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Data-Driven Content Marketing

Engage audiences, build trust, amplify brand reach, and drive action

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After completing the course, you will be able to:

After completing the course, you will be able to:

  1. Explain the advantages of content marketing over other types of marketing.

  2. Identify business objectives that can be supported by a content marketing strategy.

  3. Connect all components of content marketing 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 behaviors, and your team’s bandwidth.

Participants who successfully complete the course will receive credentials certifying completion from the University of Chicago, including a digital badge, and become part of the UChicago network.

Course Modules

  • What Is Content Marketing?

  • Why Should Brands Invest in Content Marketing?

  • Examples of Content Marketing

  • Principles of Content Marketing for B2B and B2C

  • First Steps in Creating a Content Marketing Strategy

  • Refining Your Content Marketing Strategy

  • Content Types

  • The Brand Avatar

  • Introduction to Keyword Research

  • Applied Keyword Research

  • Other Keyword Research Tools

  • Selecting Your Content Pillars

  • Cornerstone Content

  • Understanding Email Opt-Ins

  • Email Marketing

  • Atomized Content

  • Understanding the Editorial Calendar

  • Which Channels Should Your Brand Pick?

  • Content Creation Production Timelines

  • Plotting Your Editorial Calendar

  • How Can Data Analytics Support Your Content Marketing Strategy?

  • Website Analytics

  • Improving Your Website Using Analytics

  • Email Marketing Analytics

  • What is User-Generated Content (UGC) and Why Does It Matter?

  • Legal Considerations

  • How to Create a Successful UGC Campaign

  • Employee Advocacy

  • Thought Leadership Development

  • Customer Advocacy

  • Public Relations and Media Outreach

Learn about data-driven content marketing from industry insiders.

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. 

$75k

is the average annual base pay for a content marketing specialist in the United States.
Source: Salary.com

#4

is the rank of digital marketing and strategy specialists among in-demand jobs across industries.
Source: World Economic Forum

34K

is the projected average number of job openings for advertising, promotions, and marketing managers per year over the next decade in the United States.
Source: U.S. Bureau of Labor Statistics

Our Approach to Online Learning

Over eight weeks, you will learn to design a content marketing strategy that leverages multiple data-driven tactics.

Flexible

Make the most of your time with a format that lets you study and complete coursework at your own pace. If you are unable to attend webinars or live sessions, you can access them later.

Interactive

Our interactive content includes videos from instructors at the University of Chicago and visual and graphic materials that provide real-life examples.

Personalized

The instructional assistant—a subject matter expert—will accompany you on your journey through the content, answering your questions and providing feedback on your work.

Meet Your Instructor

UCH Faculty Tracy Samantha Goodheart
Tracy Samantha Goodheart, MSc

Founder of Socially Authentic

Unique Program Features

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Live Sessions
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World-Class Instructors
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Hands-On Learning

This course is an excellent fit for:

  • Marketing professionals looking to generate quality content based on data to get the best out of their campaigns

  • Marketing practioners who want to grow into a leadership role

  • Managers seeking creative, cost-effective ways to reach target audiences and boost marketing

Didn't find what you were looking for? Schedule a call with one of our Program Advisors or call us at +1 315 810 9499.

Home to 101 affiliated Nobel laureates, UChicago is where learners turn ideas into impact.

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