Marketing

Why You Should Attend This Course:

Content Marketing is aimed at building authority, amplifying the message, acquiring, and retaining the intended audience.

Well written Marketing Content helps build the reputation of a trusted advisor.

This Content Marketing Course trains participants to produce compelling and impressive Marketing Content, concentrating on the vital strategies, tactics, and best practices that a writer needs to create and enhance content marketing efforts.

This course also helps participants learn various aspects of planning and executing Content Marketing strategies with greater efficiency and impact, guiding participants to harness the power of words to disseminate information and create impressive marketing content.

In this 2-day content strategy masterclass program you will learn to figure out:

• Who are we talking to? Why do they care?
• How to identify content gaps and lost opportunities
• How do you build links, authority and ranking potential?
• What do we publish? And how will it be distributed?
• What topics, formats and collaborators support lead generation?
• How to develop a system for consistently generating new content ideas
• Understand the importance of effective writing and how to become a better writer

Learning Outcomes:

• Mind Mapping topics and content formats with the information needs of your audience
• Research highly commercial search terms and optimize your content
• Identify and work together with relevant influencers
• Exploit your email list growth, open rates and click through rates (CTR)
• Produce higher quality content in less time by repurposing
• Lead generation strategies
• Measure and optimize for better traffic and achieve higher conversion for your digital campaigns

Course Outline:

Module 1. Devising A Content Strategy

• How to map content to the customers / buyer’s journey
• Auditing your content
• Executing content gaps and competitive analysis
• Case studies of successful content marketing campaigns

Module 2: Search Optimization: Authority and Relevance

• Keyword research for content ideas
• Mapping target keywords to the buying funnel

Module 3: Digital Content Best Practices

• Targeting customer intent instead of demographics
• Tools and tactics you need to drive traffic and results

Module 4: Collaboration, Networking and Influencers

• Content collaboration content: key influencer targeting, blogger relations and
digital PR
• How to use social media to grow your reach and rankings.

Module 5: Process, Production, Efficiency

• Producing Help, Hub and Hero content consistently
• Improving content production efficiency
• Copywriting for the end-users and search engines

Module 6: Analyze, Measure and Improve

• Measuring content effectiveness
• Measuring impact and return on investment for your content marketing efforts

Course Objective:

• Create interesting and compelling Marketing Content
• Identify Prospects and create an effective Content Marketing Strategy
• Create messaging and appropriate content guidelines
• Learn how to find industry influencers and identify promotional opportunities
• Learn content marketing strategies, tactics, and best practices to produce effective content
• Learn how to develop appropriate content for each type of audience segment
• Create best practices for content across media types, including social media, images, etc.

Learning Methodology:

Experiential methods of learning will be applied to enable participants to learn and practice the concepts and skills taught during the programme:

• Mini-lectures
• Case studies
• Group discussions
• Role-plays
• Quizzes
• Videos

Who Will Benefit?

• Entrepreneurs and business owners
• SMEs who want to implement chatbots into their marketing strategies
• Marketing Professionals who face challenges in:
• Traffics and sales generation
• Engagement with leads and customers
• Lead conversion
• Increasing Recency, Monetary and Frequency (RMF) of existing customers
• Identifying the topics that leads and customers are interested in
• Creating content for website and social media
• Analysing KPIs and the ROI of chatbot marketing

Trainer's Profile:

Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation and Digital Analytics from both client side and within the agency environment.

A certified accountant and programmer by training, he also has over 10 years’ experience as a marketing trainer. He is currently a consulting partner at Queen Consulting Group. He is also one of the few Google-appointed Regional Trainers that trains the official Google Ads, Analytics and Mobile Advertising courses. In addition, he is an external trainer and consultant for Google Mobile Labs, TheKnowledgeEngineers, General Assembly, Econsultancy and ClickAcademy Asia, all of which are premier marketing training & development academies for Asia’s professional talents.

He was formerly the SEO/Analytics Director with GroupM Asia-Pacific. Prior to that he was Director of e- Commerce at Far East Hospitality, Singapore’s largest operator of hotels and serviced residences. He has also held management positions at DGM Asia, Hewlett-Packard Asia and Magnus Management Consultants.

Well-versed in both the technical and business aspects of digital marketing, his passion at QCG is helping organisations of all types to use digital marketing effectively, working with all sizes of business from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and