Top 9 ROI Metrics for Expertise Marketing

Nov 28, 2018

2 min

Deanne TaenzerPeter EvansRobert Carter

When it comes to digital marketing, organizations are looking for data-driven solutions that are proven to support their bottom line. Here are 9 families of quantitative and qualitative metrics that will help you measure and track the success of your organization’s Expertise Marketing.

(Taken from Chapter 5 of Expertise Marketing Whitepaper: Next Wave in Digital Strategy)



REPUTATION


Move Brand Metrics - Position research, client work, thought leadership perspectives and achievements in the context of relevant topics in the news.




MARKET AWARENESS


Move Search Metrics Boost search-engine rankings and increase overall breath of search results.




LEAD GENERATION


Grow Inbound Leads Increase the number of direct lead inquiries from the following audiences:


Customers |  Students |  Patients  |  Donors  |  Patients  |  Media  |   Recruits  | Conferences  | Partners  |  Alumni  | & More...




AUDIENCE ENGAGEMENT


Drive Engagement Metrics -  A single familiar digital touchpoint provides access to all content marketing assets and encourages enhanced content browsing.



Download our Free Whitepaper

Expertise Marketing: The Next Wave in Digital Strategy




TALENT DEVELOPMENT


Boost People Performance -   Better engage stakeholders, researchers & subject-matter experts in the development and distribution of content.




INTERNAL COLLABORATION


Improve Teamwork & Internal Efficiency - Better coordinate the knowledge and resources across internal communications teams and other departments as they engage experts.  Provide a faster, more efficient way to generate content for breaking news and events.




CONTENT CONTRIBUTION


Expand Reach - Increase the size of the organization’s digital footprint by aggregating more content and distributing it contextually to multiple websites and third-party databases.




EFFICIENCY


Deliver More with Less - Help employees get their jobs done faster and more efficiently. Enable them to find information faster, speed up internal processes and foster collaboration among people in multiple locations.




LEVERAGE CURRENT & FUTURE INFRASTRUCTURE


Extract More Value From Existing Investments - Properly integrated, new technology investments should integrate seamlessly to leverage existing/proposed infrastructure such as content management systems (CMS).


What’s most important to you?  Get in touch with Deanne and start the conversation about how ExpertFile can begin moving that dial within 6 weeks.



Get Your Copy and Get Started

Expertise Marketing: The Next Wave in Digital Strategy




About ExpertFile


ExpertFile is the world’s first Expertise Marketing Platform that helps organizations solve the challenge of creating, managing and amplifying expert content. Our software platform and services help you showcase your people and their insights to the audiences that matter across a range of channels including distribution through the Associated Press to over 15,000 newsrooms.  Learn more about ExpertFile.

Connect with:
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
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation
Robert Carter

Robert Carter

Co-Founder & VP Product

Helping organizations turn internal expertise into visible authority across media, search, and AI-driven discovery.

Expertise MarketingExpert VisibilityAI DiscoverabilitySaaS Product StrategyKnowledge Platforms
Powered by

You might also like...

Check out some other posts from ExpertFile

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

Oil Shock: How the War in Iran Could Send Global Fuel Prices Soaring featured image

2 min

Oil Shock: How the War in Iran Could Send Global Fuel Prices Soaring

The ongoing war involving Iran has rapidly become one of the most consequential energy stories in the world. Oil markets have reacted sharply as military escalation threatens critical energy infrastructure and shipping routes in the Persian Gulf. Brent crude prices have surged past $100 per barrel as traders react to supply disruptions and the growing risk that the conflict could persist or expand across the region. At the heart of the concern is the Strait of Hormuz, a narrow but vital shipping corridor through which roughly one-fifth of the world’s oil and liquefied natural gas flows. Any disruption to this route has immediate ripple effects across global energy markets, transportation costs, supply chains, and ultimately consumer fuel prices. Analysts warn that if disruptions continue, the world could face sustained higher oil prices, tighter energy supply, and inflationary pressure across multiple sectors including transportation, manufacturing, and food production. In some scenarios, oil prices could climb significantly higher if shipping through the region remains restricted or if energy infrastructure becomes a sustained target in the conflict. For journalists covering the evolving situation, the energy implications of this conflict are complex and rapidly changing. From geopolitical strategy and energy security to economic ripple effects and consumer fuel prices, reporters need credible expert voices who can explain what’s happening and what comes next. ExpertFile connects journalists with leading experts across energy economics, geopolitics, global supply chains, and international security who can provide timely analysis on questions such as: Why the Strait of Hormuz is so critical to global oil markets How war in the Middle East impacts gasoline and diesel prices worldwide Whether oil prices could spike to $120 or higher The economic ripple effects of energy shocks on inflation and global markets How governments and energy companies respond to supply disruptions What the conflict could mean for long-term energy security and global trade Journalists covering the global energy story can connect with the many experts available through ExpertFile to provide context, analysis, and insight as this rapidly evolving crisis unfolds. Our experts can help! Connect with more experts here: www.expertfile.com

View all posts