About this Course
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Approx. 6 hours to complete

Suggested: 1-3 hours/week...


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

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

Utilizing Content Trends

7 videos (Total 38 min), 4 readings
7 videos
Jump-Starting Your Organization's Infleuience7m
New and Emerging Content Trends6m
Creating Shareworthy Content5m
What Does Your Audience Find Interesting4m
Making the Most of Limited Resources4m
Putting the "Strategy" in Content Strategy5m
4 readings
What is Content Strategy?10m
Course Content10m
How Do I Get the Most Out of This Course?10m
Meet the Team10m
3 hours to complete

Social Networks and Digital Media

6 videos (Total 44 min), 1 reading, 1 quiz
6 videos
Considerations When Developing Content Strategy10m
Your Role with Your Audience7m
The Best Social Strategies8m
Proving Social ROI5m
ROI in Any Organization7m
1 reading
Social Strategies with Bottom-Line ROI10m
1 hour to complete

Interactivity and Gamification

10 videos (Total 58 min), 1 reading
10 videos
Interactivity's Impact on Storytelling3m
Personalize Your Interactions6m
Telling Stories Through Gamification8m
Examples of Interactivity1m
Creating a Lean-Back Experience7m
An Interactive Trap1m
When an Interactive Barrier has Reward6m
Data Visualization4m
Narrative Transport6m
1 reading
Join us for MOOC 4 - Ensuring Your Content's Impact!10m
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Top reviews from Content Strategy for Professionals: Expanding Your Content’s Reach

By DRJul 27th 2017

I will enroll in professor RANDY HLAVAC specialization too. Great professionals and online learning is really giving me the opportunity to learn from the best in the field.

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!



John Lavine

Founder, Professor and Director, Media Management Center

Candy Lee

Medill School of Journalism, Media, Integrated Marketing Communications

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.