Executive Diploma in Digital Content Marketing

Executive Diploma in Digital Content Marketing


Consumers are crowded with information in this digital era. Finding a way to grab the attention of the target audience and establish a long-term relationship is a challenge facing by many modern marketers. Content Marketing offers an effective and sustainable channel to deliver your brand’s message, and to grow your business with a solid foundation. This course is designed to give you a thorough understanding of this powerful tool and the related processes and tools, guiding you to master the concepts and skills to stay competitive in this new economy.

What You Will Learn

  • Understand the fundamental concepts of Content Marketing
  • Why quality content is key to get customers and grow your business
  • How to formulate a content marketing strategy for your brand
  • Useful tools and best practices for Content Marketing

Who Should Attend

  • Marketing, Sales and Business Development professionals
  • SME or start-up owners
  • Content creators like bloggers, Youtubers, photographers etc.

Information at a Glance


Commencement Date:

Deadline for New Application:

Tuition fee for Members:


Tuition fee for Non-members:


Medium of Instruction:


Mode of Instruction:

Face-to-face / Online

Due to current COVID-19 situation, the mode of instruction might be changed from face-to-face to online teaching if necessary in the event that face-to-face classes cannot be held. The Association will contact the students concerned with details of such arrangements as necessary.

Brochure Timetable / Application


Module 1

Content Marketing Fundamentals – Attract your target customers coming to you
內容營銷基礎 – 讓目標客戶主動接觸你

  • What is Content Marketing
  • Content Marketing vs Traditional Marketing
  • How Content Marketing can help your marketing strategy
  • Synergy of marketing and content marketing
  • Common types of content
  • Content Marketing Funnels
  • Defining Your Brand & Purpose
  • Defining Your Target Audience
  • The Power of Storytelling
  • Building a Content Creation Framework
  • Stand Out with Competitive Advantages
  • Turn Boring Features into Irresistible Benefits
  • Creating quality content your audience loves to read and share

Module 2

Creating Engaging Content – Get the attention of your target customers
創作吸引內容 – 爭取目標客戶注意力

  • Generating Great Content Ideas
  • Tools for content marketing
  • Establish your Content Calendar
  • Copywriting basics
  • How to Write Compelling Headlines
  • Know Your Audiences
  • Avoid professional jargons and speak your customers’ language
  • How to create a successful video marketing strategy
  • Using Animated videos to connect with your customers
  • Commonly used Tools & Services for Content Creators
  • How Content Marketing can help you rank high on Google
  • How to SEO optimize your content

Module 3

Maximizing Effectiveness of Content Marketing – Take your strategy to the next level
發揮內容營銷實效 – 提升營銷策略

  • How to choose the right channels for your brand
  • Repurposing content for incremental reach
  • How to promote your content to get the attention it deserves
  • Content Segmentation
  • A typical Campaign
  • Calls to Action – converting followers into real customers and increase sales
  • Measuring Your Content Marketing Results
  • Analyze and optimize your content
  • Planning a long-term Content Strategy
  • Successful cases of Content Marketing
  • A content marketing checklist for digital marketers
  • Building customers loyalty
  • Case Studies


Mr Pen Kwok
Pen is a Consultant with more than 20 years of experience in the digital industry. He provided consulting and training services to corporates and innovative technology startup companies in HK, including Chun Wo Group, MTR, Robotics Cats@HKSTP, St John Ambulance, Royal England Safe Deposit Box, acesobee, Sales Catalysts, Far East Vault, etc., facilitating them to maximize the return on investment in digital technologies.

Prior to APlus, Pen played leading role in transforming the digital business at Sony, South China Morning Post, and Dragon Air, through adopting new digital technologies – digital marketing, social media, eCommerce, SEM/SEO, data analytics, VOD/OTT, information security solutions etc.

In the early days of his career, Pen worked at the largest corporate ISP in HK – LinkAGE Online – providing corporate services including: Internet infrastructure, firewall, website development, online shopping system to blue chip organizations like Hong Kong Jockey Club, Cathay Pacific, Park’n Shop, HKU, Bank of East Asia, and HK Government etc.

Pen studied Computer Engineering at the University of Hong Kong. He holds the certificates of Google Ads Search and Google Analytics. Pen is also a Certified Trainer of Everything DiSC® by Wiley – the leading personal assessment tool used by over 1 million people every year to improve work productivity, teamwork and communication.



HKMA Member: HK$9,300
Non-member: HK$9,900
Group Discount: HK$300 each (For two or more participants making payments on this course together)


Course Details

Ms Shirley Chan
Phone: 2774 8569
Email: details.cdp@hkma.org.hk

General Enquiry / Course Enrolment / Membership

Phone: 2774 8500 or 2774 8501
Email: hkma@hkma.org.hk / enrol@hkma.org.hk
Fax: 2365 1000

Payment Methods