Introduction to Digital & Content Marketing (IDC-02)

Digital & Content Marketing Course Singapore

Capability

Transform passive recipients into active participants.

Digital & Content Marketing Course

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 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, addressing audience perspectives in your posts, tweets, chats, feeds, blogs, and updates. This course is covered by the ASEAN subsidy for eligible participants.

Check my eligibility 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 any time from 1 January 2021 to 31 December 2021, regardless of the actual course dates.

Legally resident in any of the 10 ASEAN member states:
The subsidy will apply to you if you are currently holding 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 October 2021 for a course that is starting on 18 March 2022. The date of enrolment falls between 1 January 2021 and 31 December 2021. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 10 February 2022 for a course that is starting on 18 March 2022. The date of enrolment falls outside of 1 January 2021 and 31 December 2021. ASEAN subsidy will not apply.

You can apply the ASEAN subsidy to your enrolment directly from your course enrolment form below. For further queries please call +(65) 6573 7370 or contact us →

Fee and subsidy
S$980.00 (S$408.35 after ASEAN subsidy)

Duration
2 days (9:30am – 4:30pm)

Delivery
Live-streamed interactive
Maximum 8 participants

Requirements
Conducted in English

Course modules

Modules offer participants comprehensive insights into the subject matter, drawing from academic and industry research.

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 mean full support for content marketers and creators.
  • Course objectives

    Delivering clear professional learning outcomes for people of all abilities and ambitions.

    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

    Relevant and reliable training that meets the demand for increasingly sophisticated communication skills.

    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

    Learn from academic and leading industry experts

    Course instructors
    Meet the training team →

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

    Deepa is currently completing another degree in religious studies from the University of London. She is part of the interfaith fellowship programme at the Centre for Interfaith Understanding (CIFU) in Singapore. She has led the team at Quantico CCIL since its founding in 2005 and continues to take a hands-on approach to training our participants in the areas of digital marketing, storytelling, and arts communication. More on your convenor →

    Deepa Vijayan at the Singapore Writers Festival
    Deepa Vijayan serves as a moderator for a publishing panel at the Singapore Writers Festival.

    Course schedule

    Pick your own course dates for groups of 3 and more. Use the enrolment form below to choose your preferred dates, or set your own schedule.

    Today is:

    Wednesday + Thursday

    Content Marketing Course (Nov 2021)

    Content Marketing Course Singapore

    1 Tampines North Drive 1, 528559 Singapore The Quantico Centre for Communication & Information Literacy Pte. Ltd. Live-streamed

    Lead Instructor: Deepa Vijayan →

    Wednesday + Thursday

    Content Marketing Course (Dec 2021)

    Content Marketing Course Singapore

    1 Tampines North Drive 1, 528559 Singapore The Quantico Centre for Communication & Information Literacy Pte. Ltd. Live-streamed

    Lead Instructor: Deepa Vijayan →

    Wednesday + Thursday

    Content Marketing Course (Feb 2022)

    Content Marketing Course Singapore

    1 Tampines North Drive 1, 528559 Singapore The Quantico Centre for Communication & Information Literacy Pte. Ltd. Live-streamed

    Lead Instructor: Deepa Vijayan →

    Wednesday + Thursday

    Content Marketing Course (Mar 2022)

    Content Marketing Course Singapore

    1 Tampines North Drive 1, 528559 Singapore The Quantico Centre for Communication & Information Literacy Pte. Ltd. Live-streamed

    Lead Instructor: Deepa Vijayan →

    Wednesday + Thursday

    Content Marketing Course (Apr 2022)

    Content Marketing Course Singapore

    1 Tampines North Drive 1, 528559 Singapore The Quantico Centre for Communication & Information Literacy Pte. Ltd. Live-streamed

    Lead Instructor: 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 some dates of your choice and we will confirm one with you.

    Course enrolment

    Enrol for your course and apply the ASEAN subsidy.

    Terms and conditions

    Please read and understand the terms & conditions → before proceeding with this service or contact us for further clarification.

    Data security

    Data on this website is securely processed and is used solely for the purpose of communicating with you about your enrolment or queries. Enrolment forms have additional layers of protection that comply with strict data security policies.

    Instant assistance

    Call us at +(65) 6573 7370 or email [email protected] 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