Content Creation & Optimization

27-28 Jul, 2023, Pullman Kuala Lumpur Bangsar

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CHOW Wei Ming is a published author of two books :-
1. TEWS - The Espoletta Writing System
2. Brand ID - You Have One, Whether You Like It Or Hate It

 

He has also published around 200 articles online, mainly on https://espoletta.com and https://solareximaging.com.

 

He’s the Executive Editor and co-founder of Espoletta - Lifestyle Journal, where he’s
responsible for the recruiting, managing and coaching writers in Espoletta. He’s also tasked with the first layer of editing (big picture) where he ensures that all drafts submitted are factual, balanced, and visually attractive, before handing over to the Editor-In-Chief for the final in-depth editing.

 

He’s also a Brand Consultant and the founder of Solarex Imaging, where he consults one-on-one with clients, to design, curate, develop and project their corporate brand identity. The primary method of this branding exercise is via storytelling, before sharing them on the clients’ corporate social media accounts.

 

“Anybody can write, but a true writer is one who can attract and retain the attention of the audience, until they have completed reading your whole passage” ~ CHOW, Wei Ming

Venue Details

Pullman Kuala Lumpur Bangsar
No 1 Jalan Pantai Jaya, Tower 3, 59200 KUALA LUMPUR,
Phone : 0 3-2298 1888
Fax : 0 3-2298 1999

https://all.accor.com/hotel/7962 /index.en.shtml

Contact us

Juliany,
03 2283 6109
juliany@ipa.com.my

Phoebe,
03 2283 6100
phoebe@ipa.com.my 

FOR CUSTOMISED IN-HOUSE TRAINING
Jane,
03 2283 6101
Jane@ipa.com.my

ADDRESS 
A-28-5, 28th Floor, Menara UOA Bangsar, 
No.5, Jalan Bangsar Utama 1, 
59000 Kuala Lumpur
www.ipa.com.my

FOCUSING ON
  • What Is Content?
  • What Isn’t Content?
  • Advertising vs Storytelling
  • Why Advertising Doesn’t Work?
  • Modern Platforms To Host Content – Cyberspace
  • Traditional Platforms To Host Content
  • Choice Of Platform Matters
  • Anchor And Satellite Model
  • Know Your Audience
  • Curating Your Content Message
  • Building A Brand
  • Branding Exercise vs Advertising Campaign
  • Examples Of Branding Exercise
  • Open Discussion Of Group’s Or Individual’s Own Stories
  • Guided Content Creation
  • Compilation And Preparation Of Participants’ Content
OVERVIEW

We are living in an increasingly DIY age, like getting hands-on with repairing simple
plumbing leaks or electrical wirings around the office. But most importantly, more and more companies want to reclaim ownership of their own identity, in curating and disseminating their own corporate messages.

Advertising and Public Relation agencies aren’t exactly cheap. Plus, you risk looking and sounding exactly like every other client under their wings. You relinquish control of your corporate image, message, identity, and destiny to them.

More importantly, we are also living in the information age, where platforms to host your corporate messages are either extremely affordable (corporate websites), or free (social media). Wouldn’t you want to learn how to manage it yourself? And take back control of your brand identity’s destiny?

AFTER ATTENDING THIS COURSE YOU WILL RETURN TO YOUR JOB…
  1. For the Brand (Business) Owner, this is your opportunity to take back control of your brand identity’s destiny. Why let others dictate your journey, and control what you can or can’t do? It’s not as difficult as most people make it out to be. Once you retake control, you’ll never depend on others to create your content anymore.
  2. For the Publicity or Media Practitioner, you’ll learn how not to waste time, effort and money on platforms that don’t work. You’ll learn to host the appropriate content type on the most suitable platform.
WHO SHOULD ATTEND
  • Media And Creative Practitioners, Designers, Content And Copywriters, etc.
  • Brand And Marketing Managers/Executives, etc.
  • Business Owners
  • Anybody Who Wants To Develop Their Content Creation Skills.
METHODOLOGY

The first half is an interactive lecture style, packed full of information derived from real world situations. Several case studies will be presented and discussed.

The second half is a guided, hands-on workshop style. Participants will curate, compose, and propose a campaign to the audience, based on either real world or fictional content or brand identity. Participants will also get to give/receive feedback to/from other participants and Course Leader too. All feedback will help to further fine-tune their content.

Day 1
9:00

WHAT IS CONTENT?

At Its Core, Content Is A Story. It Can Be Stories About Anything That You Want To Convey To Your Audience


 

WHAT ISN’T CONTENT?

Content Isn’t Conveying Raw Data, Advertising, Or Repeated and/or Directionless Blasting. Pay Attention To Context.

 

ADVERTISING vs STORYTELLING

Repeated Blasting Of The Same Story, vs Many Different Episodes That Point Back To The Point Of Origin, Or To The Same Call- To-Action.

10.45

WHY ADVERTISING DOESN’T WORK?

We’re All Content Consumers. We All Like To Make Purchase Decisions, Not Being Sold To.

 

MODERN PLATFORMS TO HOST CONTENT

Cyberspace Anchor Content (e.g., Corporate Website, Blog, Vlog, Podcast, etc.) And Satellite Sharing Of Content (e.g., Social Media).

 

TRADITIONAL PLATFORMS TO HOST THE CONTENT

Conventional Printed Media (e.g., Book, Newspaper, Magazine, Billboard, Posters, Brochure, Leaflet, Etc.), And Electronic Media (e.g., TV, Radio, PA System, E-Billboard, etc.).

 

CHOICE OF PLATFORM MATTERS

Long Stories, Short Episodes Of Longer Storylines, Short Independent Stories, Short Captions, etc.

12.00

ANCHOR AND SATELLITE MODEL

 

KNOW YOUR AUDIENCE

Humans Are Highly Visual, Emotional, And Have Short Attention Span. Deliver Content Quickly, Efficiently, Visually, And Touch As Many Emotions As Possible

 

CURATING YOUR CONTENT MESSAGE

Overall Roadmap (i.e., Pilot, Follow Up Episodes, etc.), Individual Episode Framework (i.e., Prologue, Chapters, Epilogue, Call-To-Action, etc.).

1:00 Lunch
2:00

BUILDING A BRAND

A Brand Is An Identity, And A Promise To The Customers/Clients. Imagine A Brand As A Person. Discuss/ Describe That Person, Physically, Characteristically And Emotionally. 

 

BRANDING EXERCISE VS ADVERTISING CAMPAIGN

What Can A Brand Convey That Advertising Can’t?

 

EXAMPLES OF BRANDING EXERCISE

Example Episodes Of The Florist Story. All Episodes Are Standalone Stories, But Collectively Point Back To The Florist To Establish Trust. 

 

Q&A SESSION

3:45

OPEN DISCUSSION OF GROUP’S OR INDIVIDUAL’S OWN STORIES

Participants To Share Their Current Or Expected Responsibilities. 

 

GUIDED CONTENT CREATION

Participants Are Guided To Prepare Own Roadmap, Framework, And Call-To-Action
Proposal.

 

COMPILATION AND PREPARATION OF PARTICIPANTS’ CONTENT

Participants Are Guided To Present Or Take Action On Their Proposal.

 

Q&A SESSION

5:00 End of Day 1
Day 2
9:00

GROUP OR INDIVIDUAL TAKES TO THE STAGE

Participants present their proposal for content creation to the floor.

1:00 Lunch
2:00

OPEN DISCUSSION, FEEDBACK AND CONSTRUCTIVE CRITICISM  

Presenters take to the stage again, to gauge response, and receive constructive criticism from the floor.

 

IMPROVEMENTS OF PARTICIPANTS’ CONTENT ROADMAP, FRAMEWORK, AND CALL-TO-ACTION

Suggestions both from Course Leader and the floor, for participants to help improve on their content roadmap, framework, and Call-To-Action

 

Q&A SESSION 

 

WRAP UP, SUMMARY AND TAKEAWAY

5:00 End of Course