Talk 1. Why your internal experts are your biggest untapped asset (and what you can do about it)
📢Elle Pollicott, Organic Search Director at Connective3
AI search is changing how people discover brands, blurring the lines between SEO, digital PR and brand marketing. As visibility becomes increasingly driven by trust, credibility and authority, the expertise already sitting within your business could be your biggest competitive advantage – especially if you’re not using them.
In this talk, Elle explains how marketers can unlock the potential of their internal experts to strengthen E-E-A-T signals, build brand authority and increase visibility across both traditional search engines and AI-powered platforms. From expert-led content and digital PR to social media and community engagement, she’ll share practical, actionable ways to turn your team’s knowledge into a powerful marketing asset, without adding unnecessary demands to their workloads.
Key Delegate Takeaways:
- Turn internal expertise into greater visibility: Discover practical ways to showcase your experts through author bios, expert commentary for digital PR, social video content, B2B LinkedIn strategies and Reddit AMAs.
- Get more from your experts without taking up more of their time:Learn how to capture, repurpose and amplify specialist knowledge efficiently, making it easier for busy colleagues to contribute to your marketing efforts.
- Measure the impact of expert-led marketing: Understand how to track the contribution of internal experts to organic search performance, AI search visibility and wider brand authority.
*Further talks to be added
