Introduction to Digital & Content Marketing (IDC-02)

Digital & Content Marketing Course Singapore

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 2024 to 31 December 2024, 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 20 October 2024 for a course that is starting on 23 February 2025. The date of enrolment falls between 1 January 2024 and 31 December 2024. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 10 January 2025 for a course that is starting on 23 February 2025. The date of enrolment falls outside of 1 January 2024 and 31 December 2024. 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 →

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.

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 →

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.

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.

18 + 19 March 2024

Monday + Tuesday

Content Marketing Course (Mar 2024)