Marketing Writing Bootcamp: Write clear, compelling B2B content

<!DOCTYPE html> <html lang="en"> <head> <meta charset="utf-8"> <base href="https://www.marketingprofs.com" /> <meta http-equiv="X-UA-Compatible" content="IE=edge"> <meta name="viewport" content="width=device-width, initial-scale=1, shrink-to-fit=no"> <script>var isloggedout = "1"; var ispro = "0"; var subtypeid = "0"; var daystoexpiration= ""; var monthstoexpiration= ""; var userdomain= ""; var category = ""; var evids = ""; var issponsored = "0"; var isregistered = "0"; </script>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-KCWFVTT');</script>   <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-KCWFVTT" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <title>Marketing Writing Bootcamp: Write clear, compelling B2B content</title>  <link rel="shortcut icon" href="/favicon.ico" type="image/x-icon"> <link rel="apple-touch-icon" sizes="180x180" href="/apple-touch-icon.png"> <link rel="icon" type="image/png" sizes="32x32" href="/favicon-32x32.png"> <link rel="icon" type="image/png" sizes="16x16" href="/favicon-16x16.png"> <link rel="mask-icon" href="/safari-pinned-tab.svg" color="#02559a"> <meta name="msapplication-TileColor" content="#02559a"> <meta name="theme-color" content="#ffffff">  <link rel="preconnect" href="https://fonts.googleapis.com"> <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> <link href="https://fonts.googleapis.com/css2?family=Aleo:ital,wght@0,100..900;1,100..900&display=swap" rel="stylesheet">  <link rel="stylesheet" href="https://cdn.jsdelivr.net/npm/bootstrap-icons@1.10.3/font/bootstrap-icons.css">  <link rel="stylesheet" href="/events/mwb24/css/custom.css">  <script id="Cookiebot" src="https://consent.cookiebot.com/uc.js" data-cbid="e5269c15-96e2-4904-9ea7-32f93574fb7b" type="text/javascript" async></script>  <meta property="og:title" content="Marketing Writing Bootcamp: Write clear, compelling B2B content" /> <meta property="og:type" content="website" /> <meta property="og:image" content="/events/mwb24/images/meta/mwb24_1200x630.jpg" /> <meta property="og:url" content="https://www.marketingprofs.com/events/mwb24/home/sa/" /> <meta property="og:description" content="Content. 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Newsletters. Emails. Web pages. It's ALL marketing writing! Make it easy for your audience to get the message with our exclusive Marketing Writing Bootcamp. </p>  <a class="btn btn-lg btn-primary btn-register proview-not-registered" href="/events/register/422?adref=mwb24hppro"> Register Now—Free for PRO! </a>  <div class="basicview-not-registered"> <div class="d-flex"> <div class="d-flex flex-column align-items-center"> <a class="btn btn-lg btn-primary btn-register mb-2" href="/events/mwb24/registration/sa/"> See Registration Options </a>  <button type="button" class="btn btn-link btn-sm text-white text-decoration-none mx-auto" data-bs-toggle="modal" data-bs-target="#signinModal"> Already registered? Click here to sign in. </button> </div>  <div class="modal fade text-black" id="signinModal" tabindex="-1" aria-labelledby="signinModal" aria-hidden="true"> <div class="modal-dialog"> <div class="modal-content p-3"> <div class="modal-header"> <div> <h1 class="modal-title fs-5" id="signinModal"> Already Registered? </h1> <p class="mb-0"> Log in to your MarketingProfs account <br> to access sessions. </p> </div> <button type="button" class="btn-close" data-bs-dismiss="modal" aria-label="Close"></button> </div> <div class="modal-body"> <form id method="post" action="/login/?source=/events/mwb24/home/sa/" class="d-flex flex-column justify-content-center align-items-center position-relative needs-validation" novalidate> <div class="form-group w-100 my-2"> <label for="username" class="form-label">Email Address</label> <input type="email" class="form-control rounded-0" id="username" name="username" placeholder=" " value required> </div> <div class="form-group w-100 mt-2 mb-4"> <label for="password" class="form-label">Password</label> <input type="password" class="form-control rounded-0" id="password" name="password" placeholder=" " required> </div> <button type="submit" class="w-50 btn btn-outline-secondary"> Sign me in! </button> </form> </div> </div> </div> </div> </div> </div> </div>  <div class="registered"> <p class="prehead mb-2"> 10 Sessions <span class="d-none d-sm-inline d-md-none d-lg-inline">|</span> <br class="d-block d-sm-none d-md-block d-lg-none"> All Available Now </p> <h1 class="display-4"> The Secrets to <em>Irresistible</em> Marketing Writing </h1> <p class="fs-5 mb-4"> Content. Newsletters. Emails. Web pages. It's ALL marketing writing! Make it easy for your audience to get the message with our exclusive Marketing Writing Bootcamp. </p> <a class="btn btn-lg btn-primary btn-play" href="/events/mwb24/sessions/sa/"> Play Recordings </a>  </div> </div> <div class="col-12 col-md-5 col-lg-6 not-registered"> <div class="row justify-content-center"> <div class="col-12 col-lg-8"> <div style="position: relative; overflow: hidden; width: 100%; padding-top: 178%;"> <iframe src="https://player.vimeo.com/video/968556942?badge=0&autopause=0&player_id=0&app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write" title="Ann Handley on Marketing Writing Bootcamp" style="position: absolute; top: 0; left: 0; bottom: 0; right: 0; width: 100%;height: 100%;"> </iframe> </div> </div> </div> </div> </div> </div> </section>  <section class="container-fluid" id="overview"> <div class="container-xl"> <div class="row py-5 py-xl-6 justify-content-center justify-content-lg-between"> <div class="col-12 col-lg-7 mb-5 mb-lg-0"> <h2 class="display-6"> It's Simple: If They Can't Understand It, <br> They Won't Read It. </h2> <div class="fs-5"> <p> Marketing writing is everywhere. But if your message isn't clear, your audience won't spend time figuring out what you meant. They're busy—and they'll look for answers elsewhere. </p> <p> That's why your writing needs to be easy to read and easy to understand. </p> <p> Writing clearly enhances your ability to communicate ideas. But it's not a natural skill for most people. </p> <p> However, it is a skill you can develop! </p> <p> At Marketing Writing Bootcamp, ten writers spill their secrets to clear, effective writing. Discover how to clarify your content, polish your product descriptions, upgrade your UX, and more. You'll wrap this series with new ways to write that you'll use every day for the rest of your career. </p> <p class="mb-0"> Cut the confusion and sharpen your skills with Marketing Writing Bootcamp! </p> </div> </div> <div class="col-12 col-md-6 col-lg-4"> <img src="/events/mwb24/images/logos/mwb-logo-badge-no-mp.svg" alt="Marketing Writing Bootcamp by MarketingProfs logo"> </div> </div> </div> </section>  <section class="container-fluid bg-pattern-pink"> <div class="container py-5"> <h2 class="text-white text-center mb-4"> Available for immediate streaming. </h2> <div class="text-center">  <a href="/events/mwb24/registration/sa/" class="btn btn-primary btn-register basicview-not-registered"> <b>Register to Get Started Now!</b> </a>  <a href="/events/register/422?adref=mwb24hpmidpro" class="btn btn-primary btn-register proview-not-registered"> <b>Register to Get Started Now!</b> </a>  <a href="/events/mwb24/sessions/sa/" class="btn btn-primary btn-play registered"> <b>Play Recordings</b> </a> </div> </div> </section>  <section class="container-fluid" id="agenda"> <div class="container py-5"> <h2 class="display-6 text-center mb-3 mb-xl-5"> Sessions </h2> <div class="accordion row justify-content-center" id="agendaAccordion">  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda2"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading2"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session2"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> NEW Email Newsletter Strategies That *Actually* Work </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#annHandley" class="speaker"> Ann Handley </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse2" aria-expanded="true" aria-controls="collapse2"> Learn More </button> </div> </div> <div id="collapse2" class="accordion-collapse collapse" aria-labelledby="heading2"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Think you're up-to-date on the latest email newsletter trends and insights...? </p> <p> Welp, think again. </p> <p> Our own Ann Handley, Chief Content Officer at MarketingProfs, guides you through the latest and brightest newsletter tips, trends, and tactics to help you write and launch, re-tool, or tweak your email newsletter. </p> <p> You'll discover... </p> <ul> <li> How you can get more value out of your email newsletter, as both a writer and for your audience </li> <li> What metrics to focus on for long-term success </li> <li> Reader engagement tips to make your open rate soar as high as Mount Everest </li> <li> And... bonus! Answers to pesky questions you always wonder about... like: <i>Should I also publish a LinkedIn newsletter? How long should a newsletter be?</i> </li> </ul> <p class="mb-0"> It's time you got more joy from writing your newsletter, and better results, too. Who's in? </p> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/ann-handley.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Ann Handley"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Ann Handley </h4> <p class="card-text"> Chief Content Officer | MarketingProfs </p> <p class="text-small"> Ann Handley is a Wall Street Journal bestselling author who recently published <i>Everybody Writes 2</i>. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the seven people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer. She publishes a popular biweekly newsletter all about writing, Total Annarchy. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda3"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading3"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session3"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> The Ultimate Positioning and Messaging Guide for Homepages </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#anthonyPierri" class="speaker"> Anthony Pierri </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse3" aria-expanded="true" aria-controls="collapse3"> Learn More </button> </div> </div> <div id="collapse3" class="accordion-collapse collapse" aria-labelledby="heading3"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> You probably know your homepage is confusing. But you're probably not sure how to fix it. </p> <p> You've got multiple stakeholders who want different things on it. Your product is complicated and has lots of features. Your company serves lots of different types of customers. </p> <p> How do you take all this information and organize it into a clear and concise homepage? </p> <p> Anthony Pierri and his partner Rob Kaminski have helped over 200 companies with their positioning, messaging, and homepage creation. Their value proposition frameworks have been used by hundreds of marketers, from pre-seed startups to publicly traded enterprises. </p> <p> In this session, Anthony will cover their framework and approach, including... </p> <ul class="mb-0"> <li> How to position your product </li> <li> How to craft your key value propositions </li> <li> How to translate these outputs into a clear and compelling homepage </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/anthony-pierri.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Anthony Pierri"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Anthony Pierri </h4> <p class="card-text"> Co-founder | FletchPMM </p> <p class="text-small"> Anthony Pierri is the co-founder of FletchPMM, a product marketing consultancy that helps early-stage B2B startups sharpen their positioning, better articulate their value propositions, and then translate those outputs into a rewritten homepage. Since Fletch started, Anthony and his partner Rob Kaminski have worked with over 200 venture-backed startups. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda4"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading4"> <div> <div class="mb-3">  <div class="d-none time d-flex flex-column flex-sm-row justify-content-between"> <p class="mb-0 me-2"> <i class="bi bi-calendar4 me-2" role="img" aria-label="Date information"></i>Wednesday, September 25 </p> <p class="mb-0"> <i class="bi bi-clock me-2" role="img" aria-label="Time information"></i>12:00pm–1:00pm ET </p> </div>  <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session4"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> But Wait, There's More! 7 Captivating B2B Copy Tips You Can Learn From Infomercials </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#heatherLloydMartin" class="speaker"> Heather Lloyd-Martin </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse4" aria-expanded="true" aria-controls="collapse4"> Learn More </button> </div> </div> <div id="collapse4" class="accordion-collapse collapse" aria-labelledby="heading4"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> You won't believe your eyes! </p> <p> Writing and evaluating B2B content is easy with powerful copywriting tips inspired by popular infomercials. </p> <p> This interactive, fun, and fast-paced session is perfect for non-copywriters needing high-level, expert ways to make their B2B copy sing. You'll walk away with a checklist for ensuring your B2B web copy is engaging, highlights your value, encourages conversion, and makes you money. </p> <p> At the end of this session led by Heather Lloyd-Martin, a 25+ year copywriting expert, you'll be able to... </p> <ul> <li> Identify copywriting opportunities that transform your content from "meh" to "marvelous" </li> <li> Write B2B copy that clicks with your target reader and spotlights your value </li> <li> Appraise existing content for "what's missing," and confidently outline what to do next </li> </ul> <p class="mb-0"> Act now! Don't delay! </p> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/heather-lloyd-martin.jpg?v2" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Heather Lloyd-Martin"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Heather Lloyd-Martin </h4> <p class="card-text"> Copywriter and Fractional CMO | SuccessWorks + Charisma Boost </p> <p class="text-small"> Forbes Magazine called Heather Lloyd-Martin "The pioneer of SEO copywriting." Over 25 years ago, Heather helped set SEO best practices with a core group of brilliant colleagues. Since then, she's traveled the world helping in-house and freelance writers create sustainable SEO content writing strategies. Her coaching business, Charisma Boost, helps Gen X women confidently build their personal brands, sharpen their communication skills, and build businesses. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda6"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading6"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session6"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> Creative Compliance: Effective Writing for Regulated Industries </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#ahavaLeibtag" class="speaker"> Ahava Leibtag </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse6" aria-expanded="true" aria-controls="collapse6"> Learn More </button> </div> </div> <div id="collapse6" class="accordion-collapse collapse" aria-labelledby="heading6"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Bound by rules? That doesn't mean your content has to be dull. </p> <p> Just ask Ahava Leibtag. With 20 years of experience writing for regulated industries, she knows how to make compliance engaging. </p> <p> In this webinar, Ahva reveals practical strategies for aligning your marketing efforts with both regulatory requirements and business objectives while crafting clear, accessible content that captivates your audience. </p> <p> You'll learn... </p> <ul class="mb-0"> <li> How to transform regulatory limits into creative expression opportunities </li> <li> The importance of aligning your content with business and compliance goals </li> <li> Methods to create content that engages your audience, using plain language and various distribution methods </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/ahava-leibtag.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Ahava Leibtag"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Ahava Leibtag </h4> <p class="card-text"> CEO | Aha Media Group </p> <p class="text-small"> Ahava Leibtag has more than 20 years of experience in writing, messaging, and marketing. She's consulted with some of the world's largest firms to attract and grow their audiences. Ahava is the CEO and owner of Aha Media Group, LLC, a copywriting, content strategy, and content marketing consultancy. In 2020, Ahava was inducted into the Healthcare Internet Hall of Fame as an Innovative Individual. She is the author of The Digital Crown: Winning at Content on the Web. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda5"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading5"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session5"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> Clear the Way With UX Writing </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#shannonGeis" class="speaker"> Shannon Geis </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse5" aria-expanded="true" aria-controls="collapse5"> Learn More </button> </div> </div> <div id="collapse5" class="accordion-collapse collapse" aria-labelledby="heading5"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Your awesome marketing campaign has enticed your audience to explore your product. Now, how do you ensure they make it through to the next stage without getting stuck in the weeds? </p> <p> Good UX writing is essential to ensuring users, both new and returning, understand their next steps. By using plain language and UX writing essentials, we can connect our organization's goals to our users' needs. </p> <p> When we consider a situation from our user's point of view, we can clear the path for where they are going and help them reach their destination. </p> <p> In this session with content designer and UX writer Shannon Geis, you'll learn how to... </p> <ul class="mb-0"> <li> Think about your user needs, including identifying pain points, tasks, and possible roadblocks </li> <li> Use simple language to provide users with a clear path to accomplish their goals </li> <li> Identify places where UX writing can improve your digital products </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/shannon-geis.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Shannon Geis"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Shannon Geis </h4> <p class="card-text"> Content Designer | CVS Health </p> <p class="text-small"> Shannon Geis is a content designer at CVS Health. She has a decade of UX writing and content design experience spanning Fortune 50 companies and nonprofits, as well as a background in marketing and B2B design. She believes in the power of user-centered experiences to build brand loyalty. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda7"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading7"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session7"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> How to Write Better Emails </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#emanIsmail" class="speaker"> Eman Ismail </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse7" aria-expanded="true" aria-controls="collapse7"> Learn More </button> </div> </div> <div id="collapse7" class="accordion-collapse collapse" aria-labelledby="heading7"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Email marketing has changed. Your subscribers are receiving more marketing emails than ever before, which means your emails need to work harder than ever before. </p> <p> Subscribers' standards are higher, and their patience for poor-quality, half-hearted email copy taking up space in their inboxes is lower. </p> <p> But if you can get email right, these same subscribers are ready, willing, and excited to spend money with you. </p> <p> Eman Ismail, an email strategist and copywriter who's helped her clients make millions of dollars combined, is here to teach you how to write better emails. </p> <p> Emails that develop connections, emails that engage, and emails that convert. </p> <p> You'll learn how to... </p> <ul class="mb-0"> <li> Write emails that get opened and get read </li> <li> Develop deeper connections with your audience </li> <li> Convert your subscribers into customers and sales </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/eman-ismail.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Eman Ismail"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Eman Ismail </h4> <p class="card-text"> Conversion Strategist and Copywriter | emancopyco.com </p> <p class="text-small"> As an email conversion strategist and copywriter at emancopyco.com, Eman Ismail helps online business owners, creators, and personal brands fire up their conversions, evergreen their sales, and turn fans into Superfans. She also hosts the multi-award-winning podcast <i>Mistakes That Made Me</i>, a Hubspot podcast that asks extraordinary business owners to share their biggest business mistakes. Collectively, her strategy and copy have helped generate millions of dollars for her clients. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda8"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading8"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session8"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> People, Data & Content: The 5-Step Content System to Pinpoint What Motivates Your Audience </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#annePopolizio" class="speaker"> Anne Popolizio </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse8" aria-expanded="true" aria-controls="collapse8"> Learn More </button> </div> </div> <div id="collapse8" class="accordion-collapse collapse" aria-labelledby="heading8"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Join Anne Popolizio for a step-by-step walk-through of her agency Social Squib's process for creating and A/B testing social media content and ads. </p> <p>After this session, you'll be able to identify exactly what drives your customers' behavior so you can optimize your writing and content performance to maximize ROI</p> <p> You'll learn... </p> <ul class="mb-0"> <li> A repeatable system to create and test content so you can improve your writing performance </li> <li> How to apply A/B testing to messaging </li> <li> What the metrics are telling you and how you can use them to optimize your funnel to generate more leads or sales </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/anne-popolizio.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Anne Popolizio"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Anne Popolizio </h4> <p class="card-text"> Owner | Social Squib </p> <p class="text-small"> Anne Popolizio owns the digital marketing agency Social Squib. In school, Anne was the nerdiest and most creative of the nerds. This balance serves her well in social media. She focuses on specific storytelling for your ideal client through the written word, video, and sound, but she's obsessed with analytics so you can measure the results of your efforts. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda9"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading9"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session9"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <h3 class="mb-3"> Marketing Forecast: Master the Triple Crown of B2B Marketing Writing </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#sarahGreesonbach" class="speaker"> Sarah Greesonbach </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse9" aria-expanded="true" aria-controls="collapse9"> Learn More </button> </div> </div> <div id="collapse9" class="accordion-collapse collapse" aria-labelledby="heading9"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> What do webinars and educational events, original research, and thought leadership have in common? They're the top three kinds of marketing writing you'll need to master for success in the years ahead. </p> <p> Using Andrew Davis' "The Pyramid of Audience Influence," writer Sarah Greesonbach, founder of the B2B Writing Institute, makes the case for why developing your strategy and skills around these three marketing assets is key to building momentum in your career. </p> <p> You'll learn... </p> <ul class="mb-0"> <li> Which of these formats will work best for you </li> <li> How to ideate effective ideas for your audience </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/sarah-greensonbach.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Sarah Greesonbach"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Sarah Greesonbach </h4> <p class="card-text"> Founder | B2B Writing Institute </p> <p class="text-small"> Sarah Greesonbach is a teacher and business coach and the founder of B2B Writing Institute. Since 2013, Sarah has operated B2B Content Studio and invoiced more than $1.5 million as a freelance writer. Writing for agencies and Fortune 500 technology companies in the HR, retail and e-commerce, and higher education space, Sarah develops B2B content marketing assets like original research, white papers, and more. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda10"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading10"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session10"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <p class="prehead mb-2"><em>Keynote Session</em></p> <h3 class="mb-3"> Author to Author: Ann Handley Talks to Geraldine DeRuiter </h3> <p class="fs-5"> Speakers: <a href="/events/mwb24/home/sa#geraldineDeRuiter" class="speaker"> Geraldine DeRuiter </a> & <a href="/events/mwb24/home/sa#annHandley" class="speaker"> Ann Handley </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse10" aria-expanded="true" aria-controls="collapse10"> Learn More </button> </div> </div> <div id="collapse10" class="accordion-collapse collapse" aria-labelledby="heading10"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Ann Handley sits with acclaimed author Geraldine DeRuiter for an engaging fireside chat about writing, creativity, and what it means to be an author and creator today. </p> <p> Geraldine is a James Beard Award-winning writer best known for her books and blog, "The Everywhereist," which chronicles her travels and experiences around the world with her husband, Rand Fishkin, marketer and co-founder of Moz. </p> <p> During this special keynote session, Geraldine chats with Ann about the things that make writing so rewarding and essential: the love, the fun, and the sense of purpose it brings to our lives. </p> <p> They also discuss the joys and challenges of the creative process, the importance of storytelling, and the power of the written word to connect, inspire, and transform—regardless of topic or industry. (That means marketing writing, too.) </p> <p> Plus, Geraldine shares her thoughts on the future of writing and reading in a constantly evolving world, what it means to be human in today's world, and how writing can help us make sense of it all. </p> <p class="mb-0"> Together let's celebrate the joy and power of the written word. </p> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/geraldine-deruiter.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Geraldine DeRuiter"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Geraldine DeRuiter </h4> <p class="card-text"> James Beard Award-Winning Blogger and Bestselling Author </p> <p class="text-small"> Geraldine DeRuiter is the James Beard Award-winning blogger behind "The Everywhereist" and the author of <i>All Over the Place: Adventures of Travel, True Love, and Petty Theft</i> and the national bestseller <i>If You Can't Take the Heat: Tales of Food, Feminism, and Fury</i>. She's been called "hilarious, clever, profound and poignant at the same time" by Bookpage and "loud and irrational" by The New York Times. Her writing has appeared in The Washington Post, The New Yorker's Daily Shouts, Marie Claire, and Refinery 29. </p> </div> </div> <div class="row"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/ann-handley.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Ann Handley"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Ann Handley </h4> <p class="card-text"> Chief Content Officer | MarketingProfs </p> <p class="text-small"> Ann Handley is a Wall Street Journal bestselling author who recently published <i>Everybody Writes 2</i>. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the seven people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer. She publishes a popular biweekly newsletter all about writing, Total Annarchy. </p> </div> </div> </div> </div> </div> </div> </div>  <div class="col-12 col-xl-6 mb-3"> <div class="accordion-item shadow-sm p-4" id="Agenda1"> <div class="accordion-header d-flex flex-column justify-content-between" id="heading1"> <div> <div class="mb-3">   <div>  <a class="btn btn-primary btn-register basicview-not-registered" href="/events/mwb24/registration/sa/"> Get On-Demand Access </a>  <a class="btn btn-primary btn-register proview-not-registered" href="/events/register/422"> Get On-Demand Access </a>  <a class="btn btn-primary btn-play registered" href="/events/mwb24/sessions/sa/#session1"> Play Recording </a> </div> </div> <hr> <div class="mb-3"> <p class="prehead mb-2"><em>Presented by Our Sponsor</em></p> <h3 class="mb-3"> Transforming Writing for Businesses With AI </h3> <p class="fs-5"> Speaker: <a href="/events/mwb24/home/sa#bruceClay" class="speaker"> Bruce Clay </a> </p> </div> </div> <div class="d-flex flex-lg-column align-items-end"> <button class="accordion-button collapsed p-0" type="button" data-bs-toggle="collapse" data-bs-target="#collapse1" aria-expanded="true" aria-controls="collapse1"> Learn More </button> </div> </div> <div id="collapse1" class="accordion-collapse collapse" aria-labelledby="heading1"> <div class="accordion-body h-100 p-0 pt-4"> <div class="mb-4"> <h4> Overview </h4> <div class="fs-5"> <p> Join us for an enlightening session on how AI tools are reshaping how we write. </p> <p> AI is often touted as a revolutionary service, promising near-instant document preparation and automated content creation. But it's crucial to understand that while AI can assist you in drafting and optimizing content, it's still a tool—not a complete solution. While AI can streamline and enhance the writing process, human expertise is indispensable for crafting truly effective and engaging material. </p> <p> In this webinar, SEO pioneer Bruce Clay explores the practical applications of AI content tools, from persona identification and keyword selection to broad topic research and pre-writing stages. You'll learn how AI can accelerate the mechanics of content creation, reducing the time from hours to minutes and leaving writers to focus on what humans do best— refining voice, style, and compliance. He also discusses using AI to create a polished final product, including multimedia and formatting. </p> <p> You'll learn... </p> <ul class="mb-0"> <li> How AI can be a powerful ally in producing high-quality writing efficiently </li> <li> How to use AI for competitor analysis, keyword optimization, and content enhancement </li> <li> How AI can serve as an invaluable assistant in your content workflow, offering tools to manage and optimize various content types—from articles and emails to videos and presentations </li> </ul> </div> </div> <div> <div class="row mb-3"> <div class="col-4 col-md-3"> <img src="/events/mwb24/images/headshots/bruce-clay.jpg" class="w-100 rounded rounded-circle mb-3" alt="Headshot of Bruce Clay"> </div> <div class="col-8 col-md-9"> <h4 class="card-title m-0"> Bruce Clay </h4> <p class="card-text"> Founder and President | Bruce Clay Inc. </p> <p class="text-small"> Bruce Clay is the founder and president of Bruce Clay Inc., a global digital marketing optimization firm. He's the author of <i>Search Engine Optimization All-In-One For Dummies</i>, now in its fourth edition, and <i>Content Marketing Strategies for Professionals</i>. He wrote the first webpage-analysis tool, created the Search Engine Relationship Chart?, and is credited as the first to use the term "search engine optimization." </p> </div> </div> <div class="row"> <div class="col-4 col-md-3 d-flex justify-content-center align-items-start"> <img src="/events/mwb24/images/logos/bruce-clay-logo.png" class="w-75 mb-3" alt="Bruce Clay Inc. logo"> </div> <div class="col-8 col-md-9"> <p class="text-small mb-0"> Since 1996, Bruce Clay Inc. (BCI) has helped websites rank highly in search engine results, driving online visibility, organic traffic, and increased revenue. Today, BCI is a leading search marketing company providing SEO services, consulting, training, tools, pay-per-click (PPC) advertising management, content development, and social media marketing services. </p> </div> </div> </div> </div> </div> </div> </div> </div> </div> </section>  <section class="container-fluid bg-pattern-black" id="speakers"> <div class="container-xl py-5"> <h2 class="text-center text-white"> Meet the Speakers </h2> <div class="d-flex justify-content-center mb-5"> <img src="/events/mwb24/images/scribble/MWB-Scribble-Medium-Light-Pink.svg" alt="" style="max-width: 200px;"> </div> <div class="row row-cols-1 row-cols-md-2 row-cols-lg-5 justify-content-center align-items-stretch">  <div class="col mb-3 mb-md-5" id="annHandley"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/ann-handley.jpg" class="card-img-top rounded-0" alt="Headshot of Ann Handley" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Ann Handley </h3> <p class="card-text"> Chief Content Officer | MarketingProfs </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold d-block" href="/events/mwb24/home/sa#Agenda2"> NEW Email Newsletter Strategies That *Actually* Work </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5" id="geraldineDeRuiter"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/geraldine-deruiter.jpg" class="card-img-top rounded-0" alt="Headshot of Geraldine DeRuiter" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Geraldine DeRuiter </h3> <p class="card-text"> James Beard Award-Winning Blogger and Bestselling Author </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda10"> Author to Author: Ann Handley Talks to Geraldine DeRuiter </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5" id="shannonGeis"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/shannon-geis.jpg" class="card-img-top rounded-0" alt="Headshot of Shannon Geis" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Shannon Geis </h3> <p class="card-text"> Content Designer | CVS Health </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda5"> Clear the Way With UX Writing </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5" id="sarahGreesonbach"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/sarah-greensonbach.jpg" class="card-img-top rounded-0" alt="Headshot of Sarah Greesonbach" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Sarah Greesonbach </h3> <p class="card-text"> Founder | B2B Writing Institute </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda9"> Marketing Forecast: Master the Triple Crown of B2B Marketing Writing </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5" id="bruceClay"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/bruce-clay.jpg" class="card-img-top rounded-0" alt="Headshot of Bruce Clay" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Bruce Clay </h3> <p class="card-text"> Founder and President | Bruce Clay Inc. </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda1"> Transforming Writing for Businesses with AI, <em>presented by Bruce Clay Inc.</em> </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5 mb-lg-0" id="emanIsmail"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/eman-ismail.jpg" class="card-img-top rounded-0" alt="Headshot of Eman Ismail" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Eman Ismail </h3> <p class="card-text"> Conversion Strategist and Copywriter | emancopyco.com </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda7"> How to Write Better Emails </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5 mb-lg-0" id="ahavaLeibtag"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/ahava-leibtag.jpg" class="card-img-top rounded-0" alt="Headshot of Ahava Leibtag" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Ahava Leibtag </h3> <p class="card-text"> CEO | Aha Media Group </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda6"> Creative Compliance: Effective Writing for Regulated Industries </a> </h4> </div> </div> </div> </div>  <div class="col mb-3 mb-md-5 mb-lg-0" id="heatherLloydMartin"> <div class="card rounded-0 shadow-lg border-0 h-100"> <img src="/events/mwb24/images/headshots/heather-lloyd-martin.jpg?v2" class="card-img-top rounded-0" alt="Headshot of Heather Lloyd-Martin" /> <div class="card-body p-4"> <div> <h3 class="card-title m-0"> Heather Lloyd-Martin </h3> <p class="card-text"> Copywriter and Fractional CMO | SuccessWorks + Charisma Boost </p> </div> <div class="mt-4"> <p class="prehead session m-0"> SESSION </p> <h4 class="h5 d-inline position-relative"> <a class="session-link fw-bold" href="/events/mwb24/home/sa#Agenda4"> But Wait, There's More! 7 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