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Content Strategy for Professionals: Engaging Audiences

Approx. 6 hours to complete

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Course Summary

Learn how to create an effective engagement strategy that will help you connect with your audience, build relationships, and drive business growth.

Key Learning Points

Discover the key components of an effective engagement strategy
Learn how to identify and target your ideal audience
Explore different engagement tactics and techniques
Gain insights into measuring and optimizing your engagement efforts

Learning Outcomes

Create an effective engagement strategy
Identify and target your ideal audience
Measure and optimize your engagement efforts

Prerequisites or good to have knowledge before taking this course

Basic understanding of marketing principles
Access to social media platforms

Course Difficulty Level

Intermediate

Course Format

Self-paced
Online
Video lectures

Similar Courses

Content Marketing Strategy
Brand Management

Related Education Paths

Notable People in This Field

Ann Handley
Gary Vaynerchuk

Related Books

Description

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

Outline

Introduction to Content Strategy
Introduction from Professor Lee
What is Content Strategy?
John's Three Truths
It's Not Smart if It's Not Strategic
Intro to Audience and Experiences
What is Content Strategy?
Course Content and Schedule
How Do I Get The Most Out Of This Course?
Meet the Team
Using Medill on Media Engagement
An Introduction

Audiences and Brand
Understanding Your Audience
Creating Personas
Segmenting Your Audience
Targeting an Audience with Experiences
Marketing/Branding Your Content Pt.1
Marketing/Branding Your Content Pt. 2
Creating a Core Creative Concept
The Identity Experience
Media Concepts
The Case Study

Experiences and Voice
What Are Experiences?
Why Do Experiences Matter?
Understanding the Experiences
How Experiences Apply to Content
Development of Tone and Voice
Importance of a Unique Content Voice
Best Practices for Professional Writing
Using a Story Arc with Content
The Talk About and Share Experience
The Makes Me Smarter Experience
Join us for MOOC 2 - Managing Content!
Other Resources

Summary of User Reviews

The Engagement Strategy course on Coursera has received rave reviews from students. Many users found this course to be engaging and insightful, with practical tips that can be applied immediately. Overall, students highly recommend this course for anyone looking to improve their engagement strategy.

Key Aspect Users Liked About This Course

Users found the practical tips provided in the course to be extremely helpful.

Pros from User Reviews

Engaging and insightful course content
Practical tips that can be applied immediately
Expert instructors with real-world experience

Cons from User Reviews

Some students found the course to be too basic
Lack of personalized feedback from instructors
Course can be time-consuming due to the amount of material covered

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