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Top 9 ROI Metrics for Expertise Marketing
When it comes to digital marketing, organizations are looking for data-driven solutions that are proven to support their bottom line. Here are 9 families of quantitative and qualitative metrics that will help you measure and track the success of your organization’s Expertise Marketing. (Taken from Chapter 5 of Expertise Marketing Whitepaper: Next Wave in Digital Strategy) REPUTATION Move Brand Metrics - Position research, client work, thought leadership perspectives and achievements in the context of relevant topics in the news. MARKET AWARENESS Move Search Metrics - Boost search-engine rankings and increase overall breath of search results. LEAD GENERATION Grow Inbound Leads - Increase the number of direct lead inquiries from the following audiences: Customers | Students | Patients | Donors | Patients | Media | Recruits | Conferences | Partners | Alumni | & More... AUDIENCE ENGAGEMENT Drive Engagement Metrics - A single familiar digital touchpoint provides access to all content marketing assets and encourages enhanced content browsing. Download our Free Whitepaper Expertise Marketing: The Next Wave in Digital Strategy TALENT DEVELOPMENT Boost People Performance - Better engage stakeholders, researchers & subject-matter experts in the development and distribution of content. INTERNAL COLLABORATION Improve Teamwork & Internal Efficiency - Better coordinate the knowledge and resources across internal communications teams and other departments as they engage experts. Provide a faster, more efficient way to generate content for breaking news and events. CONTENT CONTRIBUTION Expand Reach - Increase the size of the organization’s digital footprint by aggregating more content and distributing it contextually to multiple websites and third-party databases. EFFICIENCY Deliver More with Less - Help employees get their jobs done faster and more efficiently. Enable them to find information faster, speed up internal processes and foster collaboration among people in multiple locations. LEVERAGE CURRENT & FUTURE INFRASTRUCTURE Extract More Value From Existing Investments - Properly integrated, new technology investments should integrate seamlessly to leverage existing/proposed infrastructure such as content management systems (CMS). What’s most important to you? Get in touch with Deanne and start the conversation about how ExpertFile can begin moving that dial within 6 weeks. Get Your Copy and Get Started Expertise Marketing: The Next Wave in Digital Strategy About ExpertFile ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content. Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms. Learn more about ExpertFile.
2019's Hottest Content Marketing Trend
Content marketing has taken over the digital landscape and quickly become the strategy of choice for boosting online engagement. While many organizations want skin in the game, incremental tweaks to existing marketing plans will no longer deliver big returns. Over the past 18 months, audience behaviour has evolved and we need to make sure that we’re keeping up. Expertise Marketing is the next evolution of content marketing. Leveraging untapped expertise within your organization, it builds value by mobilizing the hidden people, knowledge and content you already have at your fingertips. This win-win solution not only gives audiences better quality content, but it also lets organizations show off their smarts. As the hottest content marketing trend of 2019, Expertise Marketing drives exponential return by: Promoting the content generated by internal experts in the manner that’s easily found by both search engines and media partners. Transforming invisible expert content that is already in your organization into lead-generating material. Using best-in-class content to nurture conversations and connections with audiences such as media, customers, partners, government and funding agencies. Download our FREE Whitepaper Expertise Marketing: The Next Wave in Digital Strategy On top of these attributes, Expertise Marketing can be easily deployed in weeks and improvements to ROI metrics can be seen almost instantly. Download our white-paper to learn more and step into this new world of opportunity and performance. Get Your Copy and Get Started Expertise Marketing: The Next Wave in Digital Strategy About ExpertFile ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content. Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms. Learn more about ExpertFile.
Baylor Journalism Professor, Public Relations Ethics Expert, Selected as Arthur W. Page Fellow
Marlene Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor University’s College of Arts & Sciences, has been designated as a research fellow at the Arthur W. Page Center for Integrity in Public Communication, a research center at the Penn State University College of Communications. The Page Center has asked Neill to focus on developing a response to a new report from the Commission on Public Relations Education that recommends public relations education programs offer a stand-alone ethics course, as well as integrate ethics throughout curriculum. The study found that public relations professionals ranked ethics third behind writing and communication as a necessary competency to work in public relations. In addition, public relations professionals in the study indicated that new professionals are not meeting their expectations in this area. “This is a great project because it combines my interests, the first being ethics, which is an area that I enjoy studying, and the second is a focus on public relations education,” Neill said. “I will be teaching the media ethics class in the spring for the first time, and one of the things I like about doing these studies is that it helps me gather insights from industry and then bring those insights back to the classroom.” Since receiving her invitation in June, Neill has begun preparations for research this fall with different groups across the nation, including the Public Relations Society of America. She will use the Delphi research method, where she will gather feedback from a variety of experts including senior- and middle-management executives as well as young professionals, and will then follow up with in-depth interviews, which last anywhere from 30 minutes to an hour. In addition, she will be serving on a subcommittee of the Commission on Public Relations Education, which is charged with making recommendations for public relations ethics curriculum. “On a typical study, I’ll spend about nine months going through the process of collecting the data, analyzing it, writing the papers, presenting to conferences and submitting to journals,” Neill said. “The second year will be spent preparing reports and writing recommendations based on those findings. While it sounds like a long time, when you think about it from that perspective, there’s a lot involved in doing an in-depth study like this.” In-depth interviews work well for this type of study, Neill said, because they provide specific examples of dilemmas and how people choose to handle them. “With qualitative research, you really get an understanding of the decision-making that people go through when faced with an issue and the step-by-step process they take to reach those decisions,” Neill said. “You get that inside scoop into the motivations and reasons for their actions.” Neill had previously received four grants from the Page Center, which resulted in a book, “Public Relations Ethics: Senior PR Pros Tell Us How to Speak Up and Keep Your Job,” published in 2018, as well as four journal articles, four academic conference papers and two top paper awards. In one of her most recent studies, Neill found that millennials often do not expect to face ethical dilemmas and do not feel prepared to address them. “There is a need to improve and enhance our ethics training at our colleges and universities, and by tapping in to what is actually happening in the industry, it makes it more relevant and helps better prepare students for some of the issues they will be facing today,” Neill said. As part of her subcommittee, Neill will gather sample syllabi and other teaching resources from universities across the nation and then share them with different public relations educators to help them prepare to cover ethics in ethics courses, as well as other public relations courses.
Election 2018: Wake Forest University experts
From state constitutional amendments to immigration, Wake Forest faculty experts can comment on a variety of 2018 midterm election-related topics. ___________________________________________________________________________________________ John Dinan, professor of political science and international affairs North Carolina Politics State Constitutional Amendments Congressional Redistricting Author of the book, “State Constitutional Politics: Governing by Amendment in the American States,” Dinan is available to comment on amendments appearing on the 2018 ballot in North Carolina and in 28 other states. From voter ID to judicial vacancies, he can place particular amendments in nationwide and historical perspective. Based on his research, he can also address the arguments and issues that routinely surface in campaigns supporting and opposing various amendments. Dinan closely follows North Carolina political races and teaches courses on campaigns and elections, state politics and Congress and policymaking. ___________________________________________________________________________________________ Allan Louden, professor of communication Political Campaigns and Advertising Political Debates Social Media and Politics From presidential debates to political advertising, Louden has provided expert commentary and analysis for a wide range of national and regional media outlets. He follows political advertising and candidates’ debates in presidential, Senate, gubernatorial and high-profile House races. Under Louden’s leadership, Wake Forest University’s debate team won the national debate tournament. He can comment on political advertising strategies and how social media, including viral videos, impacts races. ___________________________________________________________________________________________ John Llewellyn, associate professor of communication Political Speeches Political Scandals Public Apologies Llewellyn focuses on political speeches and rhetoric. He is a scholar of rhetoric whose work includes analyzing persuasive language from the nation’s most prominent politicians, coaches and civil rights leaders. A former speechwriter and public information officer, Llewellyn also specializes in crisis communication, having studied the intersection of politics and public relations for nearly 30 years. He can also comment on political scandals and public apologies. ___________________________________________________________________________________________ Betina Wilkinson, associate professor of political science and international affairs Latina/o/x Voters Wilkinson can offer insights and commentary on Latino voters for the midterm elections. She is an expert on Latino political behavior in the U.S., studies Latinos in U.S. politics, national and local immigration policy, and racial attitudes among Latinos and other ethnic groups. She can discuss the demographics and election-related priorities of Latinos. Wilkinson authored a chapter “North Carolina Latinos: And Emerging Influential Electorate in the South” in the book “The Pivotal Role of the Latino Electorate in the 2012 Election.” She is also the author of “Partners or Rivals? Power and Latino, Black and White Relations in the 21st Century.” ___________________________________________________________________________________________ Katy Harriger, professor of politics and international affairs Young Voters Federal Special Prosecutor/Robert Mueller U.S. Supreme Court A leading national expert on the federal special prosecutor, Harriger can address the influence the Mueller investigation may have on the 2018 elections. She is the author of The Special Prosecutor in American Politics and is regularly interviewed by national media outlets on the use of federal special prosecutors in American government. Harriger also studies political participation and voting among young people (including college students) and is the co-author of “Speaking of Politics: Preparing College Students for Democratic Citizenship through Deliberative Dialogue.” She can provide expert commentary on the latest Supreme Court developments and how they will likely impact midterm elections. She co-authored the book “American Constitutional Law” published in 2017. ___________________________________________________________________________________________ Michael Pisapia, assistant professor of politics and international affairs Gender and Politics Teacher Protests Political Parties and Education Reform Women Running for Congress Gender Equality and Constitutional Law Kavanaugh Hearings Pisapia studies American political development with a focus on women, gender and politics and can comment on tensions between liberal and conservative social groups and the unprecedented number of women who are engaged in political movements, and who are seeking elective office this year. He can also address partisan polarization around education policy, religious freedom and, sex and gender equality in constitutional law, including the significance of the Kavanaugh hearings in the context of the #metoo Movement. Pisapia is working on a book titled, “Educating a Nation: Women’s Empowerment and the Shape of American Federalism. He won the 2013 Carrie Chapman Catt Prize for scholarship on women and politics. He teaches courses on American politics and political thought. ___________________________________________________________________________________________ Hana Brown, associate professor of sociology and Gale Faculty Fellow Immigration Brown studies the effects of immigration and racial divisions on policy outcomes and the micro-level effects of state actions on the lives of racial minorities and immigrants. Her research also focuses on the political origins and political consequences of social inequalities. She teaches courses on political sociology, social inequality, and race and ethnicity in politics. ___________________________________________________________________________________________
There is no shortage of forecasting leading up to tomorrow's midterm elections -- what might very well be a once-in-a-generation event. Ask anyone who gets paid professionally to work in politics. But it’s not always about signs, speeches and rallies – there’s voter analysis and plain old math required to accurately predict an outcome to any election. Experts at the University of Mary Washington have developed a statistical model that uses the 2017 Virginia governor's election to predict that Democrats will pick up 44 seats tomorrow. If this prediction is correct, the experts argue two things: Virginia is the most important state in the nation and can tell us everything we need to know about future elections. And all of the events and "game-changers" don't matter. Trump's tweets and erratic behavior don't matter. Elections are easily predicted by simple fundamental things like presidential approval (in 2017) and what swing states like Virginia have to say. This was all done exactly a year ago. Chad Murphy is an Associate Professor of Political Science at the University of Mary Washington and he has designed this prediction model. Chad is available to speak with media – simply click on his icon to arrange an interview.
Can white evangelicals still swing the midterms?
Evangelicals overwhelmingly voted for Donald Trump in the 2016 election. And they overwhelmingly prefer Republican candidates in the midterms. They’re also reliable voters -- and support for Trump among white evangelicals remained at an all-time high with just days to go. Democrats, on the other hand, will rely on a less-certain electorate of young and diverse voters. This could make the difference in Tuesday's outcome. “Social conservatives could swing important races across the country if other voters don’t turn out in the numbers Democrats are hoping for,” writes Dylan Scott on Vox.com, which called white evangelicals “the sleeping giant of the midterms.” Still, according to The New York Times: “Young evangelicals are questioning the typical ties between evangelicalism and Republican politics. Many said it had caused schisms within their families. And many described a real struggle with an administration they see as hostile to immigrants, Muslims, L.G.B.T.Q. people, and the poor. They feel it reflects a loss of humanity, which conflicts with their spiritual call.” Emile Lester, assistant professor of political science at the University of Mary Washington, is an expert in religion and politics whose research published by the First Amendment Center has been featured in The New York Times, The American Interest, USA Today and on C-Span, NPR and various other media outlets around the nation. Emile is available to speak with reporters about the political behavior of evangelical Christian voters. Just click on his icon to arrange an interview.
Close races coal country! Our expert can help explain what might happen in Virginia this Tuesday
This Tuesday may be the most watch midterms in decades. Though it is quickly coming cliché to say this might be the ‘most important’ election to date…it is definitely the most important election since the last election. In Virginia – it’s a fight for key Congressional seats as well as for Senate. The thing to keep in mind is, midterm voters are not the same group as general election voters, in Virginia, it’s the seniors vote that shows up and demands to be heard. That could play a big part in the re-election efforts of form Vice Presidential candidate and current Senator, Tim Kaine. As well, with President Trump keeping his commitment to coal – will that play a part? There are many issues at play this week in Virginia that will impact not just the state, but potentially the country. That’s where our experts can help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this issue. Simply click on his icon to arrange an interview.
Closing the gender gap - A record number of female candidates are on the ballot this Tuesday
There’s been an enormous amount of attention put on the 2018 midterm elections. As a divided America competes for control of both Congress and the Senate – this election has seen a solid roster of candidates looking to represent both sides of the aisle in Washington. Another positive trend that has emerged has been the number of female candidates coming forward for election. In a piece written for Vox, by University of Mary Washington’s Rosalyn Cooperman – some impressive numbers were shown, however the disparity of female candidates between the two parties can not be ignored. "While women comprise 43 percent of Democratic candidates in 2018 congressional general elections, they make up only 22 percent of Republican Senate candidates and only 13 percent of Republican House candidates. While Democratic women won House primaries at rates 20 percentage points higher than Democratic men, Republican women and men won House primaries at similar rates. Currently, 73 percent of the women serving in Congress are Democrats. While 2018 may be a record-breaking year for women candidates in many ways, the midterm elections are unlikely to significantly alter the longstanding party gap among women officeholders." So, what can be done to close the gender gap among Republicans? Is it time parties considered parity or focused more on recruiting viable female candidates? Are women discouraged from running, and if so why? There are many questions to be answered here and that’s where our experts can help. Rosalyn Cooperman, associate professor of political science at the University of Mary Washington and member of Gender Watch 2018, is an expert on women in politics. Rosalyn is available to speak with media regarding this topic – simply click on her icon to arrange an interview.
Midterms - A referendum or reset from 2016?
It’s coming to America with the hype of an old-fashioned prize fight. Pundits have been speculating, party officials have been spinning and most of us have been guessing about what the outcome of the 2018 midterm elections will look like. Can we expect wholesale change in either House? Is this really a referendum on the Trump administration? And if Democrats seize control of Congress will it mean two years of stalemates or will an agenda surface to keep America moving forward? Or…if there is no actually change of power and the deck chairs essentially remain unshuffled in Congress and the Senate – is the confirmation that despite the outcries from the Left, America is content with the current administration’s agenda? There are many issues at play this week such as voter turnout, the urban/rural divide and if news coverage does swayed opinions. And, that’s where our experts can help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this issue. Simply click on his icon to arrange an interview.
U.S. economy to remain strong through most of 2019, with output averaging 3 percent
Higher than expected economic growth in 2018 should continue into next year, with U.S. output averaging 3 percent and continued strong gains in domestic job growth. Indiana will continue to outperform the nation, with output growing at a rate of 3.2 percent, according to a forecast presented today by Indiana University's Kelley School of Business. A year ago, members of Kelley's Indiana Business Outlook Tour panel predicted that U.S. gross domestic product would grow by 2.6 percent this year and about 3 percent if tax reform were enacted. Indiana was forecast to see growth of 2.8 percent. Friday's release of GDP data for the third quarter supports their view that 2018 should end up with output growth above those levels. "The tax cut has produced an acceleration in the U.S. economy during 2018 to well above the new normal status quo of 2 percent growth," said Bill Witte, associate professor emeritus of economics at IU. "We expect output growth in 2019 to average 3 percent, but with deceleration as the year proceeds. By this time next year, quarterly growth will be heading toward equilibrium growth at a little below 2.5 percent." The story in Indiana and the greater Indianapolis area is very similar. "The state economy appears poised to see its strongest growth in the first quarter of 2019, after which growth rates are expected to slow but remain strong through the end of the year," said Ryan Brewer, associate professor of finance at Indiana University-Purdue University Columbus and author of the panel's Indiana forecast. "It is most likely Indiana will continue to experience growth across the board -- in jobs, numbers of establishments, income levels, wages as well as gross state product." The Kelley School released its forecast this morning at the Indianapolis Artsgarden and will present it again at 11 a.m. today in Bloomington. The Business Outlook Tour panel also will present national, state and local economic forecasts in eight other cities across the state through Nov. 28. The national labor market has exceeded expectations for two years now. A year ago, the panel felt the U.S. economy would create jobs at a monthly rate of about 175,000 and that the unemployment rate would fall to 4 percent. Instead, monthly job creation through September has averaged nearly 200,000, and the jobless rate has fallen to 3.7 percent. These job creation trends are expected to continue into 2019, with average monthly job gains of 200,000, and the participation rate -- which measures the percentage of the U.S. population that was employed or looking for a job -- remaining flat. "The labor market will be increasingly tight," Witte said. "The unemployment rate could decline a little, but firms unable to find workers will remain an important theme." Risks to the forecast include the effects of political uncertainty, further trade disputes and economic concerns being felt in other parts of the world, including China and Europe. The panel also expressed reservations about the impact of further Federal Reserve interest rate hikes. They expect the federal funds rate to rise above 3 percent by the end of 2019. Kyle Anderson, clinical assistant professor of business economics and author of the forecast for an 11-county area that includes Indianapolis, Carmel and Anderson, said the region is at full employment, and continued job growth will ensure it stays there. Economic growth in the area will average about 2.5 percent. "Communities around Central Indiana are finding it necessary and important to invest in projects that improve quality of life and provide amenities for residents," Anderson said, referring to examples of this in downtown areas of Indianapolis and Speedway and in Carmel. "The message to community leaders is clear: Investing in infrastructure to improve quality of life is necessary to maintain a healthy local economy. "Tax incentives are not sufficient to draw in businesses and residents. Bike trails, community centers and connected neighborhoods were once seen as luxuries, but now are important economic development tools," he added. "This trend will continue, especially if the economic expansion continues nationally." Other highlights from today's forecast: · Consumer spending will continue to grow, although at a rate less than in 2018. · Business investment will be good, but held back by trade concerns. · Housing will resume growth with a small boost from the aftermath of hurricanes Florence and Michael. Elsewhere, including in Central Indiana, 30-year mortgage rates, nearly a full point higher than a year ago, could dampen enthusiasm for new housing and constrain prices. · Government spending will be strong early in the year, but growth could slow significantly toward year end. · The trade balance will show increasing deficits. A detailed report on the outlook for 2018 will be published in the winter issue of the Indiana Business Review, available online in December. For more assistance, contact George Vlahakis, associate director of communications and media relations at the IU Kelley School of Business, 812-855-0846 (o) or 812-345-1500 (m), vlahakis@iu.edu.
