Peter Evans

Co-Founder & CEO ExpertFile

  • Toronto ON

Recognized speaker on expertise marketing, technology and innovation

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Biography

Peter’s work has been featured in publications such as Inc. Magazine and PRWeek and has won industry awards including a 2021 IABC Award and 2 CODiE Awards for "Best Content Marketing Solution" (2021 & 2018). With over 20 years of technology experience in corporate roles and venture backed startups, he has been at active as an operator, consultant and angel investor in markets such as media, telecom, healthcare, Internet services and SaaS software. He has spoken as a keynote/panelist at global conferences hosted by organizations including PRSA, Conference Board of Canada, Business Marketing Association and IABC. He holds an MBA from Queen’s University.

Professional Experience
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SaaS Software, Information Services, Market/Product Research, Corporate Strategy, Channels/Alliances, Product Management, Brand Strategy/Architecture

Speaking Experience
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US, Canada, Europe, Asia

Citizenship
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European Community (United Kingdom) + Canadian Citizen (Received in 2000)

Areas of Expertise

Media Trends
Thought Leadership
Marketing
Technology
Innovation
Strategic Planning
Online Media
Software as A Service (Saas)
Business Model Innovation
Expertise Marketing
Media Disinformation

Spotlight

7 min

Google's New AI Overviews Isn’t Just Another Search Update

Google's recent rollout of AI Overviews (previously called “Search Generative Experience”) at its annual developer conference is being hailed as the biggest transformation in search since the company was founded. This isn’t a side project for Google — it fundamentally alters how content gets discovered, consumed, and valued online. If you're in marketing, PR, content strategy, or run a business that depends on online visibility, this requires a fundamental shift in your thinking. What Is AI Overviews? Instead of showing users a familiar list of blue links and snippets, Google now uses artificial intelligence to generate a summary answer at the very top of many search results pages. This AI-generated box pulls together content from across the web and tries to answer the user’s question instantly—without requiring them to click through to individual websites. Here’s what that looks like: You type in a question like “What are the best strategies for handling a media crisis?” Instead of just links, you see a big AI-generated paragraph with summarized strategies, possibly quoting or linking to 3-5 sources—some of which might not even be visible unless you scroll or expand the summary.  Welcome to the new digital gatekeeper. Elizabeth Reid, VP of Search at Google states "Our new Gemini model customized for Google Search brings together Gemini’s advanced capabilities — including multi-step reasoning, planning and multimodality — with our best-in-class Search systems. Let's breakdown this technobabble. Think of Gemini as the brain behind Google’s search engine that’s now: Even More Focused on User intent For years, SEO strategies were built around guessing and gaming the right keywords: “What exact phrase are people typing into Google?” That approach led to over-optimized content — pages stuffed with phrases like “best expert speaker Boston cleantech” — written more for algorithms than actual humans.  But with Google Gemini and other AI models now interpreting search queries like a smart research assistant, the game has changed entirely.  Google is no longer just matching phrases — it’s interpreting what the user wants to do and why they’re asking. Here’s What That Looks Like: Let’s say someone searches: “How do I find a reputable expert on fusion energy who can speak at our cleantech summit?” In the old system, pages that mentioned “renewable energy,” “expert,” and “speaker” might rank — regardless of whether they actually helped the user solve their problem. Now Google more intuitively understands: The user wants to evaluate credibility The user is planning an event The user needs someone available to speak The context is likely professional or academic If your page simply has the right keywords but doesn’t send the right signals — you’re invisible. Able to plan ahead Google and AI search platforms now go beyond just grabbing facts. They string together pieces of information to answer more complex, multi-step queries.  In traditional search, users ask one simple question at a time. But with multi-step queries, users are increasingly expecting one search to handle a series of related questions or tasks all at once — and now Google can actually follow along and reason through those steps.  So imagine you’re planning a conference. A traditional search might look like: "Best conference venues in Boston” But a multi-step query might be: “Find a conference venue in Boston with breakout rooms, check availability in October, and suggest nearby hotels with group rates.” This used to require three or four different searches, and you’d piece it together yourself. Now Google can handle that entire chain of related tasks, plan the steps behind the scenes, and return a highly curated answer — often pulling from multiple sources of structured and unstructured data. Even Better at understanding context Google now gets the difference between ‘a speaker at a conference’ and ‘a Bluetooth speaker’ — because it understands what you mean, not just what you type.”  In the past, Google would match keywords literally. If your page had the word “speaker,” it might rank for anything from event keynotes to audio gear. That’s why so many search results felt off or required extra digging. Now Google reads between the lines. It understands that “conference speaker” likely refers to a person who gives talks, possibly with credentials, experience, and a bio.  And that “Bluetooth speaker” is a product someone might want to compare or buy. Why this matters for marketers: If you’re relying on vague or generic content — or just “keyword-stuffing” — your pages will fall flat. Google is no longer fooled by superficial matches. It wants depth, clarity, and specificity. Reads More Than Just Text Google now processes images, videos, charts, infographics, and even audio — and uses that multimedia information to answer search queries more completely.  This now means that your content isn’t just being read like a document — it’s being watched, listened to, and interpreted like a human would. For example: A chart showing rising enrollment in nursing programs might get picked up as supporting evidence for a story about healthcare education trends. A YouTube video of your CEO speaking at a conference might be indexed as proof of thought leadership. An infographic explaining how your service works could surface in an AI-generated summary — even if the keyword isn’t mentioned directly in text. Ignoring multimedia formats?  Then, your competitors’ visual storytelling could be outperforming your plain content.  Because you're not giving Google the kind of layered, helpful content that Gemini is now designed to highlight. Why This Matters There's a big risk here.  Marketers who ignore these developments are in danger of becoming invisible in search. Your old SEO tricks won’t work. Your content won’t appear in AI summaries. Your organization won’t be discovered by journalists, customers, or partners who now rely on smarter search results to make decisions faster. If you’re in communications, PR, media relations, or digital marketing, here’s the key message. You are no longer just fighting for links. You need to fight to be included in the Google AI summary itself at the top of search results that's the new #1 goal.  Why? Journalists can now find their answers before ever clicking on your beautifully written news page. Prospective students, donors, and customers will often just see the AI’s version of your content. Your brand’s visibility now hinges on being seen as “AI-quotable.” If your organization isn’t optimized for this new AI-driven landscape, you risk becoming invisible at the very moment people are searching for what you offer. How You Can Take Action (and Why Your Role Is More Important Than Ever) This isn’t just an IT or SEO problem. It’s a communications strategy opportunity—and you are central to the solution. What You Can Do Now to Prepare for AI Overviews 1. Get Familiar with How AI “Reads” Your Content AI Overviews pull content from websites that are structured clearly, written credibly, and explain things in simple language. Action Items: Review your existing content: Is it jargon-heavy? Outdated? Lacking expert quotes or explanations? Then, it's time to clean house. 2. Collaborate with your SEO and Web Teams Communicators and content creators now need to work hand-in-hand with technical teams. Action Items: Check your pages to see if you are using proper schema markup.  Are you creating topic pages that explain complex ideas in simple, scannable formats? 3. Showcase Human Expertise AI values content backed by real people—especially experts with credentials. Action Items: Make sure your expert profiles are up to date.  Make sure you continue to enhance them with posts, links to media coverage, short videos, images and infographics that highlight the voices behind your brand and make you stand out in search. 4. Don’t Just Publish—Package AI favors content that it can easily digest and display such as summary paragraphs, FAQs, and bold headers that provide structure for search engines.  This also makes your content more scannable and engaging to humans. Action Items: Repurpose your best content into AI-friendly formats: think structured lists, how-tos, and definitions. 5. Monitor Your Presence in AI Overviews Regularly search key topics related to your organization and see what shows up. Action Items: Is your content featured? If not, whose is—and identify what they doing differently. A New Role for Communications: From Media Pitches to Machine-Readable Influence This isn’t the end of communications as we know it—it’s an evolution. Your role now includes helping your organization communicate clearly to machines as well as to people. Think of it as “PR for the algorithm.”  You’re not just managing narratives for the public—you’re shaping what AI systems say about you and your brand. That means: Ensuring your best ideas and experts are front and center online. Making complex information simple and quotable. Collaborating cross-functionally like never before. Final Thought: AI Search Rewards the Prepared Google’s new AI Overviews are here. They’re not a beta test. This is the future of search, and it’s already rolling out. If your institution, company, or nonprofit wants to be discovered, trusted, and quoted, you can no longer afford to ignore how AI interprets your online presence. Communications and media professionals are now at the front lines of discoverability. And the best way to lead is to act now, work collaboratively, and elevate your role in this new era of search. Want to see how leading organizations are getting ahead in the age of AI search? Discover how ExpertFile is helping corporations, universities, healthcare institutions and industry associations transform their knowledge into AI-optimized assets — boosting visibility, credibility, and media reach. Get your free download of our app at www.expertfile.com

Peter Evans

1 min

Navigating the Higher Ed Noise

In 2025, higher education institutions face a perfect storm: shrinking budgets, increasing government scrutiny, widespread misinformation, and growing public skepticism. For marketing and communications professionals, the stakes have never been higher. Key Challenges Cuts to Research Funding Increasing Government Oversight & Regulation Economic Uncertainty & Budget Strains Misinformation & Disinformation 2025 will test how well universities can communicate their value to an increasingly complex world. The Decoder Guide is a smart, timely resource for higher ed leaders ready to rise to that challenge —offering practical, proactive steps to improve transparency, trust, and engagement. DOWNLOAD THE GUIDE HERE (no signup required) Upcoming Speaking Events June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted

Peter Evans

7 min

A Bumpy Ride Ahead for HigherEd

A confluence of political, economic, and social challenges is threatening the very fabric of US universities.  In both red and blue states, the political and economic headwinds facing institutions are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. Universities find themselves squeezed by funding cuts, scrutinized by lawmakers, and caught in cultural crossfire. This presents a unique challenge for communications professionals. In this era of declining trust and “alternative facts,” they need to be hyper-informed, adapt quickly, and boldly emphasize the critical value institutions have in society. Communications should function as a vital link, bridging this growing divide between town and gown. In red and blue states, the political and economic headwinds hitting higher education are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. It's important to note that throughout history, universities often emerge stronger and more deeply connected to the public during times of turbulence. Universities played a key role in partnering with the government to implement Roosevelt's New Deal, helping with emergency relief and agricultural programs. They helped democratize education with the GI Bill after World War II. They responded to societal demands during the civil rights era. Most recently, they played a key role in public health amidst the COVID-19 pandemic. Campus communicators have a unique set of skills and a vital responsibility to steer their institutions through these tough times. But the road ahead will be hard. The New Reality for Campus Communicators Cuts to Research Funding The lifeblood of academic innovation—research dollars—is under threat. The new political regime in Washington is looking to cut billions in federal research funding. A sudden cap on NIH indirect costs (slashed to 15% from an average of 28%) will have a profound impact on programs. Many researchers report that major grants are frozen or are expected to shrink. This “budget axe” isn’t theoretical for research universities—it’s biting right now. Communicators must convey what’s at stake: essential contributions such as groundbreaking science, community health programs, and innovation pipelines that fuel the economy hang in the balance as money gets tighter. Increasing State Oversight & Regulation In state capitals, politicians are muscling into campus affairs like never before. Republican-controlled statehouses are overhauling higher education governance, introducing over 150 bills in 35 states aimed at tightening control over public institutions. Even tenure is threatened. In the past year, lawmakers in seven states moved to eliminate or curb tenure and impose stricter post-tenure reviews – an unprecedented encroachment on academic freedom. New laws and proposals are creating oversight committees, mandating changes to the curriculum, and even threatening funding for programs out of political favor. The message from some state capitols is clear: “We’re watching you.” This surge in oversight and regulatory meddling means university communicators must navigate an increasingly fine line, demonstrating transparency and accountability at every turn to appease regulators while fiercely defending their institution’s academic autonomy. Political Pressure and DEI Backlash Diversity, equity, and inclusion initiatives are under open attack. What began as partisan rhetoric has evolved into concrete threats – and actions – against campus diversity efforts. Dozens of states have passed or proposed laws to defund DEI offices, ban diversity training, or restrict teaching about race and gender. The result? An “inconsistent and confusing landscape” for colleges as they respond to swelling political pressure. The campaign against campus DEI has dramatically accelerated in 2025, turbocharged by signals from the Trump administration pushing to eliminate DEI efforts across government and higher ed. According to The Chronicle of Higher Education 270 campuses in 38 states have already scaled back or dismantled some DEI programs under this pressure. For communications teams, the DEI backlash creates a messaging minefield. They must affirm institutional values of inclusion and support for marginalized groups, even as those very programs face hostile scrutiny from powerful critics. Threats to the Federal Department of Education In Washington, the unthinkable is suddenly on the table: the U.S. Department of Education itself is in the crosshairs. President Trump has made good on campaign promises by signing an executive order to dismantle the Department of Education. While outright abolition requires Congress, the administration has already laid off nearly half of the department’s staff and moved to strip the agency to its bare bones. “We’re going to shut it down… it’s doing us no good,” Trump declared. This unprecedented move could upend federal support and guidelines for universities – from financial aid administration to civil rights enforcement – leaving states to fill the void. Communications professionals must reassure students, faculty, and the public that education won’t grind to a halt if federal oversight wanes. It’s a communications tightrope: acknowledging the potential for massive change while conveying stability in the university’s core mission. After all, even if Washington pulls back, universities still answer to accreditation bodies and the public trust. The Misinformation Deluge on Social Media The information ecosystem has never been more chaotic – or more dangerous. Universities are grappling with viral misinformation and disinformation that can ignite campus controversies overnight. In the age of TikTok rumors and politicized Twitter (or “X”) feeds, false narratives spread like wildfire before facts can catch up. Recent campus incidents have shown how quickly truth gets muddled: one university saw fake reports about a protest spread widely. At the same time, another dealt with a gross misinterpretation of a student gathering that went viral. Photos and videos are routinely ripped out of context or deliberately edited with misleading labels. The public, meanwhile, is “bombarded with misinformation” online and growing distrustful of experts. For higher ed communicators, countering misinformation means fighting a two-front war: rapidly correcting falsehoods about their institution and proactively pushing out accurate, compelling content to capture attention before the rumors do. Economic Uncertainty and Budget Turbulence. Even aside from targeted funding cuts, universities are feeling economic whiplash. Inflation, endowment fluctuations, and post-pandemic enrolment dips have collided to squeeze campus finances. Many institutions face structural deficits and tough choices about programs and staffing. In fact, according to the Chronicle of Higher Education, two-thirds of colleges now show at least one sign of financial stress – a startling statistic that underscores how widespread the budget crunch has become. From flagship public universities to small private colleges, hiring freezes and spending cuts are the order of the day. Every dollar is scrutinized by trustees and legislators alike. Communications pros must now operate in a climate of fiscal anxiety, where messages about any new initiative or expense can trigger questions about priorities. The task at hand is to highlight the university’s economic stewardship and continued value to students and the community, even as belts tighten. It’s critical to communicate that the institution is navigating the storm responsibly—protecting its academic core and maximizing the impact of every precious dollar. Demands to Prove Real-world Impact “What is higher ed really doing for society?” In 2025, that question echoes from state capitols, donors’ boards, and kitchen tables across America. Universities are under intense pressure to demonstrate the real-world value of their research and teaching like never before. Lawmakers openly discuss ROI (return on investment) for degrees and research grants, seeking data on graduates’ earnings and innovations spawned per taxpayer dollar. Public confidence in higher education has been shaken – a recent Gallup survey found Americans’ confidence in colleges has plummeted to 36%, down from 57% in 2015. Many believe in personal value (a college degree for better jobs) but doubt that higher education delivers for the greater good. In short, the public is skeptical whether campus research and scholarship are worth the cost. University communicators must do more than publicize exciting discoveries – they must connect the dots for people. Every media release, story, or tweet should answer: Here’s how this university’s work benefits you, your community, and the world. Whether it’s a medical breakthrough, a tech startup from the lab, or a student project solving a local problem, the mandate is clear: show impact or risk losing support. In my next post, I'll provide a detailed blueprint to help communications professionals proactively plan and organize their teams for the road ahead. This actionable framework will help you better identify where you can add value for your institution where it needs it the most and confirm your critical role as a trusted resource.  To your success! Upcoming Speaking Events April 23 PRSA Virtual Workshop "Cutting Through the Noise: What Thought Leadership Strategies are Working in Today’s Environment” Register Here June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted

Peter Evans
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Social

Sample Talks

Thought Leadership Secrets for Founders: 7 Keys to Unlock Your Story & Scale Your Business (Presented to Harvard Alumni Entrepreneurs Association Nov. 2024)

We’re entering a new era where audience attention spans are declining, and buyer journeys, impacted by social and search algorithms, are becoming increasingly complex.

Successful founders understand thought leadership is critical to navigating these challenges. But they don’t have time to waste on activities that fail to drive results. That’s why we’ve put together a simple yet powerful framework to help you tell your story in ways that help you boost reach, reputation, relationships, and revenue - in very little time, even on a very limited budget.

Based on research and in-field success with hundreds of startups and larger enterprise customers, we’ll show you 7 proven secrets of thought leadership to help you rise above the noise to build the market influence necessary to help you scale.

The Seven Secrets We’ll Cover

1. Discoverability: How to quickly make your content more visible in search and social platforms.
2. Originality: Why focusing on a niche to will help you stand out in a sea of sameness, especially in this new age of AI-driven content.
3. Relevance: How connecting your messages to current trends and pressing issues will pay off in more customer engagement, social sharing, and media coverage.
4. Intrigue: Ways to position your product/service in a more provocative and authentic way to sustain curiosity with audiences.
5. Generosity: How to avoid negatively triggering your prospects by educate more and selling less with your content.
6. Visualizations: Ways to simplify complex ideas and stand out from the competition with a visual framework for your product/service.
7. Brevity: How neuroscience shows us ways to gain attention and sustain curiosity by being more succinct with content.

Whether you're refining your brand story or scaling your business, this session will equip you with practical tools to make thought leadership work for you.

Conversations are the New Content: How to Position your Experts as Trusted Advisors to Build Reputation & Revenue

Research shows experts are a top source of trusted information for buyers. Strong evidence is now emerging that proves the value of making experts more approachable at the front end of the sales process.
For example, IBM’s new “Expert Advice” program is generating thousands of leads by making key employees available for one on one phone calls with prospects for an informed, no pressure conversation. IBM also reports that conversion rates (from consultation to pipeline) are 400% higher than conventional marketing programs.

What We'll Cover In This Session
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• Why expert conversations can work better than traditional content for high value sales prospects
• How to identify, recruit and reward your experts to maximize your success
• How to design and calculate the ROI for an Expert Advisory Program
• Why a focus on experts can help you boost employee culture and drive corporate visibility and reputation

Why Experts Are Shaping the Future of Marketing (Keynote, Workshop or Webinar)

Research shows “experts” help you tell more compelling stories that build reputation and market visibility. That’s why organizations are turning to “Expertise Marketing” as a way to position their people as brand ambassadors. It’s a proven way to boost search rank, news coverage, speaking opportunities and customer leads. Join us to learn how leading organizations are showcasing their expertise to tell more compelling stories that engage audiences. Drawing from a rich variety of case studies, attendees will also be provided with a toolkit they can take back to the office to help them with a range of activities including expert assessment; content planning; storytelling; business case development and measurement.

What you will Learn in this Session:
• The best ways to better position your people as go-to “experts” to enrich your content and media pitches.
• How to engage your experts and get them to help you develop better stories
• How simple changes to your website can boost to massively boost visitor engagement and valuable market connections.
• The 5 most important things that journalists are looking for when they seek out expert sources
• How to better leverage breaking news and identify key topics that are more likely to engage users online and generate media coverage.
• Ways to quickly measure ROI for your expertise marketing programs

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Accomplishments

2021 CODiE Award - Best Content Marketing Solution (Software Information Industry Association)

2021-06-01

Since 1986, the SIIA CODiE Awards have recognized the best platforms in software, information and education technology. The CODiE Awards are the only peer-recognized program in the industry based on votes tabulated following a careful platform review/ . The CODiE Award win serves as strong market validation for a product’s innovation, vision, and overall industry impact.

www.siia.net/codie/

IABC Silver Quill Award

2022-12-22

The IABC Heritage Region Silver Quill award is an exceptional distinction within the communication profession. Entries are evaluated on their own merit, not against each other. Each entry is evaluated by two communication professionals who follow IABC's seven-point global scale of excellence.

2018 CODiE Award - Best Content Marketing Solution (Software Information Industry Association)

2018-06-01

Since 1986, the SIIA CODiE Awards have recognized the best platforms in software, information and education technology. The CODiE Awards are the only peer-recognized program in the industry based on votes tabulated following a careful platform review/ . The CODiE Award win serves as strong market validation for a product’s innovation, vision, and overall industry impact.

www.siia.net/codie/

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Education

Queen's University

Masters, Business Administration

Business

1998

Massachusetts Institute of Technology (MIT)

Certificate (In Progress)

Strategy & Innovation

Ryerson University

Telecommunications Management

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Testimonials

Executive Director,

http://www.bmacolorado.org

Business Marketing Association (BMA - Colorado)

Peter came highly recommended to us by one of our sponsors in the Denver area. He spoke to our members at our monthly breakfast on the topic of "Making your Experts Visible as Thought Leaders to Drive Sales." The session was extremely well received. His talk was very informative and he held everyone's attention with a very engaging speaking style. I would highly recommend Peter as a speaker for your event.

Executive Director

http://www.acetechontario.com

AceTech Ontario

"Peter’s presentation on thought leadership was engaging and thought-provoking. He challenged all of us to re-evaluate our role as CEOs within our companies and to strongly consider the impact that this type of marketing can have on our businesses.”

Director, Entrepreneurship 101 Program

http://www.marsdd.com

MaRS Discovery District

Peter presented to the MaRS Entrepreneurship program for 8 years on topics ranging from strategy and marketing to building an investor pitch. He was hands down one of our best rated and viewed speakers online. Peter was there at the very start, helping us build one of the leading programs of its kind in the world with an international audience. Highly recommended !

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Media Appearances

Thought Leadership Secrets for Founders

Harvard Alumni Entrepreneurs Association  online

2024-11-19

Thought Leadership Secrets for Founders: 7 Keys to Unlock Your Story & Scale Your Business

In today’s fast-paced world, where audience attention spans are shrinking and buyer journeys are shaped by complex social and search algorithms, successful founders know that thought leadership is essential. But they need strategies that drive real results without wasting valuable time.

Join us for an engaging conversation with Peter Evans, Co-Founder and CEO of ExpertFile. During this session, Peter will introduce us to a straightforward yet powerful framework for sharing your story in ways that expand reach, elevate reputation, strengthen relationships, and increase revenue—all efficiently and even on a tight budget.

Based on research and in-field success with hundreds of startups and larger enterprise customers, during this session, you’ll hear 7 proven secrets of thought leadership to help you rise above the noise to build the market influence necessary to help you scale.

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Collision Global Tech Conference

Collision & Web Summit Conferences 2019  online

2019-05-22

Keynote Session - "More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing"

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10 Minutes with ExpertFile: An Interview with Peter Evans of ExpertFile

Education Investor Magazine  print

2019-02-04

Featured interview for magazine read by global investors focused on emerging technologies.

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Event Appearances

Flipping the Funnel: How to Build a Trusted Advisor Program that Generates Expert Qualified Leads

Webinar Series  Webinar

2019-06-19

"More Brains, Less Bots: Driving Reputation & Revenue with Expertise Marketing"

Collision 2019 Global Tech Conference - Keynote  Toronto, Ontario

2019-05-22

Inside the Next Generation Newsroom - Joint Presentation & Case Study with the Associated Press

PRSA Health Academy  Washington, DC

2018-04-26

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Answers

Why should experts drive your content marketing strategy?
Peter Evans

For marketers today the purchase process has increased in complexity. Today, audiences advance through a process known as the buyer’s journey” – the research and decision-making process that customers go through which progresses from awareness to evaluation and ultimately purchase.   Audiences have become far more sophisticated. Research clearly shows that expert content is setting the bar for relevance, credibility and attractiveness for every stage of the buyer journey. To address this, expert content is more important than ever.  The following 5 areas are influencing this shift.Buyers Have Shifted into Self-Serve Mode When Researching Purchases.  Approximately 67% of the buyer’s journey is complete prior to contacting a vendor (Source: Sirius Decisions).    The research continues to show that many buyers would sooner help themselves to content rather than speak to a salesperson, especially in the early stage of the buyer journey. Audiences are increasingly venturing online to do more of their own research to validate the buying decision. And they are digging deeper into content and are looking to see the people you have onboard to support their decision-making.The Buyer Journey is More Collaborative & Non-Linear Than Ever.  It is clear that the traditional linear sales funnel has disappeared. In B2B markets, buyers now engage with an average of 11.4 pieces of content prior to making a purchase (Source: Forrester Research). They are now more likely to bounce around on a variety of sites.Experts are a Top Source of Influence in Purchase Behavior.   Research by the Information Technology Sales and Marketing Association (ITSMA) has consistently ranked subject-matter experts as a top source of information influencing purchase behavior in B2B, higher consideration purchases. In this new model, buyers validate the purchase decision by seeking out reliable information from trusted sources. Decisions such as what lawyer to choose; what IT platform to invest in or where to study for graduate school can be very positively influenced by expert content.The Buying Process is More Inclusive than Ever with Multiple Personas Playing a Part.  In addition to consulting industry peers on social media channels, buyers work with colleagues inside their organizations when making purchase decisions. Marketers and salespeople cannot be content with focusing on key decision-makers. If you aren’t known company-wide this will present challenges.Feeding the Search Engines The Right Content Matters More Than Ever.   According to a Google/Millward Brown study, 71% of business purchases begin with a non-branded search. These generic queries, are from people looking for product first, not for a specific brand or organization name. Huge improvements in organic search rank are possible once when your content is optimized to support the customer at all phases of the buyer journey. Expert content, in the form of articles, infographics, or videos, not only strengthens the trust relationship with your buyer, but also reinforces your value and expertise with search engines. you pay a little more attention to the information structure on your website and add assets such as multimedia content to expert profiles. Search engines continue to reward well developed expert content that has personal attribution with higher trust and authority rankings as it views this content as more relevant.

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Who qualifies as an expert?
Peter Evans

By definition, an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications are a starting point for expertise, many disciplines don’t have a set list of criteria to measure expertise against. There are many dimensions of expertise that relate not just to the working proficiency of an expert in their field but also to the degree of influence and authority they have earned within their profession or community of practice. Because of this, expertise is often looked at as a person’s cumulative training, skills, research, and experience.What’s important to consider is all of the roles that the people in your organization can play. While many of these people have put in their 10,000 hours, not everyone is wired to speak on podiums or to the media. But they still hold incredible value – from the perspectives they can help you research and develop to the content they can help produce. Here are some of the key attributes to look for in assessing the various roles for your people as you formulate an expertise marketing plan:Authority: Has a reputation with an audience as a go-to source for perspectivesAdvocate: Demonstrates a commitment to a community of practice to help advance their fieldEducator: Teaches and inspires on the podium or in the classroomAuthor: Develops content to establish their reputation and reach a broader audienceResearcher: Generates unique insights through their research or fieldworkPractitioner: Actively builds knowledge in a specific discipline or practice area by providing servicesGraduate: Has formal education or gained experience to achieve proficiency in a subject

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What is the difference between Thought Leadership and Expertise Marketing?
Peter Evans

Expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge.The following chart highlights the main key differences:

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Style

Availability

  • Keynote
  • Moderator
  • Panelist
  • Workshop Leader
  • Host/MC
  • Corporate Training

Fees

$1000 to $8000

Affiliations

Media Distribution Partner

The Associated Press

2018-03-01

ExpertFile and the AP signed a partnership agreement to enable journalists in over 15,000 newsrooms to find experts on over 30,000 topics. ExpertFile is the exclusive provider powering the Find Experts Feature in 3 global platforms provided by the Associated Press.

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Newsroom Distribution Partner (Broadcast Television)

Dejero

2017-04-24

Dejero and ExpertFile announced a new partnership at the NAB Show in Las Vegas to enhance broadcast newsroom access to expert sources. Expert contacts are accessible through Dejero’s Control management system from a web browser within the newsroom or in the field. Those experts who already use Dejero equipment or software can be connected directly to the news organization, making it simple to bring together reporter and expert, wherever they are in the world.

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Courses

MaRS Entrepreneurship 101 - Guest Lecturer (Marketing, Strategy & Investment Presentation)

Top rated lecturer for 8 straight years in Ent101 - one of the leading entrepreneurship programs provided to researchers and grad students who are looking to work in or found a science/tech venture . Hosted by the MaRS Discovery District., the program was started in 2005 and delivered weekly as a live session to 300+ students at the MaRS Center auditorium. The program also attracted a global following of thousands through its livestream webcast and MOOC. Also participated in the "Upstart Competition" which featured Ent101 program participants presenting their pitches to win $10,000 in prize money to help start their venture.

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