Who is looking for expertise?
People relate to the human side of an organization and visitors want to see the team behind the scenes. It’s an important consideration for a range of audiences – from prospective customers and partners to journalists looking to identify an expert source. It pays major dividends to position your organization’s expertise and highlight your team’s knowledge of the topics and news events that audiences are most interested in. The following chart shows the key audiences and how they value access to expertise from prospects to media and more.
How do you create engaging expert profiles?
There are 5 key ways that you can improve your employee content to better drive visitor attention, interaction and trust.
Go Beyond Boring Bios: The new way to create expert profiles is to provide a detailed overview of an employee’s expertise and experience. This means that in addition to creating a detailed biography, you should also share content that shows key accomplishments that build credibility and trust: Are they an author? Have they spoken at a conference? Interviewed for a podcast? It’s important to get this information listed.
Get Visual & Social: Beyond the written biography, look for ways to make content for your people more interesting for your audiences. Are there YouTube videos, Slideshares, Tweets, or thumbnails to books they have written? If so, you can leverage these assets for their profile. Remember if you are pitching media or conference organizers, this information is becoming tablestakes for journalists or event bookers who are vetting media sources or speakers.
Show You Are Relevant & In-Demand: Public appearances and news spotlights can take your experts from unknown to sought-after. There are two ways to tackle this. The first is to capture any existing media releases to ramp up their credentials. If your expert hasn’t yet participated in this type of activity, publish content that speaks to emerging topics and news trends and provide quotes available to the media on newsworthy topics. This is a proven way to earn the attention of journalists and allow you to start building visibility as an industry insider.
Go Beyond Your Website: While your website is ideal for hosting expert profiles, it’s not the only place to let your team shine. If you want to boost your visibility, make sure you take advantage of opportunities on third-party sites and platforms. This might include industry directories or your client/partner websites. By using the ExpertFile Platform, you can also publish your expert profiles to reach thousands of newsrooms through our media partners.
Be More Approachable: It’s funny that almost every page on most websites has a call to action. However if you visit most people profiles, the journey ends there – or worse, it takes the visitor off your website and to an old, tired Linkedin profile. Instead, let your audiences get in touch with your business by including a specific call-to-actions (CTAs) within your expert profile. Depending on the size and capabilities of your organization, you might have want to enable direct connections to experts or opt to funnel leads through a various departments. Either way, the key to getting leads is starting a conversation.
How do you get started with Expertise Marketing?
Bringing an expertise marketing program to life starts by taking a deeper look at your human resources and pinpointing the people in your organization who can support your expertise marketing initiatives. This post on Identifying Expertise is a great starting point for understanding what makes someone an expert and how you can position them for various tasks in your expertise marketing program. From there, it’s about getting buy-in from key stakeholders, collaborating across departments to surface expert content and strategizing with your team about where your expertise is best served.
December 10, 2019
February 18, 2022
February 18, 2022
Deanne is an authority on developing online thought leadership content programs that utilize an organization’s experts. She works with leading corporations, research universities and healthcare organizations to drive engagement with a range of audiences including media, patients, researchers, students, partners and donors. In her role leading institutional and agency partnerships she has worked with clients such as UNC Chapel Hill, University Health Network, Cleveland Clinic, Emory University, ADP and Pearson. She is a graduate of York University in Toronto, a lecturer and is on the council of the Executive Leadership Program at Schulich School of Business.
Areas of Expertise
Schulich School of Business
Leadership in Management
Bachelor of Arts
Business & Marketing
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