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 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