WSQ Content Marketing Strategy Course

Develop a content marketing strategy that connects audience insights, storytelling, content formats, distribution channels, calendars, and performance metrics.

Content that engages. Strategy that converts.

View Dates & Apply

Course Description

What is This Course About?

Brands today compete in an environment where audiences are surrounded by content across every platform. Creating more content is no longer enough. To gain attention and drive action, brands need a clear strategy that defines who they are creating for, what content matters, where it should be distributed, and how success should be measured.

This course teaches learners how to plan and execute content marketing using the 4D framework: Design, Develop, Deploy, and Decode. Learners will explore audience and competitor analysis, storytelling, personas, empathy mapping, micro-moments, content creation and curation, content formats, topic development, content calendars, distribution channels, and content performance metrics.

Develop practical confidence to create a sustainable content marketing plan, align content with the customer journey, and produce content strategies that support brand visibility, engagement, conversion, and advocacy.

See It For Yourself

Hear From The Trainer

Most marketers know content is essential but struggle to turn it into consistent business results. Razy Shah explains how effective marketers plan, create, distribute, and measure content strategically. Discover how this course develops practical skills in AI-powered content creation, SEO, analytics, automation, and multi-channel content strategy through hands-on exercises and real-world case studies.

Not ready to register yet? Have questions first? Fill in the form to speak to a consultant. Our course consultants will be more than happy to assist you.

Tools Covered

Inside Your Toolbox

Specific tools depth of coverage may vary based on industry trends and learner needs.

Chat GPT

Gemini

Ubersuggest

SEMRush

IsItWP

Canva

Midjourney

Skills Gained

Skills That Give You an Edge

Acquire these in-demand skills by the end of the training:

Content Strategy Planning

Build a content strategy aligned to audience and business goals.

Audience and Competitor Analysis

Understand customer needs, competitors, and content opportunities.

Storytelling Development

Apply emotional storytelling and empathy-led content planning.

Content Creation and Curation

Select suitable topics, formats, and content types.

Channel Distribution Planning

Plan content across owned, earned, shared, and paid channels.

Content Measurement

Connect content goals to relevant KPIs and metrics.

Course Outcomes

Learning Outcomes

By the end of the course, you will be able 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 optimised 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 and Paid Channels.
Define essential content marketing metrics to support the organisation’s marketing objectives.

Course Outline

What You’ll Learn

Content Marketing Fundamentals

Instructor-Led • Lecture • Case Study • Guided Discussion • Practice and Feedback

Topics Covered:

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 and Storytelling

Instructor-led • Lecture • Case Study • Practice and Feedback • Peer-to-Peer Review

Topics Covered:

Apply storytelling principles to content planning
Use character, conflict, and resolution frameworks
Explore Simon Sinek’s Golden Circle for message clarity
Apply emotional storytelling to audience engagement
Build personas for clearer content decisions
Use empathy maps to understand audience needs
Develop content ideas for the 4 micro-moments
Plan content around customer questions and intent

Content Creation and Curation

Instructor-led • Lecture • Case Study • Practice and Feedback • Peer-to-Peer Review • Demonstration • Modelling

Topics Covered:

Create and curate content with clear purpose
Use content to entertain, inspire, educate, and convince
Explore content formats and content type selection
Map content across the customer journey
Align content goals with business objectives
Repurpose content across formats and platforms
Apply design principles and content guidelines
Develop content topics, briefs, and blueprint elements

Content Distribution and Calendar Planning

Instructor-led • Lecture • Practice and Feedback • Peer-to-Peer Review

Topics Covered:

Plan content across owned, earned, shared, and paid channels
Select suitable distribution channels for content goals
Apply a process for choosing content creators
Plan collaboration with internal and external contributors
Identify key content calendar elements
Develop an annual content calendar
Create monthly content schedules
Coordinate content timing, ownership, and delivery

Content Measurement and Performance Review

Instructor-led • Lecture • Practice and Feedback • Peer-to-Peer Review • Demonstration and Modelling

Topics Covered:

Connect content marketing goals to KPIs
Review key groups of content marketing metrics
Measure reach, engagement, action, and advocacy
Evaluate content performance across channels
Use metrics to support marketing objectives
Identify what content should be improved or repeated
Decode performance insights from campaign results
Improve future content strategy using evidence

Assessments

Case Study with Written Questions
Individual Project Presentation

Want a portfolio & career placement?

Pair this course with an Equinet Career Programme

This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.

3Months of structured project work

DedicatedCareer support and mentorship

RealProject brief or host organisation

Explore Career Programmes

Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.

Trainers

Meet Your Educators

Razy Shah

Digital Marketing & AI

Razy Shah is the co-founder of award-winning 2Stallions, scaled across Singapore and Malaysia since 2012. He is a LinkedIn Top Voice and bestselling author of Winning in the Age of AI.

Target Audience

Who Should Attend

This course is designed for learners who want to plan content marketing strategies, create purposeful content, and improve outcomes from content marketing efforts. It is suitable for:

Marketing Managers
PR Managers
Marketing Executives
PR Executives
Business Owners
Content Marketing Specialists
Content Strategists
Entrepreneurs
Brand and Communications Professionals
Professionals Managing Content Campaigns

Certification Pathway

Get Certified

To attain the Certified AI Content Creator certification, learners are required to complete the following modules:

1Module 1: WSQ Digital Content Creation For Content Creators (2 days, 16 hours)

2Module 2: Module 2: AI Video & Image Creation Course (2 days, 16 hours)

3Module 3: WSQ Content Marketing Strategy (2 days, 16 hours)You are here

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 WSQ Content Marketing Strategy Course assessment and achieved at least 75% attendance.

Course Code: TGS-2019503735
Course Support Period: 31 Aug 2019 – 30 Aug 2027

Prerequisites

What You’ll Need to Get Started

You are required to have basic computer skills, including opening and closing files, dragging and dropping items, and copying and pasting content. You should also be comfortable with web browsing and able to write and converse in English.

Course Fee and Funding

Fund Your Brain Gain

This is a SkillsFuture-funded WSQ course. The full course fee is S$999.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.

1. SSG SUBSIDY TIERS

Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.

Who you are	Subsidy	Nett fee
Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY)	Baseline 50% + MCES 20% = 70% total	S$299.70save S$699.30
Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES)	Baseline 50% + ETSS 20% = 70% total	S$299.70save S$699.30
Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsored BASELINE FUNDING	Baseline 50%	S$499.50save S$499.50
Foreigner / not eligible for SSG funding	Subsidies not applicable	S$999.00full fee

Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.

2. ADDITIONAL OFFSETS (STACK ON TOP)

These are applied to your nett fee after subsidies. You can combine more than one if you qualify.

SkillsFuture Credit (SFC)

Self-sponsored

SINGAPORE CITIZENS AGED 25 AND ABOVE

Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500

PSEA

Self-sponsored

SINGAPORE CITIZENS AGED 30 AND BELOW

Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.

UTAP

NTUC MEMBERS

NTUC UNION MEMBERS

Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.

SFEC

Employer

ELIGIBLE SME EMPLOYERS

Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.

3. WORKED EXAMPLE

Stacked funding example

Full course feeS$999.00

GSTS$89.91

Less: Baseline Funding (non-tax inclusive)− S$499.50

Less: MCES subsidy (non-tax inclusive)− S$199.80

Less: GST absorption− S$89.91

Nett fee after SSG subsidyS$299.70

Less: SkillsFuture Credit− S$299.70

Out-of-pocket after SFCS$0.00

Final out-of-pocket costS$0.00

Example assumes you have at least S$299.70 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.

After the Course

Post-training Support

Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.

Alumni Community

Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.

Live Post-Training Mentoring Sessions

Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.

Direct Trainer Access

Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.

Post-training mentoring clinic sessions are included in your course fee.

Paid 1:1 mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.

For Organisations

Training a Team?

Corporate and Group Training

Upskill your team with a custom group booking

If you are sending six or more participants, or need a dedicated session for your organisation, get in touch for a custom quote and scheduling options.

Group rates for 6 or more participants
Curriculum customisation tailored to your industry, tools, and team objectives
Custom scheduling for your team’s availability
Invoice and HR documentation provided

Get a Group Quote

Course Schedule

Mark Your Calendar!

Duration: 2 Days (16 Hours)

Course Dates	Trainer
17, 18 Nov 2026 - 09:00am - 06:00pm Tue, Wed · In-Person	Razy ShahApply Now
17, 18 Dec 2026 - 09:00am - 06:00pm Thu, Fri · In-Person	Razy ShahApply Now
21, 22 Jan 2027 - 09:00am - 06:00pm Thu, Fri · In-Person	Razy ShahApply Now
23, 24 Mar 2027 - 09:00am - 06:00pm Tue, Wed · In-Person	Razy ShahApply Now
25, 26 May 2027 - 09:00am - 06:00pm Tue, Wed · In-Person	Razy ShahApply Now
21, 22 Jul 2027 - 09:00am - 06:00pm Wed, Thu · In-Person	Razy ShahApply Now
21, 22 Sep 2027 - 09:00am - 06:00pm Tue, Wed · In-Person	Razy ShahApply Now
22, 23 Nov 2027 - 09:00am - 06:00pm Mon, Tue · In-Person	Razy ShahApply Now

Learners Review

What Our Trainees Say

Experience matters, discover honest feedback and stories from learners who shaped their future with us.

“The trainer was experienced and very generous in sharing his insights. Equinet’s courses are of high quality and conducted by experienced trainers. The academy is clearly serious about upskilling its trainees, and this is reflected in the way the courses are structured.”