Upskilling
The digital revolution continues to upend the way we live, learn and work - and good copywriters must keep ahead.
Determined to sharpen my knowledge - for myself and my clients - I recently took part in Basecamp Skills’ funded Digital Marketing Bootcamp.
Between mid October and mid January, I was online for two days each week with around 40 other UK-based graduates, solopreneurs, career changers and business owners. We were Cohort 13. Basecamp Skills tailored the support it gave us according to whether we sought a career or business boost.
From market research to metrics, colour theory to content SEO, we covered over twelve weeks a huge range of topics - each delivered by a different industry expert. It was a whistlestop yet comprehensive overview of current digital marketing practice, challenging us with tasks that included creating email sign-up forms, recording videos, writing briefs for influencers, designing PPC campaigns, pairing fonts, analysing data, critiquing our competitors’ websites, and lots more.
Along the way we had presentations and Q&A sessions with additional guest speakers: agency founders, videographers, designers, and successful Basecamp Skills alumni.
Cats, babies and a camper van
We may have been beamed into one another’s lives only via Zoom call rectangles, but the camaraderie among Cohort 13 was strong in our real-time text chat, breakout rooms, Slack channels and LinkedIn group. I looked forward to seeing all those creative, clever people in their rectangles every week - with occasional cats, babies and even a camper van along for the ride.
For safeguarding reasons Basecamp Skills has a cameras-on policy which, although tiring at times, kept me focused. It’s tempting to potter around the house while half listening to webinars, but I know it pays to tune in properly - and it’s a courtesy to the speakers too. (I’m sensitive to the idea that sitting by a webcam all day could be harder still if you have ongoing anxiety or you’re neurodivergent, so it’s important to say that the Basecamp Skills team was sympathetic to anyone needing a break.)
I think you’re on mute.
Words for Good
We each had a brief to rebrand or launch a business or service, real or fictitious, and we applied each week’s learning to our individual projects. I found it fascinating to see new beauty, fashion and baby brands evolving as a result; an imagined but much-needed rebrand for WH Smith; a relaunch plan for a real-life diving club.
For my project, I focused on developing a consultancy offering from Good As Gold. My ‘Words for Good’ service will help small businesses, charities and public-sector organisations to maximise their impact - internally and externally - through thoughtful content and inclusive language.
‘For Good’ has a double meaning, around permanence, in that I will also deliver training to help employees feel more confident in the long term about writing for their organisation.
Our Basecamp Skills mentors were kind and knowledgeable. They delivered practical feedback on our weekly tasks, and regular one-to-ones via Zoom. I want to give a special mention to my mentor, Georgia, for her calmness and positivity. She kept me on track and I found I wanted to do well for her, as well as for myself. Georgia’s colleagues Nayar and Jo worked closely with us, and they too were lovely.
A head spin
The course was intense - the equivalent, apparently, of an A-level (in three months!). Occasionally I got into a head spin, convinced I needed to master every aspect of digital marketing and add ALL the services to Good As Gold’s offering.
But no-one is a copywriter AND a videographer AND a social media manager AND an email marketer AND a branding expert AND an SEO consultant AND an influencer. Not an effective one, anyway. For a small business owner, I believe it’s useful to know something about all those disciplines - and how/where to seek further expertise when you’re ready.
So as the demands of the course and my project retreat with time, I have clearer insight into what the Basecamp Skills bootcamp meant for me.
It helped me by:
Expanding my knowledge of digital marketing practices that complement copywriting
Prompting me to turn my fears about AI into curiosity (I was inspired to write this blog post as a result)
Encouraging me to overcome my ick about social media and self promotion - and log back in to LinkedIn
Boosting my confidence around the efficacy and value of the services I deliver to my clients
Signposting me towards further tools, resources and expertise that will help me stay ahead
Building my network, thanks to the mentors, speakers and brilliant Cohort 13.
“You have crafted an exceptional project that showcases a unique blend of creativity, professionalism, and strategic thinking. The comprehensive approach to branding and communication sets a strong foundation for success in the consultancy space. With minor refinements, this project is ready to shine in real-world applications. Your project is thoughtful and innovative that reflects a deep understanding of both market dynamics and brand development. The focus on building meaningful client relationships and the creative use of tools and platforms to elevate branding and communication is commendable. The integration of modern AI tools and a methodical approach to SEO and content planning demonstrate strong technical and creative expertise. Great work!”
Thank you to everyone who helped me along the way.
You can learn more about Basecamp Skills at www.wearebasecamp.co.uk.
Just two or three degrees from Steven Bartlett
< Check out the signature on my certificate.
Dominic McGregor, founder of Fearless Adventures (the embedded venture capital firm which incorporates Basecamp Skills) was Steven Bartlett’s co-founder on the Social Chain.
So I hereby enter the territory of entrepreneurial royalty.
Hear ye
I’m now attending a public-speaking class at the Midlands Arts Centre (MAC) in Birmingham. Public speaking is an area of myself I’ve neglected over the years, working alone for much of the time. I’m not looking to become a toastmaster or a town crier; I just want the thought of speaking out loud in public to not make me wish for spontaneous combustion.
Four weeks in, I’m finding the course gentle and fun, also with lovely people to learn from and alongside.