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WSQ Content Marketing Strategy Course

How to Craft and Execute a Sustainable Content Marketing Plan

Check your funding eligibility (up to 90% subsidies) and reserve your seat

WSQ Accreditation Logo

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5004-1.1 Content Strategy

Course Codes: TGS-2019503735 / TGS-2020505252

Course Description

How to Develop a Content Marketing Strategy in 6 Phases

How to Develop a Content Marketing Strategy in 6 Phases

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 advent of Facebook Zero (organic reach for social media like Facebook reaching zero or single digit percentage reach) and clutter in paid advertising, there is growing urgency for brands to understand and integrate content marketing into their existing marketing strategy. As a discipline, content marketing helps brands create content that foster engagement, interaction and tribal connectivity.

This two-day course will cover content marketing strategies that encompass the creation, curation, distribution and optimisation of content across a brand’s Owned, Shared, Earned, Paid channels.

Straddling both the art and science of content marketing, this content marketing course will help you better 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.

Target Audience

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.

Course Highlights

In this Content Marketing course, you will learn:

  • Effective content marketing strategies that generate quality leads and boost conversion rates
  • How to align business goals and marketing objectives with the right content marketing strategies and identify and measure the right content metrics
  • How to create an integrated buyer’s journey that maps out the right and relevant content that engages and converts the prospect.
  • Understand how content can be organize through Hero – Hub – Hygiene Model, distributed via Hub and Spoke approach and curated and repurpose across different format
  • Diagnose and apply the 7 Content Marketing Principles to drive successful content marketing in any organizations
  • How to deconstruct and incorporate content marketing strategies into your existing marketing strategies
  • Gain an understanding of the latest content marketing trends and the implications to your next content marketing tactic
  • And much more

Course Objectives

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 organization on who is core audience and the benefits of content marketing, the key topics that draws engagement and conversion and the key content marketing goals that support
  • 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

Course Outline

Download the full course brochure here.

Content Marketing Fundamentals
Instructor-Led | Lecture, games, group discussion, group presentation, demonstration and modelling

  • What is Content Marketing?
  • What is Content Marketing Strategy?
  • Key Highlights On Content Marketing Trends & Its Implications
  • Overview Of The Different Content Units (Types, Formats & Channels)
  • Understand and map out the Content Marketing Strategy Process
  • B2B and B2C Content Marketing Examples
Develop Content Marketing Strategy
Instructor-led | Lecture, demonstration and modelling, drill and practice, brainstorming, group discussion, group presentation, didactic questioning, open class discussion

  • Key components of a content marketing strategy
  • How to develop a content marketing strategy in 6 phases
  • Phase 1: Planning (Content marketing mission statement, objectives, customer personas, user journey)
  • Phase 2: Creative (Content marketing research, create content pillars)
  • Phase 3: Production (Content team, content development process workflows)
  • Phase 4: Publishing (Content calendar, content scheduling, publishing tools)
  • Phase 5: Distribution (Content distribution channels, content promotion techniques)
  • Phase 6: Measurement (Measure content ROI, content marketing metrics)
Implement Content Marketing Strategies
Instructor-led | Lecture, drill and practice, group discussion, group presentation, group project work, didactic questioning, demonstration

  • Hero Hub Hygiene Content Framework
  • Hub and Spoke Content Approach
  • Content Atomization Model
Measure Content Marketing Performance
Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, didactic questioning, group brainstorming, group presentation, group project work

  • Align Business Goals & Objectives To Content Marketing Goals
  • Understand Actionable Content Metrics From Vanity Metrics
  • Overview of content marketing metrics across the buyers’ journey and which key metrics to optimise
Establish Content Management Plan
Instructional-led | Lecture, group discussion, didactic questioning, demonstration and modelling, games, class discussion + debate, drill and practice

  • Develop an Persona Centric Content Buyers Content Map
  • Review of content management systems and platforms
  • Review of content tools to help you produce and manage your content
Assessment Component
  • Short Answers/Structured Questioning (Written Assessment)
  • Case study (Written Assessment)

This module is part of the Certified Digital Marketing Strategist (CDMS) Programme, comprising of 6 core modules. Graduates of this module may wish to progress to the Advanced Content Marketing Strategy course module.

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5004-1.1 Content Strategy under the National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the NICF WSQ Content Marketing Strategy course assessment and achieved at least 75% attendance.

Pre-requisites

Basic computer knowledge.

In-person classroom learning mode: Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.

Trainer

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).

razy-shah-trainer-at-equinet-academy

Razy Shah

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.

*Only one trainer will be facilitating per class.

Corporate Clients

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

Testimonials

“Two full days isn’t easy to get by unless the topic, format and delivery of training are captivating. The two days felt like a breeze. Especially enjoyed the structure and hands on exercises put in place to map out the content planning process. “

Joan Liew

“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.”

Regina Tan, Jardine OneSolution (2001) Pte Ltd

“The content marketing class was a useful refresher course that supplemented my work as a content marketer. I would highly recommend this course to anyone who wants to learn more about what content marketing entails, or get some actionable frameworks to the content marketing work they do in their own organisation.”

Annie Teh

Post-Training Support

On top of having access to your trainer’s contact, you will also enjoy the following post-training benefits:

Complimentary Refresher

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

Clinic Sessions

Unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years.

Alumni Support Group

Be part of a support group where you can post questions, discuss, and get feedback from the community.

Lifetime Course Membership Access

Gain lifetime access to constantly updated course resources via the learning portal.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.
Signing up for in-person classroom learning? Read the additional safety measures.

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

In-Person Course Dates
Enhanced safety measures in place aligning to MOH's guidelines.

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

Course Schedules:
17, 18 May 2021 (Mon, Tue), 9am - 6pm Limited seats
22, 23 May 2021 (Sat, Sun), 9am - 6pm
7, 8 Jun 2021 (Mon, Tue), 9am - 6pm
17, 18 Jun 2021 (Thu, Fri), 9am - 6pm Limited seats
5, 6 Jul 2021 (Mon, Tue), 9am - 6pm
24, 25 Jul 2021 (Sat, Sun), 9am - 6pm
5, 6 Aug 2021 (Thu, Fri), 9am - 6pm
1, 2 Sep 2021 (Wed, Thu), 9am - 6pm
14, 15 Sep 2021 (Tue, Wed), 9am - 6pm
7, 8 Oct 2021 (Thu, Fri), 9am - 6pm
30, 31 Oct 2021 (Sat, Sun), 9am - 6pm
9, 10 Nov 2021 (Tue, Wed), 9am - 6pm
25, 26 Nov 2021 (Thu, Fri), 9am - 6pm
9, 10 Dec 2021 (Thu, Fri), 9am - 6pm
14, 15 Dec 2021 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)
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:
6, 7 May 2021 (Thu, Fri), 9am - 6pm Limited seats
27, 28 May 2021 (Thu, Fri), 9am - 6pm Limited seats
12, 13 Jun 2021 (Sat, Sun), 9am - 6pm Limited seats
24, 25 Jun 2021 (Thu, Fri), 9am - 6pm Limited seats
12, 13 Jul 2021 (Mon, Tue), 9am - 6pm
18, 19 Aug 2021 (Wed, Thu), 9am - 6pm
24, 25 Aug 2021 (Tue, Wed), 9am - 6pm
11, 12 Sep 2021 (Sat, Sun), 9am - 6pm
14, 15 Oct 2021 (Thu, Fri), 9am - 6pm
18, 19 Nov 2021 (Thu, Fri), 9am - 6pm
11, 12 Dec 2021 (Sat, Sun), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$888 nett

Course fee after eligible SSG Subsidies:

From S$88.80 nett after 90% SSG Subsidies

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$888 $88.80
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.


Self-Sponsored Singapore Citizens and Singapore PRs – Up to 50% Funding Capped at $15/hour:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$888 $648
(Nett course fee payable after SSG funding) Fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 90% funding (Up to $50/hour):
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$888 $88.80
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding (Up to $15/hour):
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$888 $648
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)


SkillsFuture Mid-career Enhanced Subsidy (MCES) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$888 $88.80
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.

FAQs

Questions? Check out the frequently asked questions below.

How is this course different than other content marketing courses in the market?

This course provides you with bite-sized, yet comprehensive and actionable content marketing strategies and tactics that you can implement right after the course. Unlike other Diploma and certification courses, which are packed with assignments and require a long-term time commitment, you can get a comprehensive overview of what content marketing is all about in two days. After completing this course, you can then progress to the Advanced Content Marketing Strategy course and other advanced and elective digital marketing courses.

At Equinet Academy, we are committed to delivering quality training:

  • We provide you with lifetime access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal.
  • You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt.
  • You will be guided by an experienced professional in the field of content marketing, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
  • You will be provided with additional support after completing the course.
Is 2 days sufficient to meet the learning objectives?
Equinet Academy’s courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have lifetime access to the courseware online which you may review, and post-training clinic sessions to address your challenges with a subject matter expert.

If you want to further your knowledge and skills in content marketing, you may progress to the Advanced Content Marketing Strategy course to learn practitioner-level skills.

What is the difference between this course and the Advanced Content Marketing Strategy Course?

The WSQ 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.

What is the difference between online classroom and face-to-face traditional classroom?

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 online?
Our courses offer a very hands on approach so that you will be able to apply these content marketing strategies learnt in the course in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes up to three 3-hour small group clinic sessions with an industry expert, an online refresher seat within a year post-training, forum support, and lifetime access to up-to-date courseware via the learning portal.
If I have specific questions relating to my content marketing campaigns after the course, can I consult the trainer?

Yes, you may most certainly book unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course.

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.

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.

Are there any other prerequisites/ criteria I need to meet in order to attend this course?

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 sales and marketing, attending the Digital Marketing Strategy Course prior to this course is recommended, although not a requirement.

Will this course allow me to acquire sufficient skills to find a job as a digital marketer?
Though you may gain useful skills and applicable knowledge after completing this course, landing a job in digital marketing is a different level as some field experience is required. For more information on kickstarting a career in digital marketing, you may explore our Digital Marketing Career Portal.
Are there any funding or government subsidies for this course?

You may be eligible for up to 90% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

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

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF). 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.

From

S$88.80 Nett

after 90% Subsidies inclusive of GST. Original Course Fee: S$888.00

WSQ Content Marketing Strategy

How to Craft and Execute a Sustainable Content Marketing Plan

Check your funding eligibility (up to 90% subsidies) and reserve your seat

From S$88.80 nett
After 90% subsidy