The Tuko Copywriting Course was launched in July 2024 to address a significant skills gap in Kenya’s media and advertising industry. This structured, revenue-generating educational programme empowers aspiring professionals while expanding Tuko.co.ke’s commercial footprint.

The course was designed to increase awareness of copywriting as a viable career path. It educates university students, freelancers, and media practitioners through targeted marketing campaigns, social media engagement, and industry-led Webinars.

Providing valuable new skills

As media companies struggle to retain talent, thousands of graduates enter the job market each year without practical digital skills, leaving them ill-equipped for available opportunities.

A series of university master classes in early 2024 revealed that copywriting was virtually unknown as a career path among students. To validate these findings, Tuko.co.ke conducted questionnaires and polls on social media platforms, revealing that 42.3% of respondents feared their lack of skills, 40.8% did not know where to start, 11% were concerned about industry saturation, and 5.6% worried about salary expectations.

To create a valuable educational product that enhances careers, the course was structured to cater to media practitioners advancing their careers, small business owners seeking higher conversions, and freelancers looking to expand their services or pivot into copywriting.

By offering a structured learning experience, it provides the tools and insights necessary to succeed in the industry.

Tuko.co.ke also set out to establish itself as a leader in media education. The course has broadened Tuko’s commercial footprint by offering high-quality mentorship, internships, and exclusive learning opportunities. This initiative has cultivated a community of skilled professionals ready to uphold excellence in the media industry.

Fostering success

Since its launch, the Tuko Copywriting Course has enrolled 110 participants. To build credibility and reach a wider audience, free monthly Webinars have been hosted, including “AI in Action for Copywriters” by Tuko’s Editor-in-Chief Jacob Otieno and “Building a Portfolio that Wins Clients” by Tuko’s Public Relations Manager Ruby Orimba.

These training sessions attracted significant engagement, drawing freelancers, small business owners, and professionals eager to enhance their skills.

The course was developed by Tuko.co.ke’s top media professionals with decades of experience in copywriting, including journalists, editors, SMM, SEO, and PR experts.

The modular structure accommodates different skill levels, ensuring accessibility for all learners. Gold Module enrollees benefit from additional mentorship and internship opportunities at Tuko.co.ke, providing hands-on industry experience.

Participants have praised the course for its practical approach, particularly in advertising, Web site copy, and product descriptions. Case study breakdowns bridge theory with real-world application, while examples from well-known brands make lessons more relatable. Key topics such as editing techniques, audience targeting, and AI-powered writing tools have stood out as valuable takeaways.

Building on its success in Kenya, the course has expanded to Legit.ng in Nigeria and Briefly.co.za in South Africa, adapting to each market’s unique media landscape.

The next phase focuses on scaling enrollments through digital marketing, strategic partnerships, and content refinement. This expansion positions the course as a long-term revenue stream while equipping professionals with in-demand skills for the evolving media industry.

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