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Econsultancy’s Content Marketing For Web, Mobile & Social Media (MY)

Intensive 2-day course covering world-class frameworks, templates and case studies on content marketing strategies. Learn how to move beyond advertising to engaging with prospects and customers using the right content at the right time.

 

 

 

COURSE OVERVIEW

Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.

The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.

WHO SHOULD ATTEND

Marketers, senior managers, communications professionals and business owners who want to understand the impact of content marketing on their business.

HOW WILL I BENEFIT

Upon completion of this course, you will be able to:

• Understand the basic principles of content marketing and how it fits into the overall marketing mix
• Understand the shift in approach from interruptive advertising to branded content
• Learn to research and understand your audience, and create compelling content to the right target audience at the right time and place
• Understand the customer decision journey and context to infuse the right content
• Use world-class frameworks to create your content strategy and plans
• Learn how to measure the success of your content marketing plans

WHAT WILL I LEARN

Module 1 – Introduction to Content Marketing
• What is Content Marketing?
• The role of content marketing in a multi-channel marketing world
• The shift from selling to educating and entertaining – content as marketing
• Case studies of great content marketing strategies and campaigns

Module 2 – Business Objectives and User-Centred Content
• Understanding your business objectives for content marketing
• Researching your audience – what are their goals and objectives
• Identifying key user journeys and touch points, and creating compelling content for your target segments at the right time and right place
• Exercise: planning a clear business objectives for content marketing

Module 3 – Brand storytelling and Branded Content
• The concept of the Uninvited Brand
• Content marketing starts with a great story
• Brand storytelling – the role of branding and the concept of storytelling
• Branded content versus traditional advertising approach

Module 4 – Content Marketing for Multiple Online and Traditional Channels, Devices and Context
• Planning an effective content strategy across traditional channels, online media, social media and mobile
• Channel considerations – platforms, sizes, formats, time of day
• Integrated marketing approach for distributing content across traditional and new digital channels

Module 5 – Content Marketing Strategy
• A 6-step framework for content marketing strategy development – from pre-production, production to post-production
• Exercise: create a content marketing strategy and plan from audience persona research to editorial calendar & distribution

Module 6 – The Challenges and Considerations in Content Marketing
• Your limited resources, and outsourcing or in-house
• Planning your content marketing budget
• How to successfully co-ordinate across different departments (PR, Marketing, IT, Sales etc)

Module 7 – Measuring Success, KPIs and ROI
• Are your content marketing plans supporting your business objectives?
• Measuring success – analytics and KPIs
• Hard versus soft metrics, long term versus short term metrics

Module 8 – Special Content Marketing Topic – Search Engine Optimization (SEO)
• SEO and content marketing
• On-page search engine optimisation: researching and using keywords
• Off-page search engine optimisation: link building and PR

Module 9 – Special Content Marketing Topic – Social Media and social web
• The impact of social media on marketing and PR
• Key channels: Facebook, Twitter, blogs, YouTube and others
• Principles for increasing engagement and driving results on social media
• Building the right profile and increasing followers, friends and contacts

Module 10 – Conclusions and Action Plans
• Building a realistic, sustainable and effective content marketing strategy
• The future trends
• Inspirational content marketing case studies

About The Instructor

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Founder and Principal Trainer of ClickAcademy Asia, and Director of ClickInsights.

He has over 26 years of experience in marketing and was one of the early pioneers of digital marketing in the mid-2000s. He is passionate about teaching digital and marketing, and has trained over 12,000 professionals and business owners in the last 12 years.

Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

He also partners organisations like NTUC, e2i, Workforce Singapore (WSG), SkillsFuture Singapore (SSG), SME Centre and others to help businesses in Singapore undertake digital transformation.

He is also one of the few certified Google Regional Trainers in Southeast Asia that certify agencies and individuals in Google Ads (Search, Display, Video and Shopping) and Google Analytics. He was also recently a Google Business Coach that mentor and coach top digital agency founders/bosses in business management and skills.

Eu Gene has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles previously. He holds a Master In Business Administration (MBA), Marketing, from the Nanyang Technological University, and Bachelor in Business Administration (Marketing), BBA (1st Class Honours) from the National University of Singapore. He held 3 scholarships from the Civil Aviation Authority of Singapore (CAAS), Singapore Chinese Chamber of Commerce Foundation and the Public Service Commission (PSC) of Singapore. He was also awarded the Harvard Club Gold Medal, Toh Chin Chye Book Prize and the Monetary Authority of Singapore (MAS) Book Prize for graduating as the top Honours student.  He is a Google Ads Qualified Individual, certified in Advanced Search Engine Marketing and a certified Regional Trainer for Google Partner Academy. Eu Gene also holds a WSQ Advanced Certificate in Training and Assessment (ACTA).

  • 25 Apr
    26 Apr
  • 25 Apr - 26 Apr

    Thursday - Friday

    9.00am to 5.00pm


RM2,600 + 6% SST per pax (HRDF Claimable)

Click here to get the course brochure

  • 10 Oct
    11 Oct
  • 10 Oct - 11 Oct

    Thursday - Friday

    9.00am to 5.00pm


RM2,600 + 6% SST per pax (HRDF Claimable)

Click here to get the course brochure

About The Instructor

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Founder and Principal Trainer of ClickAcademy Asia, and Director of ClickInsights.

He has over 26 years of experience in marketing and was one of the early pioneers of digital marketing in the mid-2000s. He is passionate about teaching digital and marketing, and has trained over 12,000 professionals and business owners in the last 12 years.

Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

He also partners organisations like NTUC, e2i, Workforce Singapore (WSG), SkillsFuture Singapore (SSG), SME Centre and others to help businesses in Singapore undertake digital transformation.

He is also one of the few certified Google Regional Trainers in Southeast Asia that certify agencies and individuals in Google Ads (Search, Display, Video and Shopping) and Google Analytics. He was also recently a Google Business Coach that mentor and coach top digital agency founders/bosses in business management and skills.

Eu Gene has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles previously. He holds a Master In Business Administration (MBA), Marketing, from the Nanyang Technological University, and Bachelor in Business Administration (Marketing), BBA (1st Class Honours) from the National University of Singapore. He held 3 scholarships from the Civil Aviation Authority of Singapore (CAAS), Singapore Chinese Chamber of Commerce Foundation and the Public Service Commission (PSC) of Singapore. He was also awarded the Harvard Club Gold Medal, Toh Chin Chye Book Prize and the Monetary Authority of Singapore (MAS) Book Prize for graduating as the top Honours student.  He is a Google Ads Qualified Individual, certified in Advanced Search Engine Marketing and a certified Regional Trainer for Google Partner Academy. Eu Gene also holds a WSQ Advanced Certificate in Training and Assessment (ACTA).