WSQ Content Marketing Strategy

How to Craft and Execute a Sustainable Content Marketing Plan

Check your funding eligibility (up to 70% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 16 Hours (2 Days)

Accredited by SkillsFuture Singapore (WSQ)

3-Year Access to Course Resources

3-Year Access to E-Learning Videos

3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

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

Course Description

The 4D of Content Marketing Strategy: Design, Develop, Decode, Deploy

The 4D of Content Marketing Strategy

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.

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.



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

Course Highlights

In this Content Marketing course, you will learn:

  • 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

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

Course Outline

This course comes with 3-year free access to the e-learning course videos.

Download the full course brochure here.

Content Marketing Fundamentals

Instructional Methods | Lecture | Case Study | Practice & 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)

Instructional Methods | Lecture | Case Study | Practice & 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 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)

Instructional Methods | Lecture | Case Study | Practice & Feedback | Peer-to-Peer Review | Demonstration and 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
  • Conduct content keyword research with content keyword extensions tools
  • Understand and craft magnetic headlines with content headline generators and content scoring tools
  • 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)

Instructional Methods | Lecture | Practice & Feedback | Peer-to-Peer Review

  • Understand Owned, Earned, Shared Paid Channels and develop an optimum content distribution channel mix
  • Understand and apply a 6-step process to shortlist and collaborate with the right content creator
  • Identified key content calendar elements and craft a bespoke annual content calendar
  • Understand and apply the 3 principles of content scheduling
  • Co-develop a content schedule with external and internal content creators
Assessment Component
  • Individual Project Presentation
  • 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.


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.

WSQ Content Marketing Strategy Equinet Academy Certificate

*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 Support Period: 31 Aug 2019 – 30 Aug 2023 (In-person) / 05 Aug 2022 – 04 Aug 2024 (E-Learning)


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).


“Tom 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!”

Ng Hwee Teng, RW Sentosa

“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

“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.”

Angela Tay, APM Asia

“I’ve been doing content marketing for years, but Tom 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.”

Soh Xin Yi Cyndi

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 Content Marketing Strategy course resources.

E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

WSQ Content Marketing Strategy Course
LocationCourse DatesDuration
International Plaza, #25-0811, 12 Oct 2023 (Wed, Thu)9.00am - 6.00pm
International Plaza, #25-0829, 30 Nov 2023 (Wed, Thu)9.00am - 6.00pm
Zoom13, 14 Dec 2023 (Wed, Thu)9.00am - 6.00pm

Course Fees & Fundings

Course Fee:
S$959.04 (inclusive of 8% GST)

Course fee after eligible SSG Subsidies:

From S$337.44 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(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 – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(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) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(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:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(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) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(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.


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.

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 funding or government subsidies for this course?

You may be eligible for up to 70% 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.

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

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.

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.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

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.

WSQ Content Marketing Strategy

How to Craft and Execute a Sustainable Content Marketing Plan

Up to 70% subsidies; reserve your seat today

Related Courses

Advanced CMS Course Cover

WSQ Search Engine Optimisation (SEO) Training Course

How to rank your website on page #1 of Google.

Advanced SEO Course Cover

WSQ Social Media Marketing Course

How to create sustainable B2B & B2C Social Media Marketing campaigns.

Advanced Digital Advertising Course Cover Image

WSQ Email Marketing

Learn how to develop and implement effective Email Marketing strategies.

Advanced CMS Course Cover

WSQ Copywriting and Content Writing Training Course

Write copy that sells. Write content that captivates.

Up to 70%
SkillsFuture Subsidy