Coursera: Digital Content Pro — Writing, Strategy & AI
The University of California, Davis offers this six-course specialization through Coursera, updated in July 2026, targeting marketing professionals, content creators, and communications specialists who want to build a structured, data-informed approach to content work. The program carries a 4.5-star average rating across over 6,600 reviews and is self-paced throughout.
What the specialization covers
The six courses cover the full content workflow rather than a single tool or skill area.
The first course, Writing with Generative AI (six hours), establishes responsible practices for AI-assisted drafting: how to prompt for different content types, how to maintain voice and factual accuracy when working with AI output, and where human judgment is not substitutable. This framing — AI as a working tool within a professional workflow rather than an autonomous author — runs throughout the program.
The second course, Boost Engagement (two hours), focuses on measuring whether AI-produced content meets engagement and conversion goals, and what to adjust when it does not. It functions as a bridge between the writing and strategy components.
The third course covers content marketing strategy (nine hours): audience mapping, content calendars, brand voice documentation, and how to structure a content plan that can accommodate AI-generated volume without losing direction.
The fourth course extends this into SEO and social media tactics, covering the technical side of search optimization and platform-specific content formats across current channels.
The fifth course focuses on LinkedIn analytics: how to read the platform’s data, which metrics indicate genuine audience development rather than vanity reach, and how to calibrate content frequency and format based on performance.
The sixth course (two hours) covers social media content generation with ChatGPT, including prompt patterns for different platforms and content types.
The program concludes with a capstone project: building a week-long AI-powered content calendar for a defined audience and brand, documented with the strategy, tool choices, and performance targets behind each piece.
Who it is for
The program assumes some prior experience with marketing or content production. Complete beginners to content creation may find the strategy courses move faster than they can absorb.
The specialization does not cover print, broadcast, or long-form editorial journalism. It is oriented toward digital marketing and content strategy for businesses, not independent writing or editorial work.