Course Description

Learn about the various types of content and publishing platforms available, current content creation trends, and how you can use them to maximize reach, engagement, and conversions in your digital marketing campaigns. Simultaneously, investigate how marketers use calendars to organize content creation and publishing.

Content marketing is a strategic strategy that uses relevant and valuable content, such as articles, web pages, blog posts, videos, podcasts, and other media, to attract, engage, and retain an audience. This marketing strategy builds expertise, raises brand awareness, and keeps your company top of mind when it comes time to buy what you sell.

Developing an effective content marketing strategy can significantly impact a brand and business. Learn how to implement and create a successful content marketing strategy. Learn how to create valuable content that builds brand trust and acquires customers in this 2-day Content Marketing Strategy certification course. You will gain the in-depth knowledge and practical skills required to become a successful content marketer and the ability to create narratives to make your marketing content more engaging.

Improve Your Digital Marketing With Content Strategies

We encounter various types of content daily, and we occasionally buy products because of an appealing image, video, article, or review. Are you already using these principles in your business marketing?

We will teach you about the various types of content and their suitability for your business needs in this comprehensive two-day course. There is also a need to consider the type of content to be used for various platforms such as Facebook, Instagram, Tik Tok, and your website, as using the wrong content can have a negative impact.

Learn how to create content that will continually delight your audience and build their trust in your brand. Once you understand and can determine the type of content that is appropriate for your business, it is simple to create a content calendar ahead of time so that you do not miss important dates and events where the right content posted on the right platform will bring you maximum effectiveness on brand awareness, engagement, and conversions.

Target Audience

Vice Presidents and Directors of Public Relations and Marketing, PR Managers, Marketing Managers, Content Strategists, PR Executives, Business Owners, Content Marketing Specialists, Marketing Executives, and Entrepreneurs who want to learn how to create an impactful content marketing plan and generate better results from content marketing efforts.

Course Highlights

Trainees will learn the following throughout this Content Marketing Training:
  • Discover digital storytelling and how it can help you communicate your brand’s message.
  • Learn how to create a compelling digital storyboard to increase audience engagement.
  • Understand different types of content based on current market trends and how they can be used to achieve positive results.
  • Examine the legal requirements of the content marketing campaign, such as PDPA, copyright, trademark, laws, and compliance.
  • How to Create Website Content for Optimal Search Engine Optimization
  • Learn how to conceptualize content ideas to achieve marketing objectives.
  • Discover the advantages of a content calendar and how it ensures consistency and accuracy.
  • Create a brand-specific content marketing strategy and journey map to engage and convert a specific audience.
  • Empathy storyboarding can be used to apply the principles of emotional storytelling to content creation.
  • Determine the essential components of emotional storytelling.
  • Create relevant content angles based on customer content needs, i.e., four micro-moments.
  • Curate and choose effective content types and formats to increase reach, engagement, action, and advocacy.
  • Create a blueprint that connects your content marketing goals and objectives to the best-optimized content topics.
  • Create an annual content calendar and a monthly content schedule detailing the contributions of content creators and internal and external collaborators.
  • Create a content delivery and distribution strategy across owned, earned, shared, and paid channels.
  • Define key content marketing metrics to support the organization’s marketing goals.

Course Objectives

At the end of the course, students will be able to
  • Determine the significance and key benefits of content marketing.
  • Create a content marketing strategy that guides your organization and defines your core audience so that key topics that drive engagement and conversions can be aligned.
  • Create content marketing strategies and KPIs for the entire consumer journey.
  • Create a strategy for content creation, curation, and distribution across owned, shared, earned, and paid channels.
  • Create an integrated buyer journey for your target audience by providing engaging content that converts in response to their prospective questions.

Course Outline

Download the full course brochure here.

Fundamentals of Content Marketing

Methods of Instruction | Lecture | Case Study | Practice & Feedback | Peer-to-Peer Review

  • Define content and content marketing strategies.
  • Understand the 4D stages of content marketing strategy (Design, Develop, Deploy, and Decode).
  • Describe the four stages of the customer journey (Awareness, Consideration, Action, Advocacy)
Content Strategy (Design)

Methods of Instruction | Lecture | Case Study | Practice & Feedback | Peer-to-Peer Review

  • Define narrative and reveal the secrets of compelling storytelling: Framework for Character, Conflict, and Resolution
  • With Simon Sinek’s Golden Circle, we get to the essence of the narrative.
  • Improve your storytelling skills by learning the art and science of emotive storytelling.
  • A definition of a persona and the advantages of persona marketing
  • The Empathy Map: Seeing the world through the eyes of your prospect
  • Storyboarding content development methodologies for the four micro-moments (I’d like to Know-Go-Buy-Do)
Making Content (Develop)

Instructional Methods | Case Study | Lecture | Feedback and Practice| Peer-to-Peer Review | Modeling and Demonstration

  • Creating and curating purposeful, engaging content (Entertain, Inspire, Educate, Convince)
  • Investigate the worlds of 5 content formats and 120 content types.
  • A 5-criteria checklist for picking the best content formats and types
  • Create a content map that spans the consumer journey.
  • Define and link company objectives with key content marketing objectives across the customer experience.
  • Use content keyword extension tools to do content keyword research.
  • Using content headline generators and content score tools, you may learn about and create magnetic headlines.
  • Using Google Trends and content topic generator tools, identify and generate content marketing topics.
  • Recognize and create a content marketing mission statement and blueprint.
  • Create a basic content brief to guide you through the content creation process.
  • Understand and apply content guidelines to your approach to content development.
Distribution of Content (Deploy)

Methods of Instruction | Lecture | Practice & Feedback | Peer-to-Peer Review

  • Understand owned, earned, and shared paid channels to create the best content distribution channel mix.
  • Understand and use a 6-step approach for identifying and working with the best content creators.
  • Identified essential content calendar elements and developed a customized annual content schedule
  • Understand and implement the three content scheduling principles. Create a content schedule in collaboration with external and internal content developers.
Component of Evaluation
  • Case Study of an Individual Project 
  • Presentation (Written Assessment)
Lesson Core Component Summary
  • Put content marketing principles into practice.
  • Recognize the usage of infographics as visual marketing tools as part of a marketing plan.
  • Infographics Overview connects the principles of making and using infographics.
  • Infographic Style – Goal, Content, and Audience
  • Types of infographics 
  • Wireframe Preparation Using Visual Storyboarding & Storytelling
  • Wireframe Execution
  • Infographic Project Example Using Infographic and Wireframe Tools


A certificate of completion will be given if the course is successfully completed with at least 75% of the required attendance.


Tydus Low 

Tydus is the Managing Director, and Founder of Web Leads Digital Agency, a Singapore-based award-winning full-service digital marketing agency he co-founded in 2017. It has expanded from a founding team of two to a team of twenty and counting, spread across four countries. He has managed over 250 successful digital marketing campaigns for clients ranging from startups to multinational corporations.

Rachel Tham

After quitting the banking and finance industry, Rachel began a career in digital marketing, specializing in Search Engine Optimization. She has accumulated thousands of auditing hours on more than 300 websites across all industries, including Sports, food and beverage, insurance, e-commerce, medical, B2C, and B2B services for clients like AIA, Bizcover Insurance, TWG Tea, Friendly Dolphin, Qualis Nutri, and dozens of local SME’s in Australia, New Zealand, Hong Kong, the US, Malaysia, and Singapore.


“Tydus is interesting and knowledgeable in his subject.” He frequently uses real-life examples to demonstrate concepts presented in class and is punctual in ensuring that the class begins and concludes on schedule. I am confident that what I have learned will add value to my work. Thank you very much!”


“Real-life examples and case studies were used to illustrate content marketing tactics.” Interactive group activities and conversations also aided us in internalizing the topics. I strongly suggest this course to marketers and individuals who wish to build and effectively apply content marketing skills.”

“I recommend this course to people who wish to begin their content marketing journey.” It focuses on touch points and delves deeper into a content marketer’s expectations.”

“I’ve been doing content marketing for years, but Rachel adds structure to what I’ve been doing.” I’ve learned how to link marketing with content. The real-life case studies were illuminating, and his offered tools are also really valuable.”


Why Learn at Web Leads Digital Agency?

Get expert advice, learning tools, and help for up to 3 years after training.

Refreshment on the House

One free refresher seat (online re-sit) within two years of the course.

Question-and-Answer Sessions

For up to two years, you will receive unlimited free 2-hour Ask Me Anything meetings with industry experts.


Web Leads Academy Insider

Join a private group where you can ask questions and receive answers, participate in debates, and receive feedback from peers and subject matter experts.


Career Counseling

Our program to help people find jobs will help you move up in your digital marketing career.


Course Resources

Access regularly updated Content Marketing Training course materials for three years.


Course Schedules

Dates for In-Person Courses

Start Date:


End Date:


Course Duration:
16 hr(s)


Number of Seats:




Other Details:
Weekends Sat & Sun Full Day

Break time – 1-2pm

Dates for Online Classroom Courses

Start Date:


End Date:


Course Duration:
16 hr(s)


Number of Seats:


Anywhere you like (Zoom Meeting)


Other Details:
Weekends Sat & Sun Full Day

Break time – 1-2pm

Course Fees

Course Fee:


Questions? Check out the frequently asked questions below.

Is there anything I need to do before attending the course?

Bring a laptop with you to in-person training. You can also borrow a laptop from us for the course duration. You should also bring a jacket in case the room gets cold.


Before attending an online class, have a working laptop with Zoom installed. You can read the Online-based Classroom Learner Guide for further information.

Are there any other requirements I need to meet before I can sign up for this course?

You need to know how to open and close programs, move and drop files, copy and paste text, and other basic computer skills. If you have never worked in sales or marketing before, it is recommended, but not required, that you take the Digital Marketing Essentials Course before this one.

Do you help people looking for work who want to get into digital marketing?

Yes. Through our digital marketing hiring and career help programs, we can help people find jobs and help them with their careers. Go to our career portal to find out more.

What distinguishes this course from the Advanced Content Marketing Strategy Course?

The Content Marketing Training course will teach you the fundamentals of content marketing. The Advanced Content Marketing Strategy course delves further into more advanced Content Marketing principles. You may thoroughly check both course outlines and contact us if you have any particular queries about this.

Can I consult the trainer after the course if I have any questions?

Yes, you are welcome to contact your trainer after the course. Other post-training support channels include the Web Leads Academy Insider Community, where you can network with like-minded individuals and industry professionals, and live Ask Me Anything sessions where you can get guidance from a subject matter expert.

Is there anything I need to do before attending the course?

Before class, make sure you have a working laptop with Zoom installed. You can read the Online-based Classroom Learner Guide for further information.

Are there any other requirements I must meet in order to attend this course?

You must have basic computer navigation skills, such as opening and closing files, dragging and dropping, and copying and pasting files.

Although not required, any familiarity with sales and marketing ideas will be beneficial.

What is the distinction between online and in-person classroom learning modes?

In a conventional classroom, sessions are often taught with one trainer to 20 – 25 students in a cluster or classroom seating configuration. Face-to-face group discussions, group presentations, lectures, and peer-to-peer mentoring are all held (in-person).


Lessons in an online classroom will be given using Zoom, a video conferencing program. Lectures will be delivered through screen sharing, while group discussions and brainstorming will be delivered through “breakout” rooms (individual virtual rooms) to divide conversations into smaller groups. Both styles of learning effectively provide the same course content and learning objectives.

How do I register?

You can register for this course by clicking on this link. We will contact you via email regarding your course registration once you have registered for it.

Still, have unanswered questions? Check out the FAQs page or submit an inquiry.

Course Fee


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