Copywriting and Content Writing Course

How to Write Engaging Content and Get Your Audience to Take Action

Reserve your seat today

Corporate Clients

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

Course Description

For a digital marketing professional to be effective in content marketing and advertising campaigns, you will need to master the art of communicating with clarity and purpose.

This 16-hour copywriting and content writing course will equip you with the tools to write engaging content and persuasive ad copy for the various digital channels, to grow your audience and get them to perform desired actions.

In recent years, the organic reach of content marketing efforts by organisations on social media such as Facebook has declined to painfully low levels due to overwhelming content vying for our attention (although some argue that Facebook is forcing organisations to advertise on their platform).

On the other hand, the recent implementation of laws to protect customer privacy, the introduction of ad blockers, and the disabling of third party cookies by major browsers such as Safari, Firefox and by 2022, Chrome, have and will continue to hurt organisations who want to advertise online.

What is more, advancements over the years in A.I. and machine learning have resulted in highly intelligent algorithms that are able to suss out undesirable (Black Hat) S.E.O. practices such as keyword stuffing, spammy links, and misleading redirects.

So, where does this leave organisations who want to promote their brand online?

The answer lies in committing to pursue excellence in writing and creating content. This means no more mediocre content, no more unengaging content, and no more content that is of little value to consumers.

Where to begin? Right here in this course, where ideas are crystalised in writing to propel your content marketing and advertising campaigns to great heights.

Target Audience

Marketing Practitioners, Content Marketing Specialists, Social Media Managers, Bloggers, Vloggers, Copywriters, Entrepreneurs, Business Owners, and anyone who wants to be equipped with writing skills that are not only essential in marketing and communications, but in every aspect of business and life.

Course Highlights

In this 16-hour Content & Copy Writing course, you will:

  • Learn how to communicate effectively in all your content marketing and advertising campaigns by writing in a clear and concise manner.
  • Know the difference and similarity between writing content and writing ad copy, and how you can be more engaging and persuasive in your writing.
  • Learn the 6 Key Approaches to Writing and how to use them for the different types of content marketing and advertising campaigns.
  • Learn what keywords and topic clusters are, and how to tailor your writing for your website, social media and other digital channels.
  • Understand psychological principles and how to leverage them, as well as apply invaluable techniques to improve your writing.
  • Learn to write with your organisation’s objectives in mind, how to analyse the results, and implement techniques to boost your creativity and writing ability.

Course Objectives

By the end of the course, trainees will:

  • Use the 5 Cs (Company-Consumer-Communication- Channel-Conversion) to plan your content marketing and advertising campaigns.
  • Apply any combination of the 6 Key Writing Approaches to write effective copy for a social media ad and landing page.
  • Incorporate a wide range of writing techniques to engage and persuade your audience.
  • Write for a variety of media/channels including your website and social media.
  • Apply creative writing and editing principles to produce content that is fresh and original.
  • Ensure your writing is contributing to your organisation’s goals and evaluate the performance of your posts and ads.

Course Outline

Download the full course brochure here.

Topic 1: About You is Not About You
Instructor-Led | Lecture, demonstration, modelling, individual project assessment, group discussion and group presentation

  • Why words have the power to make or break your brand
  • What does bad grammar and misspelling say about your brand?
  • When do you not need to follow the rules of grammar?
  • How to be clear and concise in your writing
  • What is a Value Proposition, U.S.P. & Positioning Statement?
  • What’s in a name – how are brand names developed
  • What’s a brand tagline and how to write an effective one
  • Examples of About Us descriptions – how do they stack up?
  • What is the 5 Cs (Company-Consumer-Communication-Channel-
    Conversion) and how to use it to plan your writing
  • Why “what’s in it for me?” is the most important consideration
Topic 2: Writing Content vs Writing Copy
Instructor-Led | Lecture, demonstration, modelling and group discussion

  • Understanding your potential customers
  • What is Content Marketing and what is Advertising?
  • What is the key difference between Content Writing and Copywriting and why there is ultimately no difference between them
  • What are Advertorials, Advertising Features and Sponsored Content?
  • How writing can be supplemented or reinforced with visuals and audio
  • What are the different types of content and why they need to be informational, educational, entertaining and inspiring
  • What is the difference between Created and Curated Content and why you still need to write comments on the latter
  • Examples of blog, ad and landing page copy that are engaging, persuasive, and that convert
Topic 3: The 6 Key Approaches to Writing
Instructor-Led | Lecture, demonstration, modelling and individual project assessment

  • What are the 6 Key Approaches to writing?
  • 1) The Storytelling Approach
  • 2) The Hero’s Journey Approach
  • 3) The Problem-Solution Approach
  • 4) The Journalistic Approach
  • 5) The Benefits Over Features Approach
  • 6) The Content Component Approach
  • How to write a killer title or headline for your content or ad
  • Why are sub-headings important in the body copy?
  • What to include in the Call-To-Action?
  • How to identify and address objections in your writing
  • Assessment 1 of 2: Write copy for a Facebook Ad and website landing page
Topic 4: Writing For The Various Media
Instructor-Led | Lecture, quiz game, demonstration, modelling and individual project assessment

  • What are keywords, how to find them, and how to use them
  • What is SEO and how does it impact your writing?
  • How to organise your content around Pillar Pages and Topic Clusters
  • What are the key sections that you have to write for your website
  • Writing for mobile website vs desktop website
  • What information to include for social media
  • What are the character limits for social media posts and ads
  • How to use hashtags and links effectively in social media posts?
  • Why asking questions at the end of social media posts generate
  • Why videos need subtitles and YouTube posts need transcriptions
  • How to write for email newsletters
  • How to write for instant messaging apps
Topic 5: Psychology & How to Improve Your Writing
Instructor-Led | Lecture, demonstration, modelling and individual project presentation

  • What are the principles of Persuasion and Pre-suasion?
  • How to bring up customer pain points, surface their fears, etc.
    without being unethical?
  • What are power words and how to use them?
  • How to use humour and emotional cues in your writing
  • Does writing the way we speak work?
  • Why we should avoid using clichés, abbreviations and acronyms
  • What is house-style and why it is important
  • How simplifying, paraphrasing, summarising, and editing can
    help improve your writing
  • Free online tools and resources
Topic 6: Writing With The End In Mind & Beyond
Instructor-Led | Lecture, demonstration, modelling and individual written assessment

  • How to ensure your writing is contributing to your organisation’s goals
  • What are the metrics used to evaluate your posts/ads
  • How to analyse data from the website and social media
  • How to repurpose existing content
  • Where to look for new ideas to write about
  • How to overcome writer’s block
  • How to think (and write) out of the box
  • Assessment 2 of 2: Demonstrate understanding of course content by answering 8 questions


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


Basic computer literacy and proficient in a word processing software including knowing how to track changes – bring along your own laptop to class

A minimum level of English proficiency (any of the following):

  • GCE ‘O’ level or ‘N’ Level pass in English (at least D7 Grade)
  • Level 3 pass in English under Workplace Literacy (WPL)
  • any ITE or Polytechnic full course certification or University Degree

It would be advantageous to possess a Digital Marketing certification such as Equinet Academy’s WSQ Content Marketing Strategy or Advanced Content Marketing Strategy.



Chris Minjoot

Chris is a senior Marketing & Communications professional with over 28 years’ experience as both an inhouse practitioner and as a consultant servicing clients from a wide range of industries. He was part of the team that rebranded MindChamps and launched it in 2005. He has also produced a wide variety of content including a #1 ranked Google Search article on ‘Lasik Singapore’.


“This course provides actionable tips, is affordable and also offers post-course training support. It is good that we were not introduced to too many different online writing tools. The tips on approaches (e.g. benefits over features) and how to write effective CTAs, headlines etc. were very useful. The classes are also held in a central location which is convenient.”

Priscilla Goy, SG Enable

The class is engaging and informative. I am able to identify areas to improve and also to implement what I have learnt in this course to my work.

Zuo Zhuo

I enjoyed the course and gained knowledge of tools that will be helpful for my writing. Great session that was engaging and productive.

Jasmine Quek

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 Copywriting & Content Writing course resources.

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:
20, 21 Sep 2021 (Mon, Tue), 9am- 6pm
3, 4 Mar 2022 (Thu, Fri), 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:
13, 14 Dec 2021 (Mon, Tue), 9am - 6pm Full house
2, 3 Jun 2022 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees

Course Fee:
S$888 S$535.00 (inclusive of GST)


Questions? Check out the frequently asked questions below.

What is the difference between the 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.

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 I have specific questions relating to my copywriting and content writing work 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.

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

A minimum level of English proficiency (ANY of the following):

  • GCE ‘O’ level or ‘N’ Level pass in English (at least D7 Grade)
  • Level 3 pass in English under Workplace Literacy (WPL)
  • ITE or Polytechnic full course certification
  • University degree

Basic computer literacy and proficient in a word processing software including knowing how to track changes.

How do I sign up?

You can sign up for this course via 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.

Course Fee


inclusive of GST. Original Course Fee: S$888.00

Copywriting and Content Writing

How to Write Engaging Content and Get Your Audience to Take Action

Reserve your seat today

Course Fee