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As the busy summer travel season approaches, CAA South Central Ontario (CAA SCO) and the Ontario Provincial Police (OPP) are teaming up to remind motorists about the importance of Ontario’s Slow Down, Move Over law, a life-saving rule designed to protect emergency responders and roadside workers. CAA clubs across Canada are marking the second Tuesday in May as National Slow Down, Move Over Day today. OPP and CAA SCO representatives are holding an education event at the ONroute King City from 6:30 a.m. to 9:30 a.m. OPP is also conducting a ride-along with the media to highlight enforcement efforts. The timing is especially important as Canada Road Safety Week also begins today, shining a broader spotlight on making Canadian roads safer for all. “Our highways are among the busiest in Canada, and for first responders and tow truck drivers, they are also their workplaces,” said Michael Stewart. “Everyone deserves a safe place to work. Drivers can do their part by slowing down and moving over when they see flashing lights.” The Slow Down, Move Over law is designed to protect their lives. In Ontario, drivers are required to slow down and, if it is safe to do so, move over one lane when approaching a stopped emergency vehicle — including police, fire, ambulance, and tow trucks — with flashing lights activated. Failure to comply could result in fines ranging from $400 to $2,000, three demerit points, and even a possible driver’s licence suspension for up to two years if convicted. “Education and awareness are key,” said Kerry Schmitt. “Each year, first responders and tow operators are put at risk when assisting stranded drivers or attending collisions. By slowing down and moving over, drivers can help make the roads safer for everyone.” CAA SCO and the OPP encourage all drivers to keep safety top of mind, not just during the summer months but every day of the year. For more information about the Slow Down, Move Over law, visit caasco.com.
Springtime swarms: What you need to know about termite alates
As temperatures warm up across Louisiana, so does termite activity. Homeowners may soon begin to notice large swarms of winged insects in and around their homes. These are termite alates, also known as swarming termites. “Swarming is how termites establish new colonies,” said LSU AgCenter entomologist Aaron Ashbrook. “Seeing swarms around your home doesn’t necessarily mean you have an infestation, but it does mean termites are nearby.” Alates are the reproductive members of a future termite colony if they can successfully establish. Each spring, usually following a warm rain, these termites leave their established colonies to find new places to nest. Many alates are produced because a low percentage of them are able to establish a colony. After swarming, they shed their wings and pair off to begin new colonies, which is how they end up in homes. Louisiana’s warm, humid climate makes it an ideal environment for termites, especially the Formosan subterranean termite, one of the most destructive species in the United States. Termites can silently cause thousands of dollars in damage before homeowners know they’re there. Tips for homeowners: Don’t panic, but don’t ignore it. Seeing swarms outside is common, but if they're inside your home, call a licensed pest control professional. Look for signs. Discarded wings, mud tubes, water stains, moisture buildup, and soft or hollow-sounding wood can all indicate a problem. Reduce moisture. Termites thrive in damp environments and require moist wood to attack structures. Fix leaks and ensure proper drainage around your home. Schedule regular inspections. Annual termite inspections are recommended, especially in high-risk areas like Louisiana. “Termites can cause extensive structural damage to your home that may go unnoticed,” said Carol Friedland, director of LaHouse Research and Education Center. “Early detection and prevention can save homeowners a lot of stress and money.” The LSU AgCenter’s Department of Entomology and LaHouse Research and Education Center provide research-based guidance to help Louisiana residents protect their homes from termites and other structural pests. Learn more by searching for “termites” at www.LSUAgCenter.com. Article by Shelly Kleinpeter, originally posted here.
How to create an engaging online presence for your experts at scale.
Tasked with creating or expanding how you promote your organization's experts? Delivering an engaging online presence is vital, yet scaling from a handful of experts to hundreds takes planning. While interesting content, modern layouts, and intuitive navigation are essential, the real test lies in managing and presenting the extensive knowledge each expert brings. What works for a few can become a complex, time-consuming, and costly endeavor as you attempt to scale to dozens or hundreds of experts and their content, leading to an underwhelming user experience and missed opportunities. These challenges are magnified as small marketing and digital teams face greater demands such as: How do I create and maintain up-to-date content for all my experts? How can I efficiently roll out this content across my website, beyond just the About Us/Team or Newsroom sections? How can I best facilitate audience interaction with my content, leading to valuable opportunities for both my experts and my organization? And perhaps most importantly… How can I minimize the use of marketing and digital resources, as well as costs, in building and maintaining all this content? Addressing these challenges requires a plan. The following highlights 4 areas to focus on when scaling your expert content to ensure an engaging user experience for your audience. 1. Create versatile content that’s engaging, timely, and relevant. The foundational importance of the quality and versatility of your expert content in designing an optimal user experience cannot be overstated. According to a recent report from the Content Marketing Institute, the majority 52% of B2B marketers plan to increase their marketing spend in 2025 on “thought leadership content”. This underscores the necessity of making relevant, high-quality expert content the backbone of delivering engaging and intuitive interactions with your visitors. Without this focus on content, it doesn’t matter how visually appealing your layouts are or how well structured your navigation, it won’t meet the needs of your audience. Expertly crafted content builds trust and credibility, as users perceive well-organized, comprehensive and authoritative information as a sign of a reputable organization with interesting and credible experts. "Content precedes design. Design in the absence of content is not design, it’s decoration". Jeffrey Zeldman - Renowned designer, author & speaker on web design. Ultimately, the integration of high-quality, versatile content into UX design is essential for creating meaningful and effective digital experiences that meet and exceed your visitor’s expectations. Keys to Scaling Share the Workload: Make content creation and management easier by using a purpose-built system that streamlines content creation and updates, vs custom designed page or need to provide access to the core CMS. Ensure the system allows multiple team members, including the experts themselves, to easily access and manage their content, making the process quick and efficient. Repurpose Existing Content Assets: According to the Content Marketing Institute, the failure to utilize pre-existing content is significant challenge (37%) impacting marketers' ability to scale. Leverage existing content assets, such as blog copy & imagery, and previously created videos, to enhance your expert content. This approach allows you to enrich your content without the need for expensive production, making the most of the resources you already have. Leverage Your Content Elements Together or Individually: Each content element should enable visitors to explore deeper insights from experts. Linking profiles to embedded videos and insightful posts or showcasing other experts within your organization can offer new and diverse perspectives. This approach enhances user engagement and provides a richer, more interactive experience. 2. Start with a home base, then grow your footprint. Creating a home base for your expert content, such as an "Expert Center" or "Speakers Bureau," within your website's newsroom or media section, or enhancing your "About Us" pages, can significantly elevate your organization's profile and improve user experience. This hub could also be tailored to highlight specific areas like "Research Expertise," depending on your primary audience—be it media, event organizers, or prospective clients. Establishing this destination for your expertise using a flexible integration option, not only provides a focal point for your owned content but also lays the groundwork for expanding your reach across your website. By categorizing and featuring your expert content strategically, you can engage a broader audience across various sections of your site. "Your website’s content should act as a doorway. Land new visitors with compelling stories, then expand their engagement by guiding them to explore more relevant content tailored to their interests." Ann Handley, Chief Content Officer, MarketingProfs Keys to Scaling Establish & State Clear Objectives - Ensure you prominently state the goals of your initiative—whether it’s combating fake news, serving the community, or showcasing your organization's breadth of expertise. Clearly outline the types of inquiries you’re seeking to attract. This transparency not only sets expectations but also aligns visitors with your mission, fostering trust and engagement. Invest in Fresh Content - To keep your expert content hub dynamic and engaging, continually invest in new content. Regularly feature new experts and insights to encourage visitors to bookmark and frequently visit your site. Implementing a centralized, multi-access platform for content updates will streamline this process, making it scalable and sustainable. Link to Related Content - Utilize your expert content hub as a gateway to other areas of your website. Create links to related content, such as research initiatives, to help visitors explore and engage with your broader expertise. This not only enhances the user experience but also maximizes the value and reach of your content across your site. 3. Always be thinking about Discoverability Creating expert content—from compelling profiles to thought leadership—is only valuable if it’s easy to find. If visitors can’t quickly locate the expertise they need, frustration sets in and user experience suffers. To make expert content truly effective, it must be optimized for search engines, clearly organized, and internally linked. This is especially important for audiences like media, event organizers, and potential clients who rely on quick access to credible information. Prominently featuring and properly tagging expert content boosts visibility, builds authority, and drives meaningful engagement. Keys to Scaling Homepage/Top-Level Navigation: Don’t rely solely on a menu option or link buried in a subsection like your Newsroom. Featuring menu items, graphics, and other call-outs on your homepage and main section pages will increase interaction and inquiries. Leverage Distribution Networks: Drive traffic to your expert content by promoting your experts and their insights on platforms like LinkedIn, Twitter, and expert-specific search engines like expertfile.com or mobile expert directory apps. Add Free-Form Google-Like Search: Provide visitors with a free-form search experience that encompasses all elements of your expert content, rather than just a series of tags, titles, and names. Ensure All Metadata is Available: Let Google do the heavy lifting by ensuring you have properly structured metadata and schema data for each piece of expert content. While most digital teams remember standard title and description metadata, powerful schema data that helps Google understand the context and authority of the content is often overlooked. Add Links to Common Recurring Communications: Leverage all your communication channels, including adding links to your About Us section in press releases and individual experts’ email footers. 4. Plan for your Success It is important to plan for the success of your Expertise Marketing program. A successful program will not only deliver valuable opportunities, helping drive reputation and revenue, but can also place increased demands on your marketing and digital teams, as well as your experts themselves. Your success will likely inspire interest from other experts or departments for inclusion in your program, necessitating tools and defined processes for efficient onboarding of new experts and integrations across your website. Equally important is managing the influx of inquiries from key audiences such as the media, event organizers, and prospective clients in a way that provides a seamless user experience and encourages repeat engagement. Addressing these challenges with a strategic approach will lay a solid foundation for a robust and scalable expertise marketing initiative. Keys to Scaling Inquiry Workflow: Putting a general email or phone # as a contact does not scale. Implementing an efficient inquiry workflow is essential for the success of your expertise marketing. This process starts by ensuring that inquiries from key audiences—such as media, event organizers, and potential clients—are promptly and accurately directed to the appropriate experts within your organization. An automated system can streamline this process by categorizing inquiries based on specific topics and routing them to the relevant experts, even filtering out unnecessary or harmful inquiries. This approach not only saves time but also ensures swift and professional responses, enhancing your organization's reputation and effectiveness. Capture and Act on Analytics: Continually monitoring your analytics is crucial for refining your content strategy. By analyzing which types of content and which experts resonate most with your audience, you can better plan future content creation and decide who to feature prominently. This data-driven approach allows you to tailor your expertise marketing efforts more effectively, ensuring that you consistently engage your audience and meet their needs. Share Your Success - By sharing your experts' achievements both within and outside your organization, you create a culture of recognition and aspiration. This not only encourages additional departments and experts to join your program but also enhances the overall value of your expert center. Expanding your program to include more experts and additional expert content transforms your website into a valuable destination for key audiences such as media, event organizers, and potential clients. Effective dissemination of success stories amplifies your reach, reinforces your organization’s credibility, and drives sustained engagement and growth. Successfully scaling your Expertise Marketing program while maintaining an optimal user experience presents unique challenges. It requires producing versatile, high-quality content that is consistently engaging and relevant. Establishing a centralized home base for this content, such as an "Expert Center," helps streamline navigation and enhance user interaction. Improving discoverability through effective SEO and internal linking ensures that your expert content is easily accessible to key audiences like media and event organizers. Finally, meticulous planning for content updates and inquiry workflows is essential to manage resources efficiently and sustain growth. By addressing these areas strategically, you can build a robust and scalable Expertise Marketing initiative that drives engagement and reinforces your organization's reputation. About ExpertFile ExpertFile is changing the way organizations tap into the power of their experts to drive valuable inquiries, accelerate revenue growth, and enhance their brand reputation. Used by leading corporate, higher education and healthcare clients worldwide, our award-winning platform helps teams structure, manage and promote their expert content while our search engine features experts on over 50,000+ topics. Download our "Guide to Expertise Marketing", book a demo and more here.
Education expert: Delaware needs to reform its education funding system
In the next year, residents of Delaware will have the opportunity to voice their opinions about school funding in support of the students and teachers in the state's public schools. School funding reform is urgently needed. Delaware has an unusually high number of students requiring additional resources to succeed — including students with disabilities, students living in poverty, and English learners. While Delaware spends more than the national average on public education, the funding is not sufficient to meet the needs of these students and their teachers. The evidence is clear. Compared to other states, Delaware ranks near the bottom in reading and math performance, according to the Nation’s Report Card (the National Assessment of Educational Progress). Reading and math scores have been declining for the past decade, with 8th grade reading reaching an all-time low in 2024. Delaware’s spending has not kept up with student needs, and the state struggles to compete with neighboring states for top teaching talent. Beginning teacher salaries are the lowest among nearby states, with even lower salaries in less wealthy communities. Unlike every other state, Delaware does not allocate more funds to districts with less property wealth, further deepening disparities. The stakes are high. Delaware’s students and teachers deserve strong support, and the state’s economy — including businesses, employers, and universities — depends on graduates who are well-prepared for careers and higher education. Delaware’s current school funding system, largely unchanged for 80 years, lags behind reforms enacted in other states. Many states have shifted funding to prioritize student needs and address inequities, resulting in measurable improvements in academic achievement, graduation rates, school climate, and college and career readiness. In the coming months, the Public Education Funding Commission will complete its review and present recommendations to update the funding system. When Governor Matt Meyer — a champion for Delaware’s public schools — sends his recommendations to the General Assembly for consideration, public understanding and engagement will be crucial. –––– Gary Henry is a professor at the University of Delaware and a commissioner on the Public Education Funding Commission. He specializes in education policy, educational evaluation, educator labor markets, and quantitative research methods. He is available for interviews on education funding, accountability and related policy changes, helping ensure Delawareans are fully informed as they prepare to voice their views on this important investment in the state’s future. He has advised various states on education funding including Virginia, North Carolina, Georgia and Texas.
Hurricane Preparedness Week reminds everyone to plan ahead
Hurricane season officially begins June 1, and now is the time to get ready for potential storms. Hurricane Preparedness Week, observed May 4 to 10, is a reminder for Louisiana residents to review their emergency plans, strengthen their homes, and prepare their families before a major storm arrives. “Preparedness saves lives, protects property and reduces recovery time,” said Carol Friedland, director of the LSU AgCenter LaHouse Research and Education Center. “By taking a few proactive steps now, families can be better protected during hurricane season.” Even though hurricane season does not begin for another month, starting your preparation now can save time and hassle later. The following are good projects you can start in the coming weeks to prepare for severe weather: Create and practice a family emergency plan and make sure it has updated contact information and evacuation information. Assemble an emergency supply kit or go through your existing kit to make sure nothing is expired or missing. Update it to make sure your entire family, including your pets, will have supplies during an evacuation. Review insurance coverage and understand flood risks. Some companies or policies have a waiting period before your coverage begins, so contact your agent or representative now. Strengthen your home against high winds and flooding. Do an overview of your home’s exterior and note any areas that look like they need repairs, like patches of missing shingles. Repairing these smaller problems now can reduce the likelihood of your home experiencing more severe damage during a storm. “Taking the time to check your home and yard early and getting bigger projects or repairs started ahead of hurricane season can save you a lot of stress later, especially when materials become harder to find right before a storm,” said Rubayet Bin Mostafiz, assistant director of research at LaHouse. Don’t wait until a storm is in the forecast. Start preparing today. Visit www.LSUAgCenter.com/LaHouse for more information, downloadable preparedness publications, and guidance tailored to Louisiana homes and families. The LaHouse Research and Education Center is dedicated to providing science-based solutions to improve home resilience, sustainability, and health. Through research, extension and education, LaHouse seeks to address the challenges of severe weather, with a particular focus on helping Louisiana residents protect their homes and communities from natural disasters. Article originally posted here.
Chemical and Life Science Engineering Professor Michael “Pete” Peters, Ph.D., is investigating more efficient ways to manufacture biologic pharmaceuticals using a radial flow bioreactor he developed. With applications in vaccines and other personalized therapeutic treatments, biologics are versatile. Their genetic base can be manipulated to create a variety of effects from fighting infections by stimulating an immune response to weight loss by producing a specific hormone in the body. Ozempic, Wegovy and Victoza are some of the brand names for Glucagon-Like Peptide-1 (GLP-1) receptor agonists used to treat diabetes. These drugs mimic the GLP-1 peptide, a hormone naturally produced in the body that regulates appetite, hunger and blood sugar. “I have a lot of experience with helical peptides like GLP-1 from my work with COVID therapeutics,” says Peters. “When it was discovered that these biologic pharmaceuticals can help with weight loss, demand spiked. These drug types were designed for people with type-2 diabetes and those diabetic patients couldn’t get their GLP-1 treatments. We wanted to find a way for manufacturers to scale up production to meet demand, especially now that further study of GLP-1 has revealed other applications for the drug, like smoking cessation.” Continuous Manufacturing of Biologic Pharmaceuticals Pharmaceuticals come in two basic forms: small-molecule and biologic. Small-molecule medicines are synthetically produced via chemical reactions while biologics are produced from microorganisms. Both types of medications are traditionally produced in a batch process, where base materials are fed into a staged system that produces “batches” of the small-molecule or biologic medication. This process is similar to a chef baking a single cake. Once these materials are exhausted, the batch is complete and the entire system needs to be reset before the next batch begins. “ The batch process can be cumbersome,” says Peters. “Shutting the whole process down and starting it up costs time and money. And if you want a second batch, you have to go through the entire process again after sterilization. Scaling the manufacturing process up is another problem because doubling the system size doesn’t equate to doubling the product. In engineering, that’s called nonlinear phenomena.” Continuous manufacturing improves efficiency and scalability by creating a system where production is ongoing over time rather than staged. These manufacturing techniques can lead to “end-to-end” continuous manufacturing, which is ideal for producing high-demand biologic pharmaceuticals like Ozempic, Wegovy and Victoza. Virginia Commonwealth University’s Medicines for All Institute is also focused on these production innovations. Peters’ continuous manufacturing system for biologics is called a radial flow bioreactor. A disk containing the microorganisms used for production sits on a fixture with a tube coming up through the center of the disk. As the transport fluid comes up the tube, the laminar flow created by its exiting the tube spreads it evenly and continuously over the disk. The interaction between the transport medium coming up the tube and the microorganisms on the disk creates the biological pharmaceutical, which is then taken away by the flow of the transport medium for continuous collection. Flowing the transport medium liquid over a disc coated with biologic-producing microorganisms allows the radial flow bioreactor to continuously produce biologic pharmaceuticals. “There are many advantages to a radial flow bioreactor,” says Peters. “It takes minutes to switch out the disk with the biologic-producing microorganisms. While continuously producing your biologic pharmaceutical, a manufacturer could have another disk in an incubator. Once the microorganisms in the incubator have grown to completely cover the disk, flow of the transport medium liquid to the radial flow bioreactor is shut off. The disk is replaced and then the transport medium flow resumes. That’s minutes for a production changeover instead of the many hours it takes to reset a system in the batch flow process.” The Building Blocks of Biologic Pharmaceuticals Biologic pharmaceuticals are natural molecules created by genetically manipulating microorganisms, like bacteria or mammalian cells. The technology involves designing and inserting a DNA plasmid that carries genetic instructions to the cells. This genetic code is a nucleotide sequence used by the cell to create proteins capable of performing a diverse range of functions within the body. Like musical notes, each nucleotide represents specific genetic information. The arrangement of these sequences, like notes in a song, changes what the cell is instructed to do. In the same way notes can be arranged to create different musical compositions, nucleotide sequences can completely alter a cell’s behavior. Microorganisms transcribe the inserted DNA into a much smaller, mRNA coded molecule. Then the mRNA molecule has its nucleotide code translated into a chain of amino acids, forming a polypeptide that eventually folds into a protein that can act within the body. “One of the disadvantages of biologic design is the wide range of molecular conformations biological molecules can adopt,” says Peters. “Small-molecule medications, on the other hand, are typically more rigid, but difficult to design via first-principle engineering methods. A lot of my focus has been on helical peptides, like GLP-1, that are a programmable biologic pharmaceutical designed from first principles and have the stability of a small-molecule.” The stability Peters describes comes from the helical peptide’s structure, an alpha helix where the amino acid chain coils into a spiral that twists clockwise. Hydrogen bonds that occur between the peptide’s backbone creates a repeating pattern that pulls the helix tightly together to resist conformational changes. “It’s why we used it in our COVID therapeutic and makes it an excellent candidate for GLP-1 continuous production because of its relative stability,” says Peters. Programming The Cell Chemical and Life Science Engineering Assistant Professor Leah Spangler, Ph.D., is an expert at instructing cells to make specific things. Her material science background employs proteins to build or manipulate products not found in nature, like purifying rare-earth elements for use in electronics. “My lab’s function is to make proteins every day,” says Spangler. “The kind of proteins we make depends entirely on the project they are for. More specifically I use proteins to make things that don’t occur in nature. The reason proteins don’t build things like solar cells or the quantum dots used in LCD TVs is because nature is not going to evolve a solar cell or a display surface. Nature doesn’t know what either of those things are. However, proteins can be instructed to build these items, if we code them to.” Spangler is collaborating with Peters in the development of his radial flow bioreactor, specifically to engineer a microorganismal bacteria cell capable of continuously producing biologic pharmaceuticals. “We build proteins by leveraging bacteria to make them for us,” says Spangler. “It’s a well known technology. For this project, we’re hypothesizing that Escherichia coli (E. coli) can be modified to make GLP-1. Personally, I like working with E. coli because it’s a simple bacteria that has been thoroughly studied, so there’s lots of tools available for working with it compared to other cell types.” Development of the process and technique to use E. coli with the radial flow bioreactor is ongoing. “Working with Dr. Spangler has been a game changer for me,” says Peters. “She came to the College of Engineering with a background in protein engineering and an expertise with bacteria. Most of my work was in mammalian cells, so it’s been a great collaboration. We’ve been able to work together and develop this bioreactor to produce GLP-1.” Other Radial Flow Bioreactor Applications Similar to how the GLP-1 peptide has found applications beyond diabetes treatment, the radial flow bioreactor can also be used in different roles. Peters is currently exploring the reactor’s viability for harnessing solar energy. “One of the things we’ve done with the internal disc is to use it as a solar panel,” says Peters. “The disk can be a black body that absorbs light and gets warm. If you run water through the system, water also absorbs the radiation’s energy. The radial flow pattern automatically optimizes energy driving forces with fluid residence time. That makes for a very effective solar heating system. This heating system is a simple proof of concept. Our next step is to determine a method that harnesses solar radiation to create electricity in a continuous manner.” The radial flow bioreactor can also be implemented for environmental cleanup. With a disk tailored for water filtration, desalination or bioremediation, untreated water can be pushed through the system until it reaches a satisfactory level of purification. “The continuous bioreactor design is based on first principles of engineering that our students are learning through their undergraduate education,” says Peters. “The nonlinear scaling laws and performance predictions are fundamentally based. In this day of continued emphasis on empirical AI algorithms, the diminishing understanding of fundamental physics, chemistry, biology and mathematics that underlie engineering principles is a challenge. It’s important we not let first-principles and fundamental understanding be degraded from our educational mission, and projects like the radial flow bioreactor help students see these important fundamentals in action.”
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
5 Reasons Why Experts Should Drive Your Content Marketing Strategy
It’s a fact: buyers today don’t want to be prospected, demoed, or closed. Whether it’s a procurement officer on the other end of the phone, a prospect reviewing a product online, or a journalist assessing the credibility of a potential spokesperson, “buyers” today expect a more authentic, reliable and practical experience when getting to know an organization, product or service. That’s why understanding how your expertise fits into the buyer’s journey to attract attention, drive interactions and earn trust is becoming critical to success. 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. The Shift to Expertise Marketing In the early days of marketing and sales, organizations practiced a features oriented “buy what I have” approach; however, these traditional product-oriented marketing approaches are failing to yield the benefits they once did. 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. Here’s 5 major trends you need to know plus some helpful tips to help you deal with this reality. #1 – 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 doing 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 on board to support their decision-making. Tip: Remember that people buy from people. Think about how you can create a more human user experience by giving your experts and their content more profile on your website to drive engagement and build trust. It’s time to go beyond simple headshots and biographies to develop a richer amount of supporting information that feeds your website and search engines. #2- The Buyer Journey is More Collaborative & Non-Linear Than Ever Its 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 in a variety of sites. Tip: Evaluate the touchpoints you provide with expert content across your websites and how they interact at various buyer stages, from initial search to content to the connection process. In the end are you making it easy for buyers to engage with the content your experts have to offer? #3 – 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. Tip: Ensure you have engaging expert content available online to support buyers across all stages of the buyer journey. Remember they may be looking for additional validation as well as education. #4 – 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. Tip: Marketers must reach the broader buying group in an organization, which means making larger amounts of expert content with messages targeted to specific personas. Weaving experts into the discussion and engaging more departments within a buyer’s organization will help wield influence on the final buying decision. #5 – 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. Tip: Start with some tests using Google and Bing to assess how your experts are surfacing on key topics. Also do some searches on the names of your experts to see what position they surface at organically. Where possible add videos, photos, audio, books and social content that you can add to their profiles. Also ensure that the information is properly tagged to allow search engines to properly index this content. About ExpertFile ExpertFile is changing the way organizations tap into the power of their experts to drive valuable inquiries, accelerate revenue growth, and enhance their brand reputation. Used by leading corporate, higher education and healthcare clients worldwide, our award-winning platform helps teams structure, manage and promote their expert content while our search engine features experts on over 50,000+ topics. Learn more at: www.expertfile.com/getstarted.
Digital Dementia: Does Technology Use by ‘Digital Pioneers’ Correlate to Cognitive Decline?
As the first generation that interacted with digital technology reaches an age where dementia risks emerge, scientists have asked the question: Is there a correlation between digital technology use and an increased risk of dementia? With the phrases “brain rot” and “brain drain” circulating on social media, it would appear that most people would assume the answer is yes. However, a new study in Nature Human Behavior by neuroscientists at Baylor University and the University of Texas at Austin Dell Medical School reveals the opposite – digital technologies are actually associated with reduced cognitive decline. The study – A meta-analysis of technology use and cognitive aging – was sparked by the ongoing concern about the passive activity of digital technologies and their relation to accelerating risks of dementia. Study co-authors are Jared F. Benge, Ph.D., clinical neuropsychologist and associate professor of neurology at Dell Medical School and UT Health Austin’s Comprehensive Memory Center within the Mulva Clinic for the Neurosciences, and Michael K. Scullin, Ph.D., associate professor of psychology and neuroscience at Baylor. “You can flip on the news on just about any day and you’ll see people talking about how technologies are harming us,” Scullin said. “People often use the terms ‘brain drain’ and ‘brain rot,’ and now digital dementia is an emerging phrase. As researchers, we wanted to know if this was true.” The “digital dementia” hypothesis predicts that a lifetime of exposure to digital technology will worsen cognitive abilities. On the contrary, the study’s findings challenge this hypothesis, indicating instead that engagement with digital technology fosters cognitive resilience in these adults. Reviewing more than 136 studies with data that encompassed over 400,000 adults, and longitudinal studies with an average of 6 years of follow-up data, Scullin and Benge found compelling evidence that digital technology use is associated with better cognitive aging outcomes, rather than harm. The researchers’ study supported the “technological reserve” hypothesis, finding that digital technologies can promote behaviors that preserve cognition. In fact, their study revealed that digital technology use correlates with a 58% lower risk of cognitive impairment. This pattern of cognitive protection persisted when the researchers controlled for socioeconomic status, education, age, gender, baseline cognitive ability, social support, overall health, and engagement with mental activities like reading that might have explained the findings. Increase in problem-solving skills Scullin said that for some, these findings are surprising as technology use is often associated with being sedentary both physically and mentally. However, for the current generation of older adults who were introduced to the first technological advancements – computers, the Internet and smartphones – past their childhood, using technology is cognitively challenging because it is everchanging. “One of the first things that middle-age and older adults were saying is that ‘I’m so frustrated by this computer. This is hard to learn.’ That's actually a reflection of the cognitive challenge, which may be beneficial for the brain even if it doesn’t feel great in the moment.” Scullin said. Technology requires constant adaption, he said, such as understanding new software updates, troubleshooting Internet loss or filtering out website ads. “If you’re doing that for years and you’re really engaging with it, even though you might experience frustration, that may be a sign of you exercising your brain,” he said. Social connection Technology also enables communication and engagement like never before, which can expand opportunities for connectivity. Video calls, emails and messaging apps help maintain social networks, especially for people who would not otherwise regularly see their family members. “Now you can connect with families across generations,” Scullin said. “You not only can talk to them, you can see them. You can share pictures. You can exchange emails and it's all within a second or less. So that means there's a greater opportunity for decreasing loneliness.” Better social connectedness is a well-documented correlate of cognitive functioning in older adults, providing a link between decreased isolation from digital technologies and reduced risks of dementia. Impact of “digital scaffolding” A dementia diagnosis is indicated in part when cognitive changes lead to a loss of independence with daily tasks. Tools such as digital reminders, GPS navigation and online banking allow older adults to remain independent despite cognitive difficulties through digital scaffolding. According to the research article, this digital scaffold “facilitates better functional outcomes in older adults while general cognitive functioning declines.” Technologies can serve as a compensatory support system to maintain general independence and reduce the risk of a dementia diagnosis even with the presence of some cognitive decline. “As clinical practice continues to move toward an individualized, precision-medicine approach, it will be necessary for the field to identify for whom and for how long, such digital scaffolding is effective,” the researchers said. Promoting healthy technology use While Scullin recognizes the negative effects of technology, such as distracted driving or using technology over consistent face-to-face interaction, he also emphasizes how promoting a healthy use of digital tools in older adults is beneficial for their cognitive health. “If you have a parent or grandparent who’s just staying away from technology, maybe revisit that. Could they learn to use photo, messaging, or calendar apps on a smartphone or tablet? Start simple and be very patient while they learn,” he said. Social media use is another highly debated topic in terms of cognitive effects. While he says it’s hard to predict the cognitive effects of endlessly scrolling on TikTok, Scullin does argue that generating videos through creative cognition could be beneficial. In addition, he said that interacting with communities online can provide benefits by forming social connections. “We could spend a long time talking about all the specific ways in which technology use can be bad. However, the net effect since the 1990s has been positive for overall cognition in older adults,” he said. FUNDING The study was supported by funding from the National Institutes of Health (R01AG082783; M.K.S., J.F.B.). Michael Scullin was named Baylor’s inaugural Newsmaker of the Year in 2018, after his “to-do list” research was widely covered by media outlets, including ABC’s Good Morning America, TODAY.com, USA TODAY, Discover, LiveScience, HealthDay, BBC Radio and many more, reaching an international circulation and viewership of nearly 1 billion people. Looking to interview or chat with Michael Scullin? Simply click on his icon now to arrange an interview today.
Taking ACT-ion for Quality Improvement
“Learning is a journey. It is continuous,” said nurse Hellen Okoth, MSN, CCRN, RN-BC, of the Transitional Surgical Unit. She was one of the learners on that journey through ChristianaCare’s professional development program Achieving Competency Today (ACT). ACT, a 12-week graduate-level program dedicated to health care improvement, will celebrate its 40th session in 2025. Some 1,000 caregivers have graduated from ACT and have tested some 140 innovative project ideas since the program’s launch in 2003. On April 9, three ACT teams presented their quality improvement projects at the John H. Ammon Medical Education Center on ChristianaCare’s Newark campus. Interdisciplinary, experiential learning programs like ACT create a rich and dynamic learning environment,” said Tabassum Salam, M.D., MBA, FACP, chief learning officer for ChristianaCare. “The emphasis on continuous improvement and real-world applications of the educational content sets our ACT graduates up for lifelong learning and repeated application of these new skills.” The ACT course is a collaborative experience that brings together learners from diverse disciplines to tackle real-world health care challenges. Participants learn from health system leaders and gain a broad perspective on health care through coursework. They work in teams to complete problem-solving projects from start to finish using the Plan-Do-Check-Act (PCDA) model of continuous improvement. Facilitators, who are experts in improvement science and team effectiveness, guide the teams through the process, ensuring that each project is meticulously planned and executed. ChristianaCare offers many professional development opportunities. Click here for careers and benefits. “The hands-on projects in ACT enable learners to innovate and test out solutions in settings that directly benefit patients, leading to better outcomes and a higher quality of care,” Salam said. The three most recent teams presented improvement research that has the potential to expand beyond their pilot stage to other areas of the health system. ‘Hush! For the Love of Health’ In “Hush! For the Love of Health,” an interdisciplinary team worked to reduce noise levels on the Cardiovascular Critical Care Unit (CVCCC) at Christiana Hospital. Their goal was to decrease ambient noise levels by 10 decibels during the study period. Intensive care units often experience noise levels that can exceed 80 decibels. A quiet environment is 30 to 40 decibels. Members of the “Hush” project found creative ways to reduce noise on an intensive care unit. Ambient noise refers to all sounds present in the background, which research shows can interfere with communication, concentration and comfort. In a hospital setting, these sounds may include alarms, conversations, announcement and pages and carts moving by. The team looked for opportunities to safely reduce the number of alarms sounding. By collaborating with Philips technology company to lower alarm volumes and eliminate redundant alarms, they reduced the number of alarms sounding from 10,000 to 3,000 daily and successfully decreased noise levels by 13 decibels, exceeding their goal. “It’s good for patients to have a quiet environment and it fights alarm fatigue for caregivers,” said Dylan Norris, a pre-medical student from the University of Delaware and participant in the ACT course. ‘Show Up and Show Out’ Reducing the no-show rate among patients in primary care practices improves health outcomes and conserves resources. In “Show Up and Show Out: Boosting Patient Attendance in Primary Care,” the project team aimed to reduce the incidence of no-show appointments at the Wilmington Adult Medicine (WAM) practice by 10%. The “Show Up and Show Out” project team used personalized communication outreach to patients to encourage keeping their primary care appointments. “Our literature review showed that personal relationships with providers are one thing that can encourage people to attend appointments,” said team member Christi Karawan, MS, BSN, CCRN-CSC. The key to their problem-solving strategy was using a secure messaging platform for automatic appointment reminders specifically for WAM that were personalized with the provider’s name and thanking the patients for letting WAM be a part of their healthcare team. Other steps on the road to success were signage around the practice encouraging patients to update their contact information and calls from office assistants and medical assistants to unconfirmed patients the day prior to their appointments. The team achieved a 9.5% reduction in no-shows, just shy of their goal, over a two-week period. An office assistant who participated in the pilot said, “Outreach has been helpful not only in getting people in but in getting people to reschedule or cancel. We can catch it before it becomes a no-show.” ‘Magnetic Efficiency’ To address delays in patient transport from MRI testing at Newark campus, an ACT team created a new communication workflow to directly connect patient escort dispatch to the MRI charge technician. The ACT team aimed to decrease patient wait times following MRI completion for stretcher transport back to patients rooms by 25% — and “a bold goal,” said one colleague — during the study period. The “Magnetic Efficiency” team identified a new workflow to get patients back to their hospital rooms faster after MRI testing. Using Vocera wearable communications tools, the team created a thread for direct communication between Escort Dispatch caregivers and MRI charge technicians. Also, when an Escort transporter dropped off a patient for an MRI, the transporter asked MRI staff if any patients were ready to go back to their rooms. These changes in communication and empowerment consolidated transports and led to a 17% reduction in wait time during the two-week pilot. “We don’t want people to work harder,” said team member Tim Kane, BSN, RN. “We wanted to avoid preventable delays.” Both teams expressed satisfaction and improved communication with the new process and they expressed interest in continuing the process after the pilot ended. Future forward The ACT course has a rich history, originating from a specific initiative piloted by the Robert Wood Johnson Foundation with ChristianaCare among the early adopters along with Harvard University, the University of Pennsylvania, Johns Hopkins University and Beth Israel Deaconess Medical Center. Through the years, ChristianaCare ACT team members have seen their projects live on both as permanent changes throughout the health system and, more personally, in their professional growth. “I was able to enhance my creativity, organizational and problem-solving skills,” said Starr Lumpkin, a staff assistant who was on the “Hush” team. “This was a pivotal journey for me.” ChristianaCare is growing its program to develop a pipeline for the next generation of health professionals, said Safety and Quality Education Specialist Claire Rudolph, MSM, CPHQ. “We have a varied group of learners and facilitators who are making an impact on health care quality, cost and safety.” Dylan Norris was the first participant from a new partnership with the University of Delaware for pre-med students to get quality improvement experience. “I have learned so much about what goes into a quality improvement project. Buy-in from the stakeholders is key in implementing any new project successfully,” she said. “I have also learned about the importance of the initial research that goes into creating a new project and how much pre-planning goes into it.” Closing the event, Clinical Effectiveness Officer Christian Coletti, M.D., MHCDS, FACEP, FACP, called on the ACT graduates to use their newfound “superpowers” — “vision, seeing the future, catching something before it breaks. “It’s not a glitch in the matrix,” he said. “You are the most important people at the bedside – hearing the alarms going off or the stretchers piling up. Work to identify problems and move toward solutions in your own microenvironments. Pass on your powers with reckless abandon.”
