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February 17, 2022


USD $2,500


Eight weeks
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    This program is offered in English and Spanish

Course Format

Online learning with live, interactive sessions


Tracy Samantha Goodheart, MS;
Data-Driven Content Marketing, the University of Chicago

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Data-Driven Content Marketing

There are many reasons why well-known and established brands use content marketing, but the most impactful are engaging and retaining customers, expanding brand awareness, and increasing sales.

Learn how to design a content marketing strategy that leverages multiple tactics: search engine optimization (SEO), social media marketing, blogging, email marketing, affiliate marketing, influencer nurturing, and more.

Are You a Content Professional Looking to Engage your Audience and Amplify your Brand’s Reach?

This course is designed for marketing professionals and those in related fields looking to diversify their content marketing strategies to gain a competitive edge. Both professionals in leadership positions and those seeking to grow into a leadership role will discover creative and cost-effective ways to reach target audiences and accelerate marketing outcomes. Whatever your business, you will be able to create a complete content marketing strategy.

Meet the Instructor

Tracy Samantha Goodheart, MS
Founder of Socially Authentic; Data-Driven Content Marketing, the University of Chicago

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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. Schmidt 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. Schmidt 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.

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 US


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

Emerging Roles in Content Production and Marketing

  • 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