About this Course
4.5
285 ratings
63 reviews
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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100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Clock

Suggested: 4.5 hours of videos and peer review

Approx. 7 hours to complete
Comment Dots

English

Subtitles: English

Skills you will gain

Content CreationPersona (User Experience)Brand ManagementContent Marketing
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Clock

Suggested: 4.5 hours of videos and peer review

Approx. 7 hours to complete
Comment Dots

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section
Clock
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. ...
Reading
5 videos (Total 31 min), 6 readings
Video5 videos
What is Content Strategy?5m
John's Three Truths6m
It's Not Smart if It's Not Strategic3m
Intro to Audience and Experiences9m
Reading6 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

2

Section
Clock
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. ...
Reading
7 videos (Total 28 min), 3 readings, 1 quiz
Video7 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
Reading3 readings
The Identity Experience10m
Media Concepts10m
The Case Study10m

3

Section
Clock
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. ...
Reading
8 videos (Total 43 min), 4 readings
Video8 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
Reading4 readings
The Talk About and Share Experience10m
The Makes Me Smarter Experience10m
Join us for MOOC 2 - Managing Content!10m
Other Resources10m
4.5
Direction Signs

50%

started a new career after completing these courses
Briefcase

83%

got a tangible career benefit from this course
Money

25%

got a pay increase or promotion

Top Reviews

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 JTAug 10th 2017

Very well thought out and useful information delivered in an understandable way. The topics covered have already proved useful in my organizational development and employee engagement work.

Instructors

John Lavine

Founder, Professor and Director, Media Management Center

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

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.