Advanced Content Marketing Strategy Course

Instructor-Led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

• Understand the 4 business goals (Market Dominance, Customer Experience, Operations Finesse, and Financial Excellence) with content marketing goals 
• Setting up for success – Developing A Content Playbook & Content Measurement Model 
• Rallying the Organisation for Digital Content Marketing success 
• Developing and deploying User (Persona Focused) Centric Content across OSEP channels 

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

• Define and explore what is evergreen and shareable content 
• Stickiness, Contagious, Medium (SCM) approach in crafting shareable content 
• Sustained & Sufficient Interest strategy for identifying and crafting evergreen content 

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

• Understand and apply the Hero-Hub-Hygiene Content Model 
• Learn user experience principles behind effective content hubs (onsite and microsite) 
• Organise Content Hub with an optimum information architecture template 
• Understand what is a hub and spoke model 
• Learn the Triple E (Expandable, Engaging, Evergreen) approach for content repurposing 
• Develop the Content Repurposing Strategy and framework 
• Understand and review the different roles and responsibilities for an effective content marketing team 
• How to apply a Content brief for content repurposing and distribution 
• Understand and apply content editorial guidelines  
• Apply outsourcing vs insourcing guidelines to your content creation process

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

• Define and develop a persona focused Content Grid 
• Define the key persona intent and outcomes at each stage of the customer journey
• Identify and list out key prospective questions and the corresponding content topics 
• Establish content partnerships for effective content distribution

Instructional-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

• Unpack the 7 Key content marketing roles for content management and governance process 
• 10 criteria in selecting your content management systems 
• Identify and map content marketing metrics across the customer journey
• Develop a content audit process to optimise existing content 

• Individual Project Assessment
• Case Study (Written Assessment)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

The basic Content Marketing Strategy Course covers the fundamental concepts of Content Marketing. The advanced Content Marketing Strategy course goes into more detail covering more advanced concepts of Content Marketing. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.