Deep knowledge and expertise almost always lies at the heart of every successful company and organisation, yet often, that wisdom remains largely untapped, unexplored and underutilised.
This can not only be to the detriment of the brand, but critically, to it’s audience too.
Through the sharing of theories and best practices, it’s known that end users are more inclined to be attracted to you, develop trust, and then logically be willing to do business with you in the future too.
A great example of this was when Schneider Electric leveraged an innovative concept that utilised online learning as a mechanism for reaching new audiences, which, in turn achieved an enormously high rate of new leads and ultimately increased revenue. This uncommon method of reaching end users captured the attention of thousands globally and achieved over $13 million in associated business over the course of 12 years.
With the help of Susan Hartman, who was the Global Director for Content Marketing at the time, we’ll be unpicking that case study and learning how to tap into existing expertise and resources of an organization… then market that knowledge base to add value to our customers and leads.
Newsmodo CEO Rakhal Ebeli looks at how to find out what you could be doing to identify unique and valuable knowledge lying just below the surface of your business, and then how to plot a path to share that wealth of wisdom with the world.
Download the episode here
In this episode:
- Marketing through online programs
- Monetising strategy and tying to revenue
- Standard marketing cost centre vs profit centre perspective
About the guest:
Susan Hartman is a Global Marketer and the Director of Media Solve Group, a world-class team that are passionate about using high-value content to empower brands and help clients succeed in self-publishing.
BRAND STORYTELLING PODCAST
Header image credit: Kimberly Farmer