Where?Online When?On demand

A training about texts data & dialogues

It is high time we talked about content on the Web as a portal leading towards brave new opportunities to connect, exchange and share knowledge, expertise and experience.

Web Scriptorium is where we learn to ideate, plan, write and distribute content that serves business goals while meeting the needs of both human and algorithmic audiences.

What is Web Scriptorium?

Web Scriptorium is a two-day journey through the depths and riches of digital text.

Within two consecutive days we will talk about the emergence, development and the future of text on the Web. We will look at the relationship between words and data and at the way search engines "read", "understand" and fetch content.

In addition to theory, best practices, and self-study materials, at Web Scriptorium we will dedicate a special time for writing. During this window of inspiration married to understanding of the basic principles of online text, we will get our hands dirty with drafting blog posts, product pages and other common forms of text on the Web.

Is Web Scriptorium for you?

Web Scriptorium is for teams, small and big, seeking to look at content on the Web from a deeper perspective as to build richer relationships with audiences and walk towards a wider reach with textual ripples.

Web Scriptorium will invite creativity, inspiration and effectiveness to teams who seek to:
  • Tinker with the mechanics and the magic of writing on the Web;
  • Implement best practices to write content in-house;
  • Create content that makes a dent on the Web.

On a less poetic note, Web Scriptorium is for anyone who creates, shares or works with texts on the Web.

Throughout presentations, writing sessions and live discussions, in Web Scriptorium teams learn:

  • How to develop an editorial calendar;
  • What are the main things without which web texts like blog post, product page, video script, newsletter, and other short texts on social media cannot live without;
  • Where does authenticity grow within a brand’s voice in the textual content.
  • Why having a content roadmap matters and how to build one;
  • What are the recipes, if any, for good texts on the Web;
  • What is the Semantic Web and why it matters;

What are the main threads running in Web Scriptorium?

Code, culture, conversations.


Code interconnectedness

What is the Semantic Web and what code has to do with writing? How a couple of tags can add meaning to our brand story? What do you need to know about the Web and the machine-readable content across it?


Conversations on the Web

What is the Cluetrain manifesto and what it has to do with the writing and doing business on the Web? How do we build bridges towards our audiences through content?


Cultural intertwingularity

How our first ugly drafts are intricately linked to how we perceive the Web and the concept of a Web of People? Why blogging matters and how do content ideas grow and blossom?


training days


hours of presentations


hands-on writing sessions



The Lecturers of Web Scriptorium

Web Scriptorium’s main lecturer is Teodora Petkova. She will be leading all the writing sessions during the second day of the training. Teodora is a philologist fascinated by the metamorphoses of text on the Web. Curious about our networked lives, she explores how the Semantic Web vision unfolds, transforming the possibilities of the written word. Joining Teodora in this exciting journey across the lands of digital text and corporate communication are David Amerland, Cruce Saunders and Andrea Volpini. David is invaluable for the breadth and depth of the insight he provides by explaining the intersection between business success, semantic search and human-to-human interaction. Cruce brings the much needed clarity on corporate content management and the eagerly anticipated focus on intelligent content. Andrea opens up the riches of machine-readable data offer to content wth the help of semantic web technologies.
Freelance Content Writer

Teodora Petkova

Freelance Content Writer

Teodora Petkova

Teodora is a freelance content writer in love with the Semantic Web. Apart from working with clients, she is also a PhD student, exploring how content on the Web changes the way we think, link, write and live.
David Amerland

David Amerland


David Amerland

David is an international speaker, author and business journalist. His research and work are related to data mining, semantic search, the social web and how they all converge in the decision making space.
Andrea Volpini
CEO of WordLift

Andrea Volpini

CEO of WordLift

Andrea Volpini

Andrea is a Semantic Web and artificial intelligence researcher. A visionary entrepreneur, he has 20 years of world-class experience in online strategies and web publishing.
Founder and principal at [A]

Cruce Saunders

Founder and principal at [A]

Cruce Saunders

Cruce is a content engineering author and speaker. For more than 20 years he has been walking the talk about multichannel marketing, content engineering, intelligent content and digital maturity.

How many lectures and writing sessions will Web Scriptorium have?

Web Scriptorium’s curriculum is designed to cover 6 training hours of lectures and 6 training hours of writing sessions. The program covers two days of training. The first day is oriented towards giving conceptual frameworks for content writing and its place in the organizations business and marketing strategy. The second day of the training is entirely focused on writing.

Below you will find an example schedule which aims to give you an overview of Web Scriptorium’s topics and training sessions. Please, keep in mind that the schedule for your team might vary as it will be custom-made depending on the specific needs for content writing training your organization want to meet.


Training introduction: tools and flow

09:00 - 09:30

Opening Words: Why Write on the Web?

speaker 1

Getting to know each other. Presenting the goal of the training and the paths we will take during our journey towards better content writing practices.

09:30 - 10:15

The Alphabet of Writing on the Web

Web Scriptorium

speaker 1

Every text on the Web is different, yet web writing has its own alphabet. Once we get the paradigm within which we think about and create creating content online, our texts will become better at connecting with people.

10:30 - 11:15

Content that sells!? From a call-to-action approach towards a call-to-adventure one.

David Amerland

speaker 2

Selling online through effective copywriting follows a couple of basic principles. Applying them turns site visitors into loyal fans. Spoiler: it is not about transactions.



11:45 - 12:30

The dynamics of words and data

Andrea Volpini

speaker 3

What do words have to do with data? How do we enrich content for both readers and in a way that’s machine-readable. Why schema.org matters? What is structured data and how we can add some code to our (marketing) communication through text?

12:45 - 13:45

Lunch break

13:45 - 14:30

The New Content Order

Cruce Saunders
Cruce Saunders

The content landscape has transformed. We’re evolving a new order of content that is different than the one we experienced before—we now have algorithmic audiences, using our content and becoming important brokers of customer experience. The question is: How do we adapt our content repositories and our business processes in order to accommodate content that is building relationships with both humans and machines?

14:30 - 15:45

Short break. And some online jazz

14:45 - 15:30

Text, metatext and intertextuality

Web Scriptorium

Teodora Petkova

Everything is connected. Every text, every thread in a conversation (be it direct or indirect, through references) starts and ends in and with another text or thread. We are never-ending stories reaching out to find possible continuations. Here we will learn how intertextuality can enrich our content writing practices and perspectives.

15:45 - 16:30

Best practices for ideating, planning and writing corporate blog posts

Web Scriptorium

speaker 1

How and why your corporate blog is your best marketing tool? What makes a blog post good and is there a formula for effective corporate dialogues? [Yes, dialogues!]


Good morning. Short game :)

09:15 - 10:30

Writing session 1: Exercises on content frameworks and workflows

Web Scriptorium
speaker 1

Getting into the habit of interconnectedness: Creating content cards Walk me through your content calendar: Understanding and implementing workflows

10:30 - 10:45

Short break. [for scrolling through cat memes :)]

10:45 - 12:00

Writing session 2: Exercises on writing blog posts, social media short lines, product description.

speaker 1

Working on specific content types and discussing what works and what doesn’t depending on the context of our written pieces.

12:00 - 14:45

Writing session 3: Editing existing content.

speaker 1

Working on your brand’s existing content and polishing it. Editing examples of “bad writing” and creating “good texts”.

How much does Web Scriptorium cost?

The price of Web Scriptorium is EUR 2190 (excl. VAT). It includes:
  • 6 hours of lectures and Q&A sessions
  • 6 hours of writing sessions.
  • Self-study and reference materials
  • Content creation templates (editorial calendar, content roadmap, blog post structures, content cards, etc.)

How does Web Scriptorium begin, proceed and end?

Web Scriptorium’s curriculum is designed to cover 6 training hours of lectures and 6 training hours of writing sessions. The program covers two days of training led by at least 3 lecturers. The schedule for your team will vary as it will be custom-made depending on the specific needs for content writing training your organization want to meet. It will take us a couple of emails and a virtual brief as to pinpoint what exactly will best fit your needs for content writing training.

Being great fans of Aristotle’s writing, we dared to follow his principles outlined in Poetics:

"A whole is what has a beginning and middle and end" (1450b27)

Beginning: Conceptual frameworks

This is how it will all begin:
  • A short history of text on the Web
  • Types of content on the Web and the specifics we need to know about
  • Content cards, content calendars, KPIs and other seemingly distant relatives of writing
  • SEO, structured data and the future of content (writers)
We want in!

Middle: Writing Content

And then we will proceed to:
  • Discussions and conversations
  • Content writing and creations
  • A game of content pieces
  • A recap of what we did and what we can do in the future
Join the world wide weave

End: Templates to take away

This is where we arrive at:
  • Lists with resources, tools and good practices
  • Content creation frameworks
  • Workflow templates
  • Web Scriptorium closed work group
Yes, please!

Interested in having your own corporate Web Scriptorium? Use the form below, or email us using info@webscriptorium.com.

Book Your Web Scriptorium

Excited about Web Scriptorium? We are too! Let’s connect:


+ 359 898 613 717



Blogless future!?

Of course not!

The future is not blogless.

We love blogs.

And as much as we love them we are still looking for the mindspace to keep one here.

We cordially apologize to you and the Web genie for daring to not keep a Web Scriptorium blog! We work smart to fix things! By then, you are kindly invited to navigate some bits and bytes from around the Web (yes, Borges’ sandbook style one):