rules
    • Punctuation and Hyphenation
    • The Oxford Comma
    • Localisation, or Localization
  • Module 4: Knowing Your Target Audience
    • Using Personas to Build a Picture
    • Titles, and How They Can Draw in Your Audience
      • Using a Trigger Word
      • Use a Number
      • Use an Interesting Adjective
      • Use a Rationale Instead of “Things”
      • Making a Promise
    • Abstract Language Vs. Precision
      • Navigating Jargon
      • Slang
      • Speaking of Location…
    • Corporate Voice
    • House Style
  • Module 5: SEO – Exactly How Important Is It?
    • A Brief History of Search Engine Optimisation
    • What do Search Engines Like?
      • Tell Me More of These… Keywords
      • Google’s Keyword Tool
      • Google Suggest
      • Google Trends
      • Moz
    • How Should I use Keywords?
      • Less can be More
      • Spelling and Grammar
      • Geographical Keywords
      • Inserting a Keyword Naturally
  • Module 6: News Structure
    • The Five Ws
    • Human Interest
      • Be Objective
      • What’s Libel?
    • How to Structure a News Story
      • Headline
      • The Opening Paragraph
      • Code of Conduct
      • Wordiness
      • Rewriting news articles
      • Using quotes
      • Time Sensitivity
    • Example of Deconstructing a Source
      • Breaking it down
      • The Headline and Opening Paragraph:
    • How NOT to write news:
  • Module 7: Web Copy
    • Using Links
    • What’s a Call to Action?
    • Bridging Words
    • Points to Bear in Mind
  • Module 8: Press Releases
    • Boilerplate
  • Module 9: The Writing journey
    • Marketing Content
    • Daily Content
    • Finding Material
      • Avoiding Writer’s Block
    • Proofreading
    • Plagiarism
    • A Last Word About the Writing Process
    • Lose Your Ego
  • Module 10: What Makes Great Content?
    • How to Measure the Success of Your Online Content
  • Module 11: Once it’s Out There…
    • Interacting with Social Media Commenters
    • A Checklist for Dealing with Negative Comments
  • Module 12: Should I Outsource My Writing?
  • End of Course Assessment
  • Appendix
  • Stop Words
  • Exercise Answers
  • Sources




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