5 Big Trends in Expert Marketing for 2014

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Information about 5 Big Trends in Expert Marketing for 2014
Business & Mgmt

Published on March 11, 2014

Author: ExpertFile

Source: slideshare.net

Description

This year, many organizations are making sizable investments to improve their content marketing. Tapping more into the expertise and talent of executives and subject-matter experts is emerging as a key priority in driving market visibility and thought leadership. At ExpertFile, we’ve conducted interviews with many companies to better understand how they are using their experts to increase their online brand visibility and to build authority. Here are 5 top trends we’ve observed that organizations need to prepare for in 2014.

expertfile.com | 800-693-9126 | ©2014 by ExpertFile. All rights reserved. ePAPER | MARCH 2014 5 Big Trends in Expert Marketing for 2014 This year, many organizations are making sizable investments to improve their content marketing. Tapping more into the expertise and talent of executives and subject-matter experts is emerging as a key priority in driving market visibility and thought leadership. At ExpertFile, we’ve conducted interviews with many companies to better understand how they are using their experts to increase their online brand visibility and to build authority. Here are 5 top trends we’ve observed that organizations need to prepare for in 2014. Leading organizations are discovering the power of better positioning experts on their websites. And they are investing in new ways to showcase expert content beyond the traditional biography. Having expert content displayed piece by piece across multiple websites and personal accounts on LinkedIn, YouTube and Twitter accounts isn’t cutting it anymore. Visitors want to see all of this content in one easy-to-search site. Organizations that intelligently aggregate and curate their expert content will have a distinct advantage in reaching key audiences. In previous years, we witnessed a shift towards personal branding and, because of this, we suffered from an over saturation of self-promoting “generalists.” Given the efficiency of online search, subject matter experts with deep expertise in a particular niche will continue to make great gains. The same goes for organizations. General topics won’t make the grade. They need to more precisely identify the niche topics that their staff can speak on—and then align them with the needs of media, conference organizers and business prospects who are looking for specialists who can quickly respond to their needs. Web visitors are becoming increasingly numb to oceans of biographical text. They now expect relevant content that is both searchable on Google and on your website. And they want to see a variety of formats. They want to discover video, photos, slides, book publications, social media channels and more without having to roam across the web. As a result, many organizations are retooling their websites to embed a variety of media from platforms such as YouTube, Slideshare and Twitter. Well organized content in these other formats can also provide a major boost to Google search rankings. The real-time news cycle demands a steady stream of credible experts. However, many organizations still create too many barriers for media who want to connect with them. A simple email link at the bottom of a news release or media room page isn’t the best way to receive and track inbound requests for experts. Journalists will continue to reward organizations that help them to more easily research and reach trusted media sources. 1. Curated Expert Content: Companies are Catching Up to Their Staff 2. Promoting Experts Who are Specialists Will Generate the Best Results 3. Search & Multimedia are Now New Table Stakes for Websites 4. A Real-Time News Cycle Requires that Organizations be More Approachable

expertfile.com | 800-693-9126 | ©2014 by ExpertFile. All rights reserved. ePAPER | MARCH 2014 The best marketing and communications departments today have moved beyond pitching to media and are focused on creating stories that connect better with the trends of the day. Focusing on experts beyond the “usual suspects” helps uncover new story angles and helps create more personable, credible and engaging content. 5. Experts are Emerging as Huge Untapped Resource for Brand Journalism Organizations have an enormous opportunity to increase visitor engagement and create a powerful online presence. The challenge for companies will be to offer new insights to a range of audiences in a manner that is timely, discoverable, engaging, credible and responsive. Done well, expert marketing can increase the authority and visibility of subject matter experts and thought leaders, as well as the entire organization. To learn more about profiling your experts, download our new ePaper to Grade Your Expert Center today. Visit expertfile.com/trends for more information. About ExpertFile ExpertFile is the world’s first expert marketing platform built for organizations. Our publishing, search optimization (SEO), lead generation and analytics features, coupled with our unique online marketplace, helps experts connect to business prospects, media and conferences. Our clients include market leaders such as Cleveland Clinic, Constant Contact, Lillibridge Healthcare, and the Canadian Public Relations Society.

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