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Content Strategy for Professionals: Engaging Audiences, Northwestern University

338 Bewertungen
77 Bewertungen

Über diesen Kurs

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...


von 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.

von 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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75 Bewertungen

von Ivharue Ofe

May 06, 2019

The course was educational, but at the same time linear. It wasn't as immersive as it should have been.

von Jill Miller

Apr 10, 2019

A very good set of lessons on how to be genuinely useful to your target audience. The case study assignment was interesting and allowed plenty of creativity, which I especially liked.

von Varsha Hegde

Mar 21, 2019

The course was easy to understand and very helpful on how to engage audiences.

von Manju Rani

Mar 12, 2019

Great course!

von Chris Bunting

Feb 25, 2019

Really excellent introduction.

von Paramjit Singh

Feb 23, 2019

Great ...

von 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.

von 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.

von Sanaa Raouf

Jan 03, 2019

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

von 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.