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Content Strategy for Professionals: Engaging Audiences

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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

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Unlock the power of engaging your audience with the "Content Strategy for Professionals: Engaging Audiences" course, brought to you by Coursera. Dive into the dynamic world of Sales & Marketing with top-tier instruction from esteemed Northwestern University professors. Designed for professionals at any organizational level, this foundational course provides you with the skills to craft compelling, strategic stories that captivate and inform your audience. Learn to utilize words, images, video, and social media to create trustable, actionable content that resonates with your most important stakeholders. Over the span of 360 minutes, you'll gain insights from industry experts like Rachel Davis Mersey, Ed Malthouse, Bobby Calder, Steven Duke, and Janice Castro, whose combined knowledge will guide you in enhancing your organization's communication strategies. Whether you are just starting out or looking to deepen your expertise, this course offers flexible subscription options, including Starter and Professional packages, to suit your learning needs. Elevate your content strategy and make your organization stand out in the competitive marketplace with this essential course.