An introduction to using expert talent within your organization to improve brand, marketing, and PR results.

1. The market coming to you as a center of
widely recognized expert talent.
Customers seeking you out, inspired by
differentiated content to start new dialogues.
Partners vying to work with you to own and
move the market.
Your people using their own stories and
insights to advance your brand.
Imagine
©2014TheBrytemooreGroup,Inc.Allrightsreserved.
This is the world of
EXPERTS.

2. ASSETThe
Most
UnderutilizedA BRIEF INTRODUCTION TO DRIVING BRAND &
BUSINESS RESULTS THROUGH EXPERTS
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

3. 5 emerging trends make experts the new frontier.
Engagement is
driven by search &
rich media.
TREND #3
Expert specialists
are valued over
generalists.
TREND #2
Expert content is
premium content.
TREND #1
The best players
are connecting
brand platforms to
expert activities.
TREND #5
A real-time news
cycle requires
real-time
identification of
the right people.
TREND #4
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

4. Why build an expert strategy?
The Operational Benefits of Expert Development.
From communications process efficiencies that result in fewer lost
business and media opportunities to improved talent retention and
performance, the impact of a coherent expert strategy goes well beyond
media placement, executive positioning, and content generation.
Retain Talent.
Corporate development paths tend to focus on skills relevant
to a specific role. But high-potential experts often point to
lack of feedback and minimal resources for developing
themselves as experts as reasons for leaving an organization.
Expert strategies offer a differentiated way to consistently
identify, engage, and track expert talent.
The Hidden Network.
Most expert and thought leadership
initiatives stop at the C-suite or corporate
level, meaning they promote a specific type
of expert and miss the enormous potential
of the network of experts the organization
has already invested in.
The Iceberg Principal.
There’s a disproportionate return
seen from crafting expert
strategies at scale. Even an
average company with 50 experts
can expect to duplicate the impact
of its top 5 leaders, just from
aligning existing expert activities.
External Platform Performance.
Your business objectives are driven by your platform, which is supported by your content. We know that the most effective content is attached to individual
experts of various kinds. Expert strategies offer a powerful way for you to drastically improve digital content performance, expand media and conference
presence, and develop new business opportunities using talent and content assets you already have at hand.
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

5. 3 outcomes of an effective expert strategy.
The specific reasons companies develop expert strategies vary, but they center on one of three visions:
Experts as
brand assets
Your people stand at the
center of any great brand
experience.
Experts offer a compelling
and uniquely differentiated
way to align activities to
brand or reputation goals.
Experts as
sales assets
Relationships are a critical
driver of customer
consideration and decisions.
Experts offer a powerful way
to demonstrate value, surface
opportunities, and influence
sales.
Experts as
operational assets
Improving the operations
around experts – the
processes, infrastructure, and
approach to using them –
promises significant returns.
Experts offer a rare way to
address operational risks
while building cultural
momentum.
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

6. STRATEGY, REPUTATION
& MEASUREMENT
DIGITAL
READINESS
EXPERT MAPPING &
DEVELOPMENT
EXPERT
CONTENT
EXPERT
OPERATIONS
Define a north star for your expert brand Assess technical & digital assets Chart your expert landscape Calibrate your expert content Improve your expert operations
A firm’s experts determine and shape
its reputation. And yet most companies
haven’t implemented strategies,
processes, and systems to manage and
promote experts and their activities at
scale.
Evaluating your company’s digital
infrastructure is an important step in
understanding your technical capacity
to showcase expert talent of any type
and at any level to connect with real-
time information cycles.
Not all experts are the same. Some have
media presence and some are inspired
speakers. Others are immensely
credible researchers and writers. All
have their own visions, needs, and
constraints.
Content strategies are critical elements
of any marketer’s approach. Aligning
the range of content and activities is a
critical component of fostering a
consistent reputation across experts.
Key to the success of any strategy is the
ability to execute a cross-functional
plan. Addressing operational strengths
and weaknesses is an oft-neglected
component of strategy development.
Craft an integrated strategy. Make a
clear plan for consistently developing
and managing current and potential
experts.
Create a clear process. Establish
tracking dashboards, a quarterly
reporting schedule, and a regular expert
review to ensure you don’t miss
emerging opportunities.
Automate your process. Engaging
individual experts and identifying
upcoming activities with market
potential is a time-intensive process.
Look for ways to automate elements of
your process.
Discoverability. Enable flexible
searches by topics, keywords, and
names. Make sure you can use
directories to capitalize on real-time
news cycles.
Credibility. List expert
accomplishments in a clear and
consistent manner to showcase
interviews, videos, research, articles,
and publications.
Engagement. Aggregate media in one
sharable profile to tell a compelling
narrative about the expert and the
school.
Responsiveness. Ensure individual
experts and media relations contacts
are specific and easily accessible across
relevant channels.
Mobile optimization. Ensure your site
automatically adapts to a user’s device
and screen size.
Map your experts. Identify, profile, and
prioritize experts by potential and type.
Invest in cultivating the next
generation.
Develop support tiers. Not all your
experts need the same level of support.
Provide focused, personalized resources
for top performers and more scalable
approaches to up the overall game.
Personalize plans. Work with experts
on personal plans that align to
professional development and enhance
their brands.
Inventory content. Categorize existing
and pending content on an ongoing
basis. Identify gaps in your catalogue.
Improve searchability. Align content
against prioritized keywords to drive
expert and corporate reputation.
Use expert profiles. Move beyond text-
based expert profiles to incorporate rich
media and social assets, optimize digital
readiness, and improve media outreach
tools.
Update profiles. Set a schedule (6 or
12 months) for reviewing expert
profiles so you’re drawing on the most
current work.
Target ownership. Experts themselves
are often bottlenecks in reacting
efficiently. Expand bandwidth by
integrating technology and governance
that reduces reliance on experts and
admins to field requests.
Optimize workflow. Use technology to
improve information flow and set
responsibilities so the right people hear
about the right things at the right time.
Integrate benefits. Look for ways to
incorporate expert development into
internal activities, strategic initiatives,
and creative marketing. Expert
strategies carry far-reaching impact,
from Marketing and Communications to
HR.
5 considerations as you build your expert strategy.
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

7. So how does Brytemoore develop experts?
Each company comes to the table with its own unique combination of assets, constraints, and goals, but the
work of developing an expert strategy revolves around 3 core types of work:
Engage
the market
Credibility and strong relationships are
central to the success of any expert
strategy.
We gauge and prepare important
audiences so that by the time you’re
ready to launch your strategy, the
market’s already waiting for your
experts.
Develop
your strategy
You want outcomes, not just outputs. We
understand.
We chart a practical roadmap for using
experts at scale. To do this, we build on
the unique and meaningful strengths of
your company, identifying operational
risk points, and ensuring that you’re
focused on high-value opportunities.
When you’ve laid out your strategy,
you’ll be harnessing the power of your
experts with confidence.
Optimize your
digital presence
This is a technology-focused work
stream where we set you up for digital
success and craft the expert profiles that
you’ll use to drive outcomes.
As with any technology program, it’s
only as powerful as the strategy you
have behind it, so we’ll align everything
back to your brand, your strategy, and
your business objectives.
©2014TheBrytemooreGroup,Inc.Allrightsreserved.

8. THE EXPERTS
IN EXPERTS.
The Brytemoore Group
Brytemoore Expert Services is a consulting practice
specializing in expert development, tracking, and
marketing. Drawing on Brytemoore’s broader insight into
operational branding, we ensure institutions have both
practical strategies and operational capacity to develop
experts at scale.
We analyze, develop, and execute expert strategies that
help organizations improve reputation and align their
expert activities with broader business objectives.
214 Sullivan Street | Suite 3B
New York, NY 10012
USA
hello@brytemoore.com
917.817.8185
WE’RE LOOKING FORWARD
TO SPEAKING WITH YOU.
©2014TheBrytemooreGroup,Inc.Allrightsreserved.