This course is part of the Content Strategy for Professionals Specialization

Candy Lee +2 more instructors

Offered By

Content Strategy for Professionals SpecializationNorthwestern University

About this Course

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In the second course of the Content Strategy Specialization - "Managing Content" - you will dive deeper into Content Strategy by learning some great options for managing your important content once it's been created. You will look at media platforms and how best to tell an organization’s “content story” across those platforms using a human-centered design. Then, you'll take a close look at ways to best utilize social and mobile media, as well as some of the issues around insourcing/outsourcing content. Finally, you'll get an inside look at how legal issues associated with Content Strategy are handled in companies large and small around the globe.
This course serves professionals who want to learn to manage their trustable, engaging and often interactive content to advance their enterprise’s future and their own career in it. As a bonus, we've also included a toolkit to download and take back to work. Can’t remember the 3 truths that frame all communications in the digital age? Need to convince a co-worker that a human centered design approach is best for your project? Want to review how you create an engaging brand for your content? You will find answers to those questions and more in the toolkit.

Guest lecturers in this course include:
-- Emily Withrow, Assistant Professor, Medill, Northwestern
-- Jeremy Gilbert, Director of Strategic Initiatives, The Washington Post
-- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera)

Learner Career Outcomes

20%

started a new career after completing these courses

22%

got a tangible career benefit from this course

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 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: French, Portuguese (European), Russian, English, Spanish

Instructors

Instructor rating

4.5/5 (14 Ratings)

Learner Career Outcomes

20%

started a new career after completing these courses

22%

got a tangible career benefit from this course

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 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: French, Portuguese (European), Russian, English, Spanish

Offered by

Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.

Syllabus - What you will learn from this course

Content Rating96%(1,353 ratings)

Week

Week 1

2 hours to complete

Platforms and Design

Module 1 looks at media platforms and how best to tell an organization’s “content story” across those platforms using a human-centered design.

2 hours to complete

7 videos (Total 29 min), 5 readings

7 videos

Introduction from Professor Lee3m

Media and Platform Variations3m

Storytelling Changes Across Multimedia8m

Storytelling Changes Across Platforms3m

What is Design?2m

Evaluating Content Design3m

Usability Testing3m

5 readings

What is Content Strategy?10m

Course Content and Schedule10m

How Do I Get The Most Out Of This Course?10m

Meet the Team10m

The Visual Experience10m

Week

Week 2

2 hours to complete

Social and Mobile Media

Module 2 is dedicated to utilizing social and mobile media.

2 hours to complete

4 videos (Total 23 min), 3 readings, 1 quiz

4 videos

What is Social?4m

Virtual Communities9m

Differentiated Messaging4m

Tools to Use at Work5m

3 readings

The Case Study10m

The Utilitarian Experience10m

The Inspiration Experience10m

Week

Week 3

2 hours to complete

Managing Content and IP

Module 3 brings together the prior weeks by focusing on managing content across your organization, the issues around insourcing/outsourcing content, as well as the some legal issues associated with Content Strategy.

2 hours to complete

10 videos (Total 73 min), 4 readings

10 videos

Managing Content in Organizations8m

Legal Protection7m

Using Credible Content From Brands4m

Outsourcing vs. In-House Creation5m

Introduction to IBM4m

Communicate Effectively in a Digital World8m

Leveraging Talent2m

A Revolutionary View of Marketing14m

Watson: The Computer that Learns8m

Summary of Content Strategy's Future7m

4 readings

Appendix10m

Download the Toolkit10m

Join us for MOOC 3 - Expanding Your Content's Reach!10m

Other Resources10m

About the Content Strategy for Professionals Specialization

Content Strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals. In this Specialization, you’ll learn best practices from recognized industry and academic experts on how to create and implement engaging content across media platforms that the people you want to reach will really value.

You’ll learn how to engage your audience by implementing their stories and using proven tools and techniques to enhance an audience’s experience and interests. You’ll manage content once created by learning how best to tell an organization’s “content story” across media platforms using a human-centered design. You’ll also learn actionable ways to grow internal and external audiences, and expand your content’s reach. The Specialization concludes with a Capstone project that allows you to apply the skills you've learned throughout the courses in response to a real challenge facing organizations today. To fit easily into busy schedules, the Specialization is constructed as four, three-week courses to better fit into any lifestyle. It is a program for you, as a professional, to master and then be able to use what you learn here and take it back to work. It's knowledge that will improve both your effectiveness, and your organization's. Each of the individual courses can be audited for free. Please note that you will not receive a Certificate of Completion if you choose to audit.

Frequently Asked Questions

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, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

More questions? Visit the Learner Help Center.

Content Strategy for Professionals: Managing Content

About this Course

Learner Career Outcomes

20%

22%

Instructors

Candy Lee

John Lavine

Randy Hlavac

Learner Career Outcomes

20%

22%

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

Platforms and Design

Week 2

Social and Mobile Media

Week 3

Managing Content and IP

Reviews

TOP REVIEWS FROM CONTENT STRATEGY FOR PROFESSIONALS: MANAGING CONTENT

About the Content Strategy for Professionals Specialization

Frequently Asked Questions

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Content Strategy for Professionals: Managing Content

About this Course

Learner Career Outcomes

20%

22%

Instructors

Candy Lee

John Lavine

Randy Hlavac

Learner Career Outcomes

20%

22%

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

Platforms and Design

Week 2

Social and Mobile Media

Week 3

Managing Content and IP

Reviews

TOP REVIEWS FROM CONTENT STRATEGY FOR PROFESSIONALS: MANAGING CONTENT

About the Content Strategy for Professionals Specialization

Frequently Asked Questions

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Top Online Specializations

Online Certificates

Online Degree Programs

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Community

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