Content Strategy for Professionals: Engaging Audiences for Your Organization

开始时间: 04/22/2022 持续时间: 6 weeks

课程主页: https://www.coursera.org/course/contentstrategy

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Why Content Strategy is essential for professionals in any organization – business, non-profit, or government.

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 department, area of work, 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 audience’s lives and deepens their understanding and engagement with the organization.

Content Strategy is similar to the best examples of journalism, but it is done by non-journalism organizations. Content Strategy is always honest, trustable, and transparent. It tells all sides of every story it reports. Often it is also deeper and directed at topics and audiences that traditional journalism under-serves or does not reach at all. Content Strategy is not advertising, marketing, or public relations. It is different because it never pursues the persuasive goals that are appropriate in those disciplines.

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