Dan Brotzel, content director at Sticky Content, looks at how adding expert views to marketing copy can give it an extra dimension
You’re writing a blog or another piece of content marketing. You know your topic and what you want to say, but how do you give your argument more oomph?
One answer is to add the opinion of an expert source. Including expert views in blogs, buying guides and other content marketing can add a new dimension to your content.
In this article, we’ll outline the main benefits of using expert sources, as well as offering some tips for getting it right.
Understand the benefits of using expert sources in your content
Making contact with an expert and arranging comment can take time, but there are plenty of reasons to do it. Here are our top four:
- Expert comment adds weight and kudos to an argument: two voices are better than one. However well you present your opinion it’s still just that – yours. Add a recognised industry expert to the mix and what you’ve said seems much more valid and authoritative.
- It allows you to offer an independent take on products: So, a new laptop, car or fashion line has been launched and you really think it’s great. You want to share that with customers, but because you may soon be selling the product or something like it, they might question whether your praise is genuine. By seeking the opinion of an industry expert, you offset claims of bias.
- You get unique quotes: Independently sourced responses to your own specific questions help you provide content that’s genuinely different from everyone else’s.
- It shows you’re well connected: Showing clients you have influential, expert connections can boost your brand.
Know when to use expert comment
Expert comment has a time and a place – overusing it will lessen its effectiveness. Here are a few places where it works well:
Supporting a news piece: Want to cover a new product launch, or a government policy that affects your industry? Expert comment reinforces the connection between the subject and your brand.
Adding gravitas to a buying guide: Writing a buying guide on a type of product? An expert can back up your facts and add detail that goes beyond your own knowledge.
As a starting point for a blog: For example, asking an expert to pick their favourite products or to give an opinion on a relevant topical issue can be a good starting point for a piece.
Manage your sources effectively
The way you manage your sources is important. Follow our tips to get the most from your experts.
- Have you got the right expert? Before asking someone to provide comment, make sure they’re the right fit for your organisation. For example, if you’re writing for a consumer tech audience the opinion of a corporate IT professional may not be relevant or appropriate.
- Keep your expert in the picture: When sourcing comment, be clear about exactly where on your site it will appear, and that your expert is happy with it.
- Show them they have a captive audience: Experts provide comment as a form of marketing, so will want to know about the number of people you attract, as well as the type of audience that visits your site.
Get your expert comment on time
Contacting an expert can take time – it isn’t a job to do half-an-hour before you’re due to publish your blog.
To get your expert comment in on deadline:
- Establish contact with experts long before you need them.
- Build a network of experts for different topics.
- Give your experts a deadline for having comments back to you.
