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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/engagement-strategy
课程评论：没有评论
课程名称：内容策略专业人士：吸引观众 课程概述：本课程旨在帮助各级专业人士学习如何通过明智地实施重要的战略故事和信息，吸引他们所需的观众。参与者将掌握使用经过验证的工具和技巧来增强观众体验和兴趣的方法。内容策略不仅是一个思想领袖的对话，它开启了与组织内部和外部用户及利益相关者的沟通，帮助人们理解复杂问题并形成有益的思维图像。 在信息复杂的时代，前瞻性员工意识到，如果他们和组织要蓬勃发展，就必须超越职位描述，掌握创建引人入胜、具有战略意义和诚实故事的信息的能力，这类信息受到重要受众的重视。这样，企业也将更加突出。 无论工作领域、职位或专业如何，内容策略实践者都懂得如何运用文字、图片、视频以及社交和移动媒体，与重要的利益相关者互动，提供值得信赖、可操作的信息。这种战略性内容不仅提升了用户的生活质量，还加深了他们对组织的理解与参与感。 课程讲师包括： - Rachel Davis Mersey，西北大学麦迪尔学院副教授 - Ed Malthouse，西北大学凯洛格商学院整合营销传播教授 - Bobby Calder，凯洛格商学院文化营销中心主任 - Steven Duke，西北大学麦迪尔学院副教授 - Janice Castro，西北大学麦迪尔学院名誉助理教授 课程大纲： 1. 内容策略简介：定义内容策略，并介绍三个影响沟通的真理。 2. 受众与品牌：强调理解受众及有效细分的重要性，讲解如何为内容品牌打造核心创意概念。 3. 体验与声音：关注如何利用内容“体验”吸引受众，及创建编辑声音的基本原则。
Part: 1
Title:Introduction to Content Strategy
Description: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.
Part: 2
Title:Audiences and Brand
Description: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.
Part: 3
Title:Experiences and Voice
Description:Module 3 is all about using content “experiences” to engage the people you want to reach and the fundamentals of creating an editorial voice.
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
