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Original research masterclass for content marketers


(5 ratings)


2 Weeks


Cohort-based Course

A step-by-step course for marketers to learn how to plan, produce, and promote an original research project.

Hosted by

Amber Erickson, MA

Head of Marketing | Original Research Enthusiast | Course Creator

Course overview

Make your content marketing stand out with original research

Are you sick of:

- Creating blog posts that never get read

- Writing the same POV and opinion pieces over and over again

- Not ranking for competitive keywords

- Not growing your followers or traffic or getting press/links or earned media

- Getting passed over for promotions

- Feeling stuck creatively

The best way to get traction in your content marketing program and career is to stand out.

Research is one way to do that, but less than half of content marketers conduct their own research. There’s a gap ready and waiting for you.

I've done dozens of original research projects throughout my career, of all levels of complexity, and they not only elicit results that leadership loves, they have become my primary portfolio pieces.

Join this cohort-based course to learn *exactly* how to incorporate original research into your strategy, and why original, hard-to-create content is the way forward for impactful marketing. Research is a proven tactic to increase traffic, backlinks, social mentions, earned media, and thought leadership.

At the end of the 8-day course, you will have a:

- topic, both decided and vetted

- full project plan and timeline

- solid start on your data collection

- network of other content professionals

Who this course is for


Content marketers who want to level-up their content program (and careers) with original research, but don't know where to start.


Writers who are sick of creating the same blog posts over and over, and want a tactic that will stand out and perform.


Marketing professionals who are in a creative rut and want a new approach to content, campaigns, and performance.

What you'll learn in this course:

How to plan, design, and develop a research project 

You’ll learn types of research you can do, you'll decide on (and validate) your topic, and you'll start planning the project with a provided template.

How to collect and analyze your data

You’ll learn how to collect and analyze your data, and decide between survey, first-party, or third-party. You'll start collecting data, and have a plan for analysis.

How to present and launch your findings

You’ll learn how to develop a story from your findings, create the final assets, and launch your distribution (or marketing) plan.

Meet your instructor

Amber Erickson, MA

Amber Erickson, MA

It all started with a journalism degree from Boise State University. Then a seemingly unusable master’s degree in holistic health studies that ignited a love for research.

After a decade+ as a writer and content marketer at B2B SaaS companies, I've become bullish about creating value for readers. Research and unique guides have been my career bread-and-butter and I'm stoked to share this expertise.

Content marketers and writers, this course is for you.

Connect with me on Linkedin.

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Original research masterclass for content marketers

Course syllabus


Live Session 1: Project Planning + Prep

We'll cover:

  • Introductions and setting course expectations
  • The benefits of incorporating research into your content plan
  • 4 common research types
  • Choosing and validating a topic
  • Planning your project timelines

Outcome: You'll leave session 1 with knowledge to support your project, a topic identified, and a rough project plan.


Live Session 2: Data Collection + Analysis

We'll cover:

  • How to collect your data, based on type of research
  • How to analyze your data
  • Identifying themes and takeaways
  • How to stay organized

Outcome: You'll leave session 2 with a plan, tools to help you design and collect your data, and an understanding of data analysis.


Live Session 3: Compose, Create, and Launch

We'll cover:

  • Creating your primary [secondary, and tertiary] assets
  • Data visualization best practices
  • Managing your campaigns
  • Distribution of your research

Outcomes: You'll leave session 3 with a plan for how you'll write, design, and launch a coordinated campaign around your research project.


(5 ratings)

What people are saying

        Amber's Original Research course is a wonderful entry into research for content marketing. Each session covers specific phases of the process. The information was easy to absorb with actionable steps. I'm excited and confident in incorporating original research into my content writing services after completing this course!
Zaida Marston

Zaida Marston

Freelance content writer
        Firstly I want to commend Amber for supporting those of us looking for work. She is so understanding and supportive. When it comes to the course material, it was amazing! Amber was able to teach us in a way that felt conversational and engaging, and I can confidently say I learned important skills I can take to my next role.
Victoria Hilbert

Victoria Hilbert

Content marketer
        I highly recommend Amber Erickson's Original Research Masterclass for Content Marketers. Throughout the course, she provided extensive information that was easy to digest and essential for furthering the craft of Content Marketing Research. She creates a safe and supportive learning environment - I look forward to Amber's future courses.
Amira Liese

Amira Liese

Senior product marketer
        Amber's course was filled with enriching information and guidance on how to run different types of research projects. I like that she gave individual attention and answered specific questions from the cohort. She also shared her slides and templates, which will help keep me on track long after the course. 
Russell Wojcik

Russell Wojcik

Head of content
        This course did not disappoint! As an instructor, Amber cultivates an open and supportive environment. Because of the shorter length, the material is condensed but doesn't sacrifice substance. I finished Amber's course armed with numerous strategies and a framework that improved my confidence as a marketer. I'd take another course from her any day.
Hannah Paige Michels

Hannah Paige Michels


Course schedule - Summer cohort details coming soon. (Join the waitlist now!)

3-5 hours per week
  • Tuesday

    1:00pm - 2:30pm EST

    Module 1: Planning + Prep

  • Thursday

    1:00 - 2:30 EST

    Module 2: Data Collection + Analysis

  • Tuesday, April 18

    1:00 - 2:30 EST

    Module 3: Marketing

  • Pre- and post-session work

    2 hours per week

    To get the most out of this course, you're encouraged to do the actual work as we go. This means working on your project plan, researching your topic, building your team, starting the data collection process, etc. Plan for a couple hours per week.

Learning is better with other other content marketers

Learning is better with other other content marketers

Active hands-on learning

This course builds on live workshops and hands-on projects. Do the work while you learn about it.

Interactive and project-based

You’ll be interacting with other learners who have similar challenges. We'll use breakouts, peer-to-peer feedback, and optional workshops to set you up for success.

Learn with a cohort of peers

Join a community of like-minded people, who have a similar job role, who want to learn and grow alongside you.

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
Are there scholarships available?
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Original research masterclass for content marketers