How does expert content improve SEO?
One of the key mechanisms Google uses to evaluate and rank content is called E-E-A-T. This stands for Experience, Expertise, Authoritativeness and Trustworthiness. E-E-A-T is one way Google is helping qualify the credentials, reputation and honesty associated with the content, as well as the author and publishing domain. In fact, Google’s emphasis on E-E-A-T shows just how vital expertise marketing is to knowledge-based organizations. A well-designed expertise marketing program will naturally improve expert page rank on Google, as well as on your website and in newsrooms.
How does Expertise Marketing support digital transformation?
Expertise marketing supports digital transformation in the following ways.
It aligns people. Most companies aren’t particularly good at telling their people that their expertise is valued and many employees don’t understand the role they play as brand ambassadors. On top of that, outdated biographies on the company website fail to share the work that these experts do with the audiences who are looking for it. A well-constructed expertise marketing program helps get experts and executives aligned on how they can help the brand – and it helps marketing teams feed the content beast.
It tracks data. Metrics on visitor behavior are critical to calculating ROI and ensuring your content is working. That said, most organizations don’t have an intuitive way of tracking internal contributions to the corresponding engagement data – making it difficult to determine which people and topics are driving results. Expertise marketing programs are designed to capture essential metrics on employee contributions and ensure that leads are captured and routed to appropriate individuals and departments for prompt follow-up and reporting.
It enhances search and SEO. Part of digital transformation is creating a sustained online presence. By harnessing your collective expertise, you can quickly publish a large volume of quality, searchable content that boosts your owned content footprint. It also provides a way to capitalize on earned media opportunities related to breaking news and emerging trends.
It drives collaboration. Many organizations' corporate policies and standards tend to lack guidelines for generating and promoting individual experts. As a result, individual groups within the organization are forced to fill the void and essentially, do their own thing. This leads to a disconnected set of expensive, custom projects. Organizations with structured expertise marketing programs consistently report an increase in collaboration and organizational alignment.
It minimizes risk. It’s becoming more and more important to ensure adherence to corporate brand standards and editorial guidelines, as well as regulatory standards such as accessibility compliance. By centralizing your content and utilizing a federated content management structure, you’re not only providing your employees with a common source for branded assets and templates, but you’re empowering them to get things done in the simplest way possible. This approach mitigates risk, speeds time to market, and dramatically lowers costs to implement a program.
February 18, 2022
February 18, 2022
November 29, 2018
In my role as CoFounder of ExpertFile Inc. I rely on my broad range of experience in the disciplines of product, marketing and research to help design and execute on the core product and marketing strategies for the company.
Areas of Expertise
Brand Strategy & Market Positioning
A brand isn't just a logo or tagline. It isn't just advertising. It’s a promise of value you deliver to customers. In an over-communicated world, great brands are the mental file folder that customers access when making the most complex of buying decisions.
Market Driven Product Management
It starts with understanding what organizations really have in terms of market potential and ability to serve customers. Learn how to identify the most urgent pain-points and requirements in a disciplined process of bringing a product to market.
Marketing Research: A Practical Approach
Understanding the core elements of quantitative and qualitative tools and methods that create relevant insights to drive real-world business decisions.
Fundamentals of Market Segmentation
From selecting to communicating your segments to key stakeholders. An introductory look into the the topics and tools needed to better define your market.
University of Guelph
Marketing Management / Research
Laurentian University/Université Laurentienne