NICF 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

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 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
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 (Preview Lesson Video)
  • 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) (Preview Lesson Video)
  • 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 (Preview Lesson Video)
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 (Preview Lesson Video)
  • 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.


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.

*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


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.


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.

Career Assistance

Fast track your career in digital marketing through our job placement assistance program.

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

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:
25, 26 Nov 2021 (Thu, Fri), 9am - 6pm Limited seats
9, 10 Dec 2021 (Thu, Fri), 9am - 6pm Full house
14, 15 Dec 2021 (Tue, Wed), 9am - 6pm Full house
17, 18 Feb 2022 (Thu, Fri), 9am - 6pm Limited seats
12, 13 May 2022 (Thu, Fri), 9am - 6pm
25, 26 Jun 2022 (Sat, Sun), 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:
18, 19 Nov 2021 (Thu, Fri), 9am - 6pm Full house
11, 12 Dec 2021 (Sat, Sun), 9am - 6pm Full house
18, 19 Dec 2021 (Sat, Sun), 9am - 6pm Full house
20, 21 Jan 2022 (Thu, Fri), 9am - 6pm Limited seats
12, 13 Mar 2022 (Sat, Sun), 9am - 6pm
7, 8 Apr 2022 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:

Course fee after eligible SSG Subsidies:

From S$328.56 (inclusive of 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

$888 $328.56 (inclusive of GST of $62.16)
(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

$888 $506.16 (inclusive of GST of $62.16)
(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

$888 $328.56 (inclusive of GST of $62.16)
(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

$888 $506.16 (inclusive of GST of $62.16)
(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

$888 $328.56 (inclusive of GST of $62.16)
(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.
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 3-year 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 digital 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 supportafter 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 3-year access to the courseware online which you may review, and post-training Ask Me Anything 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 Digital Marketing strategies learnt in the courses 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 unlimited 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, forum support, and 3-year 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 2-hour Ask Me Anything 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 Ask Me Anything 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 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.

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 use the Course Selector Tool to get course recommendations tailored to your needs, or claim your free 5-step Digital Marketing Strategy Guide. 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.



after 70% 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 70% subsidies) and reserve your seat

From S$328.56
After 70% subsidy