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Will AI undermine or support writing and critical thinking?

As artificial intelligence reshapes the way we write and think, a central question emerges: Is AI helping or hindering our ability to engage in independent, critical thought? Joshua Wilson, professor of education at the University of Delaware, investigates this topic in a new paper that examines the risks of AI dependency and discusses the need for AI literacy in education. Wilson explores how AI impacts cognitive development through writing — highlighting both the promise and peril of AI-powered tools like ChatGPT. His expertise centers on how these tools interact with foundational models of writing and learning and what that means for education, workforce readiness and civic engagement. In his new paper, Wilson warns that while AI can support higher-order thinking by automating basic writing mechanics, it also risks eroding critical thinking if students and professionals come to rely on it uncritically. He is a leading advocate for AI literacy in education – training individuals not just to use AI, but to think with it. Wilson is available for interviews with reporters, particularly those covering the intersection of AI, education and society and investigating the risks of cognitive offloading in an AI-saturated world. To reach Wilson directly, visit his profile and click on the contact button.

Georgia Southern’s Shainaz Landge receives Regents’ Scholarship of Teaching and Learning Award

For Shainaz Landge, Ph.D., pushing boundaries in the classroom and the laboratory isn’t just a professional pursuit, it’s a passion. As an associate professor of organic chemistry at Georgia Southern University, Landge has spent more than a decade inspiring students to soar beyond traditional learning by blending research, mentorship and hands-on experiences that extend far beyond textbooks. That commitment to innovation has earned Landge the Regents’ Scholarship of Teaching and Learning Award, an honor from the University System of Georgia (USG) that recognizes faculty who contribute to the scholarship of teaching and learning through research, leadership and instructional excellence. “Receiving the Regents’ Scholarship of Teaching and Learning Award is a true honor,” said Landge. “It reinforces my passion for teaching and research, inspiring me to strive for excellence every day. My goal is to cultivate an engaging, positive learning environment where students are actively involved and genuinely excited about the learning process.” Landge’s work is grounded in synthetic organic, medicinal and supramolecular chemistry. Her research focuses on developing novel synthetic methodologies with applications in medicinal chemistry and materials science, creating compounds with potential therapeutic properties and supramolecular systems with unique functionalities. “This award is a reflection of Dr. Landge’s deep passion for education and research, and her ability to inspire students to think critically and engage meaningfully with the world around them,” said Provost and Executive Vice President for Academic Affairs Carl Reiber, Ph.D. “At Georgia Southern, we are dedicated to fostering an environment of discovery and innovation, and her work continues to elevate that mission, both in and out of the classroom. We are fortunate to have her as part of our academic community.” This isn’t the first time Landge’s dedication to student engagement and scientific inquiry has garnered recognition. Previously, she earned a University Award of Excellence for Student Success in 2021 and the College of Science and Mathematics Award of Excellence in Research in 2023. “This award is a testament to Dr. Landge’s exceptional contributions to the Scholarship of Teaching and Learning,” said Michael Huggins, Ph.D., dean of the College of Science and Mathematics. “Her innovative approach has not only deepened our understanding of effective teaching but has also led to measurable improvements in student outcomes across the College of Science and Mathematics.” In addition to her research and teaching, Landge has served as a Service-Learning Faculty Fellow (2023-2024) and is a current Research Advocate, reinforcing her commitment to bridging the gap between academic learning and real-world problem-solving. For more information about the Regents’ Scholarship of Teaching and Learning Award, visit : If you're interested in connecting with Shainaz Landge and learning more about her work then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

Rural health documentary earns Peabody Award for Georgia Southern professor

Georgia Southern University Professor Matthew Hashiguchi has won a Peabody Award for his documentary, “The Only Doctor,” which focuses on rural health and the services provided by a single doctor in southwest Georgia. The Peabody Awards are prestigious accolades in storytelling across television, radio, streaming and other digital mediums. Categories for winning a Peabody include journalism, social video, interactive documentary, gaming and more. The nearly hour-long feature received the award in the Public Service category, which recognizes projects that address or respond to public health concerns, enhance public engagement or educate the public. For Hashiguchi, the award represents a personal and career accolade. “This award isn’t just a professional achievement, but also represents a moment in my life where I became a father,” said Hashiguchi. “I started filming right before my first daughter was born, and finished right after the second. While this award is an incredible acknowledgment of my work, it means even more to me as a priceless moment from their childhood.” The documentary focuses on Karen Kinsell, M.D., the sole physician serving 3,000 citizens in Clay County, Georgia, near the Georgia-Alabama border. The film spotlights the plight of a community in need of medical assistance and the dedicated doctor fighting to keep her clinic’s doors open. Hashiguchi delves into Kinsell’s sacrifices for her clinic’s operations, revealing her commitment to her patients. “Dr. Kinsell gets calls at home at all hours of the day and night,” Hashiguchi said. “She, at times, has had to pay the bills from her own bank account. But I’d say the biggest sacrifice is that she’s a doctor who does not have breaks.” The final cut of “The Only Doctor” is a bit different from the angle Hashiguchi took when he began work on it several years ago. He initially started the project to better understand the risks associated with maternal health care and childbirth when he and his wife were expecting their first child. Through his work, he learned of a more complex issue of health care access in rural communities. The documentary first premiered on the PBS program Reel South and is now available internationally on Al Jazeera’s documentary series “Witness.” Hashigchi’s work earned him a 2019 Gucci Tribeca Documentary Fund award and a 2021 American Stories Documentary Fund award from Points North Institute. The film’s world premiere took place at the 2023 Hot Docs International Documentary Film Festival in Toronto, Canada, and was awarded Best Documentary Feature at the 2024 South Georgia Film Festival, Best Feature at the 2023 Newburyport Documentary Film Festival and Award of Merit at the 2023 University Film and Video Association Conference. His rise to media prominence wasn’t on his radar early in his academic career. He described himself as a “C student,” and still sees himself as that young boy struggling with math and science courses. With one of the nation’s highest media honors, he can show his students new paths to success as well as the skills it takes to win a Peabody. “I want my students to know how I failed and know that I struggled,” he said. “I tell them that if they want to excel, they really have to put in hard work. That’s very much who I am now as I devote myself to these films.” If you're interested in learning more and want to book time to talk or interview with Matthew Hashiguchi then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

Aston University researcher to help uncover hidden impact of painkiller overuse among older people

The HOPE-AO project led by the University of Plymouth will look at the potential harms of overprescribed pain medication in older people in the UK Aston University’s Professor Ian Maidment will bring his expertise in pharmacy and work with patient groups on medicine optimisation The project has been funded by the National Institute for Health and Care Research (NIHR) A new study led by the University of Plymouth will explore chronic pain prescribing in older adults across the UK, with the aim of understanding whether current treatments and processes meet their needs. The HOPE-AO: Helping to Optimise Pain control in the Elderly experiencing Analgesic Overprescribing project is being supported by the National Institute for Health and Care Research (NIHR) and includes Aston University’s Professor Ian Maidment. It will investigate whether certain groups of the older population are more likely to have analgesic (pain relief) medication overprescribed to them, and any side effects or other harms these medications can pose if taken for long periods. It aims to identify alternative treatment solutions to reduce the use of unnecessary pain medicines, working with patients to develop a list of acceptable strategies that could be tested and implemented across the UK. Around 4m older people across the UK live with varying degrees of chronic pain as a result of conditions including arthritis, diabetes or frailty. While some people benefit from pain relief medicines, many end up receiving long-term repeated prescriptions – for medications ranging from paracetamol and ibuprofen to opioids and antidepressants – for weeks, months or years at a time. The project is being led by researchers from the University of Plymouth, working with colleagues at the University of Exeter, Aston University, University of Aberdeen and the North East London Foundation NHS Trust. It is funded by through a Programme Development Grant from the National Institute for Health and Care Research (NIHR). The project team comprises experts in the care of older people – including healthcare researchers, nurses, consultants, GPs, pharmacists and psychiatrists working across the UK – as well as medical statisticians and health economists. It also involves an advisory group of patients with lived experience of receiving repeat prescriptions for pain medication. During the project, the team will speak to patients aged 65 and over with a history of chronic pain for which they are taking, or have taken, medication and families who cared for and supported relatives with chronic pain. They will also speak to healthcare professionals who are either prescribing or supporting older adults taking medication for chronic pain management. Alongside this work, the team will analyse anonymised healthcare data to understand more about older adults who are prescribed medication for chronic pain. This includes patterns in prescribing, health and demographic factors associated with pain medication use, and potential health outcomes, and will help identify those likely to benefit most from support. Professor Maidment, from Aston Pharmacy School, will bring his expertise in pharmacy, medication use in day-to-day clinical practice and working with diverse groups of patients to support medication optimisation. He said: “From my experience in community pharmacy, the use of pain medicines is very common in older people. We need to work with older people to understand how we can help older people to use other potentially safer approaches.” Patricia Schofield, professor of clinical nursing at the University of Plymouth and one of the study’s chief investigators, said: “Very often, older people are told by a doctor that the most effective means of treating a health condition is through some form of pain relief. But they often don’t get any form of follow-up appointment and, as a generation, are less likely to seek one as they either feel pain is part of the ageing process or they don’t wish to be seen as a burden. The result is that they end up getting repeat prescriptions, potentially for pain medications they no longer need and also at significant cost to the NHS. “This study will give us a clearer understanding of the scale of the issue which we can use to develop ways of benefitting patients and their families, and the healthcare professionals working to treat and support them.” Victoria Abbott-Fleming MBE, founder of the charity Burning Nights CRPS Support, is the chair of the Patient and Public Involvement and Engagement group for the HOPE-AO study. It will be made up of several adults over the age of 65 who live with chronic pain and have received repeat prescriptions for pain medication. Victoria has herself lived for more than 20 years with a chronic pain condition, Complex Regional Pain Syndrome (CRPS), and set up Burning Nights to support those affected by it on a day-to-day basis and their families. She is also chair of the Expert Patient and Carer Committee at the British Pain Society. She said: “I’m excited to support this study that places the voices of older adults and their carers at the heart of pain management. All too often, those living with chronic pain – especially older adults – are prescribed medication without regular review or consideration of alternative approaches. This study is a vital step towards more informed and balanced care, helping ensure that older people living with chronic pain are not just treated, but truly heard and supported.”

Historical Significance of the Papal Name

In the wake of the historic election of Pope Leo XIV, the first American to ascend to the papacy, scholars and observers alike are reflecting on the global, historical and theological implications of his early statements and symbolic choices. His decision to take the name Leo – a name not used for over a century – immediately evokes comparisons to both Leo XIII and Leo I (Leo the Great), popes known for their firm leadership and dynamic engagement with the world. Baylor University’s Elisabeth Rain Kincaid, J.D., Ph.D., director of the Institute for Faith and Learning and an expert on early modern theology and Catholic Social Thought, said choosing the name Leo is significant, especially in today’s world. Through his choice of name, rhetorical style and theological references, the new pope is signaling a clear vision for a Church that is simultaneously grounded in tradition and open to global dialogue, Kincaid said. Kincaid is currently at work on a monograph – “Business Ethics for a Flourishing Life: Catholic Social Thought in the Modern Workplace” – in which she argues for the continued importance of Leo XIII’s thought for modern life. If you're covering the news about Pope Leo XIV and are looking to know why Cardinal Robert Prevost chose that name - we can help. Elisabeth Rain Kincaid is an author, speaker, teacher, and theologian. She has published broadly in peer-reviewed journals and popular publications. She is a frequent speaker at conferences, churches, and professional events on topics including business ethics, virtue and character, Christian engagement with law and politics, and work and vocation. She is currently the Director for the Institute for Faith and Learning at Baylor University. In her teaching, she draws upon her years of experience as a white-collar criminal defense attorney and a private equity professional, along with her ministry experience. Elisabeth is available to speak with media about this topic - simply contact Shelby Cefaratti-Bertin, M.A., Assistant Director of Media and Public Relations at Baylor University, Shelby_Cefaratti@baylor.edu or 254-327-8012 to arrange an interview today.

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. 

ChristianaCare Hospitals Earn Top Patient Safety Rating From Leapfrog Group

ChristianaCare’s Christiana Hospital, Union Hospital and Wilmington Hospital have each received an ‘A’ grade in the Spring 2025 Leapfrog Hospital Safety Grade, a national distinction that recognizes ChristianaCare’s achievements in protecting patients from harm and providing safe health care. “At ChristianaCare, patient safety is our highest priority and an essential part of our mission of service to the community,” said Kert Anzilotti, M.D., MBA, system chief medical officer and president of the Medical Group of ChristianaCare. “We are incredibly proud of this achievement. “This ‘A’ grade is not just a letter; it’s a testament to the hard work and passion of our caregivers, who strive every day to ensure our patients receive the highest quality care and feel safe throughout their journey with us.” The Leapfrog Group assigns an ‘A,’ ‘B,’ ‘C,’ ‘D’ or ‘F’ grade to hospitals across the country based on over 30 performance measures reflecting the prevention of errors, accidents, injuries and infections. This Leapfrog recognition comes on the heels of multiple other recent quality and safety awards that ChristianaCare has received, including: • ChristianaCare was recognized as one of the best hospitals in the nation by Money in its 2025 hospital rankings, making it the only hospital in Delaware to achieve this distinction. • ChristianaCare is ranked by Newsweek among the World’s Best Hospitals and rated by U.S. News & World Report as the No. 1 hospital in Delaware. • ChristianaCare earned the Beacon Award for Excellence from the American Association of Critical-Care Nurses (AACN) for three of its intensive care units: the Medical Intensive Care Unit (MICU), the Surgical Critical Care Complex (SCCC), and the Transitional Surgical Unit (TSU) at Christiana Hospital in Newark, Delaware. • ChristianaCare is the only four-time Magnet-designated health care organization in Delaware, recognized for continued dedication to excellence and innovation, high-quality patient care and experience, nurse engagement and work culture.

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.