Synopsis
This program offers a comprehensive and strategic exploration into the art and science of creating, distributing, and optimizing content to attract, engage, and retain a defined audience. This program is designed to equip participants with the necessary skills and insights to leverage content effectively in the digital landscape, fostering brand growth and audience connections.
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Covering a wide spectrum of content creation, distribution, and measurement, the training delves into understanding the nuances of audience psychology, content strategy development, and the utilization of various mediums and platforms. Participants will learn how to craft content that resonates with their target audience, whether through articles, videos, social media, or other digital channels.
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The program emphasizes the importance of quality content that not only informs and educates but also compels action. It explores how to design content strategies that align with business goals, foster brand recognition, and enhance customer loyalty. Participants will learn to measure the effectiveness of content using key metrics, ensuring a data-driven approach to optimize future content campaigns.
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This training program caters to individuals at all levels of expertise, providing a foundational understanding for beginners and advanced tactics for seasoned marketers. The focus is on practical application, incorporating real-world examples, case studies, and interactive exercises to reinforce learning.
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By staying current with the latest industry trends and emerging technologies, this program ensures participants are equipped to adapt to the evolving digital landscape, fostering innovation and strategic adaptability in their content marketing endeavors. Upon completion, attendees will have the tools and insights to develop, execute, and measure successful content marketing strategies, resulting in increased brand visibility, audience engagement, and ultimately, tangible business growth.
Learning Outcomes
1. Introduction to Content Marketing and Key Considerations
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Defining content marketing
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Meeting business objectives through content marketing
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Uncovering the key challenges in content marketing
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Using content marketing to create brand narratives and engage users
2. Content Strategy
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Constructing a content marketing strategy
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3. Digital Content and Effective Copywriting
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Discovering how digital content is consumed and perceived by users
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Generating effective headlines and copy
4. Search Engine Optimization
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Evaluating how search engines get search results
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Optimizing websites for best results on search engines
5. Social Media & Sharing
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Evaluating how content behaves on social media
​6. KPIs and Measurements
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Evaluating the performance of the content marketing campaign
Target Audience
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Sales Professionals
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Financial Services Consultants
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Insurance Agency Leaders
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Insurance Brokers
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Real Estate Agents
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Business Development Managers
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Business owners with sales responsibilities.
Pre-Requisites
Details
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21 years and above
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Possess minimally a Diploma Level and/or listen, speak, read, and write English at a proficiency level equivalent to Employability Skills System Workplace Literacy (WPL) Level 5
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Use numeracy skills equivalent to the Employability Skills System Workplace Numeracy (WPN) Level 5
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Possess immediate computer literacy
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Minimum 1 year of working experience
Duration: 2 days
Date: 11 - 12 December 2023
Time: 9.00 am to 5.30 pm
Course Fee: $995 (Excl. GST)
The following funding supports are available subject to eligibility:
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WSQ Funding
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SkillsFuture Credit
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SkillsFuture Enterprise Credit (SFEC)
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Enhance Training Support for SMEs (ETSS)
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Absentee Payroll (AP)
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Union Training Assistance Programme (UTAP)
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Post-Secondary Education Account (PSEA)
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Upon indicating your interest by submitting the form below, a course consultant will assist you with the registration.
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Training Fees and Subsidies
Self-Sponsored
Self-Sponsored | Singapore Citizens aged 21-39 & PRs | Singapore Citizens aged 40 & above |
|---|---|---|
Course Fee | $995 (Excl. GST) | $995 (Excl. GST) |
Funding by SkillsFuture Singapore (Baseline) | 50% | 70% |
Funding amount | $497.50 | $696.50 |
GST | $79.60 | $79.60 |
Amount Payable | $577.10 | $378.10 |
Eligible for SkillsFuture Credits
Up to 100% of Course Fee* Subject to SkillsFuture Credit Availability
*Singapore Citizens aged 25 and above can offset the course fee using their SkillsFuture Credit
*NTUC members enjoy 50% unfunded course fee support for up to $500 each year for courses supported under UTAP.
Company-Sponsored
Company-Sponsored | SME** | (Non-SME) Eligible for Singapore Citizens | (Non-SME) Eligible for 40 & above |
|---|---|---|---|
Course Fee | $995 (Excl. GST) | $995 (Excl. GST) | $995 (Excl. GST) |
Funding by SkillsFuture Singapore (Baseline) | 70% | 50% | 70% |
Funding amount | $696.50 | $497.50 | $696.50 |
GST | $79.60 | $79.60 | $79.60 |
Amount Payable | $378.10 | $577.10 | $378.10 |
Additional Support via Absentee Payroll
$4.50/hr, capped at $100,000/enterprise/year
**SME Eligibility Criteria
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Registered or incorporate in singapore
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At least 30% local shareholding by singapore citizens or PRs
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Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than $100 million
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Eligible companies can also claim 90% out-of-pocket expense with SkillsFuture Enterprise Credit (SFEC)
Trainer
Alexis Cheong
Alexis Cheong is an independent communications strategist with over 12 years of experience. She has worked in Singapore’s top creative and media agencies to synthesise the best of social media, content marketing and digital media effectively for clients.
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She started out as an account manager and strategist at creative agency Tribal/DDB and eventually headed up the social media team. She then went on to join award-winning media agency, Havas Media, as a senior strategist for content marketing and integrated media and was instrumental in winning new business and publishing thought leadership content.
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She has accumulated deep experience in the social media and digital marketing industry working on a wide range of local and regional brands such as FairPrice, Changi Airport Group, Esplanade, Domino’s, M1, Unilever, SilkAir, DBS, Singtel, Exxon-Mobil, MND and HPB. She has also published research on the Gen Z in Singapore in collaboration with SGAG in 2019 as well as a social media trends whitepaper for 2021.
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Alexis is also certified by the Institute of Adult Learning with the Advanced Certificate in Training and Assessment (ACTA) for adults. This was motivated by her passion for improving the industry's marketing skills/knowledge effectively through adult training methodologies. Since then, she has trained over 300 marketers from both private and public sectors over 5 years as an adjunct lecturer at NUS-ISS and as an independent trainer.
In 2020, half of the courses were successfully held online due to Circuit Breaker restrictions. Her passion remains stronger than ever in upskilling members of the workforce to harness digital and social media marketing for the betterment of their careers and businesses.