WSQ Advanced Digital Content Marketing Course

Marketing practitioners, copywriters, brand ambassadors, business development personnel, public relations & communications professionals, senior managers, business owners, and interested individuals who want to understand the impact of content marketing on their business and achieve outcomes as outlined in the course objectives.

• 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
• NITEC/Higher NITEC (≥ 21 years old); or
• Mature candidates (≥ 30 years old with 8 years’ work experience); or
• Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

In this 2-day Advanced Content Marketing Strategy course, you will:

• Learn how to identify, recruit, and assemble a first class content team
• Go through progressive exercises on applying content archetypes to create high conversion headlines and copy
• Understand the process and resources required to build and maintain an authoritative content hub
• Experiment on different content tools to create, curate, and distribute shareable content
• Review case studies and current examples on advanced content marketing strategies
• Learn how to perform a content audit, conduct competitor analysis, and analyse and make strategic improvements to your content marketing efforts
• Identify the key roles, processes, and resources required to set up a content team and build and maintain a content hub
• Develop a comprehensive content marketing plan to create, curate, and distribute shareable content across Owned, Shared, Earned, and Paid channels
• Craft effective headlines and write engaging copy to increase your click through rates and conversions, through a deep understanding of various archetypes
• Build a content measurement plan to improve content marketing campaign performance
• Determine appropriate content governance model for an organisation
• Perform a content audit and content SWOT analysis

By the end of this 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 createselect suitable and effective content types and formats to drive reach, engagement, action, 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 organization’s marketing objectives

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5004-1.1 Content Strategy under the Skills Framework TSC and Certification of Completion by ASK Training will be awarded to candidates who have demonstrated competency in the WSQ Advanced Digital Content Marketing course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5004-1.1 Content Strategy
Course Code: TGS-2023020905

Course Support Period: 01 Jun 2023 – 31 Jan 2025

Instructor-Led | Mode of Delivery (Lecture & Illustration, Reflective Discussion)

• 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)

Instructor-Led | Mode of Delivery (Lecture & Illustration, Reflective Discussion)

• 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)

Instructor-Led | Mode of Delivery (Lecture & Illustration, Practical Application, Reflective Discussion)

• 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

Instructor-Led | Mode of Delivery (Lecture & Illustration, Practical Application, Reflective Discussion)

• 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

Instructor-Led | Mode of Delivery (Lecture & Illustration, Practical Application, Reflective Discussion)

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

• Written Assessment – Case Studies
• Individual Project Presentation

Enhanced Training Support for SMEs (ETSS) – 90% Funding

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 8% GST): S$126.11

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline Funding – 70% 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 8% GST): S$329.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$126.11

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

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.

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.

You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the 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.