Level up your digital marketing strategy with powerful techniques

CX Writing for Marketing Engagement Online Course

Increase product engagement with better writing at every touchpoint in your customer journey.

Price: US $429

“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

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Extend your Writing Beyond Interfaces

Learn how UX writing and CX writing intersect, and how to master CX writing.

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Increase Customer Engagement

Bring customers along on every step of their journey. Engage them on all channels.

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Write for the End-to-End Customer Journey

Understand brand voice and its impact at every customer channel and touchpoint.

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Create Examples for Your Portfolio

You’ll develop a series of CX writing examples to add to your portfolio.

Become a Marketing-Savvy Writer

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

Why study CX writing?

User experience (UX) writing means effectively guiding users through software products. With customer experience (CX) skills, you’ll learn how to bring the customer to your product by engaging them across marketing channels including SEO, video, websites, social media, Instagram, and more.

CX writing will give you the skills to connect, persuade, and engage with customers as they discover and consider purchasing your product. You’ll discover the impact of brand voice and messaging, and learn how to write for your brand effectively.

Your career options will flourish with mastery of the tools of product engagement.

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.

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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

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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