What am I going to get from this course?

  • An actionable roadmap for your influencer marketing strategy

  • A model for creating successful sponsored content 

  • Guidance for selecting the right influencers for your company

  • Up-to-date information about complying with the FTC endorsement guidelines

  • A unified measurement model for reporting success across all your digital advertising

  • A bonus lesson for healthcare and pharmaceutical companies with strategies for engaging influencers in a regulated environment


Who is the Target Audience? Marketing and communications professionals looking to better understand and unlock the potential of influencer marketing

Included with your purchase... Downloadable PDFs of key reference documents from the course:

  • The Media Landscape (Chapter 1, Lesson 1)
  • Shared Values, Common Purpose (Chapter 2, Lesson 2)

  • Sponsored Content Model (Chapter 2, Lesson 2)
  • Platform follows Purpose (Chapter 2, Lesson 3)
  • Influencer Marketing Models (Chapter 3, Lesson 1)

  • Program Model (Chapter 3 Lesson 2)

  • Unified Measurement Model (Chapter 5, Lesson 1)


Course curriculum

  • 1
    Chapter 1: Introduction and Background
    • Introduction: The Roadmap
    • Lesson 1: What is Real Influence? How did we get here?
    • Lesson 2: Digital Changed the Influencer Game 
    • Lesson 3: The Current Media Landscape
    • Chapter 1: Print Out
  • 2
    Chapter 2: Media Types, Spends and Forecasts
    • Lesson 1: Definitions of Digital Media Forms
    • Lesson 2: Influencers and Bloggers
    • Lesson 3: Influencer Landscape in 2018-2020
    • Lesson 4: Location & Devices
    • Lesson 5: Influencer Trust Barometer & The Marketplace Shift
    • Lesson 6: Positive Story Telling Impact for Your Brand
    • Chapter 2: Print Outs
  • 3
    Chapter 3: Best Practices
    • Introduction: Chapter 3 Overview
    • Lesson 1: Verticals and Topics that Appeal to Consumers
    • Lesson 2: Content Strategy & Shared Values
    • Lesson 3: Three Ways to Integrate Your Brand with Content
    • Chapter 3: Print Outs
  • 4
    Chapter 4: Platform follows Purpose – The Holy Funnel
    • Lesson 1: Platform Follows Purpose
    • Lesson 2: Platform Selection for Female Age Demographics
    • Lesson 3: Data, Platforms and Devices…for YOUR Customers
    • Lesson 4: Content That Reaches Female Consumers
    • Lesson 5: Topics Where Influencers are Trusted Most
    • Lesson 6: What Kind of Content Should Your Influencers Be Creating?
  • 5
    Chapter 5: Where & Why Do Women Audiences Follow Influencers?
    • Lesson 1: Female Audience Strategy – Multi-platform Approach
    • Lesson 2: Video Advantages and Strategy
    • Lesson 3: The Growing Popularity of Podcasts for Brands
    • Lesson 4: LinkedIn – B2B versus B2C
    • Chapter 5: Print Out
  • 6
    Chapter 6: Pillar 2 - Community: Scaling with Influencers
    • Lesson 1: Influencers are Customers - It’s About Love!
    • Lesson 2: Choosing Influencers for Scale – The Stratification of Influencers & Celebrities
    • Lesson 3: Why Do Influencers Engage with Brands?
    • Lesson 4: Inside the Mind of an Influencer
    • Lesson 5: Influencer Authenticity & Discovery
    • Lesson 6: Selecting Influencers
    • Lesson 7: Influencer Profile
    • Lesson 8: Scope of Work
  • 7
    Chapter 7: Building Your Campaign Strategy
    • Lesson 1: Influencer Marketing Models
    • Lesson 2: Channel Choices
    • Lesson 3: Amplification & Boost Strategy
    • Lesson 4: Multiple Usage of Influencer Content
    • Lesson 5: Influencer Marketing Checklist
    • Lesson 6: Great Examples of Successful Programs
  • 8
    Chapter 8: Pillar 3 - Transparency: Trust is the Currency of Social
    • Lesson 1: The Foundation of Trust: The FTC Guidelines
    • Lesson 2: Disclosing Endorsements
    • Lesson 3: Endorsement Requirements
    • Lesson 4: FTC Guidance
  • 9
    Chapter 9: Pillar 4 - Performance
    • Lesson 1: Benchmarks and Measurement Models
    • Lesson 2: Reach & Engagement Assessment in Social Program
    • Lesson 3: Unified Measurement Model
    • Lesson 4: Cost Per View
    • Lesson 5: Results & Standardizing Measurements
  • 10
    Chapter 10: Advice from Influencers for Brands
    • Lesson 1: Words of Wisdom
    • Lesson 2: Sustaining Relationships
    • Lesson 3: Closing - Contact Susan
  • 11
    Chapter 11: Bonus Chapter! Strategies for Pharma Brands
    • Lesson 1: Meeting the Requirements
    • Lesson 2: Recommended Programs
    • Lesson 3: Case Studies and Strategies
    • Chapter Print Outs

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