Course Outline

• How to work out what you have to say, what topics you'd like to write about
• Refining your audience
• How to research, structure and write a blog
• An introduction to optimising your blog for search engines (SEO)
• Ways to distribute your blog
• How to develop a content calendar and keep your blog going
• Exercises around headline-writing, lead-writing and editing
• Workshopping and providing feedback on a blog that you've written
• How to adapt what you've learnt to other forms of content

About the Tutor

Alexandra Vanags' 15-year career has taken her from London to Sydney and several places in between. She has done everything from interviewing high-profile sources about exciting M&A deals to writing blogs on behalf of CEOs. After completing her degree, Alex began her career as a financial journalist, writing about large financing and M&A deals. Always determined to get the best story, her exploits included chasing an executive across a carpark, flying to Iceland to interview a source with half an hour notice, and meeting a contact at Lehman Brothers on the day of their collapse. Since then, she has also worked in the corporate world, writing content and communications materials on behalf of some of the world’s largest brands in industries including financial services, pharmaceuticals and healthcare. These days, Alex straddles several worlds, working as a journalist, a content creator for large, complex corporate clients and a writer for small businesses. She also dabbles in fiction writing. As well as being a highly skilled writer and editor, Alex is known for her ability to interpret and communicate complex information. Alex lives footsteps away from the golden sands of Sydney’s Northern Beaches, but keeps her eye on international markets and travels regularly to London for business and leisure.