What qualities does a good expert source possess?
Lorrie Thomas: We work with clients in all industries who make their passion their profession. This quality helps to distinguish them from their competitors, and we use this principle when we design and execute marketing campaigns. We realized that the people who are responsible for bringing the passion to their profession make naturally compelling sources not only because they are most informed about the industry that they’re working in but also because they truly enjoy what they do, and it shows. Opportunities to position clients as expert sources need not be limited to their profession. If a client has had success as an amateur athlete, has an interesting hobby or a unique personal background, these traits can provide additional opportunities to gain exposure for the talent behind a brand. How did you begin working on getting your clients’ names out there as experts? Though our clients were leaders in their space, we needed the tools to translate that expertise into positive exposur
