Data-Driven Content Marketing

Plan a content marketing approach with a variety of tactics to engage your audience and encourage them to amplify the brand’s reach, trust, reputation, and credibility.

Limited spots. Enroll now.

About the Course

During this course, you will delve into content marketing and learn a variety of tactics to engage your audience and drive relevant and profitable customer action by effectively gauging and adjusting your strategy to meet business objectives. By the end of the course, you will be fully prepared to present your complete strategy to brand stakeholders. Participants will plan a content marketing approach to engage their audiences and encourage them to amplify the brand’s reach, trust, reputation, and credibility.

You Will Learn To:

  • Understand why and how content marketing can be a creative, cost-effective solution
  • Identify strong content marketing strategies and explain their success
  • Define a target audience, carry out research, and outline their online media habits
  • Create a content map for three content pillars in line with a brand’s business objectives
  • Build a channel marketing plan for disseminating content to the
    target audience
  • Generate a growth plan that incorporates a user-generated campaign and additional tactics such as influencer nurturing
  • Establish KPIs to measure and adjust the strategy as it is implemented
  • Understand how to present a complete content marketing strategy to brand stakeholders

Methodologies and Techniques:


You Will Be Able To:

  • Understand the principles of risk-management
  • Apply risk-management techniques and technologies
  • Analyze problems using decision-making criteria and theories
  • Utilize the characteristics of uncertainty to make educated decisions
  • Model different types of risks and decisions to forecast potential outcomes
  • Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network
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Career Outlook

Data-driven content marketing blends creativity and technology, and digital-savvy professionals can choose from a bevy of possible career paths in editorial, production, publicity, marketing, and more. Technical and digital proficiency offers content specialists a tremendous advantage in a digital-first landscape. 84% of today’s companies have a content marketing strategy, and organizations need people who can make sense of the vast quantities of consumer data now available to drive optimal marketing outcomes. 




The average annual base pay for a content marketing specialist in the United States 




The anticipated growth of the content  marketing market  from 2020 to 2024 

  • Chief Marketing Officer
  • Commerce Manager
  • Content Marketing Specialist
  • Content Producer
  • Content Writer
  • Creative Copywriter
  • Digital Marketing Consultant
  • Digital Marketing Manager
  • E-commerce Specialist
  • Editorial Assistant
  • Growth Hacker
  • Head of Digital Marketing
  • Managing Editor
  • Social Media Coordinator

Meet Your Instructor

Tracy Samantha Goodheart, MSc
Tracy Samantha Goodheart, MScFounder of Socially Authentic Data-Driven Content Marketing
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Tracy Samantha Goodheart is the founder of Socially Authentic, a personal marketing company. Trained as a journalist, she began her career as the youngest reporter at TIME magazine, where she covered the rise of social media and developed new methods for reporting breaking news. Tracy Samantha Goodheart went on to serve as the founding editorial director of Chicago Now, the ground-breaking blog network owned by Tribune Publishing. She also established the company’s nationwide digital education program. Tracy Samantha Goodheart later led the global social media strategy for Crain Communications, publisher of titles like Advertising Age, Crain’s, Investment News, and Modern Healthcare. As a marketing and communications consultant, she designed successful digital strategies for brands in many sectors, including finance, healthcare, media, performing arts, philanthropy, and technology. She is also the marketing chair of Big Shoulders Ensemble, Chicago’s new conductorless orchestra.

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Do you have questions?

The University of Chicago Approach to Online Learning

Our online learning programs are crafted with your specific needs in mind. Programs combine e-learning with live, interactive sessions to strengthen your skill set while maximizing your time. We couple academic theory and business knowledge with practical, real-world application. Through online learning sessions, you will have an opportunity to grow your professional network and interact with University of Chicago instructors and your classmates.

What Our Participants Say

I enjoyed my learning experience with the University of Chicago. The teaching was amazing and my classmates were very thoughtful.


Head of E-commerce at Britânia Eletrodomésticos

Brazil, September 2020

It was both essential and very helpful to have access to quality content in an academic and corporate environment, as well as case studies with professional interactions. This will make a difference in the final months of my learning experiene and in applying what I have learned to my day-to-day professional life.

Silvia Goulart Figueiredo Machado

June, 2021

Iván Monjaraz RuizPeru-img-U-Chicago

A very good experience. Highly didactic material with examples and real cases that help us to automatically think about how to apply these new concepts in our companies.

Iván Monjaraz Ruiz

Peru, June 2021

Fernando SamaniegoMexico,-img-U-Chicago

I wish to thank the entire academic team. The fact that you offer these kinds of programs shows a desire to support people’s professional growth. Uploading the content of updated material, dealing with the needs of so many people, and being able to guide them to make the most of the experience require tremendous effort and your dedication is commendable. Thank you very much.

Fernando Samaniego

Mexico, June 2021

Renato HomboBrazil,-U-Chicago-img

I thank you for the support and all the structure that the University of Chicago provides. I hope to continue my learning journey with you very soon.

Renato Hombo

Brazil, June 2021

Chinedu IbuakaHealthcare ManagerUSA-img-U-Chicago

First of all, this program is very rich in content. It felt more like a master’s degree program than an eight-week course because we basically learned everything that we needed to know about clinical trials. With the knowledge you will acquire in this course, you will be ready to jumpstart your career in the clinical research industry. It was an amazing experience, and I learned from industry gurus. I will recommend this program again and again.

Chinedu Ibuaka

Healthcare Manager

USA, June 2021

“By directly involving students in the challenge of securing the right data and exploring potential solutions, we’re equipping them with the foundational skills required to deliver tangible results to clients.”

Register Now

Are you ready to take a leap forward and immerse yourself in a new learning experience? Register online or schedule a call to request more information. Enroll now and gain valuable knowledge and skills that will boost your career to the next level.