Data-Driven Content Marketing

Create impactful content to engage audiences and amplify your brand's reach.

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Content marketing in action

At a Glance

Open Enrollment
8 weeks
Total CEUs:
4.3 CEUs

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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.

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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

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 their 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.
  • 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.
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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.

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You will learn to:

  • Understand 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:

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Course format

  • Eight weeks in length.
  • Weekly, self-paced, interactive learning modules and assignments are time-sensitive and should be completed by the set deadlines.
  • Synchronous sessions and live question and answer sessions.
  • Mentors will provide continuous support and encourage a dynamic and positive learning environment.

Weekly course schedule

Discover what content marketing is, why content marketing 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 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.

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.

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.

Meet your instructor

Our course instructor has extensive experience in journalism, marketing, social media, and digital education, which she is ready to share with you.

Tracy Samantha Goodheart Headshot

Tracy Samantha Goodheart

Founder of Socially Authentic

Tracy Samantha Goodheart is the founder of Socially Authentic, a personal marketing company. Trained as a journalist, Goodheart 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. She went on to...

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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. Eighty-four percent 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.  

$ 76 k
# 4

The rank of digital marketing and strategy specialists among in-demand jobs across industries

$ 269.2 B

The projected value of the content marketing job market in 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 
  • Editorial Assistant 
  • Growth Hacker  
  • Head of Digital  
  • Managing Editor 
  • Social Media Coordinator 

Of Interest