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Preparing Your Experts for the Media Spotlight

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.
Recorded Dec 1 2019 60 mins
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Presented by
A discussion with Eric Eckert - Assistant Director of Media Relations at Baylor University
Presentation preview: Preparing Your Experts for the Media Spotlight

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    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

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


    - 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
  • Employee Advocacy: How to turn your staff into brand ambassadors Recorded: Aug 12 2020 63 mins
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    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:

    - Key concepts of employee advocacy
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    - 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:

    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.
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    What We’ll Cover in this Session
    *Five easy and inexpensive ways to prepare to lead your team or organization
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    *Real case studies that demonstrate how leaders have found opportunities in a crisis situation
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    *The “Crisis Communications Protocols” planning worksheet to apply to any crisis
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    Peter Evans (Co-Founder & CEO) and Deanne Taenzer (Expertise Marketing Expert) ExpertFile
    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.
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  • Preparing Your Experts for the Media Spotlight Recorded: Dec 1 2019 60 mins
    A discussion with Eric Eckert - Assistant Director of Media Relations at Baylor University
    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.
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    - 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.

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Expert Marketing Strategies and Tactics for Leaders
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  • Title: Preparing Your Experts for the Media Spotlight
  • Live at: Dec 1 2019 8:20 pm
  • Presented by: A discussion with Eric Eckert - Assistant Director of Media Relations at Baylor University
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