Course Information
Move away from brand storytelling and into crucial brand conversations by creating an effective, distinctive brand presence online with relevant content that caters to your audience’s search demand.
Learning Outcomes
Through the course, participants will be able to:_x000D_
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- Identify your target audience persona and their information needs
- Craft a brand persona that your target audience can relate to
- Present your brand/product/service effectively for conversions
- Create and facilitate crucial conversations between your brand and your target audiences online
- Identify relevant topics of interest with search traffic and search trends research on Google Ads Keyword Planner and Google Trends
- Plan relevant, converting website landing pages based on high search traffic content topics
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Course
Schedule
Course Dates: TBC_x000D_
Duration: 2 days_x000D_
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Ngee Ann Polytechnic reserves the right to reschedule / cancel any programme, modify the fees and amend information without prior notice.
Lesson Plan
This course consists of 1 modules:
A. Search Traffic Research (3 Hours)_x000D_
â— Importance of keywords in Search & Website User Experience_x000D_
â— Identify high search traffic keywords through search traffic and search trends_x000D_
research on Google Ads Keyword Planner and Google Trends_x000D_
â— Export high search traffic keywords and organise by theme_x000D_
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B. Create Website Landing Pages (5 Hours)_x000D_
â— Propose landing page content based on relevant topics of interest identified on_x000D_
Google Ads Keyword Planner and Google Trends_x000D_
â— Plan for crucial decision-making content_x000D_
â— Propose relevant calls-to-action for each landing page based on marketing_x000D_
objectives_x000D_
â— Plan website content hierarchy_x000D_
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C. Content as a Conversation, Not a Story (4 Hours)_x000D_
â— Distilling your target audience persona_x000D_
â— Crafting your brand persona to converse with your target audience persona_x000D_
â— Strategise marketing message content, presentation and delivery_x000D_
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D. Inbound Marketing Strategy (3 hours)_x000D_
â— Use high traffic keywords to plan for search engine friendly content_x000D_
â— Understand various channels and methods to create inbound links_x000D_
â— Identify key website landing pages to link content to / from_x000D_
â— Plan a content calendar including:_x000D_
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- Topic
- Timeliness
- Target Audience
- Media Used
- Placement(s)
- Target Action(s)
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Trainer's Profile
On the back of 10 years of experience in writing and digital marketing both in-house and for agencies, Cheak Hong Ian founded Council Consulting, a digital marketing training consultancy that helps companies build sustainable, scalable online ecosystems to reach their audiences with useful, engaging and decision-making content.
Cheak has worked with various organisations from SMEs to MNCs, including brands like BMW, Emerson, Bata, Julie’s Biscuits, NCS, The Golden Duck and Trinity Medical, initiating campaigns reaching tens of millions of people within Singapore and throughout the Asia Pacific region, managing over S$5 million in digital advertising budget to-date.
Cheak holds a Bachelor of Communication (Mass Communication) degree from RMIT University and the WDA Advanced Certificate in Training and Assessment (ACTA).
Certification
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Entry Requirements
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Should preferably be Existing / Potential Brand Managers / Owners
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Should preferably have existing marketing, branding or advertising background
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Course Fees
Course fee is payable upon acceptance. It is inclusive of 7% GST and subject to review._x000D_
The course is eligible for SkillsFuture Credit. For more information on the SkillsFuture Credit click here._x000D_
For enhanced training support, enter SME in the promo code during course application.
Applicants / Eligibility | Fees |
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Singapore Citizens (SC) below the age of 40 years | $102.72 |
Singapore Citizens (SC) aged 40 and above | $38.72 |
Singapore Permanent Residents (PR) | $102.72 |
Enhanced Training Support for SME Scheme (for SC & SPR) | $38.72 |
Others (and Repeat Students) | $342.40 |
Full course fee | $342.40 |