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)
Summary of Content Strategy's Future
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來自 Northwestern University 的課程
Content Strategy for Professionals: Managing Content
186 個評分
從本節課中
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.
與講師見面
Candy LeeProfessor
Medill School of Journalism, Media, Integrated Marketing Communications
John LavineFounder, Professor and Director, Media Management Center
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
[MUSIC]
Let me close with three questions that either
one of you or both of you can comment on.
If you are an employee of IBM, what are the top things you would do
to prepare yourself for the future we've been talking about?
You're an employee of the company, your company, now.
What should you do?
>> I think the most important thing is to be engaged, right?
And to engage with your colleagues around the world using these communications
techniques that we've been talking about.
That's how you become part of the solution.
>> John?
>> Yeah, hopefully every employee of the company is by nature curious.
And Mike talked about the expanding universe of medical knowledge.
Well, in IBM we are experts in all kinds of fields, from computer
science to industries to marketing and human resources and everything else.
Every one of those fields is also changing very, very rapidly.
And if you want to remain an expert in IBM, you better feed that curiosity using
tools to learn from each other and learn what's happening in the outside world.
So that you're constantly upscaling yourself, making yourself more valuable,
more knowledgeable, and therefore, a much more effective IBMer.
>> So if I wasn't at IBM, and I didn't have, you have chips in
everything these days, you have cameras everywhere, you have all that big data.
It's coming in you're making smart use of it.
But I'm in some other organization.
I'm in a for profit or
not for profit or government organization half way around the world.
You're very active in developing countries.
That's a whole different land scape for that person.
But they too are part of the world that's shrinking and changing.
What should they do?
>> Well I think if you look at it to the eyes of a student, right?
Somebody that's preparing for a career or trying to join in to,
into something, I think the advise I give kids when I'm talking to them is math,
analytic, statistics those are becoming a critical skill.
>> Mm-hm.
>> Everything we've talked about in marketing,
everything we've talked about in Watson,
everything we've talked about in how we understand what people are doing in these
social networks and deriving sentiment, it's very mathematically focused.
This world of big data that we're living in, that the data is getting so
vast that you can no longer process it all.
You have to actually look for patterns, statistical patterns.
And those statistical patterns become the translation
of how you act in this future world.
So, and I think as we look at our students around the world,
I think they're shying away from some of the core math and sciences.
And I think it becomes important not just for the core engineers, but
I think everybody has to understand.
>> For the communication people, for others.
>> It's going to be really hard to communicate if you can't talk about
how the information was derived.
>> John?
>> Yeah, and even if your passion isn't into the science or the engineering field,
but you work for an NGO and you're trying to eradicate disease.
Or you want to insure a more safe city, or you'd like to have safer food,
or you'd like to deal with the waste and global supply chains.
Or you're concerned about climate change and you think about energy and
how it gets from here to there and so much of it is wasted.
The practice of fill in the blank is changing in our time because of data.
It used to be that there were technology companies.
Every company is going to become a technology company.
Not because they're going to make technology, but because they're going to
have to marshal and use that technology in pursuit of what they do.
Police chiefs were trained in academies to fight crime, or
solve crime with personnel and equipment and so forth.
Now they're solving and even preventing crime with data.
Utilities used to think about energy generation and distribution and metering.
Now they're doing all of that on the basis of smart meter, smart grids, that's data.
Marketers, we use to think about campaigns and messaging,
now we're thinking understanding you as an individual on the basis of what, data.
So if you care about those things and don't want to come work for
IBM understand that the new language of what you do
with the new tools available to you it will change the practice of what you do.
>> So in one way or another, you both talked about content strategy,
and how you use it and all the things that go into it.
Is there anything we haven't covered that,
as you think back over the time we've spent together that
you'd like to get out to the, tens of thousand of people are watching this MOOC?
>> So, we've been talking a lot about technology and
data with that two guys from IBM but, I'd like to add that is far away from that.
And that is human behavior.
And here's why.
In the end, if i get to know you as individual, whether you're an employee and
I'm trying to make you more effective, and you are consumer and I want you to buy my
thing, or you're a citizen and I want you to vote or support something, or
you are a student and I'd like you to learn something and apply it.
If now, I'm really coming down not to an audience, but to you, and
I want you to act.
Not only do I have mastery over these new mechanisms and channels and tools, but
I have to understand what causes a human to believe and to act.
Not to receive information, but what causes a human being
to not be aware but to believe and then to act on that belief?
And here I would turn to a different part of a university [LAUGH].
Not computer science, not marketing, and not business.
Not communications.
I would go and
try to learn about behavioral science and behavioral economics.
Personally, I've become quite a reader and
a student of this, because I see its application to this
new world where we can reach individuals at scale on their terms
who again with the goal of understanding do I put in front of you facts?
Do I need to put you in a different peer group?
Do I need to provide you a personal experience?
Do I have to teach you something, because that causes you to act on your belief?
Do I give you incentives?
How do I reward you?
Those were the things that are now possible because we understand humans
better and we have all of these mechanism to reach and engage you.
>> I think I'm going to take a slightly different tacked which is something I've
learned over for many years and much I've learned from John.
Is the most effective way to communicate is through stories.
And you've heard it through this whole conversation.
And as you're thinking about how you develop content, and
how you engage people, and how you enroll them, and how you want them to behave.
It's all about the power of the story you tell and
I think if there's one thing that one skill that you need to develop in your
communications strategies it's how you tell stories in a way that really captures
the imagination of the person you're trying to communicate with.
>> Thank you both, I couldn't have asked for a better interview to end the book,
thank you very much.
>> Thank you.
>> Thank you.
>> Thanks John. >> Thank you.
[MUSIC]
