Northwestern University - Content Strategy for Professionals: Engaging Audiences
- Offered byCoursera
Content Strategy for Professionals: Engaging Audiences at Coursera Overview
Duration | 6 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Content Strategy for Professionals: Engaging Audiences at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 1 of 5 in the Content Strategy for Professionals Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Approx. 6 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Content Strategy for Professionals: Engaging Audiences at Coursera Course details
- In this course, professionals at all levels of an organization will learn the best ways to engage an audience they want and need by smartly implementing their important, strategic stories and information and by using proven tools and techniques to enhance an audience?s experiences and interest.
- Content Strategy is a conversation that provides thought-leadership. It starts a ?conversation? with users and stakeholders inside and outside an organization. Conversations are the natural way people think about complex issues. Conversations also enable people to develop ?stories,? which lead to understanding and helpful mental pictures. Content Strategy practitioners are at all levels of the best enterprises ? in all departments and sectors from the top leader to the newcomer in the ranks.
- In this complex information age, forward-thinking employees know that if they and their organizations are to thrive, they need to go beyond their job descriptions. They must master the most demanding communications frontier ? creating engaging, strategic, honest stories and information that is valued by their most important audiences. In turn that will make their enterprise stand out.
- Regardless of their area of work, position or expertise, Content Strategy practitioners know how to use words, pictures, video, and social and mobile media to interact with their most important constituents with trustable, actionable information that the audience values and will use. The strategic content they produce enhances the user?s lives and deepens their understanding and engagement with the organization.
- Guest lecturers in this course include:
- -- Rachel Davis Mersey, Associate Professor, Medill, Northwestern
- -- Ed Malthouse, Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications, Medill, Northwestern
- -- Bobby Calder, Charles H. Kellstadt Professor of Marketing & Director of the Center for Cultural Marketing, Kellogg, Northwestern
- -- Steven Duke, Associate Professor, Medill, Northwestern
- -- Janice Castro, Assistant Professor Emerita, Medill, Nothwestern
Content Strategy for Professionals: Engaging Audiences at Coursera Curriculum
Introduction to Content Strategy
Introduction from Professor Lee
What is Content Strategy?
John's Three Truths
It's Not Smart if It's Not Strategic
Intro to Audience and Experiences
What is Content Strategy?
Course Content and Schedule
How Do I Get The Most Out Of This Course?
Meet the Team
Using Medill on Media Engagement
An Introduction
Audiences and Brand
Understanding Your Audience
Creating Personas
Segmenting Your Audience
Targeting an Audience with Experiences
Marketing/Branding Your Content Pt.1
Marketing/Branding Your Content Pt. 2
Creating a Core Creative Concept
The Identity Experience
Media Concepts
The Case Study
Experiences and Voice
What Are Experiences?
Why Do Experiences Matter?
Understanding the Experiences
How Experiences Apply to Content
Development of Tone and Voice
Importance of a Unique Content Voice
Best Practices for Professional Writing
Using a Story Arc with Content
The Talk About and Share Experience
The Makes Me Smarter Experience
Join us for MOOC 2 - Managing Content!
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Content Strategy for Professionals: Engaging Audiences at Coursera Admission Process
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