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

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