Course Description

Attract customers by aligning influencer + content strategies

Unlock the gateway to new audiences with brand messages that are credible and trusted. By taking this course, you’ll get essential tools to keep your influencer and content strategies aligned in order to attract and convert more customers. From collaborating with influencers on content to proving the impact, you’ll become an influencer marketing master in no time.

Award-winning social strategist, Adjunct faculty at Johns Hopkins University

Shonali Burke

Shonali Burke is an award-winning social strategist, faculty member at Johns Hopkins University, and president and CEO of her own social consulting firm. She is also the founder and host of the #measurePR Twitter chat, the first and longest-running industry event of its kind.A veteran of both large and small PR agencies, Shonali has close to two decades of experience in the field. That includes the world premiere of “Russell Simmons Presents Def Poetry” in San Francisco prior to its award-winning Broadway run; a stint as the ASPCA's Vice President, Media & Communications during the 2007 pet food recall and Michael Vick case, and where she put in place its award-winning measurement program; and designing and implementing digital strategy for USA for UNHCR’s Blue Key campaign.

Course curriculum

  • 1

    0. Introduction

    • Course Overview
  • 2

    1. Content and Influence

    • Overview

    • Video: Content and Influence

    • Infographic: Framework for a successful content strategy

    • Knowledge Check

    • Worksheets
  • 3

    2. Leveraging Influencers to Flesh out your Content Strategy

    • Overview

    • Video: Leveraging Influencers to Flesh out your Content Strategy

    • Interview: Guillaume Decugis, CEO Scoop.it on Content and Influence

    • Infographic: A Tiered Approach to Content

    • Knowledge Check

    • Worksheets
  • 4

    3. Collaborating with Influencers on Content

    • Overview

    • Video: Collaborating to Co-Create Content

    • Infographic: A Multi-faceted Content Approach

    • Case in Point: How DeGrisogono optimized event investment via live social content and influencer marketing

    • Knowledge Check

    • Worksheets
  • 5

    4. Amplifying your Content

    • Overview

    • Video: Amplifying your Content

    • Case in Point: How Travelocity humanized the brand via long-term influencer relationships

    • Knowledge Check

    • Worksheets
  • 6

    5. Measuring your Content

    • Overview

    • Video: Measuring your Content

    • Interview: Lee Odden, CEO TopRank Marketing on Successful Content Marketing Initiatives

    • Knowledge Check

    • Worksheets