Cohort 1 - April 2023

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

Amber Erickson, MA

Original Research Masterclass for Content Marketers

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

Make your content marketing stand out with original research

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.

Who this course is for

What you'll learn in this course:

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 plan, design, and develop a research project 

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 collect and analyze your data

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

How to present and launch your findings

We'll cover:<ul><li>Introductions and setting course expectations</li><li>The benefits of incorporating research into your content plan</li><li>4 common research types</li></ul> 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 1: Laying the Project Groundwork

We'll cover:<ul><li>Choosing and validating a topic</li><li>Planning your project timelines</li></ul> Outcome: You'll leave session 2 with a topic identified and a rough project plan.

Live Session 2: Project Planning + Prep

We'll cover:<ul><li>How to collect your data</li><li>How to analyze your data</li><li>Identifying themes and takeaways</li><li>Staying organized</li></ul> 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 3: Data Collection + Analysis

We'll cover:<ul><li>Creating your primary [secondary, and tertiary] assets</li><li>Data visualization best practices</li><li>Managing your campaigns</li><li>Distribution of your research</li></ul> Outcomes: You'll leave session 4 with a plan for how you'll write, design, and launch a coordinated campaign around your research project.

Live Session 4: Compose, Create, and Launch

Course syllabus

Meet your instructor

What people are saying

Wednesday, Nov. 1st

Thursday, Nov. 2nd

Module 3: Data Collection + Analysis

Tuesday, Nov. 7th

Thursday, Nov. 9th

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.

Pre- and post-session work

Course schedule - 4 live sessions + 'homework'

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

Active hands-on learning

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.

Interactive and project-based

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

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