Build a practical content campaign for an online store: research customer questions, choose useful pages, write evidence-based advice, and measure its contribution.
A defensible 30-day campaign with an evidence map, three-piece content plan, production brief, annotated article section, distribution drafts, and measurement plan.
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Who it is for
Store owners and marketers who want to plan, produce, and maintain useful ecommerce content.
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Before you start
Basic SEO knowledge is helpful. You can use the supplied Alder case without a live store or paid software.
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Course format
Learn at your own pace through reading, practice, quizzes, and a final project. Text, code examples, and explanatory graphics; no video or paid tools required.
The curriculum
Six modules. One connected project.
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01
Find questions worth answering
Build an evidence map and choose a customer problem the store can solve.
Find customer questions in the evidence you already have
Separate what you know from what you suspect
Choose a customer problem the store can actually solve
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02
Build a search-led content plan
Map search intent to useful destinations and plan three connected pieces.
Read search results without copying them
Choose the right page for a customer question
Build a small content plan you can maintain
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03
Produce advice people can use
Create an evidence-led brief, a comparable product explanation, and an edited guide section.
Write a brief that specifies the evidence
Explain product trade-offs with comparable evidence
Draft the answer, then remove what does not help
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04
Publish a connected customer journey
Verify links and page output, then build a realistic production calendar.
Connect advice to the next useful decision
Prepare the page for readers and search
Build a calendar with owners and review time
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05
Distribute the useful parts
Draft channel adaptations and a relevant partner proposal with consistent campaign measurement.
Adapt the answer for email and social
Choose relevant partners and coverage opportunities
Measure distribution without breaking attribution
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06
Measure, improve, and defend the plan
Interpret scoped evidence, choose maintenance actions, and assemble the campaign.
Read search and onsite evidence together
Update, combine, retain, or retire for a reason
Present a content campaign you can defend
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Practice, resources, and completion
Every lesson supplies case evidence and a worked solution. Module exercises build toward the final project. Enrollment includes an editable workbook, a printable workbook, and the full practice evidence pack.
Complete all 18 lessons and pass each of the six 10-question assessments with at least 8 correct answers. You can retry and review explanatory feedback. The project is self-reviewed; the completion certificate records lessons and assessments, not instructor approval of your project or professional accreditation.