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Expert-driven content strategy
Marketing Powerup #48: Brooklin Nash, Founder of Beam Content, shares his expert-driven content strategy.
Hello, and welcome to Marketing Powerups! 👋
Today's powerups include:
Create search-optimized alt text for images.
Is ChatGPT dying? Data shows it may be.
Brooklin Nash’s expert-driven content strategy.
Ready? Let's go! ⭐️
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⭐️ The expert-driven content strategy
Thought leadership content has become such a buzzword.
Brooklin Nash, Founder of Beam Content, believes that it should be a key piece of any content strategy.
Rather than thought leadership, he calls it expert-driven content because it leverages the wisdom of industry and company experts to create truly impactful content.
Today, Brooklin shares his 3-step process for creating expert-driven content to help you achieve your content marketing goals:
Step 1: Identify industry experts. 👑
The first step in creating expert-driven content is to identify industry experts who have deep knowledge and experience in your target field. These experts can be internal subject matter experts within your company, industry thought leaders, or professionals with specialized expertise.
"I always like to start with internal subject matter experts (SMEs), which can depend on the product. For example, if you're selling to engineers, we'll start with the engineering team. If you're selling HR tech, we'll start with the people team."
Start by brainstorming a list of potential experts and conducting research to ensure they are credible and respected in the industry.
Step 2: Conduct interviews. 💬
Once you have identified your industry experts, you can proceed to conduct interviews or collaborate with them on content creation.
"When we're kicking off with a brand new project, we'll spend the first month talking to as many people as we can internally and externally. We start off with a blank page. We come with very open ended questions."
For step two, prepare a list of open-ended questions that allow the internal experts to share their knowledge and insights. Here are examples of questions that Brooklin would ask internal SMEs:
What do you see customers and prospects get excited about?
What questions do they have that keep coming up?
How are you currently responding to those questions?
Be an active listener during the interviews and encourage the experts to elaborate on their answers.
Step 3: Promote and distribute the content. 📣
Once you have created your expert-driven content, it's important to promote and distribute it effectively to reach your target audience. Develop a comprehensive content distribution plan that includes channels such as social media, email marketing, industry publications, or influencer partnerships. Tailor your promotion strategy to your target audience's preferences and habits.
To maximize the impact of your expert-driven content, consider repurposing it into smaller, digestible pieces for social media. This can include sharing key quotes or insights, creating visually appealing graphics, or creating short videos or audio clips.
For example, with Dooly (a sales-enablement platform), Brooklin and his team repurposed their expert-driven content into LinkedIn posts:
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In the latest Marketing Powerups episode, Brooklin further explains his expert-driven content strategy.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
📸 Create search-optimized alt text for images (tool): One of the best practices for SEO and accessibility is to provide alt text for all your images. With ImageToSEO, you can upload any photo and let AI create optimized alt-text to improve your site's SEO presence.
💌 Send the right message to the right person at the perfect time (sponsored): You can increase conversions and close more deals if you send more highly targeted and personalized messages. That’s where Inflection.io can help you take your user engagement data to power up your marketing.
🤖 Is ChatGPT dying? Usage down 30% since May 2023 hints it might be (article): Rand Fishkin, Founder of SparkToro, digs into data that reveals that ChatGPT may be dying. Honestly, this doesn’t surprise me at all. I think we all got really excited at all the silly things we could do with chatGPT, but once the novelty wore off, so did our usage.
If you enjoyed this, you’d love this Marketing Powerups issue from the archives featuringabout SparkToro’s webinar-to-blog content strategy.
That’s all for now, friends!
Have a powered-up day,
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