WSQ Copywriting & Content Writing Course

Marketing Practitioners, Content Marketing Specialists, Social Media Managers, Bloggers, Vloggers, Copywriters, Entrepreneurs, Business Owners, and anyone who wants to be equipped with writing skills that are not only essential in marketing and communications, but in every aspect of business and life.

• 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 Content & Copywriting course, you will:

• Learn how to communicate effectively in all your content marketing and advertising campaigns by writing in a clear and concise manner.
• Know the difference and similarity between writing content and writing ad copy, and how you can be more engaging and persuasive in your writing.
• Learn the 5 Key Approaches to Writing and how to use them for the different types of content marketing and advertising campaigns.
• Learn what keywords and topic clusters are, and how to tailor your writing for your website, social media and other digital channels.
• Understand psychological principles and how to leverage them, as well as learn how A.I. tools can assist in your writing.
• Learn to write with your organisation’s objectives in mind, how to analyse the results, and implement techniques to boost your creativity and writing ability.

By the end of the course, trainees will:

• Apply storytelling principles in written content to market a business effectively
• Compose engaging and persuasive content and advertisements that meet consumer preference
• Apply key approaches to writing and incorporate content strategies via digital storyboards
• Utilise keywords and set content parameters for websites, social media, and other channels
• Develop guidelines to leverage psychological principles and A.I. writing tools
• Evaluate content outcomes and implement processes to boost content delivery

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-4004-1.1 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 Copywriting and Content Writing course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4004-1.1 Content Strategy
Course Code: TGS-2023020898

Course Support Period: 01 Jun 2023 – 31 Jan 2025 

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)

• Digital storytelling and the power of words
• Writing foundation
• Being clear about you: proposition and positioning
• Brand names: case studies and how to craft them
• Positioning: taglines and slogans
• Marketing mix strategy: the 5 Cs – company, consumer, communication, channel. conversion
• It’s not about you, it’s about them

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

• Content marketing
• Content marketing vs advertising
• Copywriting and content writing
• Words – rarely in isolation
• Content elements and types (articles, infographics, eBooks, white papers, podcasts, webinars, live reporting and memes), popular content, created vs curated
• Effective blog and advertisement copy
• Effective landing page copy

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

• 5 writing approaches (journalistic, storytelling, problem-solution, benefits over features, content component)
• Copywriting tips (answering “so what”, fear of missing out, testimonials)
• Headline tips
• Writing the hook
• Writing body copy and sub-headings
• Writing the call-to-action
• Addressing objections

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)

• Keywords: what they are and how to use them
• Keyword research: what tools to use
• Pillar pages and topic clusters for structuring blogs
• Writing for the website
• Writing for website blog vs social media post
• Writing for mobile vs desktop
• Writing for social media
• Hashtags to get your content found
• Including hyperlinks to other sites
• Engage beyond your post
• Writing for and around YouTube videos
• Writing for email newsletters and instant messaging

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Class Activity)

• Persuasive writing
• The science of persuasion
• The science of pre-suasion
• The ethics of persuasion
• Power words
• Engage emotions
• Engage with humour
• Writing the way we speak: conversational writing
• Paraphrasing and editing: how to implement
• Free resources and A.I. tools including how to use ChatGPT

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

• Hiring a content marketing agency or copywriter
• Analysing and measuring writing outcomes
• Repurposing existing content
• Where to look for new ideas to write about and overcome writer’s block

• Case Studies Written Assessment
• 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$122.51

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$320.11

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$122.51

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.