Featured Post from ExpertFile

5 Reasons Why Experts Should Drive Your Content Marketing Strategy

Jul 7, 2024

4 min

Peter EvansDeanne Taenzer


CaptionResizeWrap TextRemove


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.


Download our "Guide to Expertise Marketing", book a demo and more here.



Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation
Deanne Taenzer

Deanne Taenzer

Vice President

Connecting Experts, Thought Leaders and Great Minds

Digital Content to engage AudiencesCoaching and Team LeadershipCloud ApplicationsCloud Based ServicesHigher Education

You might also like...

Check out some other posts from ExpertFile

2 min

Are you ready for some football?

From its modest beginnings in the late 19th century to becoming America’s most-watched sport, professional football has not only entertained generations but also transformed communities, economies, and culture. Today, the National Football League (NFL) stands as a global brand, symbolizing both the triumphs and tensions of American life. Early Beginnings Professional football took root in the 1890s, when athletic clubs in Pennsylvania began paying players under the table. In 1920, a group of teams formed the American Professional Football Association, later renamed the NFL in 1922. Early decades were marked by instability, but the league grew steadily, and by the 1950s, with the rise of television, football began capturing national attention. The 1958 NFL Championship Game—dubbed the “Greatest Game Ever Played”—cemented football as America’s sport of the future, setting the stage for the AFL-NFL rivalry of the 1960s and the eventual Super Bowl, first played in 1967. Economic Impact Football is now one of the most powerful economic engines in American sports. The NFL generates more than $18 billion annually, with billions flowing into local economies through stadium construction, tourism, and broadcasting rights. Super Bowl weekend alone can inject hundreds of millions of dollars into host cities. The game has also reshaped industries—from sports broadcasting and advertising to fantasy leagues and legalized sports betting. It drives sponsorships, merchandise sales, and jobs connected to media, hospitality, and infrastructure. Social and Cultural Significance Football’s reach extends beyond the field. It has served as a stage for some of America’s most important social conversations—from racial integration in the 1940s, to gender roles in sports media, to the modern debates over player safety and activism. Figures like Jackie Robinson in baseball broke barriers, but in football, trailblazers such as Kenny Washington (first African American to reintegrate the NFL in 1946) helped reshape opportunity and inclusion. In more recent years, high-profile advocacy by players on issues ranging from racial justice to mental health has placed the sport squarely in the middle of national debates. At the same time, concerns about concussions and long-term health risks have fueled public dialogue on workplace safety and medical ethics, echoing issues seen across many industries. A Lasting Legacy Football is more than a game. It has become a unifying tradition—whether through Friday night lights in small towns, college rivalries that galvanize entire states, or Super Bowl Sunday as an unofficial national holiday. Its economic and cultural significance continues to expand, reflecting both America’s passion for competition and its ongoing social evolution. Connect with our experts about the history and significance of professional football in America: Check out our experts here : www.expertfile.com

2 min

ExpertSpotlight: The History of Labor Day

What began as a modest parade in New York City has grown into a national holiday that honors the contributions of American workers and continues to spark conversations about labor rights today. Observed on the first Monday of September, Labor Day is both a tribute to the workforce and a cultural milestone marking the close of summer. From Parade to Holiday The first Labor Day celebration took place on September 5, 1882, when roughly 10,000 workers marched through New York City in a demonstration organized by the Central Labor Union. The parade, followed by a picnic and speeches, was designed to showcase the unity and strength of trade and labor organizations. The origins of the idea remain contested. Some credit Peter J. McGuire, co-founder of the United Brotherhood of Carpenters, while others point to Matthew Maguire, a machinist and secretary of the Central Labor Union. Regardless of its champion, the concept spread quickly. By the late 1880s, states began adopting Labor Day as an official holiday. In 1894, following a wave of labor unrest that included the Pullman Strike, President Grover Cleveland signed legislation declaring the first Monday in September a federal holiday. Labor Day vs. May Day Unlike May Day (May 1)—which became closely associated with international labor movements and the more radical legacy of the Haymarket Affair of 1886—Labor Day was intended as a uniquely American holiday. Its September placement emphasized unity and recognition without the confrontational overtones of May Day. Over time, this distinction gave Labor Day a broader cultural resonance in the United States. A Living Tradition While barbecues, parades, and retail sales now dominate many Labor Day weekends, the holiday’s deeper meaning endures. It is a reminder of the hard-won gains of the labor movement, from the eight-hour workday to workplace safety protections, as well as the continuing debates over wages, unionization, and economic fairness. Even traditions like the etiquette rule of not wearing white after Labor Day reflect how the holiday shaped cultural norms at the turn of the 20th century. Today, beyond its role as summer’s unofficial finale, Labor Day continues to honor the dignity and achievements of working people across the country. Connect with our experts about the History of Labor Day. Check out our experts here : www.expertfile.com

3 min

Breaking: Justin Timberlake Reveals He Has Lyme Disease

When a major celebrity opens up about a personal health struggle, public attention often follows. That’s certainly the case after Justin Timberlake recently revealed that he is battling Lyme disease—a condition that affects nearly half a million Americans each year but remains widely misunderstood. Timberlake’s announcement is bringing renewed focus to the causes, risks, and complexities of Lyme disease, including how it spreads, where it’s most prevalent, and what individuals can do to protect themselves. With tick season still active in many regions, this moment offers an opportunity to better inform the public—and we’ve identified a group of leading experts who can help do just that. From microbiologists and epidemiologists to entomologists and disease ecologists, the following researchers bring a wide range of expertise on Lyme disease, tick biology, and environmental risk factors. Whether you're a journalist looking for credible sources, a public health communicator, or simply someone trying to make sense of this rising threat, these experts are available to provide clarity and context in the wake of this headline-making health disclosure. Featured Experts A highly media‑quoted microbiologist specializing in Lyme and other tick‑borne diseases. He runs TickReport, a service that tests ticks and interprets exposure risks. Insights on... How celebrities like Timberlake amplifying Lyme awareness may shift public perception and testing demand. The relevance of tick season timing and geographic risk zones. How tick testing works and what patients should know post‑exposure. Over two decades studying Borrelia burgdorferi and blacklegged ticks, with strong expertise in disease ecology and conservation medicine. Insights on... The biology of transmission and the tick’s life cycle—what leads to infection risk. How habitat and ecological shifts may affect Lyme exposure risks. Wildlife‑human disease interface in increasingly peri‑urban settings. Focuses on landscape ecology and patterns of vector‑borne disease emergence including Lyme disease. Insights on... How environmental changes (e.g. urban sprawl, climate trends) are altering Lyme disease risk maps. Predictive models: where Lyme is emerging next. Implications for public health messaging given high-profile cases like Timberlake’s. Specializes in tick taxonomy and vector species genetics—ideal for deeper background on tick diversity and distribution. Insights on... Which tick species carry Lyme and how misidentification can confuse diagnosis. Emerging tick species or genetic strains and what they mean for prevention. Geographic spread and species shift over time. His research examines geographic patterns of Lyme disease, including why incidence varies regionally in the U.S. Insights on... Why Lyme is more prevalent in certain states—even those outside Timberlake’s or his fans’ travel zones. Human behavioral and habitat factors (e.g. suburban greenspace vs. deep woods). What seasonal changes in tick behavior tell us about infection risk. Story Angles to Explore Celebrity spotlight on Lyme disease: How high‑profile cases can impact media attention, funding, public awareness, and testing demand. Diagnosis and prevention: From exposure to testing (e.g., TickReport), early symptoms, treatment windows, and what experts recommend post‑bite. Ecology and environment: Why Lyme is expanding geographically, and how climate and land‑use change influence risk. Tick evolution and identification: Educating the public on which ticks transmit Lyme, emerging strains, and challenges in correct tick identification. Regional variation in risk: Breakdowns of why some states or regions are Lyme hotspots and how that aligns with the celebrity’s likely exposure zones or fan geography. Looking for more Experts? Visit www.expertfile.com or download ExpertFile for your phone.

View all posts
Powered by