LEVERAGING INTERNAL EXPERTS

Casey HallThomson Reuters@CaseyHall_

OR: what happened when we evicted the marketers from the blog

Casey HallThomson 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 expertsare trained,they sustaina steady flow of content

so what?

Jul-1

0

Oct-1

0

Jan-

11

Apr-1

1

Jul-1

1

Oct-1

1

Jan-

12

Apr-1

2

Jul-1

2

Oct-1

2

Jan-

13

Apr-1

3

Jul-1

3

Oct-1

3

Jan-

140

5000

10000

15000

20000

25000

30000

35000

40000

45000

new content strategy

277% increase in

first six months

pageviews

2012 q1

2012 q2

2012 q3

2012 q4

2013 q1

2013 q2

2013 q3

2013 q4

0

500

1000

1500

2000

2500

3000

3500

4000

Thomson Reuters

Store

Westlaw

outbound traffic increased 240%

Casey HallThomson Reuters@CaseyHall_ blog.legalsolutions.thomsonreuter

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