Data-Driven Content Marketing
Engage audiences, build trust, amplify brand reach, and drive action.
Customize for Organizations
At a Glance
- Enrollment:
- Open Enrollment
- Length:
- 8 weeks
Learn to design a content marketing strategy that leverages multiple data-driven tactics, including search engine optimization (SEO), social media marketing, blogging, email marketing, affiliate marketing, and influencer nurturing.
The University of Chicago’s eight-week Data-Driven Content Marketing course will help you explore 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 a complete marketing strategy to brand stakeholders.
Designed For
Designed for marketing professionals looking to diversify their content marketing strategies to gain a competitive edge. Both professionals in leadership positions and those looking to grow into a leadership role will discover creative, cost-effective ways to reach target audiences and accelerate marketing outcomes.
Learning Objectives to Become a Data-Driven Content Marketer
Well-known, established, and successful brands use content marketing that relies on data analytics to engage and retain customers, expand brand awareness, and increase sales. Learn to plan a content marketing approach to engage audiences and encourage them to amplify the brand’s reach, trust, reputation, and credibility.
After completing the course, you will be able to:
- Explain the advantages of content marketing over other types of marketing.
- Identify business objectives that can be supported by a content marketing strategy.
- Understand which business objectives can be supported by a content marketing strategy.
- Connect all components of content marketing to create a coherent content marketing strategy.
- Atomize a larger piece of content into several small pieces of content.
- Select appropriate content pillars for your strategy.
- Choose the right channel tactics for your brand objectives, your audience behaviors, and your team’s bandwidth.
- Earn a credential certifying completion from the University of Chicago and become part of the UChicago network.
Want to Engage Your Audience and Amplify Your Brand’s Reach?
Learn how organizations incorporate data-driven analysis to optimize their content marketing initiatives and achieve goals.
Get in TouchData-Driven Content Marketing Curriculum
You will learn to:
- Describe 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 your audience’s online media habits.
- Create a content map for three content pillars in line with a brand’s business objectives.
- Create a channel marketing plan for disseminating content to the target audience.
- Create a growth plan that incorporates a user-generated campaign and additional tactics like influencer nurturing.
- Establish KPIs to measure and adjust the strategy as it is implemented.
- Present a complete content marketing strategy to brand stakeholders.
Methodologies and Techniques:
Semrush
Online Format Features
- Self-paced interactive learning modules with a variety of engaging learning activities, assignments, and resources.
- Live sessions that bring you, your peers, and your instructor together to learn collaboratively about the current state of the field, engage with real-world problems, and explore authentic solutions.
- Continuous support from your instructional assistant, who will accompany you on your journey through the content, answer your questions, and provide feedback on your work.
Weekly Course Schedule
Discover what content marketing is, why it should supplement a digital advertising campaign, what constitutes a strong content marketing strategy, and how content marketing can support a brand’s business objectives.
Discover how all the components of a content marketing strategy fit together. Examine a content map (content pillar, key insights, atomized content, and CTA), main content types (articles, captions, images, audio, video, etc.), and available content marketing channels (social media, emails, podcasts, and blogs).
Learn about researching keywords and trending topics when creating content to help capture your target audience's interest, performing keyword research and selecting keywords for your content map, and determining where your target audience spends time online.
Learn how to select content pillars in alignment with your brand and objectives, atomize a larger piece of content into several small pieces of content, create a tactical plan for one content pillar and a month of content, and intermix three content pillars into the same month.
Learn to choose the right channel tactics for your brand objectives, your audience behaviors, and your team’s bandwidth. Align your content map with your chosen channel tactics, test and learn which cadence works for each channel tactic, and discover what growth tactics are and how they can accelerate your strategy.
Learn to set appropriate KPIs for each content type and channel tactic, set up a marketing analytics dashboard, and adjust strategy based on data analysis.
Learn about what a user-generated content (UGC) strategy is and how it can be effective, when a UGC strategy can work and when you should skip it, how to identify a strong UGC strategy and explain why it worked, and define the components of a successful UGC strategy.
Explore what to consider when presenting your comprehensive content marketing strategy to stakeholders, understand that all feedback is helpful, learn what to do about criticism, and determine the first steps to be taken when you get the green light to proceed.
Earn a Credential in Data-Driven Content Marketing
After successful completion of this course, participants will receive credentials certified by the University of Chicago including a digital badge to recognize their achievement.
Meet Your Instructor
Our highly trained instructors are courageous thinkers and passionate leaders who leverage years of industry expertise and up-to-date knowledge of terminology, tools, and trends to deliver an unparalleled learning experience. Through their rigorous discourse, cross-disciplinary collaboration, and field-shaping contributions, they create practical solutions and pioneering innovations that enrich our world.
This instructor teaches this course regularly. Please speak to your enrollment advisor if you wish to know who the current teacher is.
Tracy Samantha Goodheart, MSc
Founder of Socially Authentic
Tracy Samantha Goodheart is the founder of Socially Authentic, a personal marketing company. Trained as a journalist, she began her career at TIME Magazine, covering the rise of social media and developing new methods for reporting breaking news. She later served as the founding editorial director...
Career Outlook
Data-driven content marketing blends creativity and technology, and digital-savvy professionals can choose from many career paths in advertising, marketing, production, and more. In today's digital-first landscape, organizations value content specialists who can make sense of the vast quantities of consumer data available to drive optimal outcomes.
The average annual base pay for a content marketing specialist in the United States.
The rank of digital marketing and strategy specialists among in-demand jobs across industries.
The projected average number of job openings for advertising, promotions, and marketing managers per year over the next decade in the United States.
Potential Job Titles for Marketing Professionals
- Chief Marketing Officer
- Commerce Manager
- Content Marketing Specialist
- Content Producer
- Content Writer or Creative Copywriter
- Digital Marketing Consultant
- Digital Marketing Manager
- E-commerce Specialist
- Editorial Assistant
- Growth Hacker
- Head of Digital
- Managing Editor
- Social Media Coordinator
Of Interest
Marketing Analytics for Leaders
Connect your organization’s data with marketing strategy, decision-making, and results.