Content Strategy for Professionals: Ensuring Your Content's Impact

About this course: In the fourth course of the Content Strategy Specialization - Ensuring Your Content's Impact - you will look at visual communication and the ways you can be more effective with your font choices, photography, and video. You'll also dive deeper into social communities to help you understand how these communities form and what you can do to build your role within them. The last module is pivotal for Content Strategists. It will help you to understand how best to measure your content to maximize its effectiveness relative to the time you commit to it. While this MOOC does share the theoretical elements of Content Strategy, there is a much greater emphasis on its application. Creating trend-worthy headlines and blogs, social media plans, digital measurement templates, video and photography content are all skills you will have in your toolkit by the end of the MOOC, ready to apply at your organization. And speaking of toolkits, we have included one that you can download and take back to work which includes the practical tips from the learnings in this course as well as the previous one on Expanding Your Content's Reach. Guest lecturers in this course include: -- Zach Wise, Associate Professor, Medill Northwestern -- Rich Gordon, Professor & Director of Digital Innovation, Medill, Northwestern -- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera)

Created by:  Northwestern University

• Taught by:  Candy Lee, Professor

  Medill School of Journalism, Media, Integrated Marketing Communications

• Taught by:  John Lavine, Founder, Professor and Director, Media Management Center

Basic Info Course 4 of 5 in the Content Strategy for Professionals Specialization Commitment 1-3 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.5 stars Average User Rating 4.5See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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.

Syllabus


WEEK 1


Visual Communication: Theory and Practice
Module 1 looks at visual communication and the ways you can be more effective with your font choices, photography, and video.


7 videos, 4 readings expand

1. Video: Introduction from Professor Lee
2. Reading: What is Content Strategy?
3. Reading: Course Content
4. Reading: How Do I Get the Most Out of This Course?
5. Reading: Meet the Team
6. Video: The Importance of Visual Communication
7. Video: Part 1: Understanding Gestalt Theory
8. Video: Part 2: Effective Visual Communication
9. Discussion Prompt: Share Your Examples
10. Video: Text and Typography
11. Video: Tips for Great Photography
12. Video: Effective Video Storytelling
13. Discussion Prompt: Create Your Own

WEEK 2


Social Engagement
Module 2 dives deeper into social communities to help you understand how these communities form and what you can do to build your role within them.


6 videos expand

1. Video: Types of Social Communities
2. Video: Passion vs Trigger Event Communities
3. Video: Putting Social Communities to Work
4. Discussion Prompt: Finding Experts and Influencers
5. Video: Part 1: Developing Content for Social Communities
6. Video: Part 2: Developing Content for Social Communities
7. Video: Connecting Your Content with an Audience
8. Discussion Prompt: Multi-media Deployment Plan

Graded: A SOCIAL SEARCH FOR MASLOW'S HIERARCHY OF NEEDS

WEEK 3


Measuring Your Content's Engagement
Module 3 is a pivotal unit for Content Strategists. It will help you to understand how best to measure your content to maximize its effectiveness relative to the time you commit to it.


6 videos, 2 readings expand

1. Video: The Importance of Measuring Your Content
2. Video: Types of Measurement Systems
3. Video: Understanding Server-Based Analytic Systems
4. Discussion Prompt: Extract Your Data
5. Video: Analytic Terms to Measure Effectively
6. Video: The Most Important Metrics to Measure
7. Video: How Content Strategists Track Engagement
8. Discussion Prompt: Share Your Data
9. Reading: Take Back To Work Toolkit
10. Reading: Join us for the Capstone!