Advanced Content Marketing Strategy Course

Learn Advanced, Practitioner-level Content Marketing Strategies as Executed by Industry Experts

Reserve your seat today

Course Fee


Corporate Clients

Be assured of the highest quality of training in the classroom.

Course Description

This 16-hour Advanced Content Marketing Strategy course dives deep into advanced content marketing concepts and strategies, demonstrating how to set up a first-class content marketing team, build and maintain a content hub, and establish your organisation as an authority in your industry.

You will be exposed to the processes behind the creation and distribution of shareable content that sparks conversations and ignite actions. In addition, you will be guided on how to write effective headlines and copy that converts through exploring and deep-diving into a variety of archetypes.

Above all, you will learn how to put everything together, including how to perform content audits and conduct competitor analysis, analyse your content marketing campaigns’ performance in order to recommend targeted improvements and develop robust content governance processes and structure for long-term growth.

Target Audience

Marketing practitioners, copywriters, brand ambassadors, business development personnel, public relations & communications professionals, senior managers, business owners, and interested individuals who want to understand the impact of content marketing on their business and achieve outcomes as outlined in the course objectives.



You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

If you have no prior experience in content marketing, attending the WSQ Content Marketing Strategy Course prior to this course is recommended, although not a requirement.

Course Highlights

In this 16-hour Advanced Content Marketing Strategy course, you will:

  • Learn how to identify, recruit, and assemble a first class content team
  • Go through progressive exercises on applying content archetypes to create high conversion headlines and copy
  • Understand the process and resources required to build and maintain an authoritative content hub
  • Experiment on different content tools to create, curate, and distribute shareable content
  • Review case studies and current examples on advanced content marketing strategies
  • Learn how to perform a content audit, conduct competitor analysis, and analyse and make strategic improvements to your content marketing efforts
  • Identify the key roles, processes, and resources required to set up a content team and build and maintain a content hub
  • Develop a comprehensive content marketing plan to create, curate, and distribute shareable content across Owned, Shared, Earned, and Paid channels
  • Craft effective headlines and write engaging copy to increase your click through rates and conversions, through a deep understanding of various archetypes
  • Build a content measurement plan to improve content marketing campaign performance
  • Determine appropriate content governance model for an organisation
  • Perform a content audit and content SWOT analysis

Course Objectives

By the end of this course, you will be able to:

  • Understand an organisation’s priorities and apply effective principles of content marketing to redefine the brand’s overall content marketing strategy
  • Align persona needs by creating and curating shareable content that drives reach and engagement
  • Develop evergreen content to drive reach and lead generation
  • Develop and organise content topics across the content Hero-Hub-Hygiene Model
  • Establish the structure and framework required to grow a world class Content Hub and manage it via a content management system
  • Produce, repurpose and manage content topics across content delivery channels and content life cycles
  • Craft a persona-focused content grid with relevant content topics and message angles
  • Identify the key roles for content marketing and development roles within the organisation
  • Conduct content audit to align and achieve business and content marketing goals and outcomes

Course Outline

Download the full course brochure here.

Advanced Content Marketing Principles

Instructor-Led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

  • Understand the 4 business goals (Market Dominance, Customer Experience, Operations Finesse, and Financial Excellence) with content marketing goals 
  • Setting up for success – Developing A Content Playbook & Content Measurement Model 
  • Rallying the Organisation for Digital Content Marketing success 
  • Developing and deploying User (Persona Focused) Centric Content across OSEP channels 
Advanced Content Marketing Planning (Design)

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

  • Define and explore what is evergreen and shareable content 
  • Stickiness, Contagious, Medium (SCM) approach in crafting shareable content 
  • Sustained & Sufficient Interest strategy for identifying and crafting evergreen content 
Advanced Content Marketing Creation (Develop)

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

  • Understand and apply the Hero-Hub-Hygiene Content Model 
  • Learn user experience principles behind effective content hubs (onsite and microsite) 
  • Organise Content Hub with an optimum information architecture template 
  • Understand what is a hub and spoke model 
  • Learn the Triple E (Expandable, Engaging, Evergreen) approach for content repurposing 
  • Develop the Content Repurposing Strategy and framework 
  • Understand and review the different roles and responsibilities for an effective content marketing team 
  • How to apply a Content brief for content repurposing and distribution 
  • Understand and apply content editorial guidelines  
  • Apply outsourcing vs insourcing guidelines to your content creation process
Advanced Content Marketing Distribution (Deploy)

Instructor-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

  • Define and develop a persona focused Content Grid 
  • Define the key persona intent and outcomes at each stage of the customer journey
  • Identify and list out key prospective questions and the corresponding content topics 
  • Establish content partnerships for effective content distribution
Advanced Content Marketing Measurement (Decode)

Instructional-led | Lecture, Demonstration and Modelling, Practice and Feedback, Case Studies

  • Unpack the 7 Key content marketing roles for content management and governance process 
  • 10 criteria in selecting your content management systems 
  • Identify and map content marketing metrics across the customer journey
  • Develop a content audit process to optimise existing content 
Assessment Component
  • Individual Project Assessment
  • Case Study (Written Assessment)


A Certification of Completion will be issued upon achieving at least 75% attendance for the course.

Advanced Content Marketing Strategy Course Certificate


Tom Goh

Tom Goh

Thomas is a native Digital and Branding Strategist. He is a digital marketer with more than 20 years of client experience across Banking (Citibank), Tech (Skype), Telcos (Singtel) and agency background (Ogilvy & Havas). Tom is a seasoned integrated marketer with experiences in Digital Marketing domains (SEO, Content, Social, Programmatic, Performance & Mobile Marketing).

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Resources

Get 3-year access to constantly updated Advanced Content Marketing Strategy course resources.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Course Duration:
2 Days (9am - 6pm)

Course Schedules:
There are currently no course dates available. You may contact us to register your interest for dates when they become available.
Online Classroom Course Dates

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
23, 24 Aug 2023 (Wed, Thu), 9am - 6pm

(Click on the course dates above to register online)

Course Fees

Course Fee:
S$810 (inclusive of 8% GST)


Questions? Check out the frequently asked questions below.

Do I have to prepare anything before attending the course?

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

What is the difference between the WSQ Content Marketing Strategy course and this advanced course?

The basic Content Marketing Strategy Course covers the fundamental concepts of Content Marketing. The advanced Content Marketing Strategy course goes into more detail covering more advanced concepts of Content Marketing. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

If I have any questions after the course, can I consult the trainer?

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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

Course Fee


inclusive of 8% GST

Advanced Content Marketing Strategy

Learn Advanced, Practitioner-level Content Marketing Strategies as Executed by Industry Experts

Reserve your seat today

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