Communication inside and outside organizations happens in multiple ways. In-person exchanges, phone calls, instant messages, and emails abound. Content, however, is one of the main avenues for distributing information, both internally and externally. The pieces people read, watch, and interact with don’t come out of thin air, though. They’re filled with information from research.
Fueling this research is expert opinion, analysis, and insight. Yet how can you best leverage expert knowledge and translate it into engaging pieces for your audience? It’s a question content creators struggle with almost as much as deciding which experts to consult. Let’s delve into four ways to harness knowledgeable specialists’ authority in your communication strategies.
1. Seek the Assistance of Outsourced Specialists
Creating content, particularly technical and training documents, takes significant amounts of time. Writing and designing these docs requires in-depth knowledge of the subject matter and content best practices. While you might have staff in your midst with some of this expertise, chances are they’re busy. And they weren’t necessarily hired to create content.
Outsourcing is a way to address your documentation needs while bridging the gap between internal and external expertise. You can engage technical writing services for written content or multimedia content producers if audio and/or video is what you’re after. You gain the insights of authorities outside your organization, plus engaging materials.
Whether you need to develop resources for internal staff or external audiences, working with a content partner can be a more efficient approach. Trained content creators know how to highlight credible insights, presenting them in interesting ways. They also ensure the information is digestible and aligns with your business goals. Those goals could be anything from upskilling employees (see advantages here) to guiding customers on how to use your products.
2. Contribute to Collaborative Articles
You might have noticed an emerging trend popping up on professional social media platforms lately. It’s invitations to add insights and commentary to collaborative articles about industry topics. An industry leader broaches a discussion, and various experts add their two cents to the piece, fleshing it out with their contributions. Joining these conversations allows you to demonstrate your knowledge while associating yourself and your business with the expertise of other industry authorities.
These articles are seen by other peers in your field, giving you additional contacts to potentially reach out to. You may want to collaborate with these individuals on more in-depth pieces. Their contributions could also spark ideas for content you develop with your own in-house subject matter experts. Besides these advantages, your contributions will be seen by a wider audience.
Collaborative articles like these are distributed on social media platforms and are discoverable through online searches. Contributors may share them with their social networks, amplifying your insights and increasing your brand’s reach. Collaborative articles provide audiences with quick go-to advice, while also tending to be easier to read than case studies. Try experimenting with this emerging format and see how the results measure up.
3. Interview Subject Matter Experts
You can create multiple types of content and gain a wealth of information by interviewing subject matter experts. Your interviewees could be people working within your organization. Alternatively, they might be colleagues and other professionals from your network.
The content possibilities are nearly endless, regardless of where you find the experts willing to sit down for an interview. Podcasts, webinars, videos, and blog posts are examples of materials you can create from experts’ knowledge. You could also experiment with social media campaigns, including interactive content like live Q&As.
The key is to find subject matter experts who align with topics your audience wants to know more about. You’ll want to vet the experts to ensure they match the objectives you’re trying to accomplish. In addition, ensure the person you’re working with is comfortable sharing their contributions through your chosen format. Don’t insist that someone appear on video or in a live webinar if they’d prefer to be featured in a blog post.
4. Partner With Influencers
These days, businesses can’t afford to ignore the newest class of expert: the influencer. Thanks to social media, audience members are increasingly guided in their purchasing decisions by their favorite content creators and online personalities. Working with a top celebrity might be out of your range, but smaller online influencers could fit the bill for your brand. Around 80% of influencer marketers work with smaller content creators. Influencers who have followings similar to yours can engage with a wider audience than you can alone.
Besides increasing brand awareness, influencer-created content about products is effective at swaying buyer behavior. In a MediaCom survey, 55% of consumers say they would be confident in purchasing products promoted by knowledgeable content creators. In addition, 72% of consumers are more likely to buy products if the creators show they’ve done their homework.
Letting influencers try out your products or services beforehand gives them the intel they need to persuade your potential buyers. They’re able to share their firsthand insights into how your offerings perform. Influencers can also be a source of feedback for improving the presentation of product features and performance. You might be overlooking something, and influencer insights can bring a fresh perspective.
Leveraging Expert Communication Strategies
Communication is how brands engage their audiences. It can take the form of a blog post, a podcast, a social post, or even a technical document. Capturing and holding the attention of internal and external audiences requires content with information they find valuable.
Incorporating expert insights can make your content unique and satisfying. However, specialist knowledge won’t just fall into your lap. You’ll need to seek it out from the right outsourcing providers, collaborative opportunities, subject matter contacts, and influencer partnerships. Once you have, your organization can start leveraging this expertise to capture more of your audience’s attention.