Content Strategy for Professionals: Managing Content
Description
When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: 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 pr…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: 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)
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
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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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
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.
7 videos, 5 readings expand
- Video: Introduction from Professor Lee
- Reading: What is Content Strategy?
- Reading: Course Content and Schedule
- Reading: How Do I Get The Most Out Of This Course?
- Reading: Meet the Team
- Video: Media and Platform Variations
- Video: Storytelling Changes Across Multimedia
- Video: Storytelling Changes Across Platforms
- Discussion Prompt: Using Content Platforms
- Video: What is Design?
- Video: Evaluating Content Design
- Video: Usability Testing
- Discussion Prompt: Using Research to Aid in Content Creation
- Reading: The Visual Experience
WEEK 2
Social and Mobile Media
Module 2 is dedicated to utilizing social and mobile media.
4 videos, 3 readings expand
- Video: What is Social?
- Video: Virtual Communities
- Video: Differentiated Messaging
- Video: Tools to Use at Work
- Discussion Prompt: Utilizing Social Media
- Reading: The Case Study
- Reading: The Utilitarian Experience
- Reading: The Inspiration Experience
Graded: Shenshi Case Study Pt. 2
WEEK 3
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.
10 videos, 4 readings expand
- Video: Managing Content in Organizations
- Video: Legal Protection
- Video: Using Credible Content From Brands
- Video: Outsourcing vs. In-House Creation
- Discussion Prompt: Intellectual Property Laws
- Video: Introduction to IBM
- Video: Communicate Effectively in a Digital World
- Video: Leveraging Talent
- Video: A Revolutionary View of Marketing
- Video: Watson: The Computer that Learns
- Video: Summary of Content Strategy's Future
- Discussion Prompt: IBM Interview
- Reading: Appendix
- Reading: Download the Toolkit
- Reading: Join us for MOOC 3 - Expanding Your Content's Reach!
- Reading: Other Resources
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