WSQ Digital Content Creation & Content Marketing Strategy Course

Equinet Academy

Create and Implement a Content Strategy That Engages and Converts

Course Description

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

Course Outline

This course is part of the Certified Content Marketing Specialist (CCMS) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.

Content Marketing Fundamentals

Instructor-led | Mode of Delivery (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)

Instructor-led | Mode of Delivery (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 5 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)

Instructor-led | Mode of Delivery (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
Craft Content Marketing repurpose strategies across platforms, content formats to align with business goals
Apply design principles and content guidelines for content creation using visual tools like Canva and Midjourney
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)

Instructor-led | Mode of Delivery (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 six step process to shortlist and collaborate with the right content creators
Identified key content calendar elements and craft a bespoke annual content calendar
Understand and apply the 3 principles of content scheduling to co-develop a content schedule with external and internal content creators

Content Measurement (Decode)

Instructor-led | Mode of Delivery (Lecture, Practice & Feedback, Peer-to-Peer Review, Demonstration and Modelling)

Connecting your Content Marketing Goals to KPIs and Metrics
Understanding the 4 groups of Content Marketing Metrics

Assessment Component

Written Assessment – Case Study
Individual Project Presentation

Razy Shah

Razy Shah is the co-founder of 2Stallions Digital Marketing Agency- an award-winning full-service agency. He co-founded 2Stallions in 2012 and has since grown it from an initial team of two to a company of thirty. Razy has over a decade of experience spanning across corporate sectors such as digital marketing, business development and management.

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

Check your eligible grant amount and nett payable course fees when you apply now.

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 and are also UTAP claimable.

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 and are also UTAP claimable 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)

SkillsFuture 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)

Course Schedule

Learning Mode	Course Dates	Duration	Trainer
In-Person	18, 19 Nov 2025 (Tue, Wed)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	20, 21 Jan 2026 (Tue, Wed)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	17, 18 Mar 2026 (Tue, Wed)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	09, 10 May 2026 (Sat, Sun)	9.00am - 6.00pm	Razy Shah Apply Now
Online via Zoom	19, 20 May 2026 (Tue, Wed)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	16, 17 Jul 2026 (Thu, Fri)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	05, 06 Sep 2026 (Sat, Sun)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	17, 18 Sep 2026 (Thu, Fri)	9.00am - 6.00pm	Razy Shah Apply Now
In-Person	17, 18 Nov 2026 (Tue, Wed)	9.00am - 6.00pm	Razy Shah Apply Now

Frequently Asked Questions (FAQs)

Are there any pre-requisites or minimum entry requirements?

Trainees should be proficient in web surfing and be able to write and converse in English.

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.

Testimonials

“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

“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!”

Ng Hwee Teng

“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

“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.”

Soh Xin Yi Cyndi

“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.”

Selaine Lee

“The trainer was experienced and professional, with a strong understanding of the topic. I gained insightful knowledge, along with useful resources and relevant examples that I can apply to my work.”

Stacia Chua

“The course has improved my efficiency by helping me create and target specific personas. I also learnt about various AI tools to plan my social media calendar and create content effectively.”

Nurshahidah Binte Yazid

“The course shared a lot of helpful and practical information. The trainer provided many useful tools and insights, tailoring the lessons to our industries and motivations, and showing how they can be applied in our roles, whether as marketers or entrepreneurs.”

Jane Lim

“The course was informative and relevant, enhancing my marketing knowledge. The resources and information provided were very useful.“

Jeremy

“The course is useful, beneficial, and relevant to my work. The trainers were willing to help and share their expertise, enabling me to gain more knowledge and develop a deeper understanding of digital content marketing.”

Tan Jin Hui

“I found the ACAA framework particularly useful. The skill sets and digital tools taught during the course were highly practical and beneficial.“

Ng Tze Theng

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