WSQ Advanced Digital Content Marketing Course

Master Advanced Content Marketing Strategies To Start Conversations and Drive Action

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Our Clients

Equinet's Clients
Equinet's Clients

Overview of Course

Uncover the realm of advanced content marketing strategies in this 2-day Advanced Digital Content Marketing course. In this course, you will acquire the skills and knowledge necessary to assemble a top-tier content marketing team, establish a thriving content hub, and elevate your brand authority in your industry.

Throughout the course, you’ll master the art of crafting compelling, shareable content that not only sparks meaningful conversations but also drives action. Dive deep into the realm of persuasive headlines and conversion-oriented copywriting, exploring a spectrum of archetypes to enhance your skills.

You’ll also discover how to bring it all together through expert guidance on content audits, competitor analysis, and performance evaluations of your content marketing campaigns. With a focus on targeted enhancements, you’ll develop robust content governance processes and structures to secure long-term growth.

Learning Outcomes
  • Acquire knowledge on the process and resources needed to build and maintain an authoritative content hub and assemble a top-tier content team, identifying key roles, processes, and resources.
  • Apply content archetypes to create high-conversion headlines and copy that boost click-through rates and conversions, while crafting an effective content measurement plan to improve campaign performance and identify appropriate content governance models.
  • Develop a comprehensive brand-specific content marketing strategy and journey map covering Owned, Shared, Earned, and Paid channels to engage and convert a well-defined audience.
  • Apply the principles of emotional storytelling through empathy storyboarding for content creation and craft content angles based on customer content requirements.
  • Experiment with various content tools for creating, curating, and distributing shareable content, selecting suitable content types and formats to drive reach, engagement, action, and advocacy.
  • Perform content audits and competitor analysis to strategically enhance content marketing efforts.
  • Develop annual content calendars and monthly schedules, mapping content creator contributions from internal and external collaborators, while aligning goals and objectives with optimized content topics.
  • Define essential content marketing metrics to support the organization’s marketing objectives and measure the success of the plan.
Who Should Attend

This course is suitable for marketing professionals, copywriters, brand advocates, business development experts, public relations and communications specialists, senior management, entrepreneurs, and anyone interested in comprehending how content marketing can drive business growth.

Prerequisites

To enroll in this advanced content marketing course, you should possess the following:

  • 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 of work experience); or
  • Candidates with other qualifications will be considered on a case- by-case basis

You will need basic computer skills. While optional, having a basic understanding of sales and marketing concepts would be beneficial.

Instructional Methods
  • Lecture
  • Class Discussions
  • Hands-on Application
Certification

Upon successful completion of the WSQ Advanced Digital Content Marketing course assessment, participants who have attended at least 75% of the course will receive a SkillsFuture WSQ Statement of Attainment (SOA) in Content Strategy under the Skills Framework, along with a Certificate of Achievement by @ASK Training.

*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

Course Curriculum

WSQ Advanced Digital Content Marketing

Module 1: Introduction to Content Marketing

  • Gain a foundational understanding of content marketing, defining content and exploring the core elements of content marketing strategy. 
  • Explore the 4D stages of strategy development and gain insights into the 4 stages of the customer journey, from Awareness to Advocacy.

Module 2: Designing Your Content Blueprint

  • Delve into the art of storytelling, focusing on character, conflict, and resolution. 
  • Explore the principles of effective storytelling using Simon Sinek’s Golden Circle and emotional storytelling. 
  • Learn about personas and the benefits of persona marketing, as well as the Empathy Map. 
  • Develop storyboard strategies for content creation, targeting the 4 Micro Moments.

Module 3: Mastering Content Development

  • Learn how to create and curate engaging content with a clear purpose: to entertain, inspire, educate, and convince. 
  • Explore different content formats and types, and understand how to select the ideal format and type using a 5-criteria checklist. 
  • Develop a content map across the customer journey, align business goals with content marketing goals, and craft content repurpose strategies. 
  • Apply design principles and content guidelines using visual tools like Canva and Midjourney. 
  • Identify and develop content topics with tools like Google Trends and Content Topics Generators. 
  • Create a Content Marketing Mission Statement & Blueprint, and develop a basic Content Brief to guide your content creation process.

Module 4: Distributing Your Content Strategically

  • Learn about content distribution across various channels, including Owned, Earned, Shared, and Paid. 
  • Understand the six-step process for shortlisting and collaborating with content creators and explore the principles of content scheduling for effective collaboration.
  • Identify key elements of a content calendar and craft your annual content calendar. 

Module 5: Analyzing and Measuring Content Success

  • Measure the impact of your content marketing efforts by connecting content marketing goals to KPIs and metrics, and understanding the 4 groups of Content Marketing Metrics. 
  • Decode your content’s performance and make informed decisions to optimize your content marketing strategy.

Assessment

  • Written Assessment – Case Studies
  • Individual Project Presentation

 

Download the course brochure here.

Why Learn With Us?

Get expert advice, learning resources, and post-training support for up to 3 years.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Insider Community

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Resources

Get 3-year access to constantly updated Advanced Digital Content Marketing course resources.

Fees and Subsidies

Up to 90% SkillsFuture Singapore Funding Diagram - SkillsFuture Credit, PSEA & UTAP Claimable

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$1,017 (exclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$129.16 (inclusive of 9% GST) after 90% SSG Subsidies

Learners  
Singaporean Citizens ≥ 40 years old S$129.16 (after SSG 90% Funding)

SkillsFuture Credits can be used on top of existing subsidies
Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old

S$332.56 (after SSG 70% Funding)

For Singapore Citizens learners aged ≥ 25 years old SkillsFuture Credits can be used on top of existing subsidies.

For Singapore Citizens aged 21-31 Post Secondary Education Account Funds can be used.

Learners SMEs Non-SMEs
Singaporean Citizens ≥ 40 years old  - S$129.16 (after SSG 90% Funding)

SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies
Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old S$129.16 (after SSG 90% Funding)

SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies
S$332.56 (after SSG 70% Funding)

SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies

All prices are inclusive of 9% GST.

Check your funding eligibility and nett course fees when you sign up.

Course Schedule

Course Duration:
2 Days (8.30am - 6.30pm)

Course Schedule:

27, 28 Mar 2024 (Wed, Thur), 8.30am - 6.30pm
27, 28 May 2024 (Mon, Tue), 8.30am - 6.30pm


(Click on the course dates above to register online)

Conducted via Zoom.


Course Duration:
2 Days (8.30am - 6.30pm)

19, 20 Feb 2024 (Mon, Tue), 8.30am - 6.30pm
27, 28 Jun 2024 (Thu, Fri), 8.30am - 6.30pm

(Click on the course dates above to register online)

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Have some questions? Contact us.

WSQ Advanced Digital Content Marketing Course

Master Advanced Content Marketing Strategies To Start Conversations and Drive Action

Course Fees:

From S$129.16 (inclusive of 9% GST) after 90% SkillsFuture SG Subsidies

Up to 90% SkillsFuture Subsidy. Enroll today.

Up to 90%
SkillsFuture Subsidy