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Become a technical content marketer

Get the technical skills to use data to identify your target audience, discover the content they need, and learn how to produce it at journalistic standards—while proving the ROI for all of it.

This program is for people serious about building technical skills who will put in the effort it takes to complete a Minidegree.

  • Do deep research into your target audience to understand exactly who they are and the challenges they face.
  • Identify the topics that you’re best positioned to cover based on advanced data analysis.
  • Create and execute a strategy that meets the standards of journalists, not marketers.
  • Track traffic, leads, or any other metric—and demonstrate the value of those figures to the most skeptical C-suiters.
  • Take a methodical approach to maximize value from existing content and scale your program.
Derek GleasonContent Lead @ CXL

See plans and pricing   or   Request demo (for teams 5+)

Some of the companies that train their teams at CXL Institute:

The best content marketers are highly technical

Content marketing promised to turn businesses into their niche’s premier media organization—then delegated that task to amateurs.

Technical content research and production skills will separate you—and your work—from the rest.

  • You will never be a central part of your company’s growth team if you take a list of keywords from SEO analysts and convert them into blog posts.
  • If your “interviews” are entry-level questions that coalesce into nothing more than dry, disjointed round-ups, you will never produce content that builds a brand.
  • If your original “studies” are woefully biased surveys, you will never produce research that holds up to scrutiny.

You also need the technical marketing skills to maximize the business value of your end product—how to rank content in search, run valid experiments on email campaigns, etc.

  • If all you can measure is top-level traffic, or social shares and links (based on dubious third-party estimates), your reporting won’t matter.
  • If your company doesn’t track the things you influence—and you don’t know how to set up, test, and manage new events—you’ll never be able to change that, either.
  • To prove that marketing wins are business wins, you’ll need to translate the outcome of your work into data stories that executives care about—ones that make your CMO look brilliant and pass muster with your CFO.

In this extensive certification program by CXL, you will learn the how-to skills that put you in a whole other (well-compensated) category from the dime-a-dozen “blog writers” whose careers have a low—and ever-lower—ceiling.

Master content marketing at every stage — not just production

Great content marketing starts with a solid foundation of research. You’ll no longer wonder if a topic is relevant or waste time creating content based on what you could rank for. You’ll focus on what you should rank for—high-value, brand-building content.

You’ll be able to create content that brings in a steady stream of organic visitors by developing an SEO-focused editorial calendar. You’ll also learn how to manage the behind-the-scenes technical SEO that’s essential to help content succeed in search, even years after initial publication.

When you want to branch out to other channels, you’ll know how to win over influencers for more social shares, craft effective pitches to earn more links for your greatest stuff, repurpose existing content for other channels, and scale your program as your company grows.

What you’ll learn and how

  • Develop and action on best-in-class user research.
  • Learn a step-by-step process to identify the content topics your business should own.
  • Develop an editorial calendar that brings in tons of qualified traffic—users who actually turn into leads (and sales).
  • Produce magazine- and journal-quality content—the kind of stuff your boss always shares and asks, “How come we aren’t doing this?” 
  • Optimize your site for behind-the-scenes, technical SEO aspects to get more of your content onto Page 1 of search results.
  • Plan content distribution in advance—across multiple channels—so that you know a piece will succeed before you invest in content production.
  • Audit and edit your on-site tracking to get the data you need to translate the value of top-of-funnel traffic or “thought leadership” content into real dollars.

Ideal for marketers who want to drive bottom-line results with their content

This is not for content marketers looking for cheap hacks or for those chasing vanity metrics. 

Technical content marketing is the real deal—empowering you to turn your company into a media organization whose informational and educational content brings in hot leads and closes sales.

  • Know in advance that the content strategy you develop will work—no more guessing about whether a project has potential.
  • Learn a start-to-finish approach to content marketing that emphasizes deep research and thorough distribution planning—not spaghetti-on-the-wall publishing.
  • Acquire the skills to get a content program off the ground or turn an existing program into a first-class content operation.

Anyone would benefit from CXL, and that goes from interns up to CEOs. That’s really been the case in our company. After their training sessions you’re fully equipped… you can go off and implement your learnings straight away.

Matt R.

27h 50min of videos & study material

This content marketing training program is designed to give you advanced level skills in content marketing. You get 27h 50min of video courses.

All of our instructors are hand-picked, and carefully vetted. Our approach is straightforward – every instructor needs to be the absolute best in the world at what they do.

1 Research

User research

User research

Learn how to build the right product by talking to your customers.

user interviews | user analysis

Voice of customer data

Voice of customer data

Learn how to become truly customer-centric.

Learn how to be truly customer-centric, and drive growth with understanding how your customers feel.

user surveys | survey data processing | personas

2 Strategy

Content marketing research

Content marketing research

Learn a research framework that generates a sustainable source of data-backed ideas.

Learn a research framework that generates a sustainable source of data-backed ideas.

content research | content dashboards | content organization

Content strategy and SEO for lead generation

Content strategy and SEO for lead generation

Develop a world class content marketing program

Learn to plan, execute and measure a successful B2B content strategy.

lead generation | SEO | measurement

SEO driven editorial calendar

SEO driven editorial calendar

Maximize traffic with an SEO-driven editorial calendar

Use keyword research and the right content types to build an SEO driven editorial calendar

SEO | content calendar | campaigns

Scaling content marketing

Scaling content marketing

Learn the methods that are used to scale content marketing.

Become great at scaling content marketing

SEO Strategy | AIDA framework | content marketing | backlinking

Content operations

Content operations

Coming soon

Course coming soon

Advanced keyword research

Advanced keyword research

Coming soon

Course coming soon

3 Production

Conducting statistically valid original research

Conducting statistically valid original research

Coming soon

Course coming soon

Building and managing a database

Building and managing a database

Coming soon

Course coming soon

Introduction to data science

Introduction to data science

Coming soon

Course coming soon

Journalistic interviewing techniques

Journalistic interviewing techniques

Coming soon

Course coming soon

Professional editing processes/workflows

Professional editing processes/workflows

Coming soon

Course coming soon

4 Distribution

Content recycling

Content recycling

Increase your efficiency and maximize your reach with content

Improve marketing efficiency with content recycling.

content marketing | blog writing

Technical SEO

Technical SEO

Outrank your competition with Technical SEO

Audit your site and learn the foundations of site structure, JavaScript, and structured data that massively impact search ranking.

SEO | search | crawlers | linking

SEO link building

SEO link building

Learn this proven link building system your stakeholders want to see.

Learn how to boost rankings, traffic and brand with link building

link building | google search console | guest posting | outreach

Course length: 4h

Data-driven influencer marketing

Data-driven influencer marketing

Learn a 10 step process to make influencer marketing work

Learn a 10 step influencer marketing process to avoid mistakes that could cost you 11x ROI.

influencer marketing | marketing campaigns | branding

Email marketing: from basics to best-in-class

Email marketing: from basics to best-in-class

Start getting 20x returns from email marketing

Learn how to build lists fast, what to send that works, and how to make your email marketing data-driven.

email list growth | email content | campaigns

Email testing

Email testing

Coming soon

Course coming soon

5 Measurement & reporting

Excel and Sheets for marketers

Excel and Sheets for marketers

Everyone thinks they know Excel, but this dismissive assumption may be costing you a lot of growth opportunities and wholly avoidable headaches.

Find actionable marketing insights using Excel and Google Sheets

pivot tables | named ranges | VLOOKUP | string manipulation

Google Search Console

Google Search Console

Coming soon

Course coming soon

ROI of content marketing

ROI of content marketing

Coming soon

Course coming soon

Intermediate Google Analytics

Intermediate Google Analytics

Extract expert-level marketing insights from Google Analytics

Apply intermediate-level Google Analytics skills to enhance your marketing strategy with data-driven insights.

attribution | custom reports | data audits

Google Tag Manager for beginners

Google Tag Manager for beginners

Master fundamentals of Google Tag Manager

Apply basic GTM knowledge for increased power and control over data measurement.

tracking  |  the data layer  |  tagging

Attribution

Attribution

Learn how attribution makes your marketing work.

This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.

attribution | consumer behavior | analytics

Google Data Studio

Google Data Studio

Learn to create impressive, time-saving reports with Data Studio

Learn to create more insightful reports and save time in the process with Data Studio.

reporting | analytics | CASE formulas | visualization

6 Final exam – Content marketing

Final exam – Technical content marketing

Pass this exam in order to earn your certificate of achievement. You need a 90% or higher to pass. You can re-take the exam after 6 hours.

Show off your hard-earned skills and strengthen your profile

LinkedIn found that people who add credentials to their profile receive 6x more profile views than those who don’t.

Add your certificates to your profile, share your accomplishments with the world, and join our alumni network.

Sign up for CXL and get access

  • 50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)
  • 5 Minidegrees that give you advanced level skills
  • Talk recordings by world class practitioners at CXL Live and Elite Camp

The CXL Institute guarantee

  • Guaranteed return on time spent or your money back.
  • You can immediately apply learnings and improve your results.

Need help convincing your boss?

Click here for a pitch deck, swipe files and tips.

See plans and pricing   or   Request demo (for teams 5+)