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 On top of that, outdated biographies on the company website fail to share the work that these experts do with the audiences who are looking for it.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.