About this Course
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Approx. 7 hours to complete

Suggested: 4.5 hours of videos and peer review...


Subtitles: English

Skills you will gain

Content CreationPersona (User Experience)Brand ManagementContent Marketing

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 7 hours to complete

Suggested: 4.5 hours of videos and peer review...


Subtitles: English

Syllabus - What you will learn from this course

2 hours to complete

Introduction to Content Strategy

Module 1 sets the stage by defining Content Strategy and setting up the three truths that limit, in a profound way, every person you want to reach with your content.

5 videos (Total 31 min), 6 readings
5 videos
What is Content Strategy?5m
John's Three Truths6m
It's Not Smart if It's Not Strategic3m
Intro to Audience and Experiences9m
6 readings
What is Content Strategy?10m
Course Content and Schedule10m
How Do I Get The Most Out Of This Course?10m
Meet the Team10m
Using Medill on Media Engagement10m
An Introduction10m
3 hours to complete

Audiences and Brand

Module 2 emphasizes why understanding your audience and being able to effectively segment them is crucial to getting your message across. It also addresses how to craft a core creative concept for a content brand.

7 videos (Total 28 min), 3 readings, 1 quiz
7 videos
Creating Personas3m
Segmenting Your Audience4m
Targeting an Audience with Experiences3m
Marketing/Branding Your Content Pt.13m
Marketing/Branding Your Content Pt. 24m
Creating a Core Creative Concept3m
3 readings
The Identity Experience10m
Media Concepts10m
The Case Study10m
2 hours to complete

Experiences and Voice

Module 3 is all about using content “experiences” to engage the people you want to reach and the fundamentals of creating an editorial voice.

8 videos (Total 43 min), 4 readings
8 videos
Why Do Experiences Matter?3m
Understanding the Experiences4m
How Experiences Apply to Content7m
Development of Tone and Voice6m
Importance of a Unique Content Voice4m
Best Practices for Professional Writing4m
Using a Story Arc with Content7m
4 readings
The Talk About and Share Experience10m
The Makes Me Smarter Experience10m
Join us for MOOC 2 - Managing Content!10m
Other Resources10m
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Top reviews from Content Strategy for Professionals: Engaging Audiences

By SHSep 15th 2018

Very informative! Various concepts were highlighted to help me design increasingly engaging content for my readers. Will recommend it to everyone seeking to enhance their content strategy skills.

By ASDec 18th 2018

I juts loved this course, it really helped me in understanding about content strategy and assessing the needs of the audience. I am really looking forward to learn next four courses too soon.



John Lavine

Founder, Professor and Director, Media Management Center

Candy Lee

Medill School of Journalism, Media, Integrated Marketing Communications

Randy Hlavac

Lecturer, Medill IMC; CEO, 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 sequence of courses, you will 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. 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 sequence 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. Click on the following links to navigate to each course in this Specialization: 1-Engaging Audiences, 2-Managing Content, 3-Expanding Your Content's Reach, 4-Ensuring Your Content's Impact....
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.