Content Marketing Strategy Corporate Brochure
Content Marketing Strategy Course Overview
“Content is the life-blood of the Internet” – Walter Lim
Do you know that the most successful B2B companies spend 40 percent of their marketing budgets on Content Marketing?
Or that 86 percent of leading B2C companies adopt Content Marketing as a business strategy?
Voted as one of the most important digital marketing strategies in 2018, Content Marketing is growing in prominence here – nearly 60 per cent of APAC marketers and agencies believed content marketing to be a main priority for the industry.
On digital platforms, popular forms of content here include web and blog articles, photos, infographics, social media posts, emails, and e-Books. The most valuable content helps customers to solve problems, reduce pain or increase pleasure.
But how do you even begin? Where should you start?
Covering a unique 5-step process, this content marketing strategy course will help you to achieve better outcomes from your content marketing efforts.
It will equip you with the essential knowledge and abilities needed to craft an effective content marketing strategy across multiple channels and platforms.
Straddling both the art and science of content marketing, the course helps you to analyse your customers and competitors, embrace emerging trends in digital content creation, choose the right channels for promoting your content, and measure the success of your content marketing efforts.
This intensive 2-day course equips marketing professionals with the knowledge, skills, and tools needed to maximise your content marketing ROI.
You will learn how to craft a content marketing strategy through a rigorous 5-step process using the acronym CREATE:
- Construct: Establish the right content marketing goals and roles
- Research: Analyse online content audiences and competitor best practices
- Execute: Craft and schedule on-goal and on-trend content
- Amplify: Distribute and promote content on the right channels
- Test and Evaluate: Measure content ROI to calibrate content tactics
Supported with relevant examples, online tools, demonstrations, and hands-on exercises, attendees will learn how to craft an impactful content marketing strategy and generate better outcomes from their content marketing efforts.
- Up-to-date course modules
- Hands-on, instructor-led (with in-class time for individual hands-on practice)
- Actionable strategies you can implement after attending the course
- Structured curriculum
- Real world examples & case studies
- Developed by experts with extensive experience in the Asia region
- After-training support provided
- Lifetime access to course materials will be provided
By the end of this course, learners will be able to:
- Define what a content marketing strategy is, and understand the key principles of content marketing
- Identify key management actions and resources needed to build a successful content marketing function
- Research and curate relevant content ideas and adapt them for intended target audiences
- Map out content creation workflows, methods and frameworks, matched against specific content goals
- Execute integrated content marketing tactics on different channels like social media, search engines, online PR, and emails
- Measure content marketing ROI and optimize efforts
- Craft a methodical, 5-step content marketing strategy
Vice Presidents and Directors of Marketing and Public Relations, Marketing Managers, PR Managers, Marketing Executives, PR Executives, Business Owners, Content Marketing Specialists, Content Strategists and Entrepreneurs.
- WPLN level 5
- 1 year of marketing background and experience
- Basic computer knowledge
Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.
Certification of completion will be issued upon completing 75% of the course.
INTRODUCTION TO CONTENT MARKETING
|▷ What is Content Marketing?|
|▷ Differentiating Content Marketing from SEO, PPC and Social Media Marketing|
|▷ Key principles of Content Marketing (eg Content Hub and Spoke, Content Pillars, Customer Purchase Journey, Searchable/Snackable/Shareable Content)|
|▷ Critical Success Factors for Content Marketing|
STEP 1: CONSTRUCT – ESTABLISH CONTENT GOALS, ROLES AND BUY-IN
|▷ Determine content marketing goals:|
|– Brand Awareness|
|– Customer Loyalty|
|▷ Map out customer purchase journey|
|▷ Build Content Marketing Function:|
|– Content Marketing Roles|
|– Policies and Workflows|
|– Getting Executive Buy-In|
STEP 2: RESEARCH – STUDY CONTENT AUDIENCES AND COMPETITORS
|▷ Identifying target audience:|
|– Pain points|
|– Customer buying stages|
|▷ Search Engine Optimization (SEO) research:|
|– Search keyword research tools|
|– Content audit tools|
|▷ Social Media listening and research:|
|– Social listening tools|
|– Social media audit|
|▷ Competitor research tools and techniques|
|– Social media spying|
|– Website and SEO spying|
STEP 3: EXECUTE – CRAFT AND SCHEDULE ON-TREND AND ON-GOAL CONTENT
|▷ Crafting storytelling content:|
|– Core Message|
|▷ Choosing right content formats and types|
|– Landing pages|
|– Blog articles|
|– White Papers/ eBooks|
|– Slide shares|
|▷ Best practices in content creation:|
|– Website pages|
|– Blog articles|
|▷ Content management plan|
|– Frequency of content|
|– Content calendar|
|– Tools for content management|
STEP 4: AMPLIFY – DISTRIBUTE AND PROMOTE CONTENT ON THE RIGHT CHANNEL
|▷ Content marketing hubs and pillars:|
|– Content marketing hub and spoke|
|– Content marketing pillar content and pages|
|▷ Promoting content on social media channels:|
|– Engaging influencers|
|– Triggering brand advocacy|
|▷ Promoting content through SEO:|
|– Creating YOUtility|
|– Link building principles|
|▷ Promoting content through native advertising:|
|– Sponsored articles|
|– Boosting of posts|
STEP 5: TEST AND EVALUATE – MEASURE CONTENT ROI AND CALIBRATE CONTENT TACTICS
|▷ Defining content marketing KPIs|
|– Awareness metrics|
|– Engagement metrics|
|– Conversion metrics|
|– Loyalty metrics|
|▷ Tools for measuring content marketing metrics|
|– Social Media: Facebook and LinkedIn insights|
|– Website: Google Analytics|
|– Email: Email performance metrics|
|▷ Building a content marketing scorecard|
Walter has almost 22 years of senior management experience in online and offline marketing, public relations, industry development, campaign and events marketing and strategic planning.
A seasoned business blogger at Coolerinsights, Walter is a Jury for Mumbrella Asia Awards 2017 and has been a judge for the Singapore Blog Awards for the past 5 years. He is also a member of the Media Literacy Council and has spoken at multiple conferences and workshops on topics such as branding, public relations, social media marketing, and government-citizen engagement.
As a digital marketing consultant, Walter specialises in brand storytelling, content marketing, social media, PR, and online campaign management. His clients included major government agencies (IDA, HDB, NTU), MNCs (Pan Pacific Hotel Group, Coca-Cola, Citibank, Gleneagles Hospital), Large Local Enterprises (NTUC First Campus, Jurong Point), and SMEs from the retail, FMCG, financial, healthcare, and legal sectors. He also teaches part-time at a local polytechnic.
Formerly the Director of Corporate Communications at Inland Revenue Authority of Singapore (IRAS), Walter managed the revamp of IRAS’ website (2nd most visited in Singapore Government), successfully pitched an investigation story which received front page coverage on Sunday Times, and launched the agency’s first YouTube video.
At National Heritage Board (NHB), he spearheaded social media marketing by starting Yesterday.sg – Singapore’s first heritage and museums blog. He also pioneered social media marketing for NHB, and led in the development of its Facebook page, Twitter account, and YouTube channel.
Walter also organised a Singapore Food Festival event which drew 50,000 visitors over three days at Downtown East, and attracted 60,000 partygoers to a countdown party (the largest outdoor event then) at NTUC Club.
⇨ Advanced Certificate in Training and Assessment (ACTA) certified trainer
⇨ Member of Media Literacy Council from August 2017 to July 2018 (IMDA)
⇨ Member of Jury for Mumbrella Asia Awards 2017
⇨ Judge for Singapore Blog Awards for 5 years (SPH)
⇨ Vice Chairman of the Association of Singapore Attractions (ASA)
⇨ Board Governor for Army Museum
⇨ Whole Of Government (WOG) team member for social media initiatives
⇨ Member of the Industry Skills and Training Council (WDA)
⇨ Member of Productivity Steering Committee (STB)
⇨ Member of PS21 EXCEL Committee (Public Sector Wide)
⇨ Judge for Businesses for Families and Tourism Awards (MSF)
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