Crafting Content Ideas: How to Create Stories Your Audience Will Love

Friday, 18 June

9 am – 12 pm EDT

Edinburgh (Online)

£55 GBP

Questions? Read our FAQs

Crafting Content Ideas: How to Create Stories Your Audience Will Love | June 18

Alan Rutter Photo

Founder, Fire Plus Algebra


Friday, 18 June

9 am – 12 pm EDT

GA London (Livestream)

Online Class
£55 GBP
Regular Ticket
£55 GBP

Questions? Read our FAQs

About This Workshop

In modern business, everyone is a publisher. Whether you're a freelancer, a growing startup or an established enterprise – quality content gives you an opportunity establish your credentials and build a meaningful relationship with your audience.

You could be publishing your own blog – or using platforms such as Medium, Quora, LinkedIn, YouTube, Instagram and podcasting tools to share your ideas with potential customers and collaborators.

This isn't about sales copywriting, growth hacks or boastful 'thought leadership' – it's about developing a steady stream of honest stories based on your own genuine experience.

This workshop will give you a repeatable process for identifying story ideas, developing them into structured content, and then publishing them through the most effective channels.


  • Understanding your niche
  • Subject, Angel, Format: a process for generating a steady flow of ideas
  • Systems for capturing and developing content ideas
  • Where to publish (from Medium and LinkedIn, to blogging networks and professional publications)
  • Best practice industry case studies
  • Promoting your content, and getting feedback


  • This class is taken completely online via Zoom.
  • Class set up information will be emailed on the day of the class.
  • You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection.
  • All communication will be sent to the email used to purchase a ticket. If you have signed up on behalf of a friend or colleague, please forward along this information.

NOTE: this session will not be recorded, however, slides will be sent within 7 days following the class. Participants are also encouraged to download and save any shared materials during class for later reference.

About the Instructor

Alan Rutter Photo

Fire Plus Algebra

Alan Rutter is the founder of Fire Plus Algebra. He oversaw the iPad edition launches of Wired, GQ, Vanity Fair, and Vogue in the UK, and has been working with Conde Nast International as product owner on a bespoke digital asset management system for their 11 global markets. Until November 2014, he worked with Guardian Masterclasses on curating and delivering new course strands and teaching their B2B data visualisation courses for clients, including Capita, the Financial Conduct Authority, the Home Office, Novartis, Haringey Council, and Gloucestershire Police Constabulary. Previously, Alan was the Online Editor at Time Out, having also worked as Acting Deputy Editor and Features Editor on the magazine. He has over 10 years previous experience of working for magazines, both online and in print.

Refund Policy

We understand that, sometimes, plans change. If you can no longer make it to a class or workshop, please email us at least 7 days before the scheduled event date. No refunds will be given to cancellations made within a week of the class or workshop.

Community Code of Conduct

Your registration for or attendance at any General Assembly offering indicates your agreement to abide by this Community Code of Conduct policy and its terms.

Illinois Students

Participants who complete this workshop will not receive a certificate or any other designation of completion.

This workshop is not designed to prepare individuals to follow or pursue a trade, occupation or profession. It is not designed to improve, enhance, or add to the skills and abilities of an individual relative to occupational responsibilities or career opportunities.

This workshop is not approved by the Division of Private Business and Vocational Schools at the Illinois Board of Higher Education and participation in this workshop/event will not be counted towards an approved IBHE program/course of instruction.

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