WSQ Diploma in Digital Marketing

• Content Management Strategies Introduction
• Platforms To Put Up Your Content
• Brand (Tone, Style, Quality
• Maintain A Unified & Consistent Standard For The Content

• Digital Content Creation Foundation
• Define Content Goal/Objective
• Understand The Target Audience Of The Content
• What Type Of Content To Create For Your Target Audience
• Where To Publish Your Content

• Generate Your Content Pieces, Titles & Topics
• Create Your Written Content
• Create Your Video Content
• Your Content Creation Calendar

• Trends
• AI For Written Content
• AI Tools For Videos

At the end of the module, the trainees should be able to develop and execute a digital content strategy that includes analysis, planning, and execution phases. The strategy should focus on content creation, SEO optimisation, and promotion across social media and email marketing to effectively engage a targeted audience.

● Transform an overall content management strategy into policies on web content creation and curation, breaking down the strategy into specific guidelines and rules that govern how content is created, curated, and managed on the web.
● Develop a web content strategy for an organisation, including defining target audiences, setting clear goals, planning content creation, and evaluating content management system options, considering cost, scalability, user-friendliness, and integration capabilities.
● Create and optimise various forms of digital content, including written, multimedia, and interactive content, adhering to best practices for search engine optimisation (SEO), user experience (UX) design, and accessibility to enhance the visibility, engagement, and effectiveness of web content for their target audience.
● Assess emerging tools and techniques, including applying them to enhance user engagement and adapt to evolving user behaviours in their content creation and management efforts.

1. Contents – The Foundation to Digital Marketing

• What type of business is yours?
• Types of Contents
• Evolving Needs of Contents

2. Principles of Digital Storytelling

• What is Digital Storytelling?
• Importance of Narrative in the Digital Space
• Emotion and Engagement: Key to Successful Storytelling

3. Evolving Preference in Contents

• How have customer preferences changed over time?
• Current Trends in Contents Consumption
• The Importance of Understanding Your Audience

4. Conceptualising Content Ideas

• Matching Contents to Marketing Goals
• Brainstorming Techniques
• Customer-centric Content Creation

5. Identifying Content Requirements

• Assessing Current Content
• Understanding Gaps in Content Delivery
• Tailoring Content to Customer & Potential Customer Preferences

6. The Digital Storyboard Process

• What is a Digital Storyboard
• Importance of Planning & Visualising Content
• Steps to Create an Effective Storyboard
• Creating a Digital board

7. Parameters of Delivering Content

• Content Length and Format
• Time and Platform Considerations
• Clarity and Engagement
• Visual & Audio Aids

8. Features of Marketing Content

• Must-have Elements in Marketing Content
• Differentiating between Content Type
• Value-driven Content vs Promotional Content

9. Modes of Content Delivery

• Websites, Blogs and Articles
• Social Media Platforms
• Emails and Newsletters
• Videos and Podcast

10. Mapping Digital Storyboard

• Aligning Storyboard with Content Strategy
• Visual Representations & Flow
• Consistency in Storytelling

11. Frequency of Delivering Content

• Importance of Staying Relevant
• Balancing Quantity vs Quality
• Understanding Customer Content Consumption Habits

12. Determine Content Types and Styles

• Different Content Goals
• Using the Right Tone & Voice
• Adapting to Platform – Specific Content Styles

13. Modes and Processes for Distributing Contents

• Choosing the Right Channel
• Automated vs Manual Distribution
• Evaluating Content Performance & Feedback

14. Guidelines for Content Strategy Execution

• Setting Clear Goals & KPIs
• Maintaining Brand Consistency
• Regular Review and Iteration
• KPIs
• Why Guidelines are Important?

15. Concept of copywriting and content writing in digital marketing

• Definition of Copywriting
• Definition of Content Writing
• The Goals and Functions of Copywriting
• The Goals and Functions of Content Writing
• Email Marketing: Newsletters and Promotional Emails
• Video Scripts and Podcast Scripts
• Ebooks and Whitepapers
• The Synergy of Copywriting and Content Writing

16. SEO in Copywriting and Content Writing

17. The Role of Content in SEO

18. Ethical Considerations and Copywriting Law

At the end of the module, the trainees should be able to demonstrate their ability to choose products or campaigns that meet digital marketing goals, craft diverse marketing content for a defined audience, design digital storyboards for strategic planning, set content delivery schedules and formats to boost engagement, select appropriate distribution channels, and create guidelines to ensure brand consistency, content quality, performance tracking, and effective team collaboration.

Apply the principles of digital storytelling to conceptualise and create content ideas that effectively meet marketing objectives, engaging audiences and driving desired actions in the online landscape.
Create a digital storyboard as an integral component of a content strategy plan, including applying multichannel content strategies that adhere to the parameters of delivering content for marketing purposes, incorporate the essential features of marketing content, and employ various modes of content delivery to achieve marketing objectives.

1. Introduction to Google ads and Strategic Planning

• Overview of the marketing mix and how Google ads fit in
• How Google Ads works
• Key considerations when planning a Google Ads campaign

2. Google Ads Campaign Setup

• Google ads account structure
• Understanding the different advertising objectives
• Identifying and utilising the right bidding strategy for your goals
• Setting up different types of ads
• Selecting campaign, network, location and languages
• Effective audience targeting techniques
• Keyword research and matching
• Copywriting best practices
• Creative format options
• Defining a Budget

3. Measuring a Google Ads Campaign

• Understanding key Google ads metrics
• Analysing ROI
• Comparing attribution models
• Conversion Path Analysis

4. Testing & Optimisation

• Understanding the components of Quality Score
• Improving ad relevance, landing page experience, and ad performance
• Tips for creating high-converting landing pages
• A/B testing landing pages

At the end of the module, the trainees should be able to demonstrate their ability to plan, execute, measure, and optimise a hypothetical Google Ads campaign, including selecting objectives, ad types, targeting, budgeting, creating ads, analysing performance metrics, and conducting experiments to improve the Quality Score.

• Examine the integration of the Google Ads platform within a comprehensive marketing strategy.
• Develop a thorough comprehension of the foundational principles and processes of the Google Ads platform.
• Master the intricacies of Google Ads campaign setup by progressing through each crucial stage to define clear campaign objectives, employ effective bidding strategies, target audiences, conduct strategic keyword research, craft compelling ad copy, explore diverse ad formats, and skillfully manage budgets.
• Develop proficiency in Google Ads by selecting and interpreting relevant metrics to gauge campaign success, including analysing Return on Investment (ROI), reviewing and understanding various attribution models, scrutinising conversion paths, and customising reports to evaluate advertising performance comprehensively.
• Evaluate a Google ads campaign to ensure the activity effectively reaches target markets, aligns with performance measures, and is optimised based on testing, ad relevance, and targeting.

Learning Units:

1. Meta (Facebook and Instagram) Marketing

• Meta Media Trends
• Meta Organic Marketing

2. Meta Marketing Plan and Ads Campaign

• Building a Meta advertising plan
• Creating Meta ads campaign
• Components of a media engagement plan

3. Launch and Evaluate Meta Ads Campaign

• Advertisement
• Audience Targeting
• Ads Setup
• Creative Best Practices
• Evaluation & Optimisation

4. Crisis Communication Plan

• Brand Equity
• Crisis Communication Plan
• Crisis Communication Skills

At the end of the module, the trainees should be able to demonstrate their ability to plan, create, launch, and evaluate a Meta ad campaign, encompassing setting objectives and target audience, developing and uploading ad creatives, initiating the campaign, and measuring its success through key performance indicators to make data-driven optimisations.

• Utilise media platforms for marketing and media management while aligning platform selection with audience, content, goals, and resources to enhance social media strategy effectiveness.
• Create a comprehensive marketing plan that involves developing and facilitating the content and integration of media platforms for Meta, including defining the activities, timeline targets, and responsibilities.
• Demonstrate proficiency in refining the advertising strategy, optimising ad creatives, and making data-driven decisions for improved campaign results and return on investment.
• Develop crisis communication skills to effectively manage and resolve conflicts and complaints in Meta Ads campaigns.

1. Introduction to Conversion Optimisation

• Role of websites and landing pages in the marketing mix
• Overview of the conversion optimisation framework
• Setting goals for optimisation

2. Consumer Psychology and the User Experience

• Identifying your target audience
• Review of psychological models and their role in website design
• The importance of Heuristic analysis

3. Fundamentals of Design (UX/UI)

• Using wireframing tools
• Understanding core website design principles
• Navigation design
• Importance of CTA signposting
• Analysis of Core web vitals
• Media optimisation
• Ensuring accessibility

4. Effective Content & Messaging

• Communicating the value proposition and USP
• Website content planning
• Developing persuasive copywriting skills
• Writing effective product copy
• Using social proof
• Compliance requirements (GDPR/CCPA/Cookies)

5. Optimisation Tools

• Identifying optimisation opportunities with Google Analytics
• Utilising heat maps and click maps
• Using site session recordings
• Role of A/B testing
• SEO techniques

6. Measurement and Reporting

• Tracking UX changes across a website and landing page
• Reporting on goals and KPIs

At the end of the module, the trainees should be able to demonstrate their ability to optimise website and landing page conversions through assessment, design improvements, content enhancement, technical optimisation, and performance monitoring across five stages, involving SWOT analysis, wireframing, content strategy development, A/B testing, SEO adjustments, and tracking key performance indicators in Google Analytics for ongoing refinement and performance improvement.

• Gain an understanding of the role that websites and landing pages play in the overall marketing mix, including the use of the conversion optimisation framework to gain a deeper analysis and then building out goals for improvement of website and landing page conversion rates.
• Acquire a deep understanding of the user journey and the critical skills for effective website flow analysis.
  Apply the significance of Heuristic analysis for evaluating interfaces highlighting common usage patterns and identifying areas for optimisation.
• Evaluate and reengineer a website or landing page layout, including improving its navigation, visual hierarchy, and mobile responsiveness to enhance user engagement and facilitate a smoother journey towards conversion goals.
• Craft compelling, targeted content strategies that effectively communicate the value proposition, incorporate persuasive copywriting techniques, and integrate social proof to increase the credibility and conversion potential of a website or landing page.
• Integrate ethical psychological triggers and ensure adherence to relevant privacy regulations within digital content, including creating a sense of urgency and trust that complies with legal standards to motivate user action and increase conversion rates effectively.
• Develop and implement a data-driven conversion rate optimisation strategy by utilising A/B testing, SEO best practices, and key performance indicators to systematically enhance website functionality and user experience and ultimately improve conversion rates.
• Assess and select relevant key performance indicators to measure the impact of optimisation techniques to ascertain if the goals have been reached.
• Set up reports to consistently track these metrics and understand how to use this data and develop marketing insights to improve website and landing age performance.

• Scope Digital Marketing Campaign:
  • Purpose of digital marketing communications campaign plan.
  • How to set digital marketing campaign objectives, goals, and KPIs.
  • Examples of various types of digital marketing objectives and SMART goals.
  • Overview of entire digital marketing campaign plan template.
• Create Landing Page:
  • How to conduct SWOT analysis across competitor websites and landing pages.
  • Digital Marketing Analytics Tools and Techniques.
• Content Creation for Web & Social:
  • Examples of various types and formats of engaging content for web and social.
  • Tutorial and walkthrough of content creation using design tools like Canva.
• Copywriting & Content Writing:
  • Best practices for Search Ads (Google Search & Display Ads).
  • Best practices for Display Ads (Google Display Ads).
  • Tutorial and walkthrough of how to produce an SEO-optimised blog article or lead magnet with the assistance of AI tools.
  • How to avoid AI tool usage detection?
• Google Ads:
  • Budget setting.
  • Scheduling ad campaigns.
  • Tutorial and walkthrough of setting up a Google Ads Search and Display campaign.
• Facebook & Instagram Marketing:
  • Budget setting.
  • Scheduling ad campaigns.
  • Tutorial and walkthrough of setting up a Facebook and Instagram marketing campaign.
• Website & Landing Page Conversion Optimisation:
  • Best practices & Heuristic principles of Conversion Rate Optimisation.

• Scope the purpose and objectives of a digital marketing campaign in accordance with a company’s requirements.
• Conduct SWOT analysis on competitor landing pages and create a conversion-focused landing page that stands out from the competition.
• Create highly engaging content for web and social media platforms.
• Write an ad copy for search, display, and/or social media campaigns.
• Produce an SEO-optimised blog article or lead magnet for content marketing purposes.
• Set up a Google Ads Search and Display campaign to market a company’s products and services.
• Set up social media marketing campaigns to drive awareness and conversions for a company’s products and services.