Content Strategy for Professionals Engaging Audiences

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

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Syllabus

Syllabus - What you will learn from this course
Week 1
Introduction to Content Strategy
Week 2
Audiences and Brand
Week 3
Experiences and Voice

FAQ

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Specialization?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Reviews

Well structured

Clear diction

Short statements

But a bit elementary, also need to use some real life examples for clarification and bringing it to life

Excellent course for beginners. Gives you a great starting point before you embark on creating content. Would recommend it to everyone trying to figure out how to design content.

Very good course and highly recommend to understanding the importance of content strategy. The assignment really tests the skills and knowledge.

Extremely well designed, comprehensive with real life examples and scenarios. Overall, useful and engaging content that hooks the learners from the beginning and will prove beneficial.