About this Course
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Approx. 6 hours to complete

Suggested: 1-3 hours/week...


Subtitles: English
Learners taking this Course are
  • Technical Writers
  • Editors
  • Marketing Specialists
  • Marketers
  • Writers

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 6 hours to complete

Suggested: 1-3 hours/week...


Subtitles: English

Syllabus - What you will learn from this course

1 hour to complete

Platforms and Design

7 videos (Total 29 min), 5 readings
7 videos
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
3 hours to complete

Social and Mobile Media

4 videos (Total 23 min), 3 readings, 1 quiz
4 videos
Virtual Communities9m
Differentiated Messaging4m
Tools to Use at Work5m
3 readings
The Case Study10m
The Utilitarian Experience10m
The Inspiration Experience10m
2 hours to complete

Managing Content and IP

10 videos (Total 73 min), 4 readings
10 videos
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
Download the Toolkit10m
Join us for MOOC 3 - Expanding Your Content's Reach!10m
Other Resources10m
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Top reviews from Content Strategy for Professionals: Managing Content

By JGAug 14th 2019

Randy and the team are brilliant. I am redoing this entire specialization to remain engaged with the content. Great work Randy and Northwestern!

By YLNov 8th 2016

very good lecture and assignment design. But I prefer more case study in the lecture to help the learners better understand the rules.



Candy Lee

Medill School of Journalism, Media, Integrated Marketing Communications

John Lavine

Founder, Professor and Director, Media Management Center

Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

About 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. ...

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....
Content Strategy for Professionals

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.