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An Opening Day Predicament—Will Baseball Fans Side with Billionaire Owners or Millionaire Players?
A percolating labor showdown between well-heeled Major League Baseball team owners and well-paid baseball players threatens spring training and Opening Day. For the time being, it is an amicable negotiation to carve a new Collective Bargaining Agreement in time for the 2022 season, but it could turn sour, as these things tend to do. As usual, the fans are in that empty, helpless space between billionaire owners and millionaire players. “There’s still a little bit of time here before panic and pressure set in,” said Mike Lewis, Goizueta professor of marketing and a national expert on fandom who also serves as the faculty director of the Emory Marketing Analytics Center (EmoryMAC). “If we get to Opening Day and there is no baseball that is going to be a major shock to the system, and it is going to have major ramifications.” Lewis explains, “Fandom is built by the epic moment, the walk-off home run and the spectacular catch, but fandom is also hurt by the epic failure, such as canceling Opening Day. You might not see it in the data for this season, but it is going to be a hit on the fans’ long-term appreciation for their team.” So, whose side should fandom be on? The billionaire owners or the many millionaire players? The Baseball Collective Bargaining Agreement, Explained Lewis spells out the current baseball dilemma. Players want to reduce the time they have to wait to enter full free agency, which is currently six seasons. The players also want teams to be able to spend at least $245 million a season, per team, on salaries before MLB hits the clubs with a luxury tax, which is a way to keep rich teams from buying all the talent. The luxury tax ceiling is currently $210 million. Players are not happy with the luxury tax because it resembles a “soft” salary cap, or a limit on their pay. “A lot of what the players are looking for is the freedom for the owners to spend,” Lewis says. “And more freedom for the owners to spend is going to make the competitive balance issues in Major League Baseball worse.” Do the fans really want that the players to win this labor fight? Major League Baseball instituted a luxury tax system in 2002 with a new Collective Bargaining Agreement that charged a fee to teams whose payrolls passed a certain threshold. It was done to keep clubs like the Yankees, Red Sox, Dodgers, and Cubs with their massive local television revenues from stockpiling all the stars, Lewis explains. He goes on to say that the luxury tax penalty has slowly lost its effectiveness because revenues have grown in MLB. The rich teams shrug at the tax and the results have been awful for competitive balance in the game. Fans of less wealthy teams despair in this state of oligopoly in baseball. There have been as many 100-loss teams in the past three full seasons (2018, 2019, 2021) as there were from 2007-2017 combined (11). Good players flee the less wealthy teams, losses pile up, and fans are put off. If we move back to the wild west with the market it is going to be harder to keep the franchise superstar in town. “We know what the system’s going to look like with a more open market. It’s going to look like the New York Yankees dominating, as they did in the late 90s and early 2000s. It’s going to look like Alabama in college football.” If the players have their way in this latest bargaining, they will be “stuck” for just three or four years with the team that drafts them, not six, before they hit free agency. Morgan Ward, Goizueta assistant professor of marketing with a research focus on consumer behavior, said the labor tussle between wealthy owners and wealthy players is a “rich people problem” that threatens the “folklore” of the game. “I think it could have a really alienating effect overall on the general public just because it changes the focus of the game, it takes something very communal and familial and makes it very transactional,” Ward says. “It can be very distancing for the fans and, if anything, illustrates the schism between the fans and these players. These are not your friends or neighbors. They are in a very different place in life.” So, Will Fans Side with the Owners? It’s more complicated than that. “The fans have an emotional attachment with the players and no real emotional attachment with the owners,” Ward says. What the Major League Baseball Players Association, or the union, better not count on, Ward notes, is the fandom rallying to the players just because we have seen a national shift toward worker’s rights that arrived with the COVID-19 pandemic. One of those shifts was college athletes, at last, being able to make money off their name, image, and likeness. Labor has been humanized on a certain level, but even though the baseball players are “labor” and in a “union,” Ward says there is no comparison between the fight for college athletes against the majordomo NCAA, the governing body of college athletics, and baseball players against baseball owners. “The public is sympathetic with people in low-wage, high-service industries that finally have the ability to negotiate,” Ward says. “But it’s hard for me to see the same victimization of baseball players that happened with college athletes.” The last time there was a prolonged labor dispute between the owners and players, which was in 1994, it was disastrous for baseball. The players went on strike in August that season, which canceled the World Series. Average attendance per game that season was a then-record of 31,256. It took 10 years for baseball to average more than 30,000 fans to a game because fans became disgusted with the owners and players. “How much should we expect fans to endure this time?” Lewis asks. “They just came off Covid when there were restrictions on attendance and a shortened season,” Lewis said. “This stuff adds up. The fan is going to say, ‘Why am I loyal to these guys?’” If you're a reporter looking to know more - then let us help. Professor Mike Lewis is an Associate Professor of Marketing at Emory University’s Goizueta Business School and is an expert in sports analytics and marketing. Morgan Ward is an Assistant Professor of Marketing at Emory University’s Goizueta Business School and is an expert in consumer behavior. Both experts are available to speak with media - simply click on an icon to arrange a discussion today.
It’s official — President Biden has selected Ketanji Brown Jackson as his nominee to the Supreme Court. If confirmed, she will the first Black woman to sit on the highest court in the nation. This is a momentous occasion for American history and reporters are clamoring to learn more. Our experts are ready with answers to help with your stories. Dr. Martha Ginn, professor of political science at Augusta University, is an expert on the judicial process, constitutional law and the U.S. Supreme Court. She discussed Jackson's credentials and the significance of her nomination. What is Ketanji Brown Jackson’s background and what credentials would bring to the Supreme Court? Why is she President Biden's top choice? President Biden made a campaign promise to nominate a Black woman to the SCOTUS if he had a vacancy to fill. While he had several strong contenders, Judge Brown Jackson is an obvious choice for many reasons. Like all current Justices, excluding Justice Barrett, Judge Brown Jackson has an Ivy League education. She has also clerked at the Supreme Court for Justice Breyer (whom she would replace). Interestingly, Justice Kavanaugh clerked for the Justice he replaced (Justice Kennedy) as well. Background and experience: Judge Brown Jackson was a federal district court judge for eight years (appointed by President Obama) and was just confirmed to the DC Court of Appeals last summer. The DC circuit court is seen as a training ground of sorts for Supreme Court Justices, as many nominees serve there first. What makes Judge Brown Jackson different is her experience as a public defender and then vice chairman of the sentencing commission. Bringing that experience to the Court will provide a much needed perspective on the rights of the accused. The Court recently heard a case regarding implementing the First Steps Act retroactively and it was apparent in the oral argument that some Justices did not appreciate the realities and complexities of sentencing in our criminal justice system. Judge Brown Jackson’s background will help fill that void. What does her appointment signify, seeing as she would be the first Black woman (but only third Black justice) in the history of the Supreme Court, as well as the first former public defender? Having four women on the Court at the same time will be important. More women than men attend law school now but the higher ranks of the profession are still male dominated, so having near parity in the nation’s highest Court is meaningful. Her race is also significant, since she will be only the third Black member of the Court and this would be the first time we have two Black members serving together. It’s likely she and Justice Thomas will be very different ideologically but regardless, demographic representation matters. More than ever the Supreme Court is deciding very controversial matters that impact everyone. Having a Court that represents all voices is significant in maintaining its legitimacy and making sure opposing viewpoints are considered in decision-making. With everything going on currently the nation and world, when do you project a vote will happen, and do you see it going through? Even with all that is going on in the world right now, this will be a top priority to the Democratic Party, particularly with President Biden’s low polling numbers and the upcoming midterm elections. With the slimmest of voting margins possible, the sooner the vote occurs, the better for the Democrats. The Republicans set the precedent with the Barrett nomination that the process can be done in weeks rather than the months taken in previous nominations. I anticipate the Democrats will follow that expedited model. It will be interesting to see if the three Republican senators who voted for her Court of Appeals appointment less than a year ago will oppose her nomination here. Justice Breyer conditioned his retirement on the successful appointment of his replacement. He intends to retire at the end of this year’s term (likely early July), so I would anticipate her confirmation vote by then at the latest. If you are a journalist covering this story, that’s where our experts on this topic can help. Dr. Martha Ginn, professor of political science at Augusta University, is an expert on the judicial process, constitutional law and the U.S. Supreme Court. Ginn is available to speak with media about this topic — simply click on her icon to arrange an interview today.
Despite months of tension, weeks of pleas and diplomatic efforts – a full scale invasion of Ukraine by Russian forces has occurred. The situation is developing by the minute and media are scrambling to explain what has happened, why it happened, and tell stories of how this invasion is impacting people not just in Ukraine, but in America too. It’s why experts like Florida Atlantic University’s Robert Rabil is front and center to explain what’s going on to reporters. According to Robert Rabil, a political science professor at Florida Atlantic University, the crisis between Russia and Ukraine has been building since the 1990s. "This is on the account of two factors. The first factor is the expansion of NATO to the border of Russia, merely, especially to the Baltic states of Latvia, Lithuania and Estonia," Rabil said. "The second factor is from a Russian perspective they believe that they treated Russia like a bygone power." Rabil said with increased sanctions underway and formal diplomatic channels not working, the west could be pushing Russia to deepen its ties to other regimes globally. "It might go to Iran and it will support Iran in acquiring or hastening the acquisition of nuclear weapons," he added. "It will deepen its embrace with China." February 23 – WPTV NewsChannel 5 The invasion of Ukraine is historic and could lead to escalations of violence in other parts of Europe and further. And, if you are a reporter looking to cover this ongoing story – then let our experts help. Robert Rabil, Ph.D., is an expert in political Islam, terrorism, U.S. foreign policy, and U.S.-Arab relations. He is available to speak with media about the current situation in Ukraine, simply click on his icon now to arrange an interview today.
ChristianaCare’s renowned Center for Heart & Vascular Health has earned the highest quality rating—three stars—from the Society of Thoracic Surgeons (STS) for its patient care and outcomes in isolated coronary artery bypass grafting (CABG) procedures. The prestigious three-star rating places ChristianaCare among the elite health care organizations for heart bypass surgery in the United States and Canada. The STS star rating system is one of the most sophisticated and highly regarded overall measures of quality in health care, rating the benchmarked outcomes of cardiothoracic surgery programs across the United States and Canada. The star rating is calculated using a combination of quality measures for specific procedures performed by an STS Adult Cardiac Surgery Database participant. “Earning a three-star rating for heart bypass surgery places us among the top heart hospitals in the nation,” said Ray Blackwell, M.D., the W. Samuel Carpenter Chief of Cardiac Surgery at ChristianaCare. “Delaware residents can be confident that they have one of the best heart surgery teams in the nation right here, close to home, at ChristianaCare.” The three-star rating from STS adds to ChristianaCare’s long list of awards for quality heart care. For the past two years, the Center for Heart & Vascular Health has earned the designation HeartCARE Center National Distinction of Excellence from the American College of Cardiology for its commitment to high quality cardiovascular care. In addition, the Center for Heart & Vascular health received the American Heart Association’s 2021 Mission: Lifeline Gold Quality Achievement Award for the treatment of patients who suffer severe heart attacks; the 2021 Get With The Guidelines NSTEMI Silver Award for patients with a less severe form of heart attack; and the 2021 Get With The Guidelines Gold Plus Award for Heart Failure. “Our Center for Heart & Vascular Health and our community have much to be proud of,” said Kirk Garratt, M.D., medical director of the Center for Heart & Vascular Health. “We provide great outcomes, and we also listen to patients and families and work to ensure that the stressful experience of surgery is as easy as it can be. That kind of commitment leads to this kind of recognition.” Heart Disease Remains a Leading Killer in the U.S. According to the American Heart Association (AHA), heart disease remains a leading killer in the nation—claiming more than 600,000 lives each year. In addition, the AHA anticipates the effects of COVID-19 are likely to influence cardiovascular health and mortality rates for many years. “February is American Heart Month, and there is no better time for us to take stock of our heart health than now,” Dr. Garratt said. “The COVID-19 pandemic has presented new challenges to people living with chronic conditions such as heart disease. People with heart conditions are at greater risk of complications from the virus and also continue to need assistance managing their heart health. If you are a heart patient, please do not postpone your regular visit with your cardiologist.” The STS is a not-for-profit organization that represents more than 7,600 surgeons, researchers and allied health care professionals worldwide who are dedicated to ensuring the best possible outcomes for surgeries of the heart, lung and esophagus, as well as other surgical procedures within the chest. The STS National Database was established in 1989 as an initiative for quality improvement and patient safety among cardiothoracic surgeons. “The Society of Thoracic Surgeons congratulates STS National Database participants who have received three-star ratings,” said David Shahian, M.D., chair of the Task Force on Quality Measurement. “Participation in the Database and public reporting demonstrates a commitment to quality improvement in health care delivery and helps provide patients and their families with meaningful information to help them make informed decisions about health care.” About the Center for Heart & Vascular Health ChristianaCare’s Center for Heart & Vascular Health is among the largest, most capable regional heart centers on the East Coast. It is one of the only centers in the region that integrates in a single location and under one roof cardiac surgery, vascular surgery, vascular interventional radiology, cardiology and interventional nephrology. Its team of experienced cardiovascular surgeons and heart experts perform nearly 700 open-heart procedures each year and treat more than 8,000 total heart and vascular cases annually. For more information, visit https://christianacare.org/services/heart/.
Confused about your auto insurance? You’re not alone. According to a recent CAA study, over half of Ontarians (53 per cent) found their auto insurance policy difficult to understand. To help consumers navigate the confusion, CAA Insurance Company has launched an Insurance Guidebook that breaks down everything all Ontario drivers need to know about auto insurance and their policy. Consumers can get ‘back to basics’ with CAA’s new Insurance Guidebook and gain the knowledge to feel comfortable having more advanced conversations about their policy with an agent or broker, regardless of their provider. The Guidebook reflects common terms and issues related to Ontario’s auto insurance system and policy and is designed to help educate Ontario drivers regardless of who their insurer or broker is. The purpose? To empower consumers to seek out the best, most cost-effective insurance that adequately meets their coverage needs, and to better understand what is included in their auto insurance policy. “While motorists know that they are required to carry valid auto insurance in Ontario, our research shows they may not fully understand what their policy coverage means. We often see motorists learn about their coverage once they need to make a claim,” said Elliott Silverstein, director, government relations (insurance), CAA Club Group. “It was important for us to create a resource with easy-to-understand wording that informs motorists about the terms in their auto insurance policy and how it affects them so they can get the most out of their coverage.” The Insurance Guidebook was created after the study revealed Ontarians ranked insurance companies the most responsible for educating individuals about the auto insurance industry. CAA Insurance consulted with insurance experts to identify and simplify the most important terms that consumers need to know when it comes to understanding auto insurance. “The launch of the new Insurance Guidebook is just another example of how CAA is dedicated to putting consumers first,” said Silverstein. “We are very proud to be taking the initiative to educate all Ontario motorists so they can navigate their auto insurance policy with confidence.” CAA’s Insurance Guidebook is available online to download at https://www.caainsurancecompany.com/auto or can be picked up at CAA stores across south-central Ontario.
SEO: Why Expertise Ranks Higher
When the internet took off in the mid-90s, finding content wasn’t for the faint of heart. There were no directories or search engines and if you didn’t know where you wanted to go, you weren’t going very far. In the wild west of URLs, it became abundantly clear that we needed a better way to search. Yahoo brought us our first directory but in a list of websites, everyone’s content looked equal. That’s when Google stepped up to the plate. Right from the early days of search algorithms, they understood that people valued expert content and we needed a way to rank the credibility and integrity of a webpage. Drawing on his academic background, Larry Page introduced the concept that links could act like citations in a research paper. The original idea operated like a voting system; the more links, the higher the rank. While Google still places tremendous value on expertise, their algorithm for search engine optimization (SEO) has become significantly more complex. We know that it’s combination of on-page and off-page factors but at the end of the day, it boils down to delivering the quality content people are searching for. Source: Search Engine Land Give the People What They Want Today’s audiences want to build more meaningful connections with the institutions and businesses they engage, and that requires information. It’s not enough to put out an unimaginative website or tri-fold brochure. While these tactics may have worked a short time ago, traditional marketing often fails to deliver the level of detail audiences need to make purchasing decisions. From transparency to accountability, they have high expectations for organizations and the content they provide. They want to know how a product or service will uniquely work for them and how your organization aligns with their vision and values. Most of all, they need expert perspectives and proof you can deliver results. If you want to remain competitive, it’s essential to keep up with these rising demands for easy-to-find, high-quality content and secure you a key spot on Google’s SERP. Climbing the Ranks with Expertise Organizations, particularly those in knowledge-based industries (academia, consulting, professional services, medicine etc.), need to pay special attention to how Google is tuning its search algorithm to index information that is attributed to experts. Factors like quality, keyword research and freshness are all on-page tactics that help webpages improve their rank. With this in mind, here are just a few ways your experts and their content are contributing to your rank on Google: Meta-Tagging: Meta tags are snippets of text or rich media that help audiences understand what’s on your webpage from the Google SERP. To ensure they deliver the most relevant search results, both Google and YouTube have been updating their meta tagging and schema options to allow expert content to be indexed more descriptively. This includes everything from author attribution to expert answers the prestigious Rank Zero which highlights the best possible result to users at the very top of the page. Freshness: The freshness of content is correlated with content relevance, and it’s something Google highly values when ranking search. Not only will outdated employee biographies and profiles on your site negatively impact your ranking on search engines, but failing to deliver timely, relevant content on trending topics will also hold you back. By regularly updating your website with expert content, you’re showing that you’re an active contributor to that topic – building trust your audiences and increasing your rank on Google. Keywords: Google collects and indexes searches from users every day, so the richness of your keywords is critical to your search ranking. In many cases, you’ll find that expert content has a holistic way of providing information about high-searched topics in your industry. When an expert creates content, they not only include the targeted keywords, but they naturally incorporate latent semantic indexing as well which accounts for related terms. This all feeds into Google’s desire to surface the most relevant content and who better to do that than your experts. All of these factors are important considerations for improving your organic search rank. As a key driver in inbound traffic, improving your organic rank will not only increase brand awareness, but it also delivers higher-quality leads. And by sharing expert content on your digital channels, you’re showing your audiences and Google exactly what makes you an industry authority and why they should engage your business. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
5 Ways Expertise Marketing Supports Digital Transformation
Digital transformation is much more than merely redesigning your website or moving your files to the cloud. It’s about harnessing digital technologies to elevate your business. Specifically, digital transformation is strategically adapting your business processes to change company culture, empower your staff and keep up with rising consumer demands. Organizations of all sizes are taking on transformative initiatives to meet today’s expectations in the digital space, but research by IDG has concluded that we still have some growing to do: “IT leaders are making steady and sequential progress to becoming digital-first organizations – though not at the same breakneck speed that the technologies themselves are proliferating. For many organizations, the foundational pieces are in place, and they’re actively working on adopting newer technologies like AI and IoT. But successful digital transformation will also require equal attention to change management and workforce strategy for the entire organization.” Supporting the Bigger Picture It’s easy to get hung up on the technology but successfully transforming your business means thinking about everyone involved – including your experts. Here are five ways expertise marketing supports digital transformation: 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 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 behaviour 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. Filling the Gaps with Expertise As mentioned above, digital transformation is a comprehensive business strategy with many moving parts. While expertise marketing is one component of this organizational change, it works in tandem with your other programs and complements any initiative aimed at boosts your digital presence. In fact, it’s proven to support many of the activities that organizations have yet to complete. IDG’s 2018 State of Digital Transformation Expertise marketing is a powerful tool for enabling and elevating digital transformation. By encouraging company-wide participation, it’s shown to increase internal uptake, generate higher-quality content and ultimately, drive better results in terms of ROI. If digital transformation is in your future, then you need to start thinking about your experts today. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
How to Identify Expertise: Who qualifies as an Expert?
When you’re first introduced to expertise marketing, it can be hard to fathom that there are invisible experts hiding within your organization. We tend to think of experts as a small group at the top but in reality, that’s just the tip of the iceberg. Across your teams and departments, there are a variety of people with the skills, knowledge and experience to support meaningful conversations with target audiences. Their untapped expertise has the potential to build trust with key prospects and ultimately, creates new opportunities for revenue. The problem is that many organizations are unsure of how to assess expertise. To help you identify these invisible experts and their role in your expertise marketing program, we need to ask a couple of questions. For starters, what makes someone an expert? The 7 Attributes of Expertise By definition, an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications are a starting point for expertise, many disciplines don’t have a set list of criteria to measure expertise against. There are many dimensions of expertise that relate not just to the working proficiency of an expert in their field but also to the degree of influence and authority they have earned within their profession or community of practice. Because of this, expertise is often looked at as a person’s cumulative training, skills, research and experience. What’s important to consider is all of the roles that the people in your organization can play. While many of these people have put in their 10,000 hours, not everyone is wired to speak on podiums or to the media. But they still hold incredible value – from the perspectives they can help you research and develop to the content they can help produce. Here are some of the key attributes to look for in assessing the various roles for your people as you formulate an expertise marketing plan: Authority: Has a reputation with an audience as a go-to source for perspectives Advocate: Demonstrates a commitment to a community of practice to help advance their field Educator: Teaches and inspires on the podium or in the classroom Author: Develops content to establish their reputation and reach a broader audience Researcher: Generates unique insights through their research or field work Practitioner: Actively builds knowledge in a specific discipline or practice area by providing services Graduate: Has formal education or gained experience to achieve proficiency on a subject Now that we know there are several attributes that make up expertise, we need to understand how we can leverage these people for your expertise marketing program. This brings us to our next question: How do these experts fit into the bigger picture? The 4 Levels of Expertise Understanding how to promote expertise is a fast emerging area for organizations – and it’s certainly more ambiguous than the linear career paths and job titles we’re used to. When we think of which experts are most accessible to our audiences, it’s important to know that visibility is not directly correlated to seniority or authority in an organization. Professionals at various levels of skill, knowledge and experience are now using social networks and personal branding to promote their own expertise outside of their organizations. This means that a tenured professor with years of experience and a researcher could both be at the same level of “visibility” in their organization. Because visibility also considers the individual’s personal agenda and drive for recognition, many employers agree they have to do a better job of assessing and nurturing expertise to make it more visible. The following framework provides some guidance for organizations looking to take inventory and develop a path for the people focused on developing relevant content and building market visibility with a variety of audiences. Now that we’ve provided a broader picture of what expertise looks like, it’s time for you to ask, “How does my organization stack up?” Bench Strength: Taking Stock of Expertise Across Your Organization Expertise at all all-time premium for audiences so it’s critical for organizations to understand how their collective expertise can be channeled into meaningful and profitable conversations. As you’ve read through the different attributes and levels of expertise, you probably found yourself creating a checklist of people in your organization that may have otherwise been overlooked but it’s important to note that recognition is just the first step. Mobilizing expertise marketing takes internal buy-in and investment from the senior members of your organization – and they will want to see the proof. The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy
Building Trust with Expertise Marketing
With advancements in technology and a number of new channels, it’s important to remember that at the end of the day, people want to deal with people. Studiesconsistently show that we’re more likely to trust other humans when making decisions. While many organizations leverage brand personas to fulfill that human connection, they often overlook the power of their people to lead and support conversations. If your audiences are looking to connect with people, then it only makes sense to give them our best. Who Is Looking for Expertise? As mentioned in last week’s blog, the ‘About Us’ section of a website is the second most visited area next to the homepage and the reasons for this are simple: people want to see who is behind the scenes. From prospective customers to journalists looking for an expert source, there are a wide range of audiences who want to know who you really are before they engage with your business. Here are just some of the audiences who are taking a close look at your expertise: Customers & Partners: Subject-matter experts are consistently rated as one of the most influential sources of information for buyers (Source: ITSMA), and a whopping 78% of B2B buyers start with a Google search (Source: Demand Gen). Media: Experts who serve as media sources are in high-demand with newspapers, broadcasters and digital outlets – and it’s not just research they want. They often require a plain language explanation of how something works, or insights to help them localize a story for a regional audience. Conference Organizers: Conference organizers and industry associations are constantly looking for experts who can educate their attendees as a panellist, workshop leader or keynote speaker. Alumni & Donors: For institutions, showcasing the relevant work that experts and staff are doing helps alumni better connect to your mission and makes it easier to fundraise and drive larger donations. Government & Foundations: Government bodies and foundations rely heavily on experts to conduct research, develop policy and implement the various programs they fund. They are increasingly focused on reporting the social and economic impact stories of the research they are funding. Better Digital Conversations When we look at audience engagement, your success boils down into three critical stages: Attention, Interaction and Trust. Each of these areas can be addressed by making experts and their content more visible with a sustained, amplified digital presence. Don’t underestimate the value of rich expert profiles; today’s audiences will quickly scroll past a list of names and titles. Expertise marketing is about providing individual credentials and sharing what their collective experience represents for your organization. The richer offering, the more trust you can build. Plus, experts who serve as brand ambassadors are more likely to drive personal, relevant and authentic connections with key audiences. The following framework outlines how you can create an expertise marketing program that empowers your people to better navigate the customer journey: Creating Touchpoints for Expertise Whether it’s a research page on your website or an upcoming speaking engagement, you need to develop touchpoints for key audiences to interact with your experts and their content. This often requires businesses to step back and determine how visible your experts are across your physical and digital environment. As you go through the auditing process, you not only surface gaps in your delivery but in many cases, you’ll also find a wealth of expert content hidden in personal websites, social media and external publications. It surprises many businesses to discover that your experts are already engaging with audiences – just not from within your organization. Make your expertise more coherent by turning a disconnected group of experts into a powerhouse of brand ambassadors. In addition to aggregating their existing content, you’ll need to speak directly with your experts and develop an expertise marketing program that aligns with their professional objectives and incentivizes their continued efforts. This collaborative approach will mutually benefit both your business and your experts while simultaneously generating excitement and buy-in throughout the whole organization. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy
Thought Leadership 2.0: A New Approach
The term “thought leadership” has been exploited by self-proclaimed experts and overuse of the phrase has made the market weary of its practice. But before it was a buzzword, thought leadership was the crown jewel of content marketing. According to the Oxford Dictionary, thought leadership is “intellectual influence and innovative or pioneering thinking.” In practice, thought leaders leverage research and experience-based content to draw in audiences and support their organization’s reputation as an industry authority. This marketing concept has the power to transform product pitches to strategic insights and approaches into best practices, but not everyone found the same success with their programs – and there are a couple of good reasons why. This Is A Classified Project While it’s still true that thought leadership boosts customer engagement, some programs simply lack the depth needed to connect with audiences and see meaningful results. Many organizations are quick to jump on the latest marketing trend, but they don’t always have the vision to turn their expertise into a viable solution for their business. In fact, a leading research and consulting firm, Sirius Decisions, has suggested that “the purpose and process of thought leadership are widely misunderstood and misapplied, causing mixed results.” One of the most significant issues with thought leadership is that the C-Suite and other top-level teams tend to lead programs in a silo from the rest of the organization. It’s not uncommon for executives to outsource their thought leadership activities to special teams and agencies as a series of projects. This approach leads to disconnected outputs that miss the mark when it comes to audience engagement. It not only prevents subject-matter experts from elevating your content, but it also dismisses the wealth of knowledge they have about your audiences. Experts know who is looking for content, where they’ll go to find it and which topics they’ll follow. So when you exclude them from the process, you’re going to miss out on opportunities to drive market visibility, brand reputation and new customer connections. Your Experts Are People Too When you put something on a pedestal, you make it easy for people to see but hard for them to reach – and that’s a problem in the digital world. People want to deal with organizations who provide the information they need on the channels they use, and in a voice they understand. To be successful with thought leadership, it’s vital to understand these needs and take a human approach to your marketing and communications. Unfortunately, many thought leadership programs take a campaign-oriented approach and can mimic the dated marketing practices that centre around products rather than people. They come off as too formal and use “corporate speak” which makes them far less approachable. Worst of all, they often lack the authenticity audiences are looking for – so why not let your people do the talking? Your in-house experts make great brand ambassadors for your organization. By expanding your notions of thought leadership, you open the door for many voices to share your message in a manner that’s inclusive, genuine and accessible. This also makes it easier for you to maintain your online presence and insert diversity into your content marketing. Rather than repeating the same ideas over and over, your broader team of experts will be able to capture varying perspectives and insights – supporting your position as a leader in that domain. Evolving Thought Leadership While the concept of thought leadership still resonates with audiences, it’s time to make a few changes. Here are just a few reasons to transition dated thought leadership projects into profitable expertise marketing programs: Excerpt from the Complete Guide to Expertise Marketing As you can see, expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile – and all at a lower cost. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge. If your thought leadership program lacks results, you’ll likely have to broaden your views on expertise and leadership. Take a closer look at all of your people and the value they bring to your business. This inclusive approach to expertise marketing will not only make it easier to manage thought leadership, but it will also deliver the long-term success you want from your marketing. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.