5 Reasons Why Experts Should Drive Your Content Marketing Strategy

Apr 20, 2025

4 min

Peter EvansDeanne Taenzer



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.



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
Powered by

You might also like...

Check out some other posts from ExpertFile

ExpertSpotlight: From Revolution to Ritual: The Enduring Power of May Day Parades in Russia featured image

2 min

ExpertSpotlight: From Revolution to Ritual: The Enduring Power of May Day Parades in Russia

Each year on May 1, images of grand parades, waving flags, and tightly choreographed displays evoke a powerful legacy rooted in ideology, identity, and statecraft. In Russia, May Day—known as International Workers’ Day—has evolved from a revolutionary rallying point into a symbolic expression of national unity, political messaging, and historical continuity. Origins in Revolution and Worker Solidarity May Day celebrations in Russia trace their roots to the late 19th century, inspired by international labour movements advocating for workers’ rights—particularly the push for the eight-hour workday. Following the Russian Revolution, the holiday was institutionalized by the Bolsheviks as a cornerstone of socialist identity. Under leaders like Vladimir Lenin, May 1 became more than a labour holiday—it was a stage for demonstrating the strength and unity of the working class under communist rule. Early celebrations blended grassroots enthusiasm with emerging state control, reinforcing the ideological foundations of the new Soviet state. The Soviet Spectacle: Power on Display During the era of the Soviet Union, May Day parades transformed into highly orchestrated spectacles. Held prominently in Red Square, these events showcased military hardware, industrial achievements, and mass participation from workers, students, and state organizations. Under Joseph Stalin, the parades took on an increasingly propagandistic tone, emphasizing Soviet strength both domestically and to the outside world. Precision choreography, symbolic imagery, and sheer scale reinforced narratives of unity, productivity, and ideological superiority during the Cold War. Post-Soviet Transition: From Ideology to Identity Following the collapse of the Soviet Union in 1991, the meaning of May Day in Russia shifted significantly. While it remains a public holiday, its overt ideological messaging has softened. Today, events often blend labour advocacy, political expression, and seasonal celebration. Modern observances frequently include rallies organized by trade unions such as the Federation of Independent Trade Unions of Russia, alongside state-supported demonstrations that emphasize national unity and economic stability under leaders like Vladimir Putin. Why May Day Still Matters May Day parades in Russia continue to serve as a barometer of the country’s political and social climate. While the overt revolutionary fervor of the early 20th century has faded, the event remains deeply symbolic: Historical Continuity: A living link to the Soviet past and its defining narratives Political Messaging: A platform for governments to project stability and cohesion Labour Identity: An enduring reminder of workers’ rights and collective action Cultural Tradition: A widely recognized public celebration marking the arrival of spring Expert Insight What makes May Day in Russia particularly compelling is its adaptability. Across more than a century, it has shifted from protest to propaganda to public ritual, each iteration reflecting the priorities of the state and the sentiments of its people. Connect with more experts here: www.expertfile.com

ExpertSpotlight: No Joke: The Curious Origins and Enduring Traditions of April Fools’ Day featured image

2 min

ExpertSpotlight: No Joke: The Curious Origins and Enduring Traditions of April Fools’ Day

Every April 1, the world collectively loosens up. Friends prank friends, brands try to outdo each other with outrageous announcements, and even the most serious newsrooms occasionally get in on the joke. But behind the laughter and “gotcha” moments, the origins of April Fools’ Day are anything but straightforward - and that’s part of what makes it so fascinating. One of the most widely accepted origin stories dates back to 1582 and the Gregorian calendar reform. When France shifted New Year’s celebrations from late March (around April 1) to January 1, not everyone got the memo, or chose to follow it. Those who continued celebrating in spring became the subject of ridicule, often tricked with fake gifts or sent on pointless errands. They were dubbed “April fools,” a label that stuck. Other theories reach even further back, connecting the day to ancient seasonal festivals like Hilaria, where people donned disguises, mocked authority, and celebrated the unpredictable shift into spring. Across cultures, the common thread is clear: a moment in the calendar where normal rules are bent, and mischief is not just accepted - it’s expected. What started as localized traditions has evolved into a global cultural phenomenon. Media outlets, corporations, and public figures now participate in April Fools’ Day with increasingly elaborate hoaxes. Perhaps the most famous example came from the BBC in 1957, when it aired a segment about Swiss farmers harvesting spaghetti from trees, complete with convincing visuals. Viewers were fooled, and a legendary prank was born. Today, in an era of viral content and misinformation, April Fools’ Day walks a fine line between humor and credibility, forcing audiences to question what they see and hear. Beyond the pranks, the day reveals something deeper about human nature. It’s a rare, socially sanctioned opportunity to challenge authority, play with truth, and share in collective amusement. For journalists, it also offers a unique angle: how stories spread, why people believe them, and what it says about trust in media. In a world often dominated by serious headlines, April Fools’ Day reminds us that sometimes, the most powerful connection comes not from facts alone, but from the shared experience of being delightfully fooled. Our experts can help! Connect with more experts here: www.expertfile.com

From Saint to Shamrocks: How St. Patrick’s Day Became the World’s Biggest Irish Party featured image

2 min

From Saint to Shamrocks: How St. Patrick’s Day Became the World’s Biggest Irish Party

Every March 17, cities around the world turn green as millions celebrate St. Patrick’s Day with parades, music, traditional foods, and a strong dose of Irish pride. But the origins of the holiday trace back more than 1,500 years to St. Patrick, the 5th-century missionary credited with bringing Christianity to Ireland. Over time, the feast day commemorating Ireland’s patron saint evolved into a broader celebration of Irish heritage, folklore, and culture. Many of today’s traditions, wearing green, shamrocks, lively parades, and even the association with leprechauns — developed centuries later, particularly as Irish immigrants in North America began celebrating their heritage publicly. In fact, some of the world’s biggest St. Patrick’s Day traditions, including massive parades and even dyeing rivers green, originated in the United States and Canada rather than Ireland itself. From the real history of St. Patrick to the myths, symbols, and global traditions that followed, historians and cultural experts can help unpack how this ancient religious observance transformed into one of the world’s most recognizable cultural celebrations. ExpertFile connects journalists with historians, cultural scholars, and experts in Irish heritage who can provide insight on topics including: The real story of St. Patrick and his mission in Ireland How shamrocks, leprechauns, and the color green became iconic symbols Why parades and public celebrations grew in North America How Irish immigration shaped the modern holiday The cultural and economic impact of St. Patrick’s Day celebrations worldwide Journalists looking for fresh angles on the history, traditions, and cultural significance of St. Patrick’s Day can connect with experts available through the ExpertFile platform. Our experts can help! Connect with more experts here: www.expertfile.com

View all posts