Become great at Ecommerce Content Marketing

Content marketing, when done correctly, is one of the most economically viable long term channels you can build.

Ecommerce companies tired of burning ad dollars in a race to the bottom with competitors need something else: a moat. A scalable channel that drives both brand and revenue.

By Alex Birkett,

Co-founder @ Omniscient Digital

Course length: 2h 52min

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English subtitles Certificate included

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Introduction video (2 minutes)

This course is essential for you if…

  • Understand the value of content marketing and are willing to invest in the channel, even if you haven’t figured out the specifics yet.
  • You are a marketing leader in your organization looking to build for the long term.
  • Operate in a highly competitive niche.

After taking this course you will…

  • Understand your strengths, weaknesses, and trends, and identify the edge on which you can compete in content marketing.
  • Build a balanced portfolio of buzz-worthy content to drive interest and product-led content to drive revenue and growth.
  • Plan and build a growth model for your content marketing and SEO program.
  • Understand the customer journey and the top touch points in the journey that content can help you reach.
  • Promote and distribute your content in a way to generate leverage and more coverage.

Skills you will master

Content researchContent StrategyEcommerce content marketingSearch Engine Optimization (SEO)SEO content writing

Your course curriculum

Ecommerce Content Marketing

1 The 3 Principles of Effective Content Strategy

In this lesson, we will walk through the primary heuristics and mental models that guide the creation of any strategy. To win content marketing, you need to have a strategy that produces ROI and suits your particular strengths. You will learn: Content

2 Buyer personas and audience development

In this lesson, we will cover audience research and development. It will help you answer the questions, “who is my audience?” and “what does my audience want?” You will learn: Buyer personas are often ineffective and a waste of timeAudience research, h

3 The buyer’s journey

In this lesson, we will cover popular buyer’s journey models to help you structure your content strategy, production, and promotion in a way to meet the reader where they are. You will learn: Buyer’s journey models are simplified representations of rea

4 SWOT and other tools

This lesson will cover three useful tools for uncovering your strengths and opportunities, which will form the foundation of your ongoing content marketing strategy. You will learn: SWOT analysis is a simple tool you can use to identify your unique str

5 The Economics of Content Marketing

In this lesson, we will cover how economics is a valuable model for content marketing, both as a mental model and a planning tool. This approach will help you estimate your costs and ROI, and it will also help you determine which type of content you’ll

6 The Barbell Strategy

In this lesson, we will cover one of the most useful models in building your actual content marketing roadmap is the “barbell strategy.” In this approach, we use a portfolio allocation model to plan out our content and divide it into two clear content

7 Keyword research: content gap analysis

In part 1 of 3 in our keyword research module, we’ll do a hands-on workshop walking through the “content gap” method to generating keyword ideas from direct and organic competitors. You will learn: Content gaps show you keywords that other websites are

8 Keyword research: pain point SEO

In part 2 of 3 of our keyword research section, we cover a fun topic: pain point SEO. In opposition to most keyword research methods, this one starts with customer research and the identifiable pain points your audience expresses. You will learn: Custo

9 Keyword research: head keyword permutations

In the final installation of our keyword research section, we’ll cover head keyword permutations. This method helps to uncover all iterations of long-tail keywords in a given topic cluster. You will learn: Tools like Answer The Public allow you to unco

10 Pillar and cluster model: clustering

In this lesson, we’ll prune our topic list to keep only relevant ideas on our list. We’ll also tag each idea with a categorical variable to begin building topic clusters. You will learn: Topic clusters are a popular strategy to develop topical authorit

11 Mapping topics to the buyer’s journey

In this lesson, we return to our buyer’s journey model, and this time, we actually use it to tag our topic list with buyer’s journey stages. This will help us plan our content from voice to distribution channel all the way down to the CTA we use on eac

12 Building a content roadmap report

The content marketing roadmap is the centerpiece of our content marketing plan. This is the lesson where we put it all together. You will learn: The content roadmap report should be the command center of your content operations.Content roadmap reports

13 Writing for SEO: content briefs

In this lesson, we will talk about the centerpiece of content production: the “content brief.” In many ways, it is an amped-up version of a content outline, but one complete with all the details that a freelancer, content writer, or yourself need to co

14 Writing for SEO: content optimization tools

In this lesson, we will we’ll turn the focus on these same tools to help us write and optimize the piece of content for SEO. You will learn: Content optimization tools can help you construct briefs and also optimize the pieces for a given keyword.Conte

15 Link and Share hooks

Creating content is only half the battle; getting people to read it is just as difficult. One of the best ways to increase the reach of your content is to write the content with promotion in mind – using “hooks” to increase the probability that it will

16 Content promotion tactics

This lesson will be a short walkthrough on effective content promotion strategy. We’ll focus on short-term channels like social and communities and long-term channels like search and email. You will learn: Manual content promotion is often required to

17 Google Analytics Goals

This lesson will cover the basic essentials of setting up and tracking goals in Google Analytics so you can measure the ROI of your content marketing. You will learn: Google Analytics is a free and easy to use tool to track traffic, events, and goals.I

18 Setting up a dashboard

In this lesson, we’ll set up a Data Studio dashboard to track conversions generated from your content marketing. You will learn: Dashboards help centralize key performance indicators and charts so stakeholders can quickly see performance.Data Studio is

Alex Birkett

Co-founder @ Omniscient Digital

Alex Birkett is the co-founder at Omniscient Digital, a premium content agency. Back in the day, he worked on the CXL blog. Later, he worked on freemium acquisition growth at HubSpot and ran the experimentation team at Workato.

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Learn Ecommerce Content Marketing: FAQ

Who is this course for?

This course is essential for you if…

  • Understand the value of content marketing and are willing to invest in the channel, even if you haven’t figured out the specifics yet.
  • You are a marketing leader in your organization looking to build for the long term.
  • Operate in a highly competitive niche.

Some careers that will especially benefit from this course are content marketer, copywriter, product marketer, ecommerce marketer, or growth manager.

What will you learn?

After taking this course, you will:

  • Understand your strengths, weaknesses, and trends, and identify the edge on which you can compete in content marketing.
  • Build a balanced portfolio of buzz-worthy content to drive interest and product-led content to drive revenue and growth.
  • Plan and build a growth model for your content marketing and SEO program.
  • Understand the customer journey and the top touch points in the journey that content can help you reach.
  • Promote and distribute your content in a way to generate leverage and more coverage.

What does the course include?

Our Ecommerce Content Marketing training includes 19 lessons, 37 downloadable resources, 2h 52min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Ecommerce Content Marketing Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 2h 52min long.