Logo prodessional education

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.

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:
  1. Explain the advantages of content marketing over other types of marketing.
  2. Understand which business objectives can be supported by a content marketing strategy.
  3. Connect all the content marketing components to create a coherent content marketing strategy.
  4. Atomize a larger piece of content into several small pieces of content.
  5. Select appropriate content pillars for your strategy.
  6. Choose the right channel tactics for your brand objectives, your audience’s behaviors, and your team’s bandwidth.
  7. Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network.

Request for Information

Career Outlook




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


The incremental growth of the content marketing job market between 2020-2024

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

Meet Your Instructors

tracy schmidt goodheart
Tracy Samantha Goodheart, MSc
Data-Driven Content Marketing

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. Goodheart went on to serve as the founding editorial director of ChicagoNow, the groundbreaking blog network owned by Tribune Publishing. She also established the company’s nationwide digital education program. 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.

University of Chicago

“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.”

– Greg Green, PhD, Associate Senior Instructional Professor and Director of the MScA Program at the University of Chicago

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
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
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
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
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

Download the brochure

Are you ready to take a leap forward and immerse yourself
in a new learning experience? Click the button below to
download the brochure or schedule a call to request more information.
Gain valuable knowledge and skills that will
boost your career to the next level.

Two professionals analyzing a document with two co-workers in the background