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2-Day Hands-On Content Marketing Course


Thu May 30 2019, 9:00am–6:00pm
Fri May 31 2019, 9:00am–6:00pm

Where: International Plaza Singapore, 10 Anson Road, Tanjong Pagar, Singapore

Restrictions: All ages

Ticket Information:

  • Early Bird - Usual $750: $50.00
  • Additional fees may apply

Listed by: registeryke

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. – Content Marketing Institute

With the advent Facebook Zero (organic reach for social media like Facebook reaching zero or single digit percentage reach) and clutter in paid advertising, there is growing urgency for brands to understand and integrate content marketing into their existing marketing strategy. As a discipline, content marketing helps brands create content that foster engagement, interaction and tribal connectivity.

This two-day course will cover content marketing strategies that encompass the creation, curation, distribution and optimisation of content across a brand’s Owned, Shared, Earned, Paid channels.

Straddling both the art and science of content marketing, this content marketing course will help you better analyse your customers and competitors, embrace emerging trends in digital content creation, choose the right channels for promoting content, and measure the success of content marketing efforts.

Course Objectives

By the end of the class, participants will be able to:
- Identify the importance and key benefits of content marketing
- Conduct a content marketing audit and align marketing content to business goals, customer, personas, and marketing strategy
- Develop content marketing strategies across the consumer journey and associated KPIs
- Create a content creation, curation and distribution plan across Owned, Shared, Earned & Paid Channels
- Develop an organisation’s content governance model supported by a viable content management system

Course Outline

Content Marketing Fundamentals
- What is Content Marketing
- What is Content Marketing Strategy (Discover, Design, Deploy, Decipher)
- Key Highlights On Content Marketing Trends & Its Implications
- Overview Of The Different Content Units (Types, Formats & Channels)
- Understand and map out the Content Marketing Process
- Benefits and Limitations of Content Marketing

Conduct Content Marketing Audit
- Conduct a content audit on capabilities, process and platforms
- Overview of the different content marketing tools and management platforms
- Identify and map out the consumer buyer’s journey
- Create customised consumer audience persona

Develop Content Marketing Strategies
- What is and how to apply a Storytelling Framework
- Align your storytelling framework with your persona
- Identify the right brand archetype and the associated tone of voice and linguistic cues
- How to create shareable content for maximum reach and impact
- Highlights effective content marketing strategies and tactics that work

Create Content Marketing Plan
- How to create shareable content
- Create effective and engaging emails content that drives clickthrough and action
- Understand and apply story prototyping techniques
- How to create content pillars, a content grid, and content calendar
- Learn how to distribute and promote the right content across Owned (Email, Website, Blog), Shared (Publishers & Influencers social and digital channels),Earned (Fans’ Social Channels), Paid (Outbrain, Google Display Network)
- Overview of content marketing metrics across the buyers’ journey and which key metrics to optimise

Develop Content Governance Model
- What is and how to apply a content governance model
- Review of content management systems and platforms
- Review of content tools (such as Buffer, Canva, Grammerly, Hemmingway, Siteliner) to help you produce and manage your content

Assessment Component:
- Short Answers/Structured Questioning (Written Assessment)
- Case study (Written Assessment)