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Advanced Content Marketing Strategy

Course Brochure

Learn Advanced, Practitioner-level Content Marketing Strategies as Executed by Industry Experts

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Clients and testimonials, key features.

Why Learn at Equinet?

Course fees, course schedules, and FAQs

Course Information

Course description, objectives, target audience, course outline, etc.

Course Overview

TABLE OF CONTENTSC O U R S E B R O C H U R E S U M M A R Y

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COURSE OVERVIEWAdvanced Content Market ing Strategy

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Course Fee

S $ 7 5 0 O r i g i n a l C o u r s e Fe e : $ 8 8 8

Mode of DeliveryFa c e t o Fa c e C l a s s r o o m

Course Duration1 6 H o u r s

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This 16-hour Advanced Content Marketing Strategy course dives deep into advanced content marketing concepts and strategies, demonstrating how to set up a first-class content marketing team, build and maintain a content hub, and establish your organisation as an authority in your industry.

You will be exposed to the processes behind the creation and distribution of shareable content that sparks conversations and ignite actions. In addition, you will be guided on how to write effective headlines and copy that converts, through exploring and deep-diving into a variety of archetypes. Above all, you will learn how to put everything together, including how to perform content audits and conduct competitor analysis, analyse your content marketing campaigns’ performance in order to recommend targeted improvements, and develop robust content governance processes and structure for long term growth.

Course DescriptionW H AT I S T H I S C O U R S E A B O U T ?

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Target Audience

Marketing practitioners, copywriters, brand ambassadors, business development personnel, public

relations & communications professionals, senior managers, business owners, and interested individuals who want to understand the impact of content marketing on their business and achieve outcomes as outlined in the

course objectives.

Prerequisites

Basic computer knowledge. Participants should be active marketing practitioners or have roles associated with marketing. Basic knowledge on Content

Marketing will be useful. Although not required, individuals would also benefit from attending the WSQ Content

Marketing Strategy Course at Equinet prior to attending this advanced course.

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COURSE HIGHLIGHTS

✓ Learn how to identify, recruit, and assemble a first class content team ✓Go through progressive exercises on applying content archetypes to create high

conversion headlines and copy ✓Understand the process and resources required to build and maintain an

authoritative content hub ✓Experiment on different content tools to create, curate, and distribute shareable

content ✓Review case studies and current examples on advanced content marketing strategies ✓Learn how to perform a content audit, conduct competitor analysis, and analyse and

make strategic improvements to your content marketing efforts

In this 16-hour Advanced Content Marketing Strategy course, you will:

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COURSE OBJECTIVES

✓ Identify the key roles, processes, and resources required to set up a content team and build and maintain a content hub

✓Develop a comprehensive content marketing plan to create, curate, and distribute shareable content across Owned, Shared, Earned, and Paid channels

✓Craft effective headlines and write engaging copy to increase your click through rates and conversions, through a deep understanding of various archetypes

✓Build a content measurement plan to improve content marketing campaign performance

✓Determine appropriate content governance model for an organisation

✓Perform a content audit and content SWOT analysis

By the end of this course, you will be able to:

9COURSE OUTLINE

Topic 1: Establish Content Team, Process, and PlatformInstructor-Led | Lecture, games, group discussion, group presentation, demonstration and modelling

▷What are the Key Roles Within a Content Management Team

▷How to Set Up and Manage a Content Management Team Within an Organization

▷Review of Content Management Systems and Platforms

▷Review of Content Tools To Help You Produce And Manage Your Content

▷How to Build and Maintain a Content Hub

Topic 2: Advanced Content Strategies and Tactics

Instructor-led | Lecture, demonstration and modelling, drill and practice, brainstorming, group discussion, group presentation, didactic questioning, open class discussion

▷Shareable Content Defined ▷The Psychology of Shareable Content ▷Benefits of Shareable Content ▷6 Strategies of Shareable Content ▷Processes of How To Create & Curate Shareable Content ▷Applying Various Types of Shareable Content on Owned,

Shared, Earned, and Paid (OSEP) Channels

10COURSE OUTLINE (CONT…)

Topic 3: The World Of Archetypes

Instructor-led | Lecture, drill and practice, group discussion, group presentation, group project work, didactic questioning, demonstration

▷What Are The 5 Content Archetypes ▷Defining The 12 Brand Archetypes ▷How To Apply The 5 Content And 12 Brand Archetypes

Topic 4: Content Copywriting Strategies

Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, didactic questioning, group brainstorming, group presentation, group project work

▷Content Copywriting Strategies Through Polishing and Structuring

▷Develop Topical Headlines That Convert ▷Tools That Will Help You Improve Your Copywriting

11COURSE OUTLINE (CONT…)

Topic 5: Measure Content Marketing

Instructional-led | Lecture, group discussion, didactic questioning, demonstration and modelling, games, class discussion + debate, drill and practice

▷Advanced Content Marketing Metrics - How And What To Track

▷Conduct Metrics Dashboards - Pulling It All In One Place

Topic 6: Content Audit And SWOT Analysis

Instructional-led | Lecture, group discussion, didactic questioning, demonstration and modelling, games, class discussion + debate, drill and practice

▷What is a Content Audit ▷How to Conduct a Content Audit and Implement

Governance Approach ▷How To Perform a Content SWOT Analysis

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CERTIFICATIONA d v a n c e d C o n t e n t M a r k e t i n g S t r a t e g y

A Certification of Achievement by Equinet Academy will be awarded to candidates who have achieved at least 75% attendance.

Certificate of Completion

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CERTIFIED DIGITAL MARKETING STRATEGISTC O M P L E T E 6 D I G I TA L M A R K E T I N G C O R E M O D U L E S TO B E C O M E A

Certified Digital Marketing Strategist (CDMS) Programme

Modules

DIGITAL MARKETING STRATEGY

CONTENT MARKETING STRATEGY

SEARCH ENGINE

OPTIMISATION

DIGITAL ADVERTISING

SOCIAL MEDIA

MARKETING

DIGITAL MARKETING ANALYTICS

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CERTIFIED DIGITAL MARKETING STRATEGIST

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TOM GOHTr a i n e r Pr o f i l e

Thomas is a native Digital and Branding Strategist. He is a digital marketer with more than 20 years of client experience across Banking (Citibank), Tech (Skype), Telcos (Singtel) and agency background (Ogilvy & Havas). Tom is a seasoned integrated marketer with experiences in Digital Marketing domains (SEO, Content, Social, Programmatic, Performance & Mobile Marketing).

As a senior practitioner with these organizations , he has managed regional and in-country teams with P&L responsibilities. Tom has developed greenfield markets and launched award winning marketing campaigns for new products and services (Cannes, POPAI, MARKIES, EFFIEs). He is a tireless and trusted evangelist who has shared and served as a senior counsel to C-suites and various start-ups on their digital transformation and go to market business strategies.

Tom has served as an adjunct lecturer at NUS-ISS imparting his digital and social knowledge to the next generation workforce. He is an ACTA qualified facilitator and trainer who actively conducts digital masterclass and workshops for MNCs and local SMEs (Chang Beer, CapitaLand, MOTUL, OUE, Huawei, NTUC Income, 3M). Tom’s is a certified digital marketing practitioner with accreditations from Global Marketing Organizations.

Tom graduated with Masters in Banking and Finance from University of Southampton and Undergraduate Degree in Economics from the University Of Technology Sydney. In his down time, Tom is also active in the start up scenes actively providing pro bono consulting to budding entrepreneurs.

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WHY LEARN AT EQUINET?Advanced Content Market ing Strategy

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COMPANIES WHO HAVE ATTENDED OUR COURSESO U R C L I E N T E L E

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COMPLIMENTARY REFRESHERRe-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

POST-TRAINING SUPPORTThe post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

HANDS-ONRetain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

STRUCTURED CURRICULUMC O M P R E H E N S I V E A N D

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

* Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

E N J OY A C C E S S

G E T

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Feature NameW R I T E H E R E

INDUSTRY EXPERTSD E V E LO P E D A N D D E L I V E R E D B Y

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

UP-TO-DATEC U R R I C U L U M A N D C O U R S E W A R E A R E

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REAL-WORLD PRACTICAL SETTING

R E A L I S T I C ,

Shorten your learning curve through real-world case studies and practical examples.

MODERN TRAINING FACILITIES

E X P E R I E N C E

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet open learning environment.

ACTIONABLE STRATEGIES

TA K E A W AY

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

LIFE-TIME ACCESS TO COURSE MATERIALS

G A I N

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

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TESTIMONIALSW H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E

Susan Tan

“I would like to thank you for the insightful 2-day session on Content Marketing. Before the class, I thought I knew what Content Marketing is. In my previous workplace, I only had the opportunity to put what I thought I knew (which was through experience and mistakes) into practice. Thank you Tom for opening my eyes to new areas, especially in the areas of strategising and planning. You have helped me put things into perspective and structure and made it a lot easier for me to put what you have taught to practice henceforth. I now feel confident and empowered that I can assist my clients to do better in this area.”

Wa t We r k z P t e L t d

Abigail Han

“I have enjoyed and learnt so much from the 2-day Content Marketing course taught by Tom. Though it was a little challenging for some of us to complete practical exercises during the course, Tom was very patient to ensure we all understood the key takeaways and took the time to answer our questions during and after the lessons. The practical insights gleaned from the course and wide range of free resources were very useful. Tom also took the effort to engage us on one-to-one as much as possible and was very effective in keeping our interest and attention level high too. A highly recommended course!”

Sara Kong

“Thank you so much for a stimulating, entertaining and thought-provoking lecture on Content Marketing at Equinet Academy. I’ve attended a few courses from other academic schools, but none has ever made a greater impression than yours. You are indeed a superb story teller! I look forward to attend another lecture of yours in the near future.”

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TESTIMONIALS (CONT…)W H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E

Eva Ng

“It was an excellent workshop, totally exceeded my expectation. Coming from a small organisation with limited resources, this workshop provided an abundance of information that i can help my organisation grow one step at a time. The speaker, Tom, is knowledgeable and experienced. He explained the concept in a way that can be applied instantly in our organisation. I love the group discussions and review sessions, where we get a chance to practice what we learn, apply the concept to our organisation, and get valuable feedback from the other participants. After attending the workshop, I have a more comprehensive understanding about content marketing and the problems our organisation currently face. It has opened my eyes to opportunities where we can improve upon. I would highly recommend this workshop.”

A s c e n d i n g H o p e C o m m u n i t y S e r v i c e s

Bertram Yang

“Hey Tom! I'm really thankful to learn so much about content marketing during your session! The 2-day course helped me relook at my current content asset and gain new perspectives on how to repurpose them. During the course, I have learnt how to approach content marketing strategically using the frameworks taught. At the end of the 2 days, I now have a clearer vision on how to use content to position my business and speak to the right audiences about my services. The framework and hands-on approach during the session were so empowering that towards the end of day 2, I'm able to take immediate actions on my business, changing the way I use my content sharing platforms. Thank you so much for all the sharing! Really benefited a lot from the course!”

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COURSE INFORMATIONAdvanced Content Market ing Strategy

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COURSE FEES & SCHEDULESCOURSE FEES COURSE

SCHEDULES

View Available Course Dates via https://www.equinetacademy.com/advanced-content-marketing-strategy-course/

Original course fee: $888 Promotional course fee: $750

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FAQsF R E Q U E N T LY A S K E D Q U E S T I O N S

+ What is the difference between the WSQ Contenting Marketing Strategy course, and this advanced course?

The WSQ Content Marketing Strategy lays out the foundations on the process of

developing an implementing a content marketing strategy in 6 phases. The

Advanced Content Marketing Strategy course builds on the foundations and

expands further into implementation, measurement and maintenance for long term

growth.

+ What is Content Marketing?

Content marketing is a form of marketing that involves the creation of information (in

any content format) and the distribution of the content (via any marketing channel) that

shapes a brand’s audience’s perception of the brand and influences the purchase of a

brand’s products and services.

Related article:

What is Content Marketing? Definition, Benefits, Examples

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FAQs (CONT…)F R E Q U E N T LY A S K E D Q U E S T I O N S

+ Can’t I learn everything online?

No doubt there are tons of free information online – free tutorials, guides, and online

courses that you can gain useful knowledge from. However, the intangible benefits of

attending face to face training include real time consultation with an industry expert,

peer to peer learning and interaction, and hands-on practical learning sessions. This will

enable you to take away actionable strategies you can implement right after the training.

+ If I have specific questions relating to my content marketing campaigns, can I consult the trainer?

Yes of course. You may consult the trainer who’ll be happy to provide advice in

any areas of your campaigns – from content messaging and copywriting,

designing of visuals, using of the tools, to reading of your campaign analytics

during and after class.

+ How is this course different from other content marketing courses in the market?

This course provides you with bite-sized, yet comprehensive and actionable content

marketing strategies and tactics that you can implement right after the course, unlike other

Diploma and certification courses which are packed with assignments and require long-term

time commitment. Beyond this, it’ll also be conducted by a highly experienced social media

marketing professional.

At Equinet Academy, we are committed to delivering quality training:

• We provide you with life-time access to up-to-date course materials (learner’s guide, slides,

templates, and other training resources) via the learning portal.

• You will not sit through hours and hours of dry and tormenting lecture. Instead, you will

experience instructional design learning methodologies such as discussions, group

project work, interactive quizzes, and hands-on implementation of the concepts learnt.

• You will be guided by an experienced professional in the field of content marketing, who

will be able to provide you with actionable advice and costly mistakes to avoid, thus

shortening your learning curve.

• You will be provided with additional support after attending the course.

+ I’m still unsure whether this course can help me meet my objectives.

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FAQs (CONT…)F R E Q U E N T LY A S K E D Q U E S T I O N S

If you’re unsure which courses can best help you meet your objectives, you may

want to check out our Course Selection Diagnostic Tool and answer 3 questions

to determine a suitable course for your needs.

+ Do I have to prepare anything before attending the course?

Course materials, a Windows laptop, and WIFI connection will be provided. You

may wish to bring a notebook to take notes and a jacket as the room may be

cold.

+ How do I sign up?

Simply click here to sign up for this course via the online course registration form.

Once we have received your registration details and payment, we will send you instructions

on how to apply/claim funding (if eligible) via email.

Upon completion of payment and funding applications, your seat will be confirmed and we

will see you in class!

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SIGN UP NOW

Advanced Content Market ing Strategy

*https://www.equinetacademy.com/advanced-content-marketing-strategy-course/