Advanced UX Writing Online Course

CX Writing for Marketing Engagement

Level up your team’s digital marketing strategy with persuasive and powerful marketing writing techniques. Increase product engagement with better writing at every touchpoint.

“This course is an excellent complement to UX Writing Fundamentals. You’ll discover how your role as a writer will significantly impact the whole user journey.”

~Mario Ferrer, Senior UX Writer, King Games

What you’ll learn from the CX Writing course

How to understand the customer experience

Learn how UX writing and CX writing intersect, and the differences between each discipline.

How to write to increase customer engagement

Bring customers on a journey. Learn how to engage them – no matter what channel you’re writing for.

Write for the end-to-end customer journey

Marketing channels aren’t distinct – they’re part of a whole. Learn how to write for the entire journey.

Create and present a CX portfolio piece

We’ll guide you through a project than you can slide in to your portfolio, then present to hiring managers.

Learn to write persuasively for all the channels in your digital marketing strategy. Brand engagement, social media, ads, video—we cover all the touchpoints.

Course Overview

What’s CX versus UX writing?

UX writing is copy in a product or piece of software. CX writing is all about the experiences that bring the customer to that product.

That means marketing channels including SEO, video, websites, social media, Instagram, and more.

But you won’t just learn how to write for them. You’ll learn how to understand customer personas and mindsets – and map an entire customer journey.

Your career options will flourish once you understand how to write for multiple touchpoints.

How does the course work?

The CX Writing course is self-paced and online. Take your time or speed through—it’s up to you!

As you complete each lesson, you’ll submit practice work. Your ultimate assessment is a final project in which you map and write out a full CX journey from end-to-end, leading to an in-product experience.

There’s no better way to perfect your CX writing skills than with a portfolio-ready project, assessed by expert writers.

Course Syllabus

  • Lesson 1.1: Why should CX matter to UX writers?
    What’s the difference between UX and CX?
    Why should I care about CX?
  • Lesson 1.2: Brands & channels
    It’s all about the brand
    Brand experience: the good, the bad, and the ugly
    Writing for a brand: voice and tone
    Understanding channels
    Writing for different channels
    Use case : Disney
  • Lesson 2.1: Tools for effective CX writing
    Customer journeys
    Brand guidelines and style guides
    Research, data, and analytics
    Brand touchpoints
  • Lesson 2.2 Universal writing tips
    Identify your best platforms to reach your target customers
    Don’t wait for a specific need to create content
    Repurpose and repackage content
    Make use of user-generated and third-party content
    Find content within your own company
    Create a cadence and schedule for content publishing
    Be involved
    Add real value
    Make sure your content adheres to your brand values
    Tell a story
    Remain consistent
    Look everywhere for inspiration
    Make use of micro moments and ownable moments
  • Lesson 3.1: What is engagement and why does it matter?
    Writing for different types of engagement
    What to do before you start writing
    Understand your customers and your content goals
  • Lesson 3.2: Persuasive writing
    Create good UI
    Create personalized content
    Create in-product CX to keep the customer happy
    Create effective ad copy
    Lesson 3.3: Engagement strategies
    Consider the timing
    Increase engagement on specific channels
    Know which channel best suits your goal
    Measure engagement
  • Lesson 4.1 Customer journeys
    What does a typical customer journey look like?
    How to create and use journey maps
  • Lesson 4.2: Acquisition
    What is acquisition and why does it matter?
    Acquisition goals: woo, wow, and win customers
  • Lesson 4.3: Retention
    Keep an eye on the big picture
    When and how to write for personalization
    When and how to write for localization
  • Lesson 5.1: Website journeys
    What’s a website flow?
    How to create a website flow
    Writing for key channels
  • Lesson 5.2: Search engine optimization (SEO)
    A short history of SEO
    When you need to consider SEO for content marketing
    How to structure your content for SEO
    Do your (keyword) research
    Avoid keyword spamming
    How to use keywords the right way
    Looking under the hood: how to write “hidden” SEO content
    Useful SEO writing tools and resources
  • Lesson 5.3: Ads, paid media, and search engine marketing (SEM)
    What’s a search network?
    What’s a display network?
    Best practices when writing ads
  • Lesson 5.4: Email marketing
    Types of marketing emails
    Anatomy of an email: what to write
    Mirror email copy in landing pages
    How to write about products
  • Lesson 5.5: Content marketing
    Harness the power of content marketing
    Write a killer blog post
  • Lesson 5.6: Social media
    Writing for Facebook
    Writing for Twitter
    Writing for Instagram
    Writing for customer service experiences
  • Lesson 6.1: Optimize for mobile devices
  • Lesson 6.2: Write for video
  • Lesson 6.3: Write for print (yes, it still matters)
    Best practices for print
    The anatomy of a press release
  • Lesson 6.4: Continuously improve your CX content
    Measure for success
    Listen to your customers and employees
    Mine your customer data
    Pay attention to both acquisition and retention content
    Balance your SEO and brand needs
    Never forget your brand voice and goals
    Solve problems before they even begin
    Look at CX as an ongoing, iterative process

Course Author - Liz Hardy

liz-hardy

Liz has over 20 years of experience in digital content development for companies such as Nordstrom, LVMH, Sephora, AT&T, Google, Microsoft, Viacom, REI, Virtuoso Luxury Travel, and Facebook. She’s an amazing CX writer!

We also hire expert UX and CX writers to help grade courses and project material. All work is overseen reviewed by the UX Writers Collective co-founders.

Course Requirements

Time Requirements

Time estimates fall around 10-20 hours of study and practice work for this course depending on your speed. There are 6 units in the CX Writing course. Each unit is broken down into a series of 4-6 lessons with practice quizzes and reviews along the way.

This course is designed to fit around your schedule; lessons are available on-demand at any time. There is no live instruction, so you’re free to study whenever you have time.

By the end of the course, you’ll have built your first CX Writing samples to include in your writing portfolio.

Prerequisites

  • A computer (Mac, Windows, or Linux) with the latest version of Chrome
  • A broadband internet connection
  • Fluent English reading and writing proficiency
  • Some familiarity with UX writing and methods
  • A quiet space and a creative mind!

Need more info?

Read our frequently asked questions