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LEARNContent Marketing
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McDonald’s, Apple, Nike – their logos alone evoke global recognition. That’s brand-building at its finest.

Looking to build your own brand?

Whether you’ve got a small retail store or a scrappy digital agency, I’ll provide you with the basic tools to start building brick by brick.

In this lesson, you’ll learn the fundamentals of brand building and the steps necessary to establish a strong brand identity. We’ll explore the key elements that make a brand unique, such as knowing your audience, understanding competitors, and defining your brand’s purpose and personality. You’ll also learn how to create a compelling brand story, choose the right name, and incorporate brand elements like logos and colors. By the end, you’ll be ready to start building and growing your brand.

Start Reading Foundational Guide

In this lesson, we explore how to build and grow a brand through a strong brand strategy. You’ll learn the foundational elements of brand strategy, such as defining your brand’s purpose, vision, and identity. We’ll cover the importance of brand strategy in gaining customer attention, building brand equity, and fostering customer loyalty. Additionally, you’ll discover practical tips for identifying trends, positioning your brand, and growing your brand using the 3 A’s: Awareness, Affinity, and Advocacy.

Start Reading Strategy

In this lesson, we’ll explore the concept of employer branding and why it’s essential for attracting top talent, especially when your business lacks the recognition of larger companies. You’ll learn how to craft a compelling Employee Value Proposition (EVP), the importance of showcasing your company culture, and strategies to stand out in a competitive job market. Additionally, we’ll discuss real-world examples, challenges, and the benefits of a strong employer brand to help build a reputation that draws in qualified candidates.

Start Reading Employer Branding

Brand monitoring is essential for understanding how people perceive your brand across various online platforms. By tracking mentions, analyzing sentiment, and using the right tools, you can stay on top of public opinion. This process helps you identify areas for improvement, engage with your audience, and manage your brand’s reputation. Whether responding to positive feedback or addressing negative issues, consistent monitoring enables you to make informed decisions that drive business growth and maintain a strong brand presence.

Start Reading Monitoring

In this lesson, I will guide you through the best branding tools available to help you manage and build a cohesive brand identity. Whether you’re just starting or have been in business for years, these tools save you time and help ensure consistency across all touchpoints. We’ll explore tools for visual branding, messaging, strategy, and monitoring, and I’ll provide recommendations on how to choose the right tools for your business needs.

Start Reading Tools & Software

Brand partnerships can significantly boost your brand’s visibility and growth by leveraging the strengths of complementary brands. This lesson explores the power of collaboration, highlighting why brand partnerships are essential for expanding market reach and credibility. It covers examples of successful partnerships, potential benefits, and common challenges you may face. Additionally, it offers practical steps for securing your first brand partnership, along with key tips to ensure mutual success and avoid common mistakes in the process.

Start Reading Partnerships
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LEARNEmail Marketing
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I can’t tell you how many times I’ve heard someone dismiss email marketing as “old-school” or “not worth it.” Email marketing is the underdog in digital marketing that just never dies. You can’t beat an inbox for connecting directly with your audience.

If you’re ready to find out why this method still reigns supreme, keep reading.

In this lesson, I explore the power and importance of email marketing as a reliable tool in a crowded digital landscape. We start by discussing why email marketing remains a cornerstone of digital strategies, highlighting its ability to drive conversions more effectively than social media. I also cover how to set up a successful email marketing strategy, from building a targeted list to defining clear goals and KPIs. By choosing the right tools and crafting engaging emails, you can ensure long-term success.

Start Reading Foundational Guide

In this lesson, we’ll cover the essential steps to building a successful email list from scratch. I’ll guide you through the importance of email marketing as a direct and controllable tool for business growth, and explore effective strategies for rapidly growing your list. You’ll learn the differences between single and double opt-in methods, how to select the right email service provider, and create compelling lead magnets. Additionally, we’ll discuss segmentation, automation, and best practices to nurture your list and maximize conversions.

Start Reading List Building

In this lesson, you’ll discover how email marketing tools can simplify and enhance your marketing efforts. I’ll guide you through key features to look for, including automation, segmentation, personalization, and analytics. You’ll learn how to choose the right platform based on your business needs and explore popular tools like Mailchimp and ConvertKit. Additionally, I’ll share tips for scaling your campaigns and avoiding common mistakes, helping you create effective email marketing strategies that engage and convert.

Start Reading Tools & Software

In this lesson, I will guide you through the essential components of writing better emails that engage and drive action. We’ll explore why email marketing remains a powerful tool, despite new trends in digital marketing, and how to craft emails that feel personal and authentic. You will learn how to write compelling subject lines, strong openings, and effective CTAs, while avoiding common pitfalls. I’ll also share strategies for growing and segmenting your email list to maximize relevance and engagement.

Start Reading Copywriting & Messaging

In this lesson, I will guide you through the fundamentals of A/B testing in email marketing. You’ll learn how to optimize key elements of your emails, such as subject lines, CTAs, and design, to improve open rates, click-throughs, and conversions. I’ll walk you through setting up, analyzing, and iterating on tests, with a focus on avoiding common pitfalls. By the end, you’ll be equipped to make data-driven decisions to enhance your email campaigns and boost performance.

Start Reading A/B Testing & Optimization

In this lesson, we will explore how to effectively leverage email marketing as a reliable revenue engine. You will learn how to set clear objectives, build and segment your email list, and craft compelling emails that drive engagement. We’ll dive into measuring success through key metrics, discuss common pitfalls, and examine the balance between personalization and privacy. By the end, you’ll be equipped with actionable strategies to create, execute, and optimize your email marketing campaigns.

Start Reading Strategy
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Shane Barker
Digital Marketing Expert
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Cited Work

An index of Shane's contributions to the academic community.

Over the past two decades, Shane Barker’s thought leadership in digital marketing has gained recognition among scholars worldwide. With over 170 academic citations spanning multiple countries and diverse subject areas, his insights continue to shape research in influencer marketing, SEO, content strategy, and beyond.

Below, you’ll find a comprehensive archive of scholarly papers that reference Shane’s work—illuminating his far-reaching impact on both industry and academia.

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University of North Carolina-Charlotte

“Sticky Baby Dust” and Emoji: Social Support on Instagram during In Vitro Fertilization

  • Social Media Marketing

In “Sticky Baby Dust” and Emoji Social Support on Instagram during In Vitro Fertilization, Bethany Lynn Johnson, Margaret M. Quinlan, and Nathan Pope from the University of North Carolina at Charlotte examine how Instagram serves as a platform for emotional, informational, and tangible support among users undergoing IVF treatment. The study explores how linguistic and paralinguistic elements, such as hashtags and emojis, contribute to the social support network and offer insights into supportive communication in the context of fertility treatment.

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Shane Barker
Univerzita Tomáše Bati ve Zlíně

[NEOBHÁJENO] Marketingová komunikace značky Sneakerheaven

  • Brand Building
  • Social Media Marketing

DSpace (Univerzita Tomáše Bati ve Zlíně) features a bachelor’s thesis by Tereza Vybíralová examining Sneakerheaven’s marketing communication. Under the guidance of advisor Martin Kazík, the study explores customer perception and evaluates brand activities, providing strategic insights for future marketing directions.

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Shane Barker
Utrecht University

#Chinfiesquad: A Critical Discourse Analysis of the Commodification of Non-Confirming Self-Representation on Instagram

  • Influencer Marketing
  • Social Media Marketing

Utrecht University’s 2018 thesis by Linh Pham examines Instagram user Michelle Liu’s “chinning” selfies as a subversive form of self-representation and their commodification through microcelebrity branding. Through Critical Discourse Analysis, the research explores how identity construction, audience engagement, and sponsored content intersect in Liu’s rise on Instagram.

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Shane Barker
University of Porto

A Decentralized Approach to a Social Media Marketing Campaign: Proof of Concept

  • Content Marketing
  • Social Media Marketing

Published by the University of Porto in 2018, Tomás Pires Ribeiro’s master’s thesis proposes a decentralized, user-driven approach to social media marketing. Instead of relying on traditional ads or celebrity endorsements, the study explores incentivizing everyday users to create and share branded content organically. Backed by iterations and preliminary testing, this model offers a low-cost, high-engagement strategy ideal for small and medium businesses.

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Shane Barker
Taylor & Francis

A Path to Mitigating SNS Ad Avoidance: Tailoring Messages to Individual Personality Traits

  • Content Marketing
  • Social Media Marketing

Journal of Interactive Advertising investigates how aligning social media ads with personality traits can reduce ad avoidance. The study supports approaches like those Shane Barker discusses—emphasizing personalization and relevance in influencer and content strategies to boost engagement and reduce perceived intrusiveness.

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Shane Barker
University of British Columbia

A picture says a thousand words… or does it? An investigation of body capital and embodied understandings of health and fitness on Instagram

  • Influencer Marketing
  • Social Media Marketing

The research examines how Instagram influences young women’s embodied understandings of fitness and health. Meaghan Toll’s study highlights the complex relationship between social media engagement and health identities, showing that Instagram use is nuanced, shaped by personal experiences, mood, and fitness levels.

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Shane Barker

Apply to work with Shane's team.

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