A crucial part of any content marketing strategy is optimizing content for maximum effectiveness. Every piece of content should be targeted to a specific market segment and have the goal of driving the user to the next step: commenting, liking, sharing, opting in to an email list, downloading information, making a purchase, etc. Nicole Munoz of Start Ranking Now shares with Martin van der Roest of the Examiner how they use industry experts for creating client content. This gives credibility to the resultant content by creating association with that author’s established authority status and online social presence, increasing the content’s value for the client while expanding its reach.