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Back to Content Strategy for Professionals: Engaging Audiences

Content Strategy for Professionals: Engaging Audiences, Northwestern University

4.5
314 ratings
70 reviews

About this Course

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...

Top reviews

By SH

Sep 15, 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 AS

Dec 18, 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.

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69 Reviews

By Thomas Foreman Teinakore

Jan 30, 2019

There is good focus on experience, brand, and importance of getting to know the audience, which is important. However, it loses stars for me on the dated-ness of some of the data referred to. In this discipline (content strategy, content marketing) I get fundamental principles don't change at the pace that technology changes, but referencing data almost nine years old is a long time. Perhaps more current data would be helpful, as well as more current text downloads students can learn from.

By Robert Gede Satrya Picauly

Jan 12, 2019

Enjoyed this course. To the point with a nice exercise. I can see the solid backgrounds of the professionals teaching this coming forward in the content of the course. Enjoyed this.

By Sanaa Raouf

Jan 03, 2019

Great course, very beneficial information, instructor is one of the best

By Aneeza Sehrish

Dec 18, 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.

By Guilherme Carlos

Dec 13, 2018

Great course, full of information that can be used immediately.

By vinodkumar

Dec 11, 2018

It give basic idea and best examples.

By Rainbowe Beverllie Kilborn

Nov 20, 2018

Loved it! I feel more confident in developing content for my organization now

By CARLOS JOSE RODRIGUEZ

Oct 16, 2018

It's an awesome Content Strategy course! Very very recommended. You won't lose your time, you will gain a great tool for delivering your message and reach your audiences.

By Neha Kaul

Oct 12, 2018

Absolutely fantastic course. Built in small bites that are easy to digest and understand. Delivered with great clarity and simplicity. Made me think, and apply what I know, and in many places amend/unlearn what I have known. Highly recommended!

By ULIYASI SIMANJUNTAK

Sep 21, 2018

thank you for bring me valuable experience in learning the content strategy. I want to learn more if i get the chance and another financial aid. once again, thank you for the lesson!