Turning Executive Expertise Into a Content Marketing Program

From Ideas to Content

Business owners, founders, and executives often have valuable knowledge to share with their clients and customers. Finding the time to develop that knowledge into useful content is another matter.

In a previous in-house role with a healthcare software company, DaleyPWS co-founder Shane Daley developed a thought-leadership series for the company’s physician-founder and CEO. The work included developing the concept, planning the articles, and ghostwriting the content.

The articles were also used for website promotion, social media posts, and as the foundation for a longer educational guide.

The Challenge: Making Better Use of Executive Expertise

The company’s CEO had extensive experience in medicine and business ownership. His perspective could help the company’s professional audience understand some of the challenges involved in operating and growing a successful medical practice.

The opportunity was to share that practical knowledge through educational content. This would go beyond the company’s software and service offerings.

But there was a practical challenge. The CEO had limited time to devote to writing. The content needed to reflect his experience and professional voice without requiring him to draft every article himself.

Developing the Editorial Strategy

Rather than writing a collection of unrelated blog posts, Shane developed a titled series built around the business and leadership responsibilities of running a professional practice.

Each article addressed a different part of the larger subject while giving the series a consistent direction. It also gave the company a way to publish useful educational material without making every article a promotional piece.

Shane handled the editorial planning and developed the articles from the CEO’s input.

Ghostwriting the Articles

Writing for an executive involves more than organizing notes into paragraphs. The finished work needs to reflect how that person thinks, communicates, and approaches a subject.

For this series, Shane worked from the CEO’s notes and professional perspective, developing them into complete articles. That required understanding the subject, identifying the main point of each article, and explaining business concepts in a way that made sense to the intended audience. The writing also needed to maintain a consistent voice throughout the series.

The result was a collection of articles that shared the executive’s experience while giving readers practical information they could use in their own businesses.

Extending the Content Beyond the Blog

One benefit of developing a connected series was that the content could be put to work in other ways.

The published articles became material for:

• Website promotion: Sharing educational content to bring readers to the company’s website.
• Social media: Using ideas from the articles to develop posts around relevant business topics.
• A longer educational guide: Bringing related material together into a more comprehensive resource.

The articles gave the company a starting point for additional marketing material without having to develop every piece of content from scratch.

This is an important consideration for businesses with limited marketing resources. A well-developed article can be repurposed across other mediums as part of a larger content strategy.

The Results

The project produced a multi-part executive thought-leadership series that was published on the company’s website and used to support additional marketing content. It also established an editorial approach to develop substantive articles from limited executive input.

The work covered the full content process, from developing the series to topical writing and editing, all the way through publication.

Although we don’t have separate performance figures for the series, it’s a example of how editorial planning can improve executive-based content production and distribution.

How This Experience Applies to Our Work Today

Content is an important component of every website we develop or manage. But effective content requires more than filling pages with text.

Someone needs to determine what the audience wants to know, what the business has to offer, and how to present that information with a clear point of view. That covers everything from website copy, educational articles, business owner interviews, or turning existing knowledge into a useful guide customers can use.

At DaleyPWS, we bring content strategy and hands-on writing experience to those projects, along with the SEO, website development, and digital marketing knowledge needed to put the content to work.

Our copywriting and content services help businesses develop useful content, improve existing pages, and better communicate what makes their products or services valuable.

Need Help With Your Website Content?

If your business has expertise worth sharing but needs help developing the ideas or doing the writing, we can help. From individual website pages to articles, guides, and ongoing content development, DaleyPWS can help turn your knowledge into useful content.

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