Name: How to Launch Your Own Trusted Advisor Program
Start: 2020-03-01T14:00:00Z
End: 2020-03-01T14:00:57.000Z
Location: BrightTALK
Rating: 0

Access timely, insightful discussions with industry leaders covering a broad range of marketing, digital and sales strategies and tactics to grow you business.

Media are busier than ever, generating more stories and covering more beats.  Yet most journalists report that only a quarter of their stories originate from media pitches (Source: MuckRack, 2021).  Further proof that there’s a huge opportunity for you to boost coverage, by following some simple yet powerful rules - rules that make your organization stand out in a crowded, noisy market.

On June 8th, join us for a special webinar with communications expert and award-winning news correspondent, Wilf Dinnick whose journalism experience spans over 20 years working at networks including ABC News, CNN, CBC and Al Jazeera. In this session, Wilf will share his secrets to help you promote your stories more effectively to journalists and boost media coverage in the outlets you want to be in. 

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Special Bonuses for Session Attendees: 
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*Pitch Evaluation*: Attendees that have registered before May 20th can send a sample pitch to us that we'll share internally with Wilf and our expert panel of journalists and media professionals, who will provide you with confidential feedback.

*Session Workbook*: To make the session even more valuable, all attendees will receive our “Guide to Boosting Media Coverage” at the end of the session which provides proven frameworks and worksheets to help you develop a winning media relations and content plan. 

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What You'll Learn
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- What matters most to journalists today and how to best pitch your stories without overloading them.
- How journalists quickly evaluate sources and why academic experts are more in demand than ever. 
- How to get more coverage related to breaking news stories by following a few simple rules.
- The power of providing a “counter-narrative” to give your experts an edge over others.

and much more...

Beyond the Media Pitch: How to Secure Better Coverage in Today’s Noisy Market

With all the noise about podcasting these days, have you been wondering how this might play a role in your existing strategy? 

Join us on September 14th at 1pm EST to hear from Podchaser who boasts the world’s most comprehensive podcast database, and learn what others are doing with this incredibly powerful tool.

Who will find value in this webinar?

Marketers, Communications Pros, Media Relations, Enthusiasts

Podcasting 101: 5 Ways to Get You Started

Your audience has questions.  Your experts have the answers. Studies show that structured Question and Answer type content can grow traffic to your website by as much as 10x by taking advantage of recent Google algorithm updates that boost organic search rank. In this session we’ll show you the fastest and most effective ways to create engaging Q&A type content with your experts.

What you will learn
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The #1 reason why Q&A structured content can outperform all other forms of content on your website.

Also...

- Why Q&A content is becoming critical if you want to get your experts at the top of Google.
- How to rapidly create high quality content by engaging your subject-matter experts.
- Best practices for using Q&A content to quickly fill in content gaps on your website.
- How Q&A content boosts brand visibility, engagement, lead generation and sales conversions

Stop Overthinking Content: Show Your Expertise Using the Power of Q&A

Organizations have the capability to transform their marketing programs by tapping into their most important asset - their internal talent. Research shows that content shared by employees receives 8X more engagement than content shared by employers. Employees sharing their expertise can engage audiences with content that is seen as more personal, and trusted. Employee advocacy is also a proven strategy to quickly build culture, which is especially important with highly distributed teams. 

A leading expert on employee advocacy, Anita Windisman, will show you how to quickly unleash the power of an employee advocacy program to build an army of employee brand advocates who will help you build reputation and revenue.


What you will Learn in this Session:
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- Key concepts of employee advocacy
- How content sharing can benefit both an organization and staff
- Getting buy-in from employees and how to boost their engagement 
- Tips for sharing content online - What NOT to share online and avoid common pitfalls
- Best practices that are generating results for top organizations with employee content 

 
About the Speaker:
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Anita Windisman is the co-founder of Blue Square Collective, a consultancy practice of ex-LinkedIn employees.  The firm works with sales teams and businesses - enabling them to scale their business by prospecting on LinkedIn to achieve sales success.   Most recently, she worked at LinkedIn, where she spent 5.5 years, both in the Toronto and London, UK offices. She provided strategic direction to senior sales leaders of global organizations such as SAP, Oracle, Xerox, 3M, Salesforce, IBM and others – on how to implement Digital Selling Programs in their organizations.  Anita holds an MBA from the Rotman School of Management, University of Toronto where she lectures in two programs.

Employee Advocacy:  How to turn your staff into brand ambassadors

Whether you’re in sales or not - most jobs today require communication, cooperation, and making sure you have your stakeholders’ attention.

But no matter who they are - customers, students, alumni, media, corporate partners, granting agencies, foundations and government policy makers, or even your co-workers - attention is hard to come by these days. It’s even harder to come by a budget; in this unprecedented time of uncertainty, customers aren't buying. They're not even forecasting. 

Join ExpertFile for an insightful discussion with leading sales and marketing expert Jeff Molander and learn how to provoke and advance important conversations to generate future prospects even in the most uncertain times. In this session, you will learn a new methodology to achieve better results - it’s time to rethink how you manage your sales and communications outreach.

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What We’ll Cover in this Session
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*Why it's time to stop selling and focus more on identifying people who likely need your solution
*How predicting future circumstances and taking a bold, unconventional way to provoke and forward conversations will lead to better results 
*How to understand the message patterns that trigger unwanted reactions - and the psychological triggers that work more effectively 
*Why conventional outreach approaches using email and social platforms (such as LinkedIn) that worked before will not work effectively today.
*Real case studies of currently effective conversation-starting strategies and messages

How to Sell When Nobody is Buying

Join ExpertFile for an insightful discussion with leading crisis communications expert Conway Fraser.  While it can take years to build a stellar reputation, it takes only moments to destroy it. This has never been more relevant than it is today with social media mobs and an increasingly aggressive 24-hour news cycle that’s often intent on getting it first over getting it right. Conway Fraser has seen it more times than he can count. First, as a Gemini Award-winning CBC investigative journalist and, for the past decade, as a communications fixer for companies and CEOs around the world. He is the co-author of the Amazon international bestseller "Leaders Under Fire: The CEO’s Survival Guide to Navigating Corporate Crisis" and is an advisor to clients on issues related to reputation management in sectors as diverse as higher education, professional services, technology, natural resources and healthcare.  Join us for an engaging session where Conway will share important tips on how to best overcome challenging situations, even a cancel campaign, and come out in an even better position. All attendees will receive a digital/audio copy of “Leaders Under Fire.” 
 
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What We’ll Cover in this Session
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*Five easy and inexpensive ways to prepare to lead your team or organization
*How to use empathy as a powerful lever to influence and persuade your key audiences
*Real case studies that demonstrate how leaders have found opportunities in a crisis situation
*A proven formula that enables you to approach any crisis in a structured and strategic manner 
*The “Crisis Communications Protocols” planning worksheet to apply to any crisis

Navigating Uncharted Waters: How to strategically deal with corporate crisis

Discover strategies and practical approaches to ensure your website not only meets your legal obligations but also ensures a great user experience for all visitors.   Over the past 18 months there has been a dramatic increase in litigation related to web accessibility. To be compliant online, today's organizations must conform to the Web Content Accessibility Guidelines (WCAG). Taking a strategic approach to creating a sustainable web accessibility program will not only mitigate legal risk, it will enhance the user experience for everyone. In this webinar, learn how to ensure your website is compliant and avoid potential legal pitfalls and negative impacts on site usability and experience.

ExpertFile on Understanding Web Accessibility

Learn how Baylor’s investment in experts is paying off allowing their Media Communications team’s to generate over $11 Million in earned media results in the past 3 years.

Preparing Your Experts for the Media Spotlight

Have you ever wondered how newsrooms identify important events to cover and what sources to quote? These are questions on many minds today as we witness profound changes in both journalism and public relations, as they evolve rapidly with technological advances and the speed of information that journalists now have access to. With the pace of today's news cycle, media organizations are adopting innovative approaches to help their journalists get faster access to the information they need – from research to expert commentary to editorial ideas.

Join The Associated Press' Fernando Ferre and ExpertFile's Peter Evans as they introduce new online applications that journalists are using to more efficiently identify future events and expert sources.

You will learn simple yet powerful tips to help support your media research and planning and better align your communications efforts to the news cycle.

This session will cover.

- New tools that journalists and PR professionals can use to identify upcoming news and events. 

- Tips for building an editorial calendar that gets results.

- How journalists quickly identify, evaluate and connect with the best expert sources.

- Ways to better promote your expert sources to journalists when news breaks. 

- How to use “owned content” to better align with the news cycle and drive media coverage.

“Inside the Next Generation Newsroom” for PR Professionals

Learn the revenue potential of launching your own Trusted Advisor Program and start generating Expert Qualified Leads for your organization.

According to the Edelman Trust Barometer, experts are of top importance by potential buyers; yet most organizations have focused more on products and services and keep their expertise hidden. This is changing as evidence emerges that proves the value of making experts more approachable at the front end of the sales process.

For example, IBM’s new “Expert Advice” program is generating thousands of leads by making key employees available for one on one phone calls with prospects for an informed, no pressure conversation. IBM also reports that conversion rates (from consultation to pipeline) are 30% or 400% higher than some of their other, more conventional marketing programs. Furthermore, 40% of the leads they are generating are “white space” accounts that were not on IBM’s radar. 

Are you selling in a complex market or implementing an Account Based Marketing program? Are you selling in a B2B market such as technology or professional services? Then it’s critical you and your team understands how experts fit into your marketing and sales programs to drive new business.

How to Launch Your Own Trusted Advisor Program

Lead Generation

Expertise Marketing

Expert Qualified Leads

B2B Content Marketing

Corporate Brand

Demand Generation

Advisor Marketing

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Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

Marketing

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Cloud computing has exploded over the past few years, delivering a previously unimagined level of workplace mobility and flexibility. The cloud computing community on BrightTALK is made up of thousands of engaged professionals learning from the latest cloud computing research and resources. Join the community to expand your cloud computing knowledge and have your questions answered in live sessions with industry experts and vendor representatives.

Cloud Computing

As an IT professional, many of the problems you face are multifaceted, complex and don’t lend themselves to simple solutions. The information technology community features useful and free information technology resources. Join to browse thousands of videos and webinars on ITIL best practices, IT security strategy and more presented by leading CTOs, CIOs and other technology experts.

Information Technology

Leadership styles are continually evolving to incorporate new ways of thinking about employee satisfaction, motivation and performance. Find webinars and videos on the strategies, techniques and qualities that make an effective leader. By participating in this community you will gain insight into current leadership theories and how to optimize employee performance.

Leadership

Get powerful insights to run your business. CEOs, CFOs, CMOs, COOs, CTOs and CIOs are among the leaders in this community who connect with peers and experts to grow their businesses.

CxO Strategy

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

How to Launch Your Own Trusted Advisor Program

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