The Art and Science of Influencing with Content Marketing

by Rachel Loke

Why You Should Attend This Course

The world in today’s new normal has turned its focus to all things digital. Having a multiple disciplinary understanding of how best to reach the audiences through effective content marketing is critical.

How can you capture the attention of your target audience in the first three seconds? What would make your marketing collateral stand out amongst the increased competition? What would attract you when so many similar messaging are trying to reach out to you?

More importantly, how can you identify ways to repurpose the unique content you have created to get more mileage for the same piece of work you have created?

At the same time, taking a step back and zooming out on the big picture – how can you influence your target audience with what you do in content creation? How do you chart your content planning while building up the momentum for your business?

These are but a few key fundamentals any marketer needs to now be more mindful of and incorporate into your content creation. Not just an ordinary piece of content, but one that works its way into effective marketing in the world now where digital moves faster than before.

Join this workshop to learn how to harness your content marketing strategy to generate interest for contact, increase persuasion for influence and create action for conversion. As the saying goes, less is more. Being succinct with clarity could be a way to create that marketing contact for longevity.

1. Understand

  • Fundamentals and benefits of content marketing
  • Content marketing strategies
  • Your audience
  • Distribution channels for content
  • Content architecture and metrics for successful marketing strategy
  • Budget planning for the strategy

2. Create

  • Content marketing strategy for your organisation
  • Content plan for your strategy
  • Digital marketing collateral for a product or service you are promoting

3. Mindfulness on the next steps for success

1.  Understanding the influence of content marketing

  • Review common pitfalls in content
  • Review successful examples of content marketing
  • Review key elements in content marketing including business goals, content planning, metrics and budget for execution


2.   Understanding the characteristics and role of a content marketer

  • What is a content marketer?
    • Is a content creator a copywriter?
    • Is a copywriter a marketer?
    • Is a marketer a copywriter?
    • How much of an art and/or science is the role of a content marketer?
    • Are content marketers influencing or manipulating?
    • What makes a good content marketer?


3.   Navigating content marketing strategy for success

  • Steps to building a content marketing strategy
  • Recognise the impact of content planning on results-driven marketing
  • Identifying paths for repurposing content


4.   Content creation beyond words

  • Acquire and apply the techniques of persuasion to copywriting
  • Develop/navigate the steps excellent copy development
  • Distinguish the elements that create interest
  • Persuade beyond words? Incorporate elements to copywriting that capture mindshare beyond words
  • Top 10 nuggets in developing good marketing copy


5.   Project management

  • Determine the expected timeline for a project
  • Determine special festivities/occasions on the calendar to leverage on
  • Stakeholder management for seamless process
  • Defining metrics
  • Collecting and interpreting data


6.   Mindfulness on the next steps after content creation

  • What can you learn from reviewing existing execution?
  • How do you evaluate success?
  • What can you decipher from data?
  • Would budget reduction impact your content marketing strategy?
  • Mini-lectures with case study
  • Interactive discussion
  • Tutorial
  • In-class hands-on practice (laptops required; please bring any relevant cases you have on hand)

Entrepreneurs, business owners, executives in marketing, communications and digital roles or anyone who would like to develop the skill sets required for content marketing for your business in the digital world.

Rachel LOKE has an extensive integrated communications and digital experience coupled with a demonstrated ability to deliver strategic counsel. Her experience in content marketing spans across multinational and multicultural environments. Having managed complex external and internal communications covering issue management to corporate spin-off, she is also proficient with piecing key messages together with data reporting – an important aspect of sieving out intelligence from big data.

Armed with over 20 years of experience in content development, Rachel’s works have been showcased on CNBC, BBC and Channel NewsAsia. Not confined to the broadcast alone, Rachel has worked her stories across the world targeting both local tier-one media and also regional luxe publications including the South China Morning Post, Tatler and LUXUO, to name a few.

Rachel was last with Knight Frank as the Asia Pacific Head of Marketing, Communications and Digital. Covering 17 markets in this region, she had been instrumental in developing data-centric storytelling for Knight Frank’s renowned The Wealth Report in its 13 years running. She had brought the standards of the media coverage for The Wealth Report in the region to record high. Understanding how data works, she had analysed copious amounts of data and trained her team members on using data for storytelling.

At numerous client and media launch events, Rachel has been an active panel moderator curating topics of interest that matter to the clients. Bringing in first-mover advantage, she works closely with subject matter experts worldwide to develop thought leadership angles that competitors have yet to have a voice in.

She has also been influential in developing spokespersons. Over the years, she has trained and developed spokespersons across the industries – real estate, advanced technologies, financial services – she has covered.

Rachel obtained the Master of Business Administration from the Australian National University in Canberra, Australia. She was on the Dean’s List at the National University of Singapore where she graduated with a Bachelor of Science (double major in Computational Science and Chemistry). She also holds a Graduate Diploma in Marketing Communications from the Marketing Institute of Singapore. As an ardent sportswoman, Rachel is a certified STOTT PILATES® Instructor and teaches Pilates both in a group and private setting.

Rachel also presents at conferences and was a judge for the 2019 PR Awards


02 – 03 Sep 2021
11 – 12 Nov 2021

Course Fee


The class offers in-class or virtual learning
  • Time: 9 am – 5 pm
  • SkillsFuture Credit eligible
  • MIS Member enjoy 10% Discount
  • Register for 8 or more participants to enjoy 10% Group Discount