Informações sobre o curso
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Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 7 horas para completar

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

Inglês

Legendas: Inglês

Habilidades que você terá

Content CreationPersona (User Experience)Brand ManagementContent Marketing

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 7 horas para completar

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

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
2 horas para concluir

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.

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5 vídeos ((Total 31 mín.)), 6 leituras
5 videos
What is Content Strategy?5min
John's Three Truths6min
It's Not Smart if It's Not Strategic3min
Intro to Audience and Experiences9min
6 leituras
What is Content Strategy?10min
Course Content and Schedule10min
How Do I Get The Most Out Of This Course?10min
Meet the Team10min
Using Medill on Media Engagement10min
An Introduction10min
Semana
2
3 horas para concluir

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.

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7 vídeos ((Total 28 mín.)), 3 leituras, 1 teste
7 videos
Creating Personas3min
Segmenting Your Audience4min
Targeting an Audience with Experiences3min
Marketing/Branding Your Content Pt.13min
Marketing/Branding Your Content Pt. 24min
Creating a Core Creative Concept3min
3 leituras
The Identity Experience10min
Media Concepts10min
The Case Study10min
Semana
3
2 horas para concluir

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 vídeos ((Total 43 mín.)), 4 leituras
8 videos
Why Do Experiences Matter?3min
Understanding the Experiences4min
How Experiences Apply to Content7min
Development of Tone and Voice6min
Importance of a Unique Content Voice4min
Best Practices for Professional Writing4min
Using a Story Arc with Content7min
4 leituras
The Talk About and Share Experience10min
The Makes Me Smarter Experience10min
Join us for MOOC 2 - Managing Content!10min
Other Resources10min
4.5
77 avaliaçõesChevron Right

62%

comecei uma nova carreira após concluir estes cursos

55%

consegui um benefício significativo de carreira com este curso

20%

recebi um aumento ou promoção

Principais avaliações do Content Strategy for Professionals: Engaging Audiences

por 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.

por 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.

Instrutores

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John Lavine

Founder, Professor and Director, Media Management Center
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Candy Lee

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

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Sobre Universidade Northwestern

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. ...

Sobre o Programa de cursos integrados Estratégia de conteúdo para profissionais

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....
Estratégia de conteúdo para profissionais

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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