Original Research Masterclass for Content Marketers


(5 ratings)


10 Days


Cohort-based Course

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

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.

Course syllabus


Live Session 1: Laying the Project Groundwork

We'll cover:

  • Introductions and setting course expectations
  • The benefits of incorporating research into your content plan
  • 4 common research types

Outcome: You'll leave session 1 with all the background info you need, plus a clear understanding of what's to come in this course.


Live Session 2: Project Planning + Prep

We'll cover:

  • Choosing and validating a topic
  • Planning your project timelines

Outcome: You'll leave session 2 with a topic identified and a rough project plan.


Live Session 3: Data Collection + Analysis

We'll cover:

  • How to collect your data
  • How to analyze your data
  • Identifying themes and takeaways
  • Staying organized

Outcome: You'll leave session 3 with a plan, tools to help you design and collect your data, and an understanding of data analysis.


Live Session 4: 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 4 with a plan for how you'll write, design, and launch a coordinated campaign around your research project.


(5 ratings)

What students are saying

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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Course schedule - 4 live sessions + 'homework'

3-5 hours per week
  • Wednesday, Nov. 1st

    1:00pm - 2:00pm EDT

    Module 1: Laying the Groundwork

  • Thursday, Nov. 2nd

    1:00 - 2:30 EDT

    Module 2: Project Planning + Prep

  • Tuesday, Nov. 7th

    1:00 - 2:30 EST

    Module 3: Data Collection + Analysis

  • Thursday, Nov. 9th

    1:00 - 2:30 EST

    Module 4: Marketing + Graduation

  • 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?
What if I can't do a research project at the same time as the course?
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