Why aren’t more brands turning their experts into creators?

Creators are dominant at delivering expert advice to audiences.

Their ability to hook you early, quickly demonstrate why you should listen to them, then break down complex topics in resonant ways is redefining how video content can educate and influence.

As a result, they’re also amassing engagement, and importantly, trust.

• Brands also want engagement, influence, and trust.
• Most brands are also sitting on a goldmine of industry experts who are already solving real problems for customers every day.

So what gives? Very few brands have figured out how to activate their experts.

A system makes it work

Experts don’t have to become full-time content creators to build trust for your brand.

Marketers and communicators can build a system that does the heavy lifting, letting experts share the expertise that makes them experts in the first place, and taking pressure off of the “creator” part.

Marketers should …

1. Surface audience data to show what questions people are actually asking.
2. Design a vision for the media they are creating and build a brief that clearly explains it to the expert
3. Create a list of compelling questions and prompts for the expert to respond to
4. Create a supportive environment for sharing, encouraging the expert’s personality to shine
5. Meet the expert for a recorded 1:1 conversation, ideally on video.
6. Handle all production, before and after the conversation, so the expert just needs to show up

Experts share their expertise and approve any final media before it goes live. That’s it.

When the system works, something magical happens: experts stop resisting. They start volunteering.

So what?

Your experts are the influencers your market actually wants. They don’t need to dance on TikTok; they just need a system that lets them show up as themselves, consistently, in the places your audience is searching for answers.

In a world where AI can churn out endless generic content, demonstrating real human expertise isn’t just nice to have. It’s the difference between being ignored and being trusted.

KRYSTLE KOPACZ CEO, Revmade krystle@revmade.com

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P.S.: Andrew is speaking about content and algorithms – and how turning experts into creators is essential – at Content Marketing World on Sept. 17. Drop us a line if you’ll be there!