WSQ Digital Copywriting & Content Writing Course
Master key writing methods and leverage AI tools to assist in your copy & content writing
SkillsFuture funding eligible. Reserve your seat today.
Accredited by SkillsFuture Singapore
Re-attend the Course Once Within 3 Years
3-year access to the courseware via our LMS
Post-Training Mentoring with Industry Experts
Lifetime Access to Community Support Group
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Course Description
This interactive and hands-on Copywriting Course will enable participants to master the art of effective copywriting that engages, persuades, and converts the target audience. It covers key topics such as creating compelling headlines, developing unique value propositions, writing clear and concise content, and using storytelling to connect with readers.
Trainees will learn how to create engaging and persuasive copy for various forms of digital media (website, email, social media, blogs) to get their target audience to perform desired actions.
This course is designed to enhance creativity, critical thinking, and writing skills to produce engaging content that drives brand value while also showing trainees how to leverage A.I. tools to supplement their skills.
Target Audience
Course Highlights
In this 2-day Content & Copywriting 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 5 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 learn how AI tools can assist in 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:
- Apply storytelling principles in written content to market a business effectively.
- Compose engaging and persuasive content and advertisements that meet consumer preferences.
- Apply key approaches to writing and incorporate content strategies via digital storyboards.
- Utilise keywords and set content parameters for websites, social media, and other channels.
- Develop guidelines to leverage psychological principles and AI writing tools.
Evaluate content outcomes and implement processes to boost content delivery.
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Content Development and Strategy under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Copywriting And Content Writing Course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Content Development and Strategy
Course Code: TGS-2021010426
Course Support Period: 03 Mar 2022 – 02 Jan 2026
Course Outline
‘About Us’ Is Not About You
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)
- Digital storytelling and the power of words
- Writing foundation
- Being clear about you: proposition and positioning
- Brand name rationale
- Positioning: taglines and slogans
- Marketing mix strategy: the 5 Cs – company, consumer, communication, channel. conversion
- It’s not about you, it’s about them
Writing Content, Writing Copy
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application)
- Content marketing
- Content marketing vs advertising
- Copywriting and content writing
- Words – rarely in isolation
- Content elements and types (articles, infographics, eBooks, white papers, podcasts, webinars, live reporting and memes), popular content, created vs curated
- Effective blog and advertisement copy
- Effective landing page copy
Key Approaches To Writing
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application)
- 5 writing approaches (journalistic, storytelling, problem-solution, benefits over features, content component)
- Copywriting tips (fear of missing out, testimonials)
- Headline tips
- Writing the hook
- Writing body copy and sub-headings
- Writing the call-to-action
- Addressing objections
Writing For Various Media
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)
- Keywords and SEO/SEM
- Keyword research: what tools to use
- Pillar pages and topic clusters for structuring blogs
- Writing for the website
- Writing for website blog vs social media post
- Writing for mobile vs desktop
- Writing for social media
- Hashtags to get your content found
- Including hyperlinks to other sites
- Engage beyond your post
- Writing for and around YouTube videos
- Writing for email newsletters and instant messaging
Psychology And Writing
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)
- Persuasive writing
- The science of persuasion
- The science of pre-suasion
- The ethics of persuasion
- Power words
- Engage emotions
- Engage with humour
- Writing the way we speak: conversational writing
- Paraphrasing and editing: how to implement
- Free resources and A.I. tools including how to use ChatGPT
The End In Mind And Beyond
Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application)
- Analysing and measuring writing outcomes
- Repurposing existing content
- Where to look for new ideas to write about and overcome writer’s block
- Word play – creative writing techniques
Assessment Component
- Case Studies Written Assessment
- Individual Project Presentation
Trainer
Chris is a senior marketing and communications professional with over 31 years of experience as both an in-house practitioner and a consultant. He has a flair for both creative and tactical writing and has contributed significantly to the growth and development of organisations from various industries, including education (MindChamps), entertainment (Tower Records), recruitment (ScienTec Consulting), and medical (Atlas Eye). He also spends time blogging and creating content for his passion projects. Chris is an ACLP certified trainer, and he is dedicated to inspiring others to develop their craft in writing.
Why Learn at Equinet?
At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.
Re-Attend the Course Once Within 3 Years
Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.
3-Year Access to the Courseware via Our LMS
Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.
Post-Training Mentoring with Industry Experts
Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.
Lifetime Access to Community Support Group
Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.
Course Fees & Fundings
Course Fee:
S$975.00 (inclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies
Self-Sponsored Individuals
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$292.50
Course fees after subsidies can be further offset by SkillsFuture Credit.
SkillsFuture Baseline Funding
Eligible for 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$487.50
Course 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)
Eligible for SME Company-Sponsored, 21 years old and above, and a
- Singapore Citizen; or
- Permanent Resident; or
- Long-Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$292.50
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Company-Sponsored (Non-SMEs)
SkillsFuture Baseline Funding
Eligible Non-SME Company-Sponsored, 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$487.50
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$292.50
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Check your eligible grant amount and nett payable course fees when you apply now.
Course Schedule
| WSQ Copywriting and Content Writing Course Course | ||
| Learning Mode | Course Dates | Duration |
| Online (Zoom) | 10, 11 Feb 2025 (Mon, Tue) Full-House | 9.00am - 6.00pm |
| In-Person | 04, 05 Mar 2025 (Tue, Wed) Full-House | 9.00am - 6.00pm |
| In-Person | 21, 22 Apr 2025 (Mon, Tue) | 9.00am - 6.00pm |
| In-Person | 30 Jun, 01 Jul 2025(Mon, Tue) | 9.00am - 6.00pm |
| In-Person | 30 Sep, 01 Oct 2025 (Tue, Wed) | 9.00am - 6.00pm |
| In-Person | 06, 07 Nov 2025 (Thu, Fri) | 9.00am - 6.00pm |
Testimonials
Priscilla Goy, SG Enable
Zuo Zhuo
Jasmine Quek
See all reviews.
FAQs
Are there any pre-requisites or minimum entry requirements?
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.
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.
Still have unanswered questions? Check out the FAQs page or submit an enquiry.
WSQ Digital Copywriting & Content Writing
Master key writing methods and leverage AI tools to assist in your copy & content writing
Accredited by SkillsFuture Singapore
Duration: 16 Hours (2 days)
In-Person or Online-Based Classroom
Re-attend the course once within 3 years
3-year access to the courseware via our LMS
Post-training mentoring with industry experts
Lifetime access to community support group
SkillsFuture funding eligible. Reserve your seat today.