Gold Award for Excellence in Pivot Marketing at the Marketing Excellence Awards in 2022
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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.
Course Highlights
In this Content Marketing course, you will learn how to:
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
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Content Strategy under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Content Strategy
Course Code: TGS-2019503735
Course Support Period: 31 Aug 2019 – 04 Aug 2026
Click on the course dates above to register online.
Frequently Asked Questions (FAQ)
Trainees should be proficient in web surfing and be able to write and converse in English.
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.
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.
Industry leading organisations who’ve sent their teams for upskilling at Equinet
Our graduates work for companies like
Testimonials
Angela Tay
“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.”
Ng Hwee Teng
“Trainer 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!”
Regina Tan
“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.”
Soh Xin Yi Cyndi
“I’ve been doing content marketing for years, but trainer 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.”
Selaine Lee
The Digital Content Marketing course taught me the right writing strategies to engage stakeholders. I applied the skills immediately, improving Facebook Ads performance and growing our community to 10,000 in Q2. I also hit our lead target for the BSc Nursing programme. I appreciate that Equinet focuses on marketing professionals and fosters peer learning.
