We invest a lot of time, budget and effort in creating content. Yet 90% of the content fails to achieve business goals. Why? Without being able to identify the types of content that resonate with our core audience, knowing what will actually impact conversions and business objectives, and having a strategy to distribute our content, we communicators are spinning their wheels.
- Content Strategy: Utilize content intelligence to know what content works – and with who.
- Amplification: Learn why just creating great content isn’t enough – make content marketing work for you.
- Influencer Engagement: Effectively reach new audiences through influencer marketing.
- Social PR: Integrate your campaigns across channels and engage your communities.
- Measurable Success: Tie your efforts back to the bottom line.
Shonali Burke, ABC, owns her own eponymous Social PR consulting firm which helps businesses small and large take their communications from corporate codswallop to community coolTM. She is also the founder of The Social PR Virtuoso®, an online training hub where ambitious Social PR professionals can learn to unleash their inner Social PR superheroes.
A veteran of small and large PR agencies, Shonali was an early adopter of social media in the PR space. Career highlights include leading the ASPCA’s communications during the 2007 pet food recall and Michael Vick case, and where she put in place its award-winning measurement program; and the now-textbook digital strategy for USA for UNHCR’s Blue Key campaign.
In 2010, Shonali founded the #measurePR hashtag and Twitter chat, which she still hosts. In 2015, AWC-DC honored her with its prestigious Matrix Award for excellence in communication and service to the industry. Since 2009, Shonali has been an adjunct faculty member for The Johns Hopkins University’s MA in Communications program, and for which she was named 2016 “Instructor of the Year.”
Named Influencer of the Year by the Hub in 2014 and one of PRWeek’s 40 Under 40 in 2012, Heidi Sullivan is currently host and producer of Influence Pros, the industry’s premiere podcast on influencer marketing. She was formerly a senior vice president at Cision and helped to transform the way PR professionals create and measure campaigns, utilize social media and target influencers. She frequently speaks at conferences and events about content and influencer marketing, social media and the changing media landscape.
Brandon Andersen is an award-winning digital strategist with over a decade of digital marketing and product development experience. He is the Chief Strategist at Ceralytics, a content intelligence platform that uses predictive analytics to determine the topics that engage and drive your audience to take key actions.
A self-described content marketing and measurement junkie, Brandon is always looking for new ideas and brilliant uses of content that tells a story. You can follow him on Twitter @Andersenology and you can follow Ceralytics @ceralytics.