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

6,717 recent views

In the fourth course of the Content Strategy Specialization - Ensuring Your Content's Impact - you will look at visual communication and the ways you can be more effective with your font choices, photography, and video. You'll also dive deeper into social communities to help you understand how these communities form and what you can do to build your role within them. The last module is pivotal for Content Strategists. It will help you to understand how best to measure your content to maximize its effectiveness relative to the time you commit to it.
While this MOOC does share the theoretical elements of Content Strategy, there is a much greater emphasis on its application. Creating trend-worthy headlines and blogs, social media plans, digital measurement templates, video and photography content are all skills you will have in your toolkit by the end of the MOOC, ready to apply at your organization. And speaking of toolkits, we have included one that you can download and take back to work which includes the practical tips from the learnings in this course as well as the previous one on Expanding Your Content's Reach.

Guest lecturers in this course include:
-- Zach Wise, Associate Professor, Medill Northwestern
-- Rich Gordon, Professor & Director of Digital Innovation, Medill, Northwestern
-- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera)

Learner Career Outcomes

33%

started a new career after completing these courses

38%

got a tangible career benefit from this course

20%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 4 of 5 in the

Content Strategy for Professionals Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 5 hours to complete

English

Subtitles: French, Portuguese (European), Russian, English, Spanish

Instructors

Instructor rating

4.71/5 (9 Ratings)

Learner Career Outcomes

33%

started a new career after completing these courses

38%

got a tangible career benefit from this course

20%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 4 of 5 in the

Content Strategy for Professionals Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 5 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

Week

Week 1

2 hours to complete

Visual Communication: Theory and Practice

Module 1 looks at visual communication and the ways you can be more effective with your font choices, photography, and video.

2 hours to complete

7 videos (Total 48 min), 4 readings

7 videos

Introduction from Professor Lee2m

The Importance of Visual Communication4m

Part 1: Understanding Gestalt Theory7m

Part 2: Effective Visual Communication7m

Text and Typography5m

Tips for Great Photography11m

Effective Video Storytelling9m

4 readings

What is Content Strategy?10m

Course Content10m

How Do I Get the Most Out of This Course?10m

Meet the Team10m

Week

Week 2

2 hours to complete

Social Engagement

Module 2 dives deeper into social communities to help you understand how these communities form and what you can do to build your role within them.

2 hours to complete

6 videos (Total 41 min)

6 videos

Types of Social Communities6m

Passion vs Trigger Event Communities5m

Putting Social Communities to Work5m

Part 1: Developing Content for Social Communities6m

Part 2: Developing Content for Social Communities7m

Connecting Your Content with an Audience9m

Week

Week 3

1 hour to complete

Measuring Your Content's Engagement

Module 3 is a pivotal unit for Content Strategists. It will help you to understand how best to measure your content to maximize its effectiveness relative to the time you commit to it.

1 hour to complete

6 videos (Total 45 min), 2 readings

6 videos

The Importance of Measuring Your Content6m

Types of Measurement Systems7m

Understanding Server-Based Analytic Systems4m

Analytic Terms to Measure Effectively7m

The Most Important Metrics to Measure9m

How Content Strategists Track Engagement8m

2 readings

Take Back To Work Toolkit10m

Join us for the Capstone!10m

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.
Will I earn university credit for completing the Course?
This Course doesn't carry university credit, but some universities may choose to accept Course Certificates for credit. Check with your institution to learn more. Online Degrees and Mastertrack™ Certificates on Coursera provide the opportunity to earn university credit.

More questions? Visit the Learner Help Center.

Content Strategy for Professionals: Ensuring Your Content's Impact

About this Course

Learner Career Outcomes

33%

38%

20%

Instructors

Candy Lee

John Lavine

Randy Hlavac

Learner Career Outcomes

33%

38%

20%

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

Visual Communication: Theory and Practice

Week 2

Social Engagement

Week 3

Measuring Your Content's Engagement

Reviews

TOP REVIEWS FROM CONTENT STRATEGY FOR PROFESSIONALS: ENSURING YOUR CONTENT'S IMPACT

About the Content Strategy for Professionals Specialization

Frequently Asked Questions

Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

More

Content Strategy for Professionals: Ensuring Your Content's Impact

About this Course

Learner Career Outcomes

33%

38%

20%

Instructors

Candy Lee

John Lavine

Randy Hlavac

Learner Career Outcomes

33%

38%

20%

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

Visual Communication: Theory and Practice

Week 2

Social Engagement

Week 3

Measuring Your Content's Engagement

Reviews

TOP REVIEWS FROM CONTENT STRATEGY FOR PROFESSIONALS: ENSURING YOUR CONTENT'S IMPACT

About the Content Strategy for Professionals Specialization

Frequently Asked Questions

Coursera Footer

Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

More