LEVERAGING INTERNAL
EXPERTS
Casey Hall
Thomson Reuters
@CaseyHall_
OR: what happened when we
evicted the marketers from the
blogCasey Hall
Thomson Reuters
@CaseyHall_
goals
• thought
leadership
• conversion
@CaseyHall_
• higher quality
• more engaging
strategy
1. all content must be valuable
2. products should not be the focus
3. written by a person with
expertise in the subject matter (equal to, or greater than, that of the
intended audience)
_
#3rules
B2B audiences are already well
informed, they need expert, technical
content
written by a person with expertise in the subject matter (equal to or greater than, that of the intended audience)
marketers are evicted from the blog
the strategy was not
always well received
@CaseyHall_
amazing
internal
experts,
but not
always
ready for
primetime
@CaseyHall_
First blog contribution
was a well-footnoted,
14 page fax.
@CaseyHall_
• company-wide training
• blog specific guidelines
some experts
need training
to thrive as
thought
leaders
once the
experts
are
trained,
they
sustain
a steady
flow of
content
so what?
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Jul-1
0
Sep-1
0
No
v-1
0
Jan-1
1
Ma
r-1
1
Ma
y-1
1
Jul-1
1
Sep-1
1
No
v-1
1
Jan-1
2
Ma
r-1
2
Ma
y-1
2
Jul-1
2
Sep-1
2
No
v-1
2
Jan-1
3
Ma
r-1
3
Ma
y-1
3
Jul-1
3
Sep-1
3
No
v-1
3
Jan-1
4 new content strategy
277% increase
in first six
months
pageviews
0
500
1000
1500
2000
2500
3000
3500
4000
2012 q12012 q22012 q32012 q42013 q12013 q22013 q32013 q4
ThomsonReuters
Store
Westlaw
outbound traffic increased 240%
Casey Hall
Thomson Reuters
@CaseyHall_ blog.legalsolutions.thomsonreuters.co
m
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