Experts Matter. Find Yours.

Next Level Thought Leadership and Content Marketing

We are entering an era of elevated thought leadership. Thought Leadership often focuses on a select few in an organization and misses opportunities to showcase everything your organization has to offer. It’s rarely scalable, often expensive and almost always wagers on a small pool of topics in any given quarter. The fact is that you have more expertise operating behind the scenes than you’re showing off. Enter Expertise Marketing, the next generation of content marketing.  Opening up a world of new opportunities, here is how Expertise Marketing stacks up against more traditional thought leadership programs.   SCOPE Inclusive vs Exclusive Expertise Marketing is designed to engage a diverse set of experts throughout the organization. It focuses on broader coverage of relevant topics that engage a wider variety of audiences and expand your opportunities for valuable connections.  Thought Leadership programs tends to focus on fewer select experts. Often designed as a bespoke program aimed at involving only senior executives. TIMING Sustained vs Campaign Focussed Expertise Marketing creates a sustained digital presence that leverages the content that experts are producing across the organization and distributes it across a range of channels. Most Thought Leadership programs tend to align with a specific event (such as a product launch, industry conference or social cause) that maps to a defined budget and timeframe. STRUCTURE Agile vs Controlled The agile nature of good Expertise Marketing provides the ability to quickly mobilize experts to position their expertise in the context of breaking news to create higher engagement with audiences such as the media.  This compares to the more controlled approach of a traditional Though Leadership programs that requires careful planning to ensure alignment with corporate strategy and messaging - often missing time-sensitive opportunities. COST Low vs High Expertise Marketing can efficiently leverage client or agency resources and services through technology versus Thought Leadership programs that are often structured as long-term projects that require specialized resources in agencies.  Take the steps to transform your content marketing overnight. Download the Expertise Marketing whitepaper or talk to us about how you can evolve quicker and generate a new competitive edge.    About ExpertFile For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy.

Top 9 ROI Metrics for Expertise Marketing

When it comes to digital marketing, organizations are looking for data-driven solutions that are proven to support their bottom line. Here are 9 families of quantitative and qualitative metrics that will help you measure and track the success of your organization’s Expertise Marketing. (Taken from Chapter 5 of Expertise Marketing Whitepaper: Next Wave in Digital Strategy) REPUTATION Move Brand Metrics - Position research, client work, thought leadership perspectives and achievements in the context of relevant topics in the news. MARKET AWARENESS Move Search Metrics - Boost search-engine rankings and increase overall breath of search results. LEAD GENERATION Grow Inbound Leads - Increase the number of direct lead inquiries from the following audiences: Customers |  Students |  Patients  |  Donors  |  Patients  |  Media  |   Recruits  | Conferences  | Partners  |  Alumni  | & More... AUDIENCE ENGAGEMENT Drive Engagement Metrics - A single familiar digital touchpoint provides access to all content marketing assets and encourages enhanced content browsing. Download our Free Whitepaper Expertise Marketing: The Next Wave in Digital Strategy TALENT DEVELOPMENT Boost People Performance -   Better engage stakeholders, researchers & subject-matter experts in the development and distribution of content. INTERNAL COLLABORATION Improve Teamwork & Internal Efficiency - Better coordinate the knowledge and resources across internal communications teams and other departments as they engage experts.  Provide a faster, more efficient way to generate content for breaking news and events. CONTENT CONTRIBUTION Expand Reach - Increase the size of the organization’s digital footprint by aggregating more content and distributing it contextually to multiple websites and third-party databases. EFFICIENCY Deliver More with Less - Help employees get their jobs done faster and more efficiently. Enable them to find information faster, speed up internal processes and foster collaboration among people in multiple locations. LEVERAGE CURRENT & FUTURE INFRASTRUCTURE Extract More Value From Existing Investments - Properly integrated, new technology investments should integrate seamlessly to leverage existing/proposed infrastructure such as content management systems (CMS). What’s most important to you? Get in touch with Deanne and start the conversation about how ExpertFile can begin moving that dial within 6 weeks. Get Your Copy and Get Started Expertise Marketing: The Next Wave in Digital Strategy About ExpertFile ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content. Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms.  Learn more about ExpertFile.

2019's Hottest Content Marketing Trend

Content marketing has taken over the digital landscape and quickly become the strategy of choice for boosting online engagement. While many organizations want skin in the game, incremental tweaks to existing marketing plans will no longer deliver big returns. Over the past 18 months, audience behaviour has evolved and we need to make sure that we’re keeping up.  Expertise Marketing is the next evolution of content marketing. Leveraging untapped expertise within your organization, it builds value by mobilizing the hidden people, knowledge and content you already have at your fingertips. This win-win solution not only gives audiences better quality content, but it also lets organizations show off their smarts. As the hottest content marketing trend of 2019, Expertise Marketing drives exponential return by:                        Promoting the content generated by internal experts in the manner that’s easily found by both search engines and media partners. Transforming invisible expert content that is already in your organization into lead-generating material. Using best-in-class content to nurture conversations and connections with audiences such as media, customers, partners, government and funding agencies. Download our FREE Whitepaper Expertise Marketing: The Next Wave in Digital Strategy On top of these attributes, Expertise Marketing can be easily deployed in weeks and improvements to ROI metrics can be seen almost instantly. Download our white-paper to learn more and step into this new world of opportunity and performance.    Get Your Copy and Get Started Expertise Marketing: The Next Wave in Digital Strategy About ExpertFile ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content.  Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms.   Learn more about ExpertFile.

Cedar Crest named Top College by U.S. News & World Report

For the eighth year in a row, Cedar Crest College has been named among the top colleges in the nation by U.S. News and World Report’s Best College Rankings, 2019. Among colleges in the northern region, Cedar Crest is ranked the sixth Best Regional College, the third Best Value School and the second Best College for Veterans. The college has been named a Top Regional College and Best Value College every year since 2012, and was named a Best College for Veterans in 2015, 2016 and 2018. “At Cedar Crest College, we are dedicated to preparing our students for a lifetime of continued success,” said Cedar Crest President Elizabeth Meade. “The fact that we consistently rank among the best colleges in the nation shows that we are committed to providing the very best education to our students.” In addition to the U.S. News & World Report ranking, Cedar Crest was also recognized for its student engagement by the Wall Street Journal this year, and was named a “Best College for Your Money” by MONEY Magazine.

It used to be a big deal – but has the once mighty blog gone bust?

In the days before Facebook … there were blogs. Blogs written by corporate leaders, academics, foodies, pundits and enthusiasts of every stripe. At one point, a blogger’s opinion could greenlight a film or sink a rising star. Blogs have massive influence. But those days are gone. Where blogs were once a salon for opinion and interest – the role that survived was usually as part of a larger institution’s communications strategy. It blended internal and external engagement – and it was effective. Until now, recently even Harvard acknowledged they were getting out of the blogging realm. But as blogs fade into the sunset – will the information, data and value be preserved? Should archives be created to maintain the history of these online conversations for future generations? Or, is it simply a delete and all that information is gone? Martha Burtis is the director of the digital knowledge center at the University of Mary Washington. An expert on this topic, she recently spoke with media regarding the winding down of blogs at Harvard. She is available to speak to media regarding this topic – simply click on her icon to arrange an interview. Source:

Definitely …Maybe? Donald Trump’s planned sit-down with Kim Jun Un

It was diplomacy that was almost out of a movie. Two bitter leaders, both unpredictable and avowed enemies who seemed on the brink of war … until suddenly they are friends, complimenting each other and arranging a meeting of historic proportions. There was even talk of a Nobel Prize. It seemed too good to be true. And now the world is back to reality. The surprisingly insta-warm relationship between American and North Korea seems to have once again chilled. And now it’s a battle of statements over who has upset who and why. According to North Korean media, Choe Son Hui, a vice-minister in the North Korean Foreign Ministry, said the summit is being reconsidered. And annihilation may follow. "Whether the US will meet us at a meeting room or encounter us at nuclear-to-nuclear showdown is entirely dependent upon the decision and behavior of the United States," Choe said. Vice President Pence responded in the media with a veiled threat of his own. "There was some talk about the Libya model," Pence told Fox News "As the President made clear, this will only end like the Libya model ended if Kim Jong Un doesn't make a deal." So where are we now? What’s next? Is this relationship over before it even started? Experts from the University of Connecticut may have some insight and deeper understanding of this issue. Alexis Dudden is a Professor of History specializing in modern Japan and Korea, and international history at the University of Connecticut. Dudden stresses the importance of understanding the complexity of modern Korea-Japan relations to better appreciate Korean resistance to U.S. demands. South Korea is a country where one in six families is directly affected by the North-South divide. It is “imperative that Washington planners take seriously South Korean desires for renewed engagement,” Dudden says. Professor Dudden is available to speak with media regarding the ongoing talks and threats between North Korea and America. Simply click on her icon to arrange an interview. Source:

Order for Racism. Racism Anyone?

When I think of Starbucks, I think of fair trade and “ethnically sourced” secured coffee beans, wonderfully laid out desserts and treats that my waist line dislikes, and cool stripped down funky folky alternative music playing in the background while I drink a hot delicacy I can barely pronounce. I think of people conversing, while others around them are seeping the juices of the Internet to fuel their apple laptop latest reality game apps. I think of people completing school or professional work away from their homes and offices. Starbucks has the ability in a sense to serve as an escape. But as a person of color, especially a historically marginalized people, there is no quarter given. Two Black men in Philadelphia discussing possible business ventures in a Starbuck were reminded that within the 21st century two separate worlds for Blacks and everyone else continues to exist within our world. The denial of bathroom rights to potential paying customers, an automatic response to call the police, and consequential police engagement and arrest without legitimate legal cause are representations of 21st racism. A similar incident has recently surfaced on video caught in a Los Angles area store where onlookers observed white non-paying patrons getting access to the bathroom while Blacks were denied. These discussed incidences are the simple echoes of a system of oppression that has existed for Blacks since the first Dutch flagged slave ship arrived in Jamestown in 1619. Source:

What will Donald Trump’s National Defense Strategy mean for Americans and its citizens?

The Department of Defense recently published an unclassified synopsis of the Trump administration’s first National Defense Strategy (NDS). The document, is missing the usual and sometimes expected Trump-like rhetoric of ‘America First’ and instead focuses on a balanced and cooperative approach among nations. At Augusta University, our experts have been examining the strategy, they have found that within the NDS the following stood out: • More money will be spent on military, private military contracting firms and cyber firms. This could benefit the local economy but does show that we’re worried. • Our military is growing more high-tech with artificial intelligence and robotics. The future of warfare could start to resemble something out of Hollywood. • For the last two decades, we were concerned with small-scale wars, counter-insurgency and counter-terrorism. Now, we are preparing our military for a Great Power War. In other words, we are preparing for a WWII type engagement, versus Iraq or Afghanistan. • Trump’s policy is very assertive whereas Obama’s policy was more conciliatory and forgiving in nature. • We are clearly focused on reasserting ourselves as the superpower. But what will this mean for every-day Americans? Will it be a boost to our economy as we invest in our military or will it mean other programs suffer as a result? Are we on the verge of another cold war? There are a lot of questions to answer – and that’s where our experts can help. Dr. Craig Albert is an expert on American politics and political philosophy. He was recently appointed director of Augusta University’s new Masters of Arts in Intelligence and Security Studies. Dr. Albert has experience with all forms of national and local news organizations and is available to speak to media regarding Donald Trump’s National Defense Strategy. Simply click on his icon to arrange an interview. Source:

What can you expect from a Spotify IPO?

"Previous disclosures suggest that Spotify has done an excellent job of retaining paid subscribers, with monthly churn metrics well below their peers," says Assistant Professor of Marketing Dan McCarthy. "It will be very important for Spotify to flesh out this unit economics in the prospectus they will file before the listing. Investors will be particularly interested in how well Spotify has kept its acquisition costs down, free user engagement and free-to-paid conversion metrics." Source:

Baylor Experts Share New "Phone Snubbing" Research. This time it's "Boss Phubbing!"

Baylor University marketing professors and smartphone use experts James A. Roberts, Ph.D., and Meredith David, Ph.D., published their latest study – “Put Down Your Phone and Listen to Me: How Boss Phubbing Undermines the Psychological Conditions Necessary for Employee Engagement” – in the journal Computers in Human Behavior. Roberts and David are known nationally and internationally for researching the affects of smartphone use on relationships. “Phubbing (phone snubbing) is a harmful behavior,” Roberts said. “It undermines any corporate culture based on respect for others. Thus, it is crucial that corporations create a culture embodied by care for one another.” Their newest study examines “boss phubbing” (boss phone snubbing), which the researchers define as “an employee’s perception that his or her supervisor is distracted by his or her smartphone when they are talking or in close proximity to each other” and how that activity affects the supervisor-employee relationship. “Our research reveals how a behavior as simple as using a cellphone in the workplace can ultimately undermine an employee’s success,” the researchers wrote. “We present evidence that boss phubbing lowers employees’ trust in their supervisors and ultimately leads to lower employee engagement.” The study found: * 76 percent of those surveyed showed a lack of trust in a supervisor who phubbed them * 75 percent showed decreases in psychological meaningfulness, psychological availability and psychological safety * The lack of trust and decreases in those key areas led to a 5 percent decrease in employee engagement Roberts and David suggest several steps that managers could take to change the culture and mitigate the negative effects of smartphone use. * Create a culture in which supervisors do not feel pressure to immediately respond to emails and messages from their superiors while meeting with their employees. * Structure performance criteria in a manner which motivates bosses to build healthy superior-subordinate relationships. This might include annual ratings by their subordinates. * Train supervisors and employees on the importance of face-to-face interactions and sensitize them to the potentially negative consequences of phubbing on employee attitudes and engagement. * Set formal smartphone policies by setting clear rules for smartphone use, access and security – and detail specific consequences for violating those rules. Source: