課程信息
11,206

100% 在線

立即開始,按照自己的計劃學習。

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完成時間大約為7 小時

建議:4.5 hours of videos and peer review...

英語(English)

字幕:英語(English)

您將獲得的技能

Content CreationPersona (User Experience)Brand ManagementContent Marketing

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為7 小時

建議:4.5 hours of videos and peer review...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 2 小時

Introduction to Content Strategy

Module 1 sets the stage by defining Content Strategy and setting up the three truths that limit, in a profound way, every person you want to reach with your content. ...
5 個視頻 (總計 31 分鐘), 6 個閱讀材料
5 個視頻
What is Content Strategy?5分鐘
John's Three Truths6分鐘
It's Not Smart if It's Not Strategic3分鐘
Intro to Audience and Experiences9分鐘
6 個閱讀材料
What is Content Strategy?10分鐘
Course Content and Schedule10分鐘
How Do I Get The Most Out Of This Course?10分鐘
Meet the Team10分鐘
Using Medill on Media Engagement10分鐘
An Introduction10分鐘
2
完成時間為 3 小時

Audiences and Brand

Module 2 emphasizes why understanding your audience and being able to effectively segment them is crucial to getting your message across. It also addresses how to craft a core creative concept for a content brand. ...
7 個視頻 (總計 28 分鐘), 3 個閱讀材料, 1 個測驗
7 個視頻
Creating Personas3分鐘
Segmenting Your Audience4分鐘
Targeting an Audience with Experiences3分鐘
Marketing/Branding Your Content Pt.13分鐘
Marketing/Branding Your Content Pt. 24分鐘
Creating a Core Creative Concept3分鐘
3 個閱讀材料
The Identity Experience10分鐘
Media Concepts10分鐘
The Case Study10分鐘
3
完成時間為 2 小時

Experiences and Voice

Module 3 is all about using content “experiences” to engage the people you want to reach and the fundamentals of creating an editorial voice. ...
8 個視頻 (總計 43 分鐘), 4 個閱讀材料
8 個視頻
Why Do Experiences Matter?3分鐘
Understanding the Experiences4分鐘
How Experiences Apply to Content7分鐘
Development of Tone and Voice6分鐘
Importance of a Unique Content Voice4分鐘
Best Practices for Professional Writing4分鐘
Using a Story Arc with Content7分鐘
4 個閱讀材料
The Talk About and Share Experience10分鐘
The Makes Me Smarter Experience10分鐘
Join us for MOOC 2 - Managing Content!10分鐘
Other Resources10分鐘
4.5
77 個審閱Chevron Right

71%

完成這些課程後已開始新的職業生涯

60%

通過此課程獲得實實在在的工作福利

20%

加薪或升職

熱門審閱

創建者 SHSep 15th 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.

創建者 ASDec 18th 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.

講師

Avatar

John Lavine

Founder, Professor and Director, Media Management Center
Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications
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Randy Hlavac

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

關於 西北大学

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. ...

關於 专业人员所需的内容策略 專項課程

Content Strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals. In this sequence of courses, you will learn best practices from recognized industry and academic experts on how to create and implement engaging content across media platforms that the people you want to reach will really value. The Specialization concludes with a Capstone project that allows you to apply the skills you've learned throughout the courses in response to a real challenge facing organizations today. To fit easily into busy schedules, the sequence is constructed as four, three-week courses to better fit into any lifestyle. It is a program for you as a professional to master and then be able to use what you learn here and take it back to work. It's knowledge that will improve both your effectiveness, and your organization's. Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-Engaging Audiences, 2-Managing Content, 3-Expanding Your Content's Reach, 4-Ensuring Your Content's Impact....
专业人员所需的内容策略

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