Content Strategy for Professionals 2: Ensuring Your Content’s Impact
School: Northwestern University
Registration Link: REGISTER HERE
Start Date: May 1, 2017 (6 Weeks Long)
Workload: 1-3 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.
Review: “I got a solid foundation in Content Strategy and already see results in my work. The information I learned taking this MOOC helped me to come up with an insightful proposal at work! I am thankful for every minute I spent in this course.” For additional reviews, click here.
Additional Note: This is the fourth course in a serious from Northwestern called “Content Strategy for Professionals.” To learn more about this specialization, click here.