Coursera – Content Strategy 1: Engaging Audiences for Your Organization

0-contentThe class gives an excellent overview of Content Strategy and a few hints in some controversial areas.  Though I think I still believe that the end objective of content strategy is marketing…  or some business benefit for the organization, the debate on the topic was very interesting 🙂


  • Content Strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals.
  • Unless organizations can reach people with content that matters to them – where, when, and how they want it – those individuals won’t give their time and attention to engage with the content that is critical to an organization’s success.
  • Organizations must provide engaging, credible, trustworthy and transparent content that enhances their target audiences’ ability to make important decisions in their work and personal lives.
  • Don’t overload people with too many non-strategic messages.
  • Know your organization’s most important, prioritized strategic goals; focus on them.

What the target audience expects from good content?  What should content does from the perspective of the target audience?

  • makes me smarter
  • gives me something to talk about
  • looks out for my interests
  • has an element of surprise/humor
  • inspires me

Stop looking at media as old and new media and start thinking about media that meets people where they are.

(If people are using public transportation, print media will be useful, if they are driving – not so much.)

  • Any content you produce is a product that needs to be marketed.


  • Experiences are how people feel, think and act when they consume your content or use your product.
  • The collective set of experiences that a person has with content creates their overall engagement with the brand.
  • Start with: what is the best media window in your reader’s day to engage with your content?
  • Is your idea best delivered as one type of media content, or should you think about a portfolio strategy?
  • Your audience uses many information devices during the day.  You need to make sure to leverage this information to truly engage your audience with your important stories and content.
  • The term “media” refers to the type of production used to tell a Content Strategy story.  That could be images, audio or text.
  • When we refer to “platform,” we are talking about the content’s destination: mobile, tablet, or wearable media.
  • Multimedia, then, refers to the use of more than one type of content  Multi-platform means you are producing content for multiple destinations. 


The biggest mistake you can make is to set out to do a video story, or an audio story, or a photo story – without knowing what the story is.  format follows story.  Not the other way around.

  • The key takeaway from a storytelling perspective is to remember to keep the experience appropriate to the platform.
  • It is important to tell a story that fits the devise both narratively and from a design perspective.


3 social media tools were mentioned (what makes complete sense):

Interesting: these are not “brand new” tools – they existed for years.  It was rather pleasant to see some stability in the industry 😉

The “Great Dilemma” of ‘in-house” or “outsource” – and a very interesting aspects I have not heard mentioned before… but completely understandable (particularly from the perspective of large, matrix organizations). It might be easier to control external vendors than internal resources in some aspects.


And – a little “content marketing” nugget:

67% more leads are achieved by the companies with active blogs (…and I assume these companies have proper calls to action 🙂  )

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