` Expert Content MarketingThought Leader to Market Leader: Rise Above the Noise with Expert Content Marketing

Deanne TaenzerVice President – ExpertFiledtaenzer@expertfile.com | www.expertfile.com

Phil BlissCEO– Perceptiblephilbliss@perceptible.com| www.perceptible.com

`

Why Experts

Which of the following sources of information are most credible? (Rank order 1st, 2nd, 3rd - % of Respondents)

3328

2726

2422

2119

16161515

1211

95

Subject matter expertsTechnology or solution provider websites

Industry analysts (e.g., Gartner, Forrester, IDC)Technology or solution provider sales people

Peers/colleaguesManagement consultants (e.g., McKinsey, Bain, …

Web search (e.g., Google, Bing)Focused industry/professional online communities

Focused industry or trade mediaUniversities, research institutes, think tanks

Industry events/trade showsSourcing advisors (e.g., Everest, TPI)

General business mediaLocal or national professional trade associations

Social media/networksBlogs 1st 2nd 3rd

Note: Respondents were asked to rank order top three. Source: ITSMA, How B2B Buyers Consume Information Study, 2012

N=299

The rising value of experts.

2016

Source: 2016 Edelman Trust Barometer Survey

Academics seen as more credible than leaders.

§ In a recent survey, 77% of journalists look for a source to be a recognized expert in their field. 49.4% look for original research, 34.5% look for media materials.

§ Experts have credible and relevant research, publications, multimedia and other powerful content elements – use them.

*Source: Wasabi Publicity Survey, 2016

What Media is faced with…

`

Expert Content in

ActionTips from the Pro’s

Relevant Credible Engaging Influential Responsive

Start with your Bench Strength

§ Once you recover from reading that, hear me out.

§ If you showcase faculty content that they are excited about, they will be more inclined to get engaged.

§ Showcasing awards, books, research and grants gets them excited, only a fraction care about speaking and media. Create the ultimate win-win. (And don’t make them work too hard, because they likely won’t)

Give Faculty What they Want…

Editorial)CalendarJanuary February March April May) June July) August September October November December

Product)Launches White&Paper eBook Research&Report iPhone&App Android&App Case&Study eBook&RevisionEvents/Trade)Shows Super&Bowl OlympicsMarketing)Campaigns New&Resolution Customer&Sat&Survey Back&to&School Black&Friday Year&in&ReviewPromotions 25%&Discount Buy&1,&Get&1 6&Mo.&Financing Free&ShippingHolidays New&Year's Valentine's&Day Easter Mother's&Day Dads&&&Grads 4th&of&July Halloween Thanksgiving Christmas/&HanukkahKey)Milestones 10k&Subscribers 20k&Likes/Followers 5&Year&Anniversary

Editorial)Calendar

Name/Title Content)Type Owner/)Author PriorityAssets)Complete)

Due)Date Publish)Live)Date StatusTheme/)

Categories Audience

NEW!)Social)Media)Channels Call)to)Action

NEW!Destination)Link

NEW!)Meta)Description)(SEO/blogs)

Press&Release High CompleteBlog&Post Medium NEW!&In&ProgressWhite&Paper/Guide Low NEW!&In&ProgressCase&Study NEW!&In&ProgressAnnouncement Not&StartedSocial&Media&Post&Z&See&Social&Media&Calendar&Template&for&complete&social&media&scheduling&calendarEmailNotificationNewsletterArticleVideoAdvertisementReport/ResearchInfographic

Editorial CalendarWhat Contributions Can your Experts Make?

Content Focus Presentation Skills Writing Skills Research Skills

Earned Owned Earned Owned Owned Owned

Topics Television Interviews

Radio Interviews

Speaking (Keynote)

Speaking (Workshop)

Speaking (Panel)

Speaking (internal Events)

Webinars Audio Podcasts Print Media Blog Posts Topics &

Trends Breaking

News

!!

!!

!!

!!

!!

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!!

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Tap into their content comfort zone…

Web Search Social Print Pitches

Rob AdamsSenior Lecturer,

Department of managementEntrepreneurship, Venture Capital,

Student Entrepreneurship

Prabhudev KonanaProfessor and Chair, Department

of Information, Risk, and Operations Management

Process Improvement, Operations Research, Virtual Communities

David SpenceProfessor, Department of Business,

Government and SocietyCorporate Social Responsibility,

Sustainability, Renewable Energy

Robert PrenticeChair Department of Business,

Government & SocietyBehavioral Ethics, Business Ethics,

Corporate Law

Ethan BurrisAssociate Professor,

Department of ManagementDecision Making, Organizational

Behaviour, Employee Voice

Timothy WernerAssistant Professor, Department of Business, Government and Society

Campaign Finance, Corporate Political Strategy

Sheril KirshenbaumAssociate Director for Energy Poll, Energy Management and

Innovation CenterScientific Writing, Science Communication, Ecology

David HarrisonProfessor, Department

of ManagementOrganizational Diversity,

Work Roles and Behaviour

Clemens SialmProfessor,

Department of FinanceAsset Pricing, Investments,

Mutual Funds

Shuping ChenProfessor,

Department of Accounting Corporate Disclosure Practice &

Financial Reporting Quality

Michael ClementProfessor,

Department of AccountingFinancial Accounting, Financial Analysts, Financial Reporting

Susan BroniarczykProfessor, Department of

MarketingConsumer Behavior, Brand

Management, Product Marketing

Primary contact for reporters:Samantha.Harris@mccombs.utexas.edu

(512) 471-67462110 Speedway,

GSB 5.170 Austin, TX 78712

Experts

powered by

Create cross-channel conversations§ Each audience seeks information differently, especially based on generation

Be Discoverable

Be Discoverable§ A recent survey of journalists showed that Google is the number one starting

point for finding sources.

Search By Topic

Be DiscoverableSearch By Organization

Be DiscoverableSearch By Name

Engage with Multimedia ContentPublications, Pictures, Video Audio, Slides & Docs

Showcase News & Event Spotlights

Be Engaging & Mobile

Over50% ofsearchesonlineoccuronamobiledevice*.

*GoogleConsumerResearch,2016

Media Assets

Detailed Profiles

Read More

News Spotlight

Expert Feature

Be ContextualSearchable Directory

EXPERT CENTER

Video (10) Publications (4) Slides (6) Pictures (5)

Video (10) Publications (4) Slides (6) Pictures (5)

Read More

EXPERT CENTER

ProgramsExpert ProfilesHomepage Expert Directory

Video (10) Publications (4) Slides (6) Pictures (5) Video (10) Publications (4) Slides (6) Pictures (5)

FoundationsResearch News Room

Read More

Be Everywhere

Best

Pra

ctic

es

Be Relevant

Be Social

`

Okay, but what about results?

“”

Steve Hartsoe, Director of Communications

We doubled our media hits by focusing on faculty experts

See the Video: blog.expertfile.com/is-this-the-b-school-newsroom-of-the-future/

§ Better Metrics: The ability to growth in faculty profile views, media inquiries and other key trends.

§ Faster Publishing: Content can be quickly posted for faculty in response to breaking news, complete with detailed expert profiles and lift quotes to help reporters discover and evaluate their experts as media sources.

§ More Efficient Collaboration: Their expert platform provides a more efficient way for marketing staff to work proactively with faculty and media.

Case StudyUniversity of Texas, Austin - McCombs School of Business

S̀ure, sounds great, but HOW do I do all this?

Pick a starting point…

• Don’t “set and forget” • Recruit some help in the form of

students.• Get comfortable with imperfection.• Develop the business case with a focus

on results.

It doesn’t have to be hard…

1. Technology helps.2. Flexibility is key. 3. Spreadsheets kill.

Search Mobile Responsive/Accessible Standards

Templates & Customization

Network Performance

Analytics

Roles & Permissions

Are there search functions that are capable of indexing all content? Can you search by customer categories & keywords?

Is there a rich library of templates available? Can you create/modify content templates using your own custom CSS ?

Are there multiple access roles for Users (Faculty), Administrators (IT & Marketing) and Agents (Outside Third-Parties such as Agencies)

Does the system publish in formats suitable for smartphone/tablet users? Is it W3C compliant for people with disabilities?

Can you quickly see your content assets and the key performance indicators (i.e. views, inquiries) and generate reports at different levels of your organization?

Is the system designed to optimize key frameworks and protocols that increase system performance such as cloud infrastructure and caching.

Technical Considerations

Integration Multimedia & Social Content Integrations

Usability & Management Contextual Web Forms & Workflow

Look for ability to leverage existing CMS platforms via embeds or APIs. Look for modules that are developed.

Is there an intuitive UI for each persona using the system? Is there a WYSIWYG editing functionality for non-technical users?

Can you quickly embed desktop content plus social and multimedia content from Twitter, YouTube, Amazon Books etc.

Can you maximize inquiries at point of interest by linking to web forms and route them intelligently to specific individuals/departments?

1

2

3

4

5

6

7

8

9

10

Increased Market Visibility & SEO Higher Online Visitor Engagement

More Direct Inquiries

Better & Faster Web Development

Reduced Staff Workload & Better Control

Metrics to Measure Success

Are you Connecting with Key Audiences?customers | partners | students | donors

What’s your Grade?

`

Thank YouDeanne TaenzerVice President – ExpertFiledtaenzer@expertfile.com | www.expertfile.com

Business Case Framework

Key StakeholdersPriorities Success Factors Perceived Barriers Decision

Criteria Program Enhancements

What do they care about ?

What has to change to see success?

What’s holding them back?

What factors matter ?

Where does expert content fit?

President•FeaturedAlumni•Spotlights•Featured FacultybyProgram

Provost•FacultyDirectory•MediaExpertsDirectory•Featured FacultybyProgram

Dean•FacultyDirectory•MediaExpertsDirectory•Featured FacultybyProgram

Faculty•FacultyDirectory•MediaExpertsDirectory•Featured FacultybyProgram

Media Relations•MediaExpertsDirectory•Newsroom•Breaking NewsSpotlights

Advancement•FeaturedAlumni•Awards – “Top40Under40”•Student Leaders

Recruitment•Featured FacultybyProgram•ParentsSite•Featured Alumni

Digital/Web Marketing•DesignStudio/EmbedBuilder•Analytics•MobileResponsive Content

Info. Technology•MobileResponsiveContent•CloudInfrastructure•RestAPI/Integration

Research/Tech Transfer•Faculty Directory•Corporate/Research Inquiries•Featured Research/Spotlights

Editorial)CalendarJanuary February March April May) June July) August September October November December

Product)Launches White&Paper eBook Research&Report iPhone&App Android&App Case&Study eBook&RevisionEvents/Trade)Shows Super&Bowl OlympicsMarketing)Campaigns New&Resolution Customer&Sat&Survey Back&to&School Black&Friday Year&in&ReviewPromotions 25%&Discount Buy&1,&Get&1 6&Mo.&Financing Free&ShippingHolidays New&Year's Valentine's&Day Easter Mother's&Day Dads&&&Grads 4th&of&July Halloween Thanksgiving Christmas/&HanukkahKey)Milestones 10k&Subscribers 20k&Likes/Followers 5&Year&Anniversary

Editorial)Calendar

Name/Title Content)Type Owner/)Author PriorityAssets)Complete)

Due)Date Publish)Live)Date StatusTheme/)

Categories Audience

NEW!)Social)Media)Channels Call)to)Action

NEW!Destination)Link

NEW!)Meta)Description)(SEO/blogs)

Press&Release High CompleteBlog&Post Medium NEW!&In&ProgressWhite&Paper/Guide Low NEW!&In&ProgressCase&Study NEW!&In&ProgressAnnouncement Not&StartedSocial&Media&Post&Z&See&Social&Media&Calendar&Template&for&complete&social&media&scheduling&calendarEmailNotificationNewsletterArticleVideoAdvertisementReport/ResearchInfographic

Editorial Calendar

Feeding the Content BeastSkills Categories by Expert

Content Focus Presentation Skills Writing Skills Research Skills

Earned Owned Earned Owned Owned Owned

Topics Television Interviews

Radio Interviews

Speaking (Keynote)

Speaking (Workshop)

Speaking (Panel)

Speaking (internal Events)

Webinars Audio Podcasts Print Media Blog Posts Topics &

Trends Breaking

News

!!

!!

!!

!!

!!

!!

!!

!!

!!

!!

Relevance

Search Volume Cost Per Click

Content Depth

# Search Results

Topic

Topic/Keyword Analysis Framework

KeywordValue