About this Course
4.5
161 ratings
23 reviews
In the second course of the Content Strategy Specialization - "Managing Content" - you will dive deeper into Content Strategy by learning some great options for managing your important content once it's been created. You will look at media platforms and how best to tell an organization’s “content story” across those platforms using a human-centered design. Then, you'll take a close look at ways to best utilize social and mobile media, as well as some of the issues around insourcing/outsourcing content. Finally, you'll get an inside look at how legal issues associated with Content Strategy are handled in companies large and small around the globe. This course serves professionals who want to learn to manage their trustable, engaging and often interactive content to advance their enterprise’s future and their own career in it. As a bonus, we've also included a toolkit to download and take back to work. Can’t remember the 3 truths that frame all communications in the digital age? Need to convince a co-worker that a human centered design approach is best for your project? Want to review how you create an engaging brand for your content? You will find answers to those questions and more in the toolkit. Guest lecturers in this course include: -- Emily Withrow, Assistant Professor, Medill, Northwestern -- Jeremy Gilbert, Director of Strategic Initiatives, The Washington Post -- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera)...
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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

Approx. 6 hours to complete

Suggested: 1-3 hours/week...
Comment Dots

English

Subtitles: English...
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Clock

Approx. 6 hours to complete

Suggested: 1-3 hours/week...
Comment Dots

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
1 hour to complete

Platforms and Design

Module 1 looks at media platforms and how best to tell an organization’s “content story” across those platforms using a human-centered design....
Reading
7 videos (Total 29 min), 5 readings
Video7 videos
Media and Platform Variations3m
Storytelling Changes Across Multimedia8m
Storytelling Changes Across Platforms3m
What is Design?2m
Evaluating Content Design3m
Usability Testing3m
Reading5 readings
What is Content Strategy?10m
Course Content and Schedule10m
How Do I Get The Most Out Of This Course?10m
Meet the Team10m
The Visual Experience10m
Week
2
Clock
3 hours to complete

Social and Mobile Media

Module 2 is dedicated to utilizing social and mobile media....
Reading
4 videos (Total 23 min), 3 readings, 1 quiz
Video4 videos
Virtual Communities9m
Differentiated Messaging4m
Tools to Use at Work5m
Reading3 readings
The Case Study10m
The Utilitarian Experience10m
The Inspiration Experience10m
Week
3
Clock
2 hours to complete

Managing Content and IP

Module 3 brings together the prior weeks by focusing on managing content across your organization, the issues around insourcing/outsourcing content, as well as the some legal issues associated with Content Strategy....
Reading
10 videos (Total 73 min), 4 readings
Video10 videos
Legal Protection7m
Using Credible Content From Brands4m
Outsourcing vs. In-House Creation5m
Introduction to IBM4m
Communicate Effectively in a Digital World8m
Leveraging Talent2m
A Revolutionary View of Marketing14m
Watson: The Computer that Learns8m
Summary of Content Strategy's Future7m
Reading4 readings
Appendix10m
Download the Toolkit10m
Join us for MOOC 3 - Expanding Your Content's Reach!10m
Other Resources10m
4.5

Top Reviews

By YLNov 8th 2016

very good lecture and assignment design. But I prefer more case study in the lecture to help the learners better understand the rules.

By ATMar 13th 2018

Excellent course. Strong theory, practical tools, usable methods for content strategy development.

Instructors

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

John Lavine

Founder, Professor and Director, Media Management Center

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.