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Corporate Clients
Create and implement a content strategy that engages and converts
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. – Content Marketing Institute
With the abundance of content available online, there is a growing urgency for brands to understand and integrate content marketing into their existing marketing strategy. Content marketing, when done effectively, helps brands create relevant content that fosters engagement, interaction and community.
This two-day course will cover content marketing strategies that encompass the creation, curation, distribution and optimisation of content across a brand’s various channels (Owned, Shared, Earned, Paid).
This content marketing course threads the line between the art and science of content marketing, enabling creative processes while also tapping into best practices that bring steady returns in the long term.
This course will also teach you how to analyse your customers and competitors, embrace emerging trends in digital content creation, choose the right channels for promoting content, and measure the success of your content marketing efforts.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
Vice Presidents and Directors of Marketing and Public Relations, Marketing Managers, PR Managers, Marketing Executives, PR Executives, Business Owners, Content Marketing Specialists, Content Strategists and Entrepreneurs who want to learn how to craft an impactful content marketing plan and generate better outcomes from content marketing efforts.
Prerequisites
What You’ll Need to Get Started
You are required to have basic computer skills, including opening and closing files, dragging and dropping items, and copying and pasting content. You should also be comfortable with web browsing and able to write and converse in English.
Course Highlights
What You’ll Learn
In this Content Marketing course, you will learn how to:
Develop a brand-specific content marketing strategy and journey map to engage and convert a clearly defined audience
Apply the principles of emotional storytelling via empathy storyboarding for content creation
Identify the essential building blocks for emotional storytelling
Craft relevant content angles based on customer content requirements i.e. 4 micro-moments
Curate and select suitable and effective content types and formats to drive reach, engagement, action, and advocacy
Craft a content marketing blueprint that aligns content marketing goals and objectives with the right optimized content topics
Develop an annual content calendar and monthly content schedule mapping out the contributions of content creators, internal and external collaborators
Create a content delivery and distribution plan across Owned, Earned, Shared, Paid Channels
Define essential content marketing metrics to support the organisation’s marketing objectives
Course Objectives
What You’ll Takeaway
By the end of the class, participants will be able to :
Identify the importance and key benefits of content marketing
Build a content market strategy that guides your organisation and define your core audience in order to align key topics that drive engagement and conversions
Develop content marketing strategies across the consumer journey and associated KPIs
Create a content creation, curation and distribution plan across Owned, Shared, Earned & Paid Channels
Craft an integrated buyer journey for your target audience by answering their prospective questions with engaging content that converts
Skills Gained:
Content Marketing Fundamentals
Audience & Competitor Analysis
Emotional Storytelling Techniques
Content Angle & Topic Development
Content Creation & Curation
Channel Distribution Planning
Content Calendar Development
Integrated Buyer Journey Mapping
Content Measurement & KPIs
Content Strategy Development
Content Marketing Fundamentals
Understand the role, value, and long-term impact of content marketing across the customer journey.
Audience & Competitor Analysis
Identify audience needs and evaluate competitor content to shape effective content strategies.
Emotional Storytelling Techniques
Apply empathy, narrative structure, and emotional cues to craft engaging story-led content.
Content Angle & Topic Development
Create relevant content angles based on customer micro-moments and content requirements.
Content Creation & Curation
Produce, curate, and adapt content across multiple formats to drive reach and engagement.
Channel Distribution Planning
Build distribution strategies across Owned, Shared, Earned, and Paid channels for maximum visibility.
Content Calendar Development
Plan annual and monthly content schedules to coordinate creators, collaborators, and deliverables.
Integrated Buyer Journey Mapping
Map content to each stage of the customer journey to guide users toward conversion.
Content Measurement & KPIs
Define and track measurable content marketing metrics that support organisational goals.
Content Strategy Development
Create a complete content marketing strategy that aligns brand goals, messaging, and audience needs.
A SkillsFuture WSQ Statement of Attainment (SOA) – Content Strategy under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Content Creation & Content Marketing Strategy Course assessment and achieved at least 75% attendance.
Course Code: TGS-2019503735
Course Support Period: 31 Aug 2019 – 30 Aug 2027
Course Code: TGS-2020505252
Course Support Period: 05 Aug 2020 – 04 Aug 2026
Course Outline
Inside the course
This WSQ Digital Content Creation & Content Marketing Strategy course covers content strategy fundamentals, storytelling, content creation, distribution, and measurement. Learn to plan and execute content across owned, earned, shared, and paid channels, map the customer journey, build content calendars, and track performance using relevant KPIs.
Content Marketing Fundamentals
Instructor-Led
Lecture
Case Study
Practice and Feedback
Peer-to-Peer Review
Define What Is Content and Content Marketing Strategy
Understand the 4D (Design, Develop, Deploy, Decode)
Stages Of Content Marketing Strategy
Explain the 4 stages of the customer journey (Awareness, Consideration, Action, Advocacy)
Content Planning (Design)
Instructor-Led
Lecture
Case Study
Practice and Feedback
Peer-to-Peer Review
Define what is Storytelling and the secrets behind effective Storytelling: Character, Conflict, Resolution Framework
Getting to the heart of storytelling with Simon Sinek’s Golden Circle
Up your craft of Storytelling by understanding the art and science of emotional storytelling
Overview of what is a Persona and the 5 benefits Of Persona Marketing
Seeing the world through your prospect – The Empathy Map
Storyboarding strategies for content development for the 4 Micro Moments (I Want To Know-Go-Buy-Do)
Content Creation (Develop)
Instructor-Led
Lecture
Case Study
Practice and Feedback
Peer-to-Peer Review
Demonstration
Modelling
Creating and curating engaging content with purpose (Entertain, Inspire, Educate, Convince)
Explore the world of 5 content formats and the universe of 120 content types
5-criteria checklist for selecting ideal content formats and content types
Develop a content map across the customer journey
Define and align business goals with key content marketing goals across the customer journey
Craft Content Marketing repurpose strategies across platforms, content formats to align with business goals
Apply design principles and content guidelines for content creation using visual tools like Canva and Midjourney
Identify and craft content marketing topics with Google Trends and Content Topics Generators tools
Understand and develop a Content Marketing Mission Statement & Blueprint
Develop a basic Content Brief to guide your content creation process
Understand and apply content guidelines to your content creation approach
Content Distribution (Deploy)
Instructor-Led
Lecture
Practice and Feedback
Peer-to-Peer Review
Understand Owned, Earned, Shared Paid Channels and develop an optimum content distribution channel mix
Understand and apply a six step process to shortlist and collaborate with the right content creators
Identified key content calendar elements and craft a bespoke annual content calendar
Understand and apply the 3 principles of content scheduling to co-develop a content schedule with external and internal content creators
Content Measurement (Decode)
Instructor-Led
Lecture
Practice and Feedback
Peer-to-Peer Review
Demonstration and Modelling
Connecting your Content Marketing Goals to KPIs and Metrics
Understanding the 4 groups of Content Marketing Metrics
Razy Shah is the co-founder of 2Stallions Digital Marketing Agency- an award-winning full-service agency. He co-founded 2Stallions in 2012 and has since grown it from an initial team of two to a company of thirty. Razy has over a decade of experience spanning across corporate sectors such as digital marketing, business development and management.
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters—discover honest feedback and stories from learners who shaped their future with us.
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“The trainer was experienced and very generous in sharing his insights. Equinet’s courses are of high quality and conducted by experienced trainers. The academy is clearly serious about upskilling its trainees, and this is reflected in the way the courses are structured.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“I will recommend those who want to start their content marketing journey to take this course. It focuses on touch base points and also goes into further details on what is expected as a content marketer.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“Trainer is engaging and is knowledgeable in the field. He often uses real life examples to explain concepts taught in class and is prompt in making sure the class starts and ends on time. With what I have learnt, I am sure it will add value to my work. Thank you!”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“Content marketing strategies were illustrated with relevant real life examples and case studies. Interactive group activities and discussions also made it easier for us to internalise the concepts. I highly recommend this course to marketers and those who want to develop content marketing skills and put into practice effectively.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“I’ve been doing content marketing for years, but trainer puts in a lot of structure into the things that I’ve been doing. I’ve learnt how to connect marketing and content together. The real-life case studies were insightful, and tools he shared are also very useful.”
“The course shared a lot of helpful and practical information. The trainer provided many useful tools and insights, tailoring the lessons to our industries and motivations, and showing how they can be applied in our roles, whether as marketers or entrepreneurs.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“The course was informative and relevant, enhancing my marketing knowledge. The resources and information provided were very useful.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“I found the ACAA framework particularly useful. The skill sets and digital tools taught during the course were highly practical and beneficial.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“The course has improved my efficiency by helping me create and target specific personas. I also learnt about various AI tools to plan my social media calendar and create content effectively.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“The Digital Content Marketing course taught me the right writing strategies to engage stakeholders. I applied the skills immediately, improving Facebook Ads performance and growing our community to 10,000 in Q2. I also hit our lead target for the BSc Nursing programme. I appreciate that Equinet focuses on marketing professionals and fosters peer learning.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“The trainer was experienced and professional, with a strong understanding of the topic. I gained insightful knowledge, along with useful resources and relevant examples that I can apply to my work.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
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“The course is useful, beneficial, and relevant to my work. The trainers were willing to help and share their expertise, enabling me to gain more knowledge and develop a deeper understanding of digital content marketing.”
Course Taken:
WSQ Digital Content Creation & Content Marketing Strategy
