About this Course

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Learner Career Outcomes

62%

started a new career after completing these courses

50%

got a tangible career benefit from this course

17%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 6 hours to complete

English

Subtitles: English

Skills you will gain

Content CreationPersona (User Experience)Brand ManagementContent Marketing

Learner Career Outcomes

62%

started a new career after completing these courses

50%

got a tangible career benefit from this course

17%

got a pay increase or promotion

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 6 hours to complete

English

Subtitles: English

Offered by

Northwestern University logo

Northwestern University

Syllabus - What you will learn from this course

Content RatingThumbs Up98%(3,666 ratings)Info
Week
1

Week 1

2 hours to complete

Introduction to Content Strategy

2 hours to complete
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
Week
2

Week 2

3 hours to complete

Audiences and Brand

3 hours to complete
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
Week
3

Week 3

2 hours to complete

Experiences and Voice

2 hours to complete
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

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.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • 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.

  • 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.

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