Introduction to Digital & Content Marketing (IDC-02)

Digital & Content Marketing Course

Course overview

Relationships are at the core of every human interaction, and digital transformation is about building and nurturing these relationships across touchpoints. This course addresses the need to provide robust structures, strategies, and frameworks to start and sustain digital marketing strategies, driven by relevant, audience-centric content.

Digital transformation is also much more than transporting existing content to online spaces: organisations have the potential to build strong, long-lasting relationships with multiple audiences, while integrating sales, community management, and content creation skills.

This course will teach you how to motivate your users to find time for your content, and find your content worth spending time over. You will also learn how to marshal brand-speak coherently by including sensitivity to audience perspectives in your posts, tweets, chats, feeds, blogs, and updates.

Fee and subsidy
S$980.00
S$588.30 after ASEAN subsidy
Duration
2 days
9:30am – 4:30pm
Delivery
Live-streamed interactive
Maximum 8 participants
Requirements
Conducted in English
The subsidised fee of SS$588.30 applies to residents of any of the 10 ASEAN member states and enrolling within the subsidy period between 1 March 2020 and 31 March 2021. Am I eligible for ASEAN subsidy?

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling within the ASEAN subsidy period, between 1 March 2020 and 31 March 2021, regardless of the course’s dates.

Legally resident in any of the 10 ASEAN member states:
The subsidised fee will apply to you if you currently hold citizenship, permanent residence or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 23 February 2021 for a course that is starting on 10 June 2021. The date of enrolment falls between 1 March 2020 and 31 March 2021. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 23 April 2021 for a course that is starting on 10 June 2021. The date of enrolment falls outside of 1 March 2020 and 31 March 2021. ASEAN subsidy will not apply.

Course topics

1. The content crisis

  • Building content marketplaces
  • Serial killer: the death of websites?
  • Traditional vs content marketing
  • Content marketing vs storytelling
  • Establishing thought leadership
  • Apps, blogs, channels, and more
  • 2. Understanding platforms

  • Open graph interpretation + integration
  • YouTube: A second search engine
  • LinkedIn: hidden tribes
  • Twitter: the Google injection
  • New and niche social media
  • Dark social media
  • 3. Digital content landscapes

  • To meme or not to meme
  • Demystifying native advertising
  • Content strategy
  • Offline content marketing
  • Neuro content marketing
  • Identifying human desires
  • 4. Digital content principles

  • The journalist’s approach
  • The marketer’s approach
  • Gaming platforms and feeds
  • Responding through enriched media
  • Choosing a campaign name
  • The linguistic social medium
  • 5. The audience dimension

  • Digital behaviours and trends
  • Content personas and segmentation
  • Writing for communities
  • Calling individuals first
  • Calling groups second
  • Effective audience research strategies
  • 6. Strategies and structures

  • The content lifecycle approach
  • Content asset management strategies
  • Engaging on multiple Levels
  • Building influential content pillars
  • Solving business challenges
  • Identifying social tendencies
  • 7. Sustaining digital initiatives

  • Campaigns and conversations
  • Virtual marketplace integration
  • Editorial calendars and channel plans
  • The virality coefficient
  • Data-driven content measurability
  • Big, bigger, and small data
  • 8. Culture of content

  • Frameworks for creative content
  • Content shopping in your organisation
  • Resources, budgets, and metrics
  • Sustainable long term digital strategies
  • From translation to transformation
  • Content mandates and processes
  • 9. Beyond your course

    Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™ [+]. Regular post-course meet-ups, one-on-one refreshers, and free advanced courses means full support for content marketers, brand owners, and creators.

    Course objectives

    I will understand:

  • the purpose of content marketing in the digital and post-digital era
  • differences between content, digital, and social media marketing
  • differences between B2B, B2C, B2G and Human-to-Human H2H content
  • why erratic audience behaviour exists and the counter-strategies that work
  • the restrictions and opportunities of working within creative boundaries
  • I will be able to:

  • identify key approaches to digital and content marketing campaigns
  • build frameworks for sustained digital engagement, locally and globally
  • apply best practices and core principles to content strategy and execution
  • inspire buy-in from teams, local communities, and global brands
  • start my own content marketing initiatives with confidence
  • This course does not:

  • cover in-depth storytelling: please see Branded Storytelling Course [+]
  • cover principles of copywriting: please see Copywriting Course [+]
  • Course applications

    Get a rock-solid mastery of digital marketing. This course focuses on how to transform commodities into communities with rich, engaging content: Plan, create, and sustain digital marketing initiatives that align with consumer contexts. Internal buy-in and resources need to be leveraged and mobilised effectively to ensure long-term digital campaigns that people actually care about.

    This course supports content strategists, digital marketing teams, and content creators as they build relevant and engaging digital marketing strategies, internal content frameworks, audience profiles, and platform plans. You will be able to effectively navigate the social bazaar, building relationships along the way with audiences, employees, stakeholders, and media partners.

    Course convenor

    Deepa Vijayan is a trainer and senior communications advisor for government, finance, education, STEM, hospitality, and nonprofit sectors in Singapore and Southeast Asia. Deepa’s major practice areas are copywriting, content marketing, digital culture, and branded & corporate storytelling. Her focus is on the intersections between communication and digital culture, healthcare, religion, and the arts. More on your convenor [+]

    Course schedule

    Tuesday + Wednesday

    Content Marketing Course (Dec 2020)
    Content Marketing Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Content Marketing Course (Jan 2021)
    Content Marketing Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Content Marketing Course (Feb 2021)
    Content Marketing Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Content Marketing Course (Mar 2021)
    Content Marketing Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Set my own dates

    For a group of 3 or more

    A group of 3 or more participants have the added flexibility of setting their own course dates. Select ‘Set my own dates’ from the ‘Preferred date’ dropdown, in the course enrolment form. Enter up to 3 different dates of your choice; we will then confirm one with you.

    Course enrolment

    Terms and conditions

    Please read and understand the terms and conditions [+] before proceeding with this service or contact us for further clarification.

    Instant assistance

    Call us at +(65) 6573 7370 or email group@qc.sg. We will typically respond to emails within 20 minutes during business hours and in 1 day over holidays and closures. View business hours

    Monday – Saturday:
    8:00am – 8:00pm

    Sunday:
    9:00am – 3:00pm

    Holidays and closures:
    › New Year’s Day
    › Lunar New Year
    › Good Friday
    › Labour Day
    › Vesak Day
    › Hari Raya Puasa
    › Polling Day
    › Hari Raya Haji
    › National Day
    › Deepavali
    › Christmas Day
    › New Year’s Eve