Video: How Thomson Reuters earned new customers with great content

According to Casey Hall, Thomson Reuters Senior Marketer, a blog is not the place for product promotions and selling. It’s a place for sharing amazing content and earning loyal fans. How do they create amazing content? By bringing in subject matter experts to help.

The problem: Not all of these experts were ready to do the “social media thing.”

In his presentation at’s Member Meeting in New York, Casey explains how he revamped their blog, trained experts to contribute to it, and established a new workflow that helped crank out remarkable content — not press releases.

Watch the video below to also learn about:

  • What tool Casey recommends for social media training
  • The one graph Casey uses to make the case for this strategy
  • What Casey did when one contributor sent a 14-page, footnoted fax as his first blog post

Watch his presentation in the video below:

Download his slide deck here.

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