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Content Strategy for Professionals: Engaging Audiences, Northwestern University

297 个评分
64 个审阅


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...


创建者 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.

创建者 JT

Aug 10, 2017

Very well thought out and useful information delivered in an understandable way. The topics covered have already proved useful in my organizational development and employee engagement work.


63 个审阅

创建者 Rainbowe Beverllie Kilborn

Nov 20, 2018

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


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.

创建者 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!


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!

创建者 Sabika Hassan

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.

创建者 Roselyn Boniface Ejeikwu

Sep 03, 2018


创建者 Iwona Spath

Aug 16, 2018

I loved the course and the instructors.

创建者 Joe Todd

Aug 07, 2018

This is an excellent course. I'm an IT professional with only marginal exposure to marketing issues. This course is basic yet the instructors never "talk down" to the students. I'm looking forward to the rest of the series.

创建者 Nirleska Prieto

Jul 15, 2018

Amazing! everything was so well explained! And the book readings were also very instructive!

创建者 Muhammad Aasim

Jul 07, 2018

Excellent Course. So Much Learned from this course. Looking forward to compete the next course