Content Strategy for Professionals: Engaging Audiences from Coursera

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

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Helps learners develop and tell engaging, strategic stories

Teaches skills, knowledge, and tools that are highly relevant in industry

Teaches content practitioners how to use various media effectively

Led by instructors who are recognized for their expertise and experience in content strategy

Uses guest lectures from top scholars and practitioners in content strategy

Has a clear focus on developing content strategy skills for professionals at all levels

Reviews summary

Academic content strategy concepts

Students who have taken this course often found the examples provided to be helpful and applicable. However, some students have also noted that the course relies heavily on theory, which many found to be less useful than practical application.

The examples were really helpful.

"The examples really made this course amazing."

The course is heavy on theory.

"Just theory, that's all. Nothing one can actually use."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Content Strategy for Professionals: Engaging Audiences with these activities:

Review Writing Fundamentals

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Sharpen your writing skills to effectively craft engaging and persuasive content.

Browse courses on Writing

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Review grammar and punctuation rules
Practice writing clear and concise sentences
Get feedback on your writing

Attend a Webinar on Content Strategy Best Practices

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Attend a webinar hosted by industry experts to gain insights into best practices and trends in content strategy.

Browse courses on Content Strategy

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Research and identify relevant webinars
Register for a webinar
Attend the webinar and take notes

Connect with a Content Strategy Mentor

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Identify and connect with a professional in the field of content strategy who can provide guidance and support throughout the course.

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Attend industry events and conferences
Reach out to potential mentors via LinkedIn or email
Set up a meeting or phone call to discuss mentorship opportunities

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Review Content Strategy for the Web, Second Edition

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Review this book to enhance your understanding of content strategy principles and best practices, which are fundamental to this course.

View Content Strategy for the Web, 2nd Edition on Amazon

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Read the book's introduction and first chapter
Skim the remaining chapters, focusing on the section headings
Take notes on key concepts and strategies

Analyze Content Strategy Examples

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Analyze real-world content strategy examples to identify effective techniques and strategies. This will provide hands-on experience in applying course concepts.

Browse courses on Content Strategy

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Select a variety of content strategy examples
Analyze each example's goals, audience, and content
Identify key strengths and weaknesses

Develop a Content Strategy Plan

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Create a content strategy plan that outlines your goals, target audience, and content distribution channels. This will help you apply the concepts learned in the course.

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Define your content strategy goals
Identify your target audience
Research and select content distribution channels
Develop a content calendar

Participate in a Content Strategy Workshop

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Enroll in a workshop that provides hands-on training and guidance on content strategy principles and implementation.

Browse courses on Content Strategy

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Research and select a content strategy workshop
Register for the workshop
Attend the workshop and actively participate

Write a Case Study on a Successful Content Strategy

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Analyze a successful content strategy and write a case study that highlights its key components and results. This will reinforce your understanding of effective content strategies.

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Identify a successful content strategy case study
Research and gather data on the case study
Analyze the case study and identify key components
Write a case study report

Career center

Learners who complete Content Strategy for Professionals: Engaging Audiences will develop knowledge and skills that may be useful to these careers:

Content Strategist

A Content Strategist develops, executes, and manages content strategies that align with an organization's overall marketing and business goals. They use their knowledge of content creation, audience engagement, and digital marketing to create content that is both informative and engaging. This course can help Content Strategists by providing them with the skills and knowledge they need to develop and implement effective content strategies.

See salaries and explore the career path for Content Strategist

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for planning, executing, and analyzing digital marketing campaigns. They use their knowledge of digital marketing channels, such as search engine optimization (SEO), social media marketing, and email marketing, to reach target audiences and achieve marketing goals. This course can help Digital Marketing Specialists by providing them with the skills and knowledge they need to develop and implement effective digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

A Social Media Manager is responsible for planning, executing, and analyzing social media campaigns. They use their knowledge of social media platforms, such as Facebook, Twitter, and Instagram, to reach target audiences and achieve marketing goals. This course can help Social Media Managers by providing them with the skills and knowledge they need to develop and implement effective social media campaigns.

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Content Writer

A Content Writer is responsible for creating written content for a variety of purposes, such as website articles, blog posts, and social media updates. They use their knowledge of writing, editing, and SEO to create content that is both informative and engaging. This course can help Content Writers by providing them with the skills and knowledge they need to develop and write effective content.

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Public relations manager

A Public Relations Manager is responsible for managing an organization's public relations efforts. They use their knowledge of media relations, social media, and crisis communications to build and maintain positive relationships with the public and media. This course can help Public Relations Managers by providing them with the skills and knowledge they need to develop and implement effective public relations campaigns. It can also be useful for aspiring PR managers who want to make a successful pivot to the field.

See salaries and explore the career path for Public relations manager

Marketing Manager

A Marketing Manager is responsible for planning, executing, and analyzing marketing campaigns. They use their knowledge of marketing principles, such as market research, product development, and pricing, to develop and implement effective marketing campaigns. This course can help Marketing Managers by providing them with the skills and knowledge they need to develop and implement effective marketing campaigns.

See salaries and explore the career path for Marketing Manager

Brand Manager

A Brand Manager is responsible for managing an organization's brand. They use their knowledge of marketing, advertising, and public relations to develop and implement strategies that build and maintain a positive brand image. This course can help Brand Managers by providing them with the skills and knowledge they need to develop and implement effective brand management strategies.

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Communication Manager

A Communication Manager is responsible for managing an organization's internal and external communications. They use their knowledge of communication principles, such as public speaking, media relations, and crisis communications, to develop and implement effective communication strategies.

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Corporate Communications Manager

A Corporate Communications Manager is responsible for managing an organization's corporate communications. They use their knowledge of communication principles, such as media relations, public relations, and crisis communications, to develop and implement effective corporate communications strategies.

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Media Relations Manager

A Media Relations Manager is responsible for managing an organization's media relations. They use their knowledge of media relations principles, such as media pitching, press releases, and media interviews, to develop and implement effective media relations strategies.

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Investor Relations Manager

An Investor Relations Manager is responsible for managing an organization's investor relations. They use their knowledge of investor relations principles, such as financial reporting, shareholder communications, and roadshows, to develop and implement effective investor relations strategies.

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Public Affairs Manager

A Public Affairs Manager is responsible for managing an organization's public affairs. They use their knowledge of public affairs principles, such as government relations, lobbying, and grassroots organizing, to develop and implement effective public affairs strategies.

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Government Relations Manager

A Government Relations Manager is responsible for managing an organization's government relations. They use their knowledge of government relations principles, such as lobbying, regulatory compliance, and political campaigns, to develop and implement effective government relations strategies.

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Lobbyist

A Lobbyist is responsible for representing an organization's interests before government officials. They use their knowledge of lobbying principles, such as campaign finance, legislative process, and regulatory compliance, to advocate for their organization's interests.

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Political Consultant

A Political Consultant is responsible for advising political candidates and campaigns on strategy, messaging, and fundraising. They use their knowledge of political principles, such as polling, campaign finance, and media relations, to help their clients win elections. This course may be useful for aspiring Political Consultants who want to learn more about the principles of content strategy and how to use it to develop and implement effective political campaigns.

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