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CONTENT MARKETING

Winning consumers’ hearts with the power of content

  • 0 Learners confidently joined the workforce

  • 0 Customized training programs were conducted for corporate clients

  • 0 Contestants entered 10 competitions searching for young talents

LEARNING
OUTCOMES

  • This Content Marketing course standardizes the content planning process which is supposed to be very complex and ever changing 

  • Understand the importance of ideas and how to develop and evaluate ideas

  • See clearly the transformation from ideas to different content formats in different media channels 

  • Clearly differentiate the content formats and constantly updating the latest formats on digital

  • Guided by the trainers who are experienced creative directors and digital marketing specialists from the well-known companies  

  • Practice along the course to connect the important steps in content planning 

  • The final project sets the challenge for learners to develop a content plan for a specific brand, thereby helps the learners to realize the logical process of content development, which is not some random posts on social media or websites  

  • Match and introduce job opportunities 

WHO IS THIS COURSE FOR?

  • Marketing specialists from clients who wish to learn content marketing to gain a full process of content marketing so that they can self develop content plans or guide agencies to build content plans effectively

  • Communication specialists from agencies (Account, digital, content, social media, community...) who want to learn about content marketing to provide better service to clients

  • Business owners of MSME (Micro - small - medium enterprise) or startups who self-manage content marketing and wish to apply content marketing to drive business

  • * Prerequisite: This Content Marketing course requires learners having at least 6 months of experience in marketing or communication. 

COURSE OUTLINE

CONTENT MARKETING AND CONTENT STRATEGY

Content is considered as “blood” that nurtures the relationship between brands and consumers. Any relationship takes time to build. Therefore, it requires a long-term mindset when approaching content. 

The first module in this content course guides learners to use content strategy that can achieve communication objectives and resonate with the target audience. 

Section 1: Content marketing and content strategy
  • Step into the world of content marketing

        Understand the concept of content marketing

        Know the roles of content marketing

  • Build the mindset with content strategy 

        Understand the importance and role of content strategy 

        Get familiar with the content strategy framework: Creation, publication, governance

        Practice classifying, categorizing and filtering some basic concepts of a content strategy

  • Leverage the power of integrated marketing communication (IMC) 

        Understand the concept of IMC

        Take out the full picture of the promotion mix

        Identify the ways to apply ideas in IMC

  • Release the brief and demonstrate a content strategy for final presentation

CONTENT PLAN

After the content strategy, it’s the content plan that draws out all elements in a structure and actionable way.

Section 2: Content plan
  • Understand about content plan and important elements of a content plan

  • Know how to create a good content plan

  • Know how to improve productivity via content plan

  • Build screening process: Remove topics that do not meet the objectives, choose topic that matches, work with the team to put into production

  • Create the content calendar: Synthesize and plan the master plan, build calendar of article production and calendar of posts

IDEATION

Creative ideas are the core of an effective content strategy. This module offers learners an essential mindset to generate creative ideas and how to apply them to an integrated marketing communication campaign.

Section 3: Ideation
  • Understand about ideas and how to get ideas

  • Look into the method to convey ideas

  • Master the art of judging ideas 

  • Know the difference between idea and execution

  • Learn how to keep the idea interesting  

  • Practice understanding ideas

CONTENT FORMATS

After getting the idea as the core, it's time to bring it to life across the platforms in different formats.

Section 4: Overview of video content
  • Understand about video content

  • Distinguish the difference between TVC and digital video content

  • Know different types of video content

  • Understand the process of making a video content and TVC

  • Know about script, storyboard, shooting board

  • Know the tips to create effective video content 

  • Practice generating video content

Section 5: Video content on social media (Facebook, YouTube, and TikTok)
  • Create video content on YouTube

       Know about YouTube's policy

       Understand the types of video category that fits YouTube

       Apply rules to create effective videos on YouTube

       Know how to optimize YouTube channel 

       Know how to upload YouTube videos

       Monitor how videos perform on YouTube

  • Create video content on Facebook

       Know about Facebook video's policy

       Distinguish different types of Facebook videos

       Grab tips to get views and engagement on Facebook videos

Section 6: Content on social media (Facebook, Instagram, LinkedIn)
  • Build content on Facebook

       Overview about the Facebook platforms: Pros & cons, audiences, trend of content...

       Identify different types of content on Facebook

       Know about highlighted features on Facebook

       Analyze tips and techniques on how to create high-quality content and distribute content on Facebook

       Know how to organize Facebook content effectively

  • Build content on Instagram

       Overview about the Instagram platforms: Pros and cons, audiences, trend of content….

       Know about highlighted features on Instagram

       Analyze tips and techniques on how to create high-quality content and distribute content on Instagram


  • Build content on LinkedIn

       Overview about the LinkedIn platforms: Pros & cons, audiences…

       Identify different types of content on LinkedIn

       Analyze tips and techniques on how to create high-quality content and distribute content on LinkedIn

Section 7: Content on SEM (Search Engine Marketing), website, and sales page
  • Develop strategy for website content

      Know about website content categories: Website and sales page

      Understand the target audience correctly with Google Analytics and Keywords Planner tools

      Build strategy for website content

  • Master the techniques to create website content correctly

      Optimize content for sales page

      Optimize content for web page (SEO onsite)

      Practice writing content for web page

Section 8: Content on display ads and other formats (Wifi, email, webpush)
  • Build content for display ads

      Understand the objectives of display ads (Build awareness, generate leads...)

      Identify common types (Standard banner, rich banner) and key ad specifications (Size, ad duration)

      Explore the association between content and communication objectives 

      Take out the key elements in ad

      Focus on optimization for mobile display banner, mobile ad on gaming platform, OTT....

  • Build content for other formats (Wifi, email, webpush)

      Know the definition and classification of wifi marketing, email marketing, and webpush

      Identify common types for each format

      Explore the association between content and communication objective

      Take out the key elements of wifi ad, email and webpush

Section 9: Key opinion leader (KOL) and influencer marketing
  • Know the types of content for KOL

  • Know how to work with KOL related to content marketing

  • Be aware of some notes to negotiate with KOL

  • Get the formulas to write effective content for KOL

FINAL PRESENTATION


Section 10: Final presentation
  • To finish the Content Marketing course, learners create and present the content strategy for a specific brand

THE NECESSITY OF THIS COURSE

  • With the dominance of Facebook and Google, we now live in an age where information is more accessible than ever before. As a result, content becomes the trump card in the marketing strategy of more and more companies who wish to build brand awareness and loyalty. However, the content game is reaching their crisis peak as everyone is doing content without strategy despite the fact that consumers have suffered from information overload.

  • The Content Marketing course at AIM Academy is designed by the top creative and content experts from international agencies. After this course, learners would understand that good content doesn't fall off from the sky accidentally, instead content that can convey brand message and inspire the target audience, requires a rigorous process from strategy development to ideation and to distribution.

TRAINERS

  • NGUYỄN HUY TRỌNG

    Creative Director

    Dinosaur

  • LUKAS ANH NGUYEN

    Former Associate Director, Content+

    Mindshare Vietnam

  • PHẠM DUY ANH DŨNG

    Former SEM Marketing Manager

    Tiki Corp

  • PHẠM THỊ THÚY NGA

    Digital Marketing Leader

    Amazon Việt Nam

  • TRẦN VĂN TOÀN - ĐỐC TỜ TI

    Former Creative Director

    Dinosaur

Testimonials

I have a foundation about how to build content on many channels. However, it is pretty shallow. After this course, I had an overview of content marketing, deeply understood the brief, confidently created a multi-channel content strategy, and controlled as well as evaluated its effectiveness

The module "Ideation" in the course is very abstract, but trainer Đốc Tờ Ti was very skillful in using handwriting in his presentation, witty communication style, and taking real examples. gave me a thorough understanding of content creation.

Le Thi Bich Dung

Brand Executive

Pham Tan Viet

Former Sales Manager

Suntory PepsiCo