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Content Strategy for Professionals: Engaging Audiences

John Lavine

Content Strategy for Professionals: Engaging Audiences

by John Lavine

Content Strategy for Professionals: Engaging Audiences

John Lavine

5 min
3 key insights
Visual, audio & text

In Northwestern University's Content Strategy Specialization for Professionals course, a team of esteemed professors explain how to understand and reach audiences with compelling content designed to expertly communicate your message.

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Content Strategy for Professionals: Engaging Audiences

by John Lavine

Content Strategy for Professionals: Engaging Audiences

John Lavine

Overview

Content strategy is the planning, development, and management of content in written or digital media – the stories businesses use to communicate strategic information to their audiences. Successful enterprises know that getting prospective clients' time and attention requires creating engaging content that matters to them.

But developing engaging content is tricky, particularly given that the competition is stacked, and prospective clients' attention spans are shorter than ever before. That's where strategy comes into play. Effective, engaging content will enhance the lives of those consuming it in ways they value – you just have to figure out how to create it.

In this course, a team of faculty experts from departments across Northwestern University explains how to create content experiences that will engage the audiences you want to reach. By expertly honing an editorial voice and creating a cohesive brand, you can create narratives with purpose and keep prospective clients hooked from the very first sentence.

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"Content strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization's strategic goals."

John Lavine

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Content Strategy for Professionals: Engaging Audiences

John Lavine

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