你将学到什么
Content Creation
Persona (User Experience)
Brand Management
Content Marketing
课程概况
为什么内容战略对于任何组织的专业人士都很至关重要呢？不管是营利性企业、非营利机构还是政府。
内容战略是一种提供思维领导的对话。它从同用户和组织内外利益相关者的“对话”开始。对话是人们思考复杂问题的自然方式。对话涉及到“故事”创作，帮助对方理解和想象。内容战略实践者在任何层面上都是最佳做法，包括所有行业、所有部门、从高层领导到新进员工。
在这个复杂的信息年代，有远见的员工知道，如果自己和所在组织想要成功，他们就需要在工作上不仅仅局限于工作岗位描述中所说的内容。他们必须掌握最好的沟通技巧，创造出最动人、最诚实的战略性故事和信息，为他们最重要的受众提供最重要的价值。作为回报，这会让他们自己和所在组织出类拔萃。
不管身处什么部门，什么工作领域，什么专业，内容战略实践者知道如何使用语言、图像、视频、社交及移动媒体，提供最值得信赖、最有价值的信息，让受众觉得有用并实际使用。他们所创造出的战略性内容将改善受众的生活并加深他们对组织的理解和参与。
内容战略类似于新闻工作的最佳实践，但它是用于非新闻组织。内容战略总是诚实、可信和透明的，需要将所有故事完全、真实地呈现出来。通常，它会深于传统新闻工作，而且要传达的主题和所针对的受众也是传统新闻业所很难甚至无法触及到的。内容战略不是广告、营销或公共关系。不同之处在于，内容战略从不追求上述学科中所追求的说服性目标。
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
课程大纲
周1
完成时间为 2 小时
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.
5 个视频 （总计 31 分钟）, 6 个阅读材料
周2
完成时间为 3 小时
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.
7 个视频 （总计 28 分钟）, 3 个阅读材料, 1 个测验
周3
完成时间为 2 小时
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.
预备知识
这门MOOC服务于专业人士，让其学到创建值得信赖、动人、互动式的内容，以此促进企业未来发展。这门课针对在组织中具有内容开发经验的任何人，帮助其大幅提升理解受众以及开发战略性语言、图像、图形和视频来传递组织最重要目标的能力。
