FOCUS: BRAND VISIBILITY GAPS | AUDIENCE: EXPERTS WITH IGNORED BRANDS
I helped an Australian sustainability keynote speaker turn his silent authority into visible thought-leadership.
This expert had been doing the work for over 20 years. He had advised government bodies, run circular economy audits for retail chains, and had even delivered TEDx talks and breakout sessions at conferences in Southeast Asia. But despite his depth of experience, his keynote speaking brand wasn’t gaining traction online. Event organisers and corporate bookers searching for “sustainability speaker Australia” or “circular economy keynote” simply couldn’t find him.
The problem wasn’t lack of credibility—it was lack of discoverability. His website was little more than a digital résumé. He had no blog, no SEO-optimised content, no branded video clips or speaking snippets. His LinkedIn profile didn’t match current booking expectations. He had become what I call a “ghost expert”—known offline, absent online. And in a speaker market where searches begin on Google and YouTube, this was a visibility gap too costly to ignore.
What this speaker misunderstood was that authority without accessibility isn’t enough. Event organisers don’t have time to vet résumés. They want to see clarity, credibility, and context—fast. They search specific terms, skim video thumbnails, and look for trust markers like testimonials and past clients. Without any of those digital breadcrumbs, this expert was being silently filtered out.
More importantly, his message—on rethinking systems, waste, and resource design—was one that needed ongoing education and relevance. But he wasn’t showing up in conversations where sustainability was being linked to ROI, supply chain reform, or executive ESG pressures. In short: his name had never been indexed alongside the topics he lived and breathed. The brand didn’t need polish—it needed presence.
I proposed a shift in identity—from “keynote speaker” to “platform-driven sustainability evangelist.” Instead of presenting him as someone waiting to be invited to speak, we positioned him as someone already leading a conversation. The website became a repository of insight, not just credentials. His voice began appearing in formats the market trusted: short explainers, strategic blog posts, value-rich newsletters.
The big idea wasn’t visibility through vanity. It was visibility through value. We created SEO-rich landing pages for his signature topics, each built around keywords organisers actually searched. We embedded speaking clips, created thumbnails that looked native to YouTube search, and tagged content based on decision-maker intent. From obscurity, he stepped into relevance—not by inflating credentials, but by answering the right questions in the right places.
I rebuilt the site architecture to reflect search journeys, not résumé logic. Each page was anchored in a topic—like “Circular Economy for Retail Chains” or “Sustainability Strategy for Boards”—instead of a generic “Keynote” section. I built in video embeds, downloadable talk outlines, and CTA buttons that made outreach easy. His email capture offered a high-value guide on “Sustainability Metrics Event Organisers Should Know,” giving real reason to stay in his orbit.
On social media, we focused on platform-native authority. Short clips from past talks were edited into reels. Posts quoted decision-makers and responded to current ESG trends. We launched a podcast micro-series where he interviewed corporate sustainability officers—building shareable content and increasing his reach. His agent reported that inquiries were now coming not from cold calls, but from inbound Google searches and LinkedIn shares.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
SEO Landing Pages by Topic – Each built around real search phrases like “sustainability speaker for corporates” or “circular economy event expert.”
Speaker Video Shorts for YouTube and LinkedIn – Subtitled, search-tagged, and posted with context-driven captions.
Thought Leadership Blog Series – Posts tied sustainability to procurement, manufacturing, leadership strategy, and investor trust.
Signature Talk Library – A browsable section with titles, key takeaways, and audience fit to help organisers pre-qualify him.
Micro-Podcast Interview Series – Guest conversations with corporate ESG heads, published on LinkedIn and Spotify.
LinkedIn Carousel Posts – Insight-rich mini decks on “How to Design Low-Waste Business Models” and similar topics.
Pre-Event Preparation Pack – A downloadable PDF for organisers, complete with intro copy, logistics, and tech requests.
Sustainability Visual Vocabulary – A set of branded infographics defining key terms he used during keynotes.
Branded Slide Templates for Talks – Each slide subtly linked to his larger narrative and included his site URL.
Lead Magnet for Event Bookers – “5 Trends Every Corporate Sustainability Talk Should Address in 2025” sent in exchange for email.
Speaker inquiries increased by 38%, with 61% attributed to organic search or podcast discovery.
He was invited to deliver a virtual keynote for a UN-backed sustainability summit.
Average session duration on the new website tripled to over 3 minutes.
His name began ranking on page 1 for six high-intent keyword phrases.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
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