Content Strategy for Professionals 2: Expanding Your Content’s Impact and Reach
School: Northwestern University
Start Date: June 1, 2015 (6 Weeks Long)
Workload: 2-4 Hours Per Week
Instructors: John Lavine and Candy Lee
Credentials: Lavine is the founder director of the media management center at Northwestern’s Medill School of Journalism, Media, and Integrated Marketing Communications. He has taught at Medill since 1989 – and served as the school’s dean from 2005-2012. He is also the president and chair of the Accrediting Council for Education in Journalism. Prior to entering academia, he spent 25 years as the publisher and editor of four daily and four weekly newspapers in Wisconsin. During that time, his editorials were also syndicated to over 250 daily newspapers.
Lee earned Medill’s Teacher of the Year Award at Medill in 2012, in just her second year at the school. Before entering academia, she served as the vice president of marketing at The Washington Post – after running two publishers and the loyalty programs for United Airlines. She holds a doctorate in organizational leadership at the University of Pennsylvania.
Graded: Students can receive a verified certificate for successfully completing the course (for $49). To do this, students “must watch the MOOC’s videos, answer the Learning Questions that accompany each video, participate in the discussion forums, develop and complete a case study, and evaluate the cases of three other MOOC participants.”
Description: In the first half of this course, students learned how to position their firms as thought leaders by developing content that reflected their unique voice and expertise. In the second half, they will focus more heavily on the strategy behind developing and distributing content. In particular, students will study how to more precisely target potential consumers and advocates through social media and digital networks. At the same time, they will master various metrics for measuring reader engagement and impact. Even more, students will be exposed to tools that can enhance the visual appeal and reinforce their message.
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Additional Note: Although this is the second part of a series, it is a standalone that doesn’t require students to complete the first half in order to proceed. Here is the link to Part I. It is also the second part of a specialization certificate program from Northwestern, where students can earn a credential in content strategy. To earn a certificate, students must meet all normal requirements for receiving a verified certificate for Parts I and II, along with completing a final project.