课程信息
4.5
162 个评分
23 个审阅
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)...
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 6 hours to complete

建议:1-3 hours/week...
Comment Dots

English

字幕:English...
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 6 hours to complete

建议:1-3 hours/week...
Comment Dots

English

字幕:English...

教学大纲 - 您将从这门课程中学到什么

Week
1
Clock
完成时间为 1 小时

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 个视频(共 29 分钟), 5 个阅读材料
Video7 个视频
Media and Platform Variations3分钟
Storytelling Changes Across Multimedia8分钟
Storytelling Changes Across Platforms3分钟
What is Design?2分钟
Evaluating Content Design3分钟
Usability Testing3分钟
Reading5 个阅读材料
What is Content Strategy?10分钟
Course Content and Schedule10分钟
How Do I Get The Most Out Of This Course?10分钟
Meet the Team10分钟
The Visual Experience10分钟
Week
2
Clock
完成时间为 3 小时

Social and Mobile Media

Module 2 is dedicated to utilizing social and mobile media....
Reading
4 个视频(共 23 分钟), 3 个阅读材料, 1 个测验
Video4 个视频
Virtual Communities9分钟
Differentiated Messaging4分钟
Tools to Use at Work5分钟
Reading3 个阅读材料
The Case Study10分钟
The Utilitarian Experience10分钟
The Inspiration Experience10分钟
Week
3
Clock
完成时间为 2 小时

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 个视频(共 73 分钟), 4 个阅读材料
Video10 个视频
Legal Protection7分钟
Using Credible Content From Brands4分钟
Outsourcing vs. In-House Creation5分钟
Introduction to IBM4分钟
Communicate Effectively in a Digital World8分钟
Leveraging Talent2分钟
A Revolutionary View of Marketing14分钟
Watson: The Computer that Learns8分钟
Summary of Content Strategy's Future7分钟
Reading4 个阅读材料
Appendix10分钟
Download the Toolkit10分钟
Join us for MOOC 3 - Expanding Your Content's Reach!10分钟
Other Resources10分钟
4.5

热门审阅

创建者 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.

创建者 ATMar 13th 2018

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

讲师

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

John Lavine

Founder, Professor and Director, Media Management Center

关于 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. ...

关于 Content Strategy for Professionals 专项课程

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

常见问题

  • 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.

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