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Google's New AI Overviews Isn’t Just Another Search Update
Google's recent rollout of AI Overviews (previously called “Search Generative Experience”) at its annual developer conference is being hailed as the biggest transformation in search since the company was founded. This isn’t a side project for Google — it fundamentally alters how content gets discovered, consumed, and valued online. If you're in marketing, PR, content strategy, or run a business that depends on online visibility, this requires a fundamental shift in your thinking. What Is AI Overviews? Instead of showing users a familiar list of blue links and snippets, Google now uses artificial intelligence to generate a summary answer at the very top of many search results pages. This AI-generated box pulls together content from across the web and tries to answer the user’s question instantly—without requiring them to click through to individual websites. Here’s what that looks like: You type in a question like “What are the best strategies for handling a media crisis?” Instead of just links, you see a big AI-generated paragraph with summarized strategies, possibly quoting or linking to 3-5 sources—some of which might not even be visible unless you scroll or expand the summary. Welcome to the new digital gatekeeper. Elizabeth Reid, VP of Search at Google states "Our new Gemini model customized for Google Search brings together Gemini’s advanced capabilities — including multi-step reasoning, planning and multimodality — with our best-in-class Search systems. Let's breakdown this technobabble. Think of Gemini as the brain behind Google’s search engine that’s now: Even More Focused on User intent For years, SEO strategies were built around guessing and gaming the right keywords: “What exact phrase are people typing into Google?” That approach led to over-optimized content — pages stuffed with phrases like “best expert speaker Boston cleantech” — written more for algorithms than actual humans. But with Google Gemini and other AI models now interpreting search queries like a smart research assistant, the game has changed entirely. Google is no longer just matching phrases — it’s interpreting what the user wants to do and why they’re asking. Here’s What That Looks Like: Let’s say someone searches: “How do I find a reputable expert on fusion energy who can speak at our cleantech summit?” In the old system, pages that mentioned “renewable energy,” “expert,” and “speaker” might rank — regardless of whether they actually helped the user solve their problem. Now Google more intuitively understands: • The user wants to evaluate credibility • The user is planning an event • The user needs someone available to speak • The context is likely professional or academic If your page simply has the right keywords but doesn’t send the right signals — you’re invisible. Able to plan ahead Google and AI search platforms now go beyond just grabbing facts. They string together pieces of information to answer more complex, multi-step queries. In traditional search, users ask one simple question at a time. But with multi-step queries, users are increasingly expecting one search to handle a series of related questions or tasks all at once — and now Google can actually follow along and reason through those steps. So imagine you’re planning a conference. A traditional search might look like: "Best conference venues in Boston” But a multi-step query might be: “Find a conference venue in Boston with breakout rooms, check availability in October, and suggest nearby hotels with group rates.” This used to require three or four different searches, and you’d piece it together yourself. Now Google can handle that entire chain of related tasks, plan the steps behind the scenes, and return a highly curated answer — often pulling from multiple sources of structured and unstructured data. Even Better at understanding context Google now gets the difference between ‘a speaker at a conference’ and ‘a Bluetooth speaker’ — because it understands what you mean, not just what you type.” In the past, Google would match keywords literally. If your page had the word “speaker,” it might rank for anything from event keynotes to audio gear. That’s why so many search results felt off or required extra digging. Now Google reads between the lines. It understands that “conference speaker” likely refers to a person who gives talks, possibly with credentials, experience, and a bio. And that “Bluetooth speaker” is a product someone might want to compare or buy. Why this matters for marketers: If you’re relying on vague or generic content — or just “keyword-stuffing” — your pages will fall flat. Google is no longer fooled by superficial matches. It wants depth, clarity, and specificity. Reads More Than Just Text Google now processes images, videos, charts, infographics, and even audio — and uses that multimedia information to answer search queries more completely. This now means that your content isn’t just being read like a document — it’s being watched, listened to, and interpreted like a human would. For example: • A chart showing rising enrollment in nursing programs might get picked up as supporting evidence for a story about healthcare education trends. • A YouTube video of your CEO speaking at a conference might be indexed as proof of thought leadership. • An infographic explaining how your service works could surface in an AI-generated summary — even if the keyword isn’t mentioned directly in text. Ignoring multimedia formats? Then, your competitors’ visual storytelling could be outperforming your plain content. Because you're not giving Google the kind of layered, helpful content that Gemini is now designed to highlight. Why This Matters There's a big risk here. Marketers who ignore these developments are in danger of becoming invisible in search. Your old SEO tricks won’t work. Your content won’t appear in AI summaries. Your organization won’t be discovered by journalists, customers, or partners who now rely on smarter search results to make decisions faster. If you’re in communications, PR, media relations, or digital marketing, here’s the key message. You are no longer just fighting for links. You need to fight to be included in the Google AI summary itself at the top of search results - that's the new #1 goal. Why? Journalists can now find their answers before ever clicking on your beautifully written news page. Prospective students, donors, and customers will often just see the AI’s version of your content. Your brand’s visibility now hinges on being seen as “AI-quotable.” If your organization isn’t optimized for this new AI-driven landscape, you risk becoming invisible at the very moment people are searching for what you offer. How You Can Take Action (and Why Your Role Is More Important Than Ever) This isn’t just an IT or SEO problem. It’s a communications strategy opportunity—and you are central to the solution. What You Can Do Now to Prepare for AI Overviews 1. Get Familiar with How AI “Reads” Your Content AI Overviews pull content from websites that are structured clearly, written credibly, and explain things in simple language. Action Items: Review your existing content: Is it jargon-heavy? Outdated? Lacking expert quotes or explanations? Then, it's time to clean house. 2. Collaborate with your SEO and Web Teams Communicators and content creators now need to work hand-in-hand with technical teams. Action Items: Check your pages to see if you are using proper schema markup. Are you creating topic pages that explain complex ideas in simple, scannable formats? 3. Showcase Human Expertise AI values content backed by real people—especially experts with credentials. Action Items: Make sure your expert profiles are up to date. Make sure you continue to enhance them with posts, links to media coverage, short videos, images and infographics that highlight the voices behind your brand and make you stand out in search. 4. Don’t Just Publish—Package AI favors content that it can easily digest and display such as summary paragraphs, FAQs, and bold headers that provide structure for search engines. This also makes your content more scannable and engaging to humans. Action Items: Repurpose your best content into AI-friendly formats: think structured lists, how-tos, and definitions. 5. Monitor Your Presence in AI Overviews Regularly search key topics related to your organization and see what shows up. Action Items: Is your content featured? If not, whose is—and identify what they doing differently. A New Role for Communications: From Media Pitches to Machine-Readable Influence This isn’t the end of communications as we know it—it’s an evolution. Your role now includes helping your organization communicate clearly to machines as well as to people. Think of it as “PR for the algorithm.” You’re not just managing narratives for the public—you’re shaping what AI systems say about you and your brand. That means: • Ensuring your best ideas and experts are front and center online. • Making complex information simple and quotable. • Collaborating cross-functionally like never before. Final Thought: AI Search Rewards the Prepared Google’s new AI Overviews are here. They’re not a beta test. This is the future of search, and it’s already rolling out. If your institution, company, or nonprofit wants to be discovered, trusted, and quoted, you can no longer afford to ignore how AI interprets your online presence. Communications and media professionals are now at the front lines of discoverability. And the best way to lead is to act now, work collaboratively, and elevate your role in this new era of search. Want to see how leading organizations are getting ahead in the age of AI search? Discover how ExpertFile is helping corporations, universities, healthcare institutions and industry associations transform their knowledge into AI-optimized assets — boosting visibility, credibility, and media reach. Get your free download of our app at www.expertfile.com
Georgia Southern University announces Cassie N. Morgan as Vice President for Enrollment Management
A seasoned leader in higher education, Morgan brings nearly two decades of experience in strategic enrollment planning, student success and organizational leadership. She returns to Georgia Southern with a proven record of innovation and impact, having previously served as associate vice president for Enrollment Management, providing strategic oversight to Financial Aid, the Registrar’s Office, and Enrollment Services. Her leadership during that time contributed directly to steady enrollment growth, improved student service delivery, and the development of a comprehensive strategic enrollment plan. Morgan consistently champions data-informed strategies, operational excellence, staff development, and a deep commitment to student-centered services and leads with a strong commitment to collaboration, innovation and service excellence. She has held significant roles at Appalachian State University, Gadsden State, Liberty University, the University of North Alabama and the University of West Georgia. “Cassie is a dynamic and visionary leader whose experience and values align perfectly with our mission,” said Alejandra C. Sosa Pieroni, Ed.D., executive vice president for Enrollment, Marketing, and Student Success. “Her return brings invaluable leadership as we build on our success and accelerate progress toward enrollment goals. Cassie leads with clarity, purpose and a student-first mindset. We are thrilled to welcome her back to Eagle Nation.” In her new role at Georgia Southern, Morgan will lead the enrollment management unit, overseeing all facets of the enrollment lifecycle, including undergraduate and graduate admissions, financial aid and enrollment services, the registrar’s office, military and veteran services, and international student services. She will also play a key role in institutional planning, marketing alignment and collaboration with academic and system partners. “I’m truly honored to return to Georgia Southern in this pivotal leadership role,” said Morgan. “It’s a privilege to serve an institution I deeply respect and cherish. I’m grateful for the opportunity to help shape its future and to build on the momentum already in place. I couldn’t be more excited about what lies ahead and to once again be part of a community that means so much to me.” Morgan holds a bachelor’s degree in psychology and a master’s degree in education from the University of West Georgia. If you want to book time to talk or interview with Vice President for Enrollment Management, Cassie Morgan then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Retro Appeal: Research Reveals the Reasons Behind Vintage Shopping in Turbulent Times
Why buy vintage? Reasons abound. It’s kinder to the environment. It’s usually cheaper. It’s back in style. But did you know it may also address a deep-seated psychological need for stability amid upheavals? Vintage consumption—that is, buying previously owned items from an earlier era—acts as a means to connect the past, present, and future. That connection across time can be reassuring, most especially in times of uncertainty. When you really want to buy a leather jacket that’s older than you are, it may be enlightening to consider the circumstances. This vintage insight reveals itself in research by Ryan Hamilton, associate professor of marketing at Goizueta Business School. In an award-winning article titled “Stitching time: Vintage consumption connects the past, present, and future,” Hamilton—along with coauthors Gulen Sarial-Abi, Kathleen Vohs, and Aulona Ulqinaku—uncovered why we may want to turn to something old when we perceive threats to our worldviews. Notably, multiple studies have shown thoughts of death to increase the appeal of items that have already stood the test of time. The Psychological Appeal of Thrifting In psychology, “meaning frameworks” are how we, as human beings, interpret and understand our lives as meaningful and valuable. Threats to our meaning frameworks—i.e., the pillars propping up our worldviews—can include thoughts of death, unsettling economic upheavals, and other existential challenges. In order to explore the effects of meaning threats on our preference for vintage, Hamilton and coauthors designed several studies. Their pilot test measured the physical health of nursing home residents. It then measured their preferences for vintage items, controlling for other variables. The results held up the researchers’ hypothesis: Vintage items—be they books, watches, bicycles, or luggage—were more strongly preferred over their modern versions by elderly participants in poorer health, presumably those most likely to have mortality on their minds. Six subsequent studies used different variables to see if the main hypothesis continued to hold up. It did, while at the same time revealing more information about the mechanisms at work. Ryan Hamilton Associate Professor of Marketing Death or Dental Pain In one study, for example, researchers prompted participants with death reminders. They had to contemplate and write about their own deaths to make sure mortality was top of mind. Researchers prompted a control group with reminders of dental pain. Both groups then answered a 12-question survey about their desire for structure (e.g., set routines and practices) at that particular moment. But there was another element in this study: contemplating wearing a watch from the 1950s. As predicted by the main hypothesis, death cues were associated with participants reporting that they desired more structure. The only exceptions was for those who imagined an old watch ticking on their wrists. Vintage consumption seemed to act as a buffer against unsettling thoughts of death for them. What is going on here? As noted above, the researchers theorize and show that vintage objects tend to connect our thoughts of the past, present, and future. These mental, intertemporal connections tend to be reassuring—“a hidden factor” in our preferences and choices, as Hamilton notes. More than Nostalgia One might think nostalgia—a sentimental longing for the past—could also be at work. Feeling nostalgic for one’s own past and social connections can buffer against meaning threats, as previous research has shown. But this paper was designed to tease out nostalgia. It focused on vintage’s connections across time regardless of one’s personal experiences. “This study allowed us to clearly show that people respond differently to something they believe to be old,” as Hamilton explains. “It’s not just something that has a retro look, which was one of my favorite aspects of this project.” Hamilton and his coauthors achieved this by having participants evaluate identical items thought to be genuinely vintage or replicas. And the results were robust. Retro replicas, which can prompt nostalgia, did not have the same psychological impact as items believed to be genuinely old. For instance, 20-year-olds who find a watch from the 1950s reassuring can’t feel nostalgic about the design personally. They can, however, feel a connection across time—and that came through in the study. Retail Therapy on the Rise? Hamilton’s research here follows his broader interest in consumer psychology, branding, and decision-making. “When we’re buying things, we may think it’s based on strict utility maximization. However, it also might be making us feel better in some way,” says Hamilton. Shopping can serve as an emotional management strategy—for better or for worse. Although it was outside the scope of this particular investigation (and all participants were over age 18), the insights gleaned here may help explain why 21st-century teenagers seem to be particularly avid “thrifters” these days. “I don’t want to overstate our findings. But it’s at least possible that the appeal of vintage for teenagers is boltstered by a sense of permanence and endurance that helps them during times of upheaval,” Hamilton says. It turns out a 30-year-old leather jacket might help its new owner feel better on many levels. So is it any wonder that vintage shopping is surging in uncertain times? Fashion magazines, such as Vogue and GQ, are following the vintage craze closely in 2024. Concern for climate change and the Earth’s finite resources may present two intertwined reasons to buy old things: those two things are environmental and psychological. If tumultuous times continue amid contentious elections, wars, and other threats, it seems safe to bet on vintage. Ryan Hamilton is associate professor of Marketing at Emory University - Goizueta Business School. If you're a journalist looking to know about this topic, simply click on his icon now 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.
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.
A Bumpy Ride Ahead for HigherEd
A confluence of political, economic, and social challenges is threatening the very fabric of US universities. In both red and blue states, the political and economic headwinds facing institutions are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. Universities find themselves squeezed by funding cuts, scrutinized by lawmakers, and caught in cultural crossfire. This presents a unique challenge for communications professionals. In this era of declining trust and “alternative facts,” they need to be hyper-informed, adapt quickly, and boldly emphasize the critical value institutions have in society. Communications should function as a vital link, bridging this growing divide between town and gown. In red and blue states, the political and economic headwinds hitting higher education are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. It's important to note that throughout history, universities often emerge stronger and more deeply connected to the public during times of turbulence. Universities played a key role in partnering with the government to implement Roosevelt's New Deal, helping with emergency relief and agricultural programs. They helped democratize education with the GI Bill after World War II. They responded to societal demands during the civil rights era. Most recently, they played a key role in public health amidst the COVID-19 pandemic. Campus communicators have a unique set of skills and a vital responsibility to steer their institutions through these tough times. But the road ahead will be hard. The New Reality for Campus Communicators Cuts to Research Funding The lifeblood of academic innovation—research dollars—is under threat. The new political regime in Washington is looking to cut billions in federal research funding. A sudden cap on NIH indirect costs (slashed to 15% from an average of 28%) will have a profound impact on programs. Many researchers report that major grants are frozen or are expected to shrink. This “budget axe” isn’t theoretical for research universities—it’s biting right now. Communicators must convey what’s at stake: essential contributions such as groundbreaking science, community health programs, and innovation pipelines that fuel the economy hang in the balance as money gets tighter. Increasing State Oversight & Regulation In state capitals, politicians are muscling into campus affairs like never before. Republican-controlled statehouses are overhauling higher education governance, introducing over 150 bills in 35 states aimed at tightening control over public institutions. Even tenure is threatened. In the past year, lawmakers in seven states moved to eliminate or curb tenure and impose stricter post-tenure reviews – an unprecedented encroachment on academic freedom. New laws and proposals are creating oversight committees, mandating changes to the curriculum, and even threatening funding for programs out of political favor. The message from some state capitols is clear: “We’re watching you.” This surge in oversight and regulatory meddling means university communicators must navigate an increasingly fine line, demonstrating transparency and accountability at every turn to appease regulators while fiercely defending their institution’s academic autonomy. Political Pressure and DEI Backlash Diversity, equity, and inclusion initiatives are under open attack. What began as partisan rhetoric has evolved into concrete threats – and actions – against campus diversity efforts. Dozens of states have passed or proposed laws to defund DEI offices, ban diversity training, or restrict teaching about race and gender. The result? An “inconsistent and confusing landscape” for colleges as they respond to swelling political pressure. The campaign against campus DEI has dramatically accelerated in 2025, turbocharged by signals from the Trump administration pushing to eliminate DEI efforts across government and higher ed. According to The Chronicle of Higher Education 270 campuses in 38 states have already scaled back or dismantled some DEI programs under this pressure. For communications teams, the DEI backlash creates a messaging minefield. They must affirm institutional values of inclusion and support for marginalized groups, even as those very programs face hostile scrutiny from powerful critics. Threats to the Federal Department of Education In Washington, the unthinkable is suddenly on the table: the U.S. Department of Education itself is in the crosshairs. President Trump has made good on campaign promises by signing an executive order to dismantle the Department of Education. While outright abolition requires Congress, the administration has already laid off nearly half of the department’s staff and moved to strip the agency to its bare bones. “We’re going to shut it down… it’s doing us no good,” Trump declared. This unprecedented move could upend federal support and guidelines for universities – from financial aid administration to civil rights enforcement – leaving states to fill the void. Communications professionals must reassure students, faculty, and the public that education won’t grind to a halt if federal oversight wanes. It’s a communications tightrope: acknowledging the potential for massive change while conveying stability in the university’s core mission. After all, even if Washington pulls back, universities still answer to accreditation bodies and the public trust. The Misinformation Deluge on Social Media The information ecosystem has never been more chaotic – or more dangerous. Universities are grappling with viral misinformation and disinformation that can ignite campus controversies overnight. In the age of TikTok rumors and politicized Twitter (or “X”) feeds, false narratives spread like wildfire before facts can catch up. Recent campus incidents have shown how quickly truth gets muddled: one university saw fake reports about a protest spread widely. At the same time, another dealt with a gross misinterpretation of a student gathering that went viral. Photos and videos are routinely ripped out of context or deliberately edited with misleading labels. The public, meanwhile, is “bombarded with misinformation” online and growing distrustful of experts. For higher ed communicators, countering misinformation means fighting a two-front war: rapidly correcting falsehoods about their institution and proactively pushing out accurate, compelling content to capture attention before the rumors do. Economic Uncertainty and Budget Turbulence. Even aside from targeted funding cuts, universities are feeling economic whiplash. Inflation, endowment fluctuations, and post-pandemic enrolment dips have collided to squeeze campus finances. Many institutions face structural deficits and tough choices about programs and staffing. In fact, according to the Chronicle of Higher Education, two-thirds of colleges now show at least one sign of financial stress – a startling statistic that underscores how widespread the budget crunch has become. From flagship public universities to small private colleges, hiring freezes and spending cuts are the order of the day. Every dollar is scrutinized by trustees and legislators alike. Communications pros must now operate in a climate of fiscal anxiety, where messages about any new initiative or expense can trigger questions about priorities. The task at hand is to highlight the university’s economic stewardship and continued value to students and the community, even as belts tighten. It’s critical to communicate that the institution is navigating the storm responsibly—protecting its academic core and maximizing the impact of every precious dollar. Demands to Prove Real-world Impact “What is higher ed really doing for society?” In 2025, that question echoes from state capitols, donors’ boards, and kitchen tables across America. Universities are under intense pressure to demonstrate the real-world value of their research and teaching like never before. Lawmakers openly discuss ROI (return on investment) for degrees and research grants, seeking data on graduates’ earnings and innovations spawned per taxpayer dollar. Public confidence in higher education has been shaken – a recent Gallup survey found Americans’ confidence in colleges has plummeted to 36%, down from 57% in 2015. Many believe in personal value (a college degree for better jobs) but doubt that higher education delivers for the greater good. In short, the public is skeptical whether campus research and scholarship are worth the cost. University communicators must do more than publicize exciting discoveries – they must connect the dots for people. Every media release, story, or tweet should answer: Here’s how this university’s work benefits you, your community, and the world. Whether it’s a medical breakthrough, a tech startup from the lab, or a student project solving a local problem, the mandate is clear: show impact or risk losing support. In my next post, I'll provide a detailed blueprint to help communications professionals proactively plan and organize their teams for the road ahead. This actionable framework will help you better identify where you can add value for your institution where it needs it the most and confirm your critical role as a trusted resource. To your success! Upcoming Speaking Events April 23 PRSA Virtual Workshop "Cutting Through the Noise: What Thought Leadership Strategies are Working in Today’s Environment” Register Here June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted
March Madness: Experts comment on picking underdogs, prop bets and economic benefits
Why do people pick underdogs when filling out their brackets for the NCAA men's and women's basketball tournaments? How do people consume March Madness? How does the tournament benefit host cities and teams economically? University of Delaware experts have the answers. The following UD faculty members can provide their expertise for journalists working on stories about the tournaments. • Jackie Silverman, assistant professor of marketing: Why people might have chosen underdogs still hanging around in their brackets, • John Allgood, instructor of sport management: How people consume March Madness (streaming vs. cable TV) and how major collegiate sports events can help brand individual schools. Contact UD media relations to reach him. • Tim DeSchriver, associate professor of sport management: Sports gambling (including prop bets) and advertising targets. • Matthew Robinson, professor of sport management: Economic benefits of the host city. • Matt McGranaghan, assistant professor of marketing: Consumer attention span during commercial breaks. To reach these experts directly and set up interviews, visit the expert profiles below and click on the contact button.
In an age where social media promises to connect us, a new Baylor University study reveals a sobering paradox – the more time we spend interacting online, the lonelier we may feel. Researchers James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business, and co-authors Philip Young, Ph.D., and Meredith David, Ph.D., analyzed a study that followed nearly 7,000 Dutch adults for nine years to understand how our digital habits shape well-being. Published in the journal Personality and Social Psychology Bulletin, the Baylor study – The Epidemic of Loneliness: A Nine-Year Longitudinal Study of the Impact of Passive and Active Social Media Use on Loneliness – investigated how social media use impacts loneliness over time. This eye-opening research suggests that the very platforms designed to bring people together contribute to an "epidemic of loneliness." The findings showed that both passive and active social media use were associated with increased feelings of loneliness over time. While passive social media use – like browsing without interaction – predictably led to heightened loneliness, active use – which involved posting and engaging with others – also was linked to increased feelings of loneliness. These results suggest that the quality of digital interactions may not fulfill the social needs that are met in face-to-face communication. “This research underscores the complexity of social media’s impact on mental health,” Roberts said. “While social media offers unprecedented access to online communities, it appears that extensive use – whether active or passive – does not alleviate feelings of loneliness and may, in fact, intensify them.” The study also found a two-way relationship between loneliness and social media use. "It appears that a continuous feedback loop exists between the two,” Roberts said. “Lonely people turn to social media to address their feelings, but it is possible that such social media use merely fans the flames of loneliness." The findings emphasize an urgent need for further research into the effects of digital interaction, underlining the essential role of in-person connections in supporting well-being. This study also adds a valuable perspective to the conversation on how digital habits influence mental health, offering insights to shape future mental health initiatives, policies and guidelines for healthier social media use. Are you covering social media and its impact on people? Then let us help. These experts are available to speak with media, simply click or contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.
Has the SuperBowl Priced Itself out of Fans?
It's arguably one of the 'must-see' sporting events in the world. But this year fans seem to be a little reluctant to spend those hard earned dollars to watch the Kansas City Chiefs attempt a three-peat and a chance at history. It's a topic that's getting a lot of coverage leading up to the big game this Sunday. The Kansas City Chiefs might make history this weekend, but ticket prices aren’t reflecting that. The cheapest ticket for Super Bowl LIX in New Orleans has fallen below $4,000 on the secondary market, according to reseller TickPick, marking a 30% decline over the past week — and more than 50% cheaper compared to last year’s record-breaking Super Bowl. The Chiefs, who face the Philadelphia Eagles on Sunday, are hoping to be the first team to win three successive Super Bowl rings. Despite that historic feat on the line, fans apparently aren’t excited to splash out big bucks. There are a few potential reasons related to this year’s host city — and perhaps a slight dose of Chiefs fatigue. Last year’s matchup between the Chiefs and San Francisco 49ers was the most expensive Super Bowl on record, partly because it took place in the party mecca of Las Vegas for the first time. However, New Orleans “doesn’t have the same appeal” as Las Vegas, TickPick CEO Brett Goldberg said. New Orleans’ larger seating capacity is pushing prices lower as well, Goldberg said. The Caesars Superdome holds about 74,000 seats, whereas the Allegiant Stadium in Las Vegas holds around 65,000 seats. The host city is also still reeling from a terrorist attack last month when a man drove a pickup truck into a crowd and opened fire, killing 14 people and injuring at least 35. Then there’s the matchup itself. Football fans are bored by a third straight Chiefs Super Bowl bid, resulting in TickPick “seeing less interest from fans looking to attend,” Goldberg told CNN. “Had the Detroit Lions, Washington Commanders or Buffalo Bills made it this far, it’d be a much different story as it relates to current prices.” February 03 - CNN It's an interesting topic and there are questions to be asked Does ticket demand and attendance really matter to the NFL and its sponsors? Why is viewership more important than attendance and ticket prices for the Super Bowl? Location, location, location. It’s always the same issue but what’s different this year? The NFL is big business and if you're a journalist covering the Super Bowl this Sunday - then let us help with your stories. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. Kirk is available to speak with media - simply click on his icon ow to arrange an interview today.