Next Level Thought Leadership and Content Marketing

Nov 29, 2018

2 min

Peter EvansDeanne TaenzerRobert Carter

We are entering an era of elevated thought leadership.



Thought Leadership often focuses on a select few in an organization and misses opportunities to showcase everything your organization has to offer. It’s rarely scalable, often expensive and almost always wagers on a small pool of topics in any given quarter. The fact is that you have more expertise operating behind the scenes than you’re showing off.


Enter Expertise Marketing, the next generation of content marketing.  Opening up a world of new opportunities, here is how Expertise Marketing stacks up against more traditional thought leadership programs.  



SCOPE


Inclusive vs Exclusive


Expertise Marketing is designed to engage a diverse set of experts throughout the organization. It focuses on broader coverage of relevant topics that engage a wider variety of audiences and expand your opportunities for valuable connections.  Thought Leadership programs tends to focus on fewer select experts. Often designed as a bespoke program aimed at involving only senior executives.



TIMING


Sustained vs Campaign Focussed


Expertise Marketing creates a sustained digital presence that leverages the content that experts are producing across the organization and distributes it across a range of channels. Most Thought Leadership programs tend to align with a specific event (such as a product launch, industry conference or social cause) that maps to a defined budget and timeframe.



STRUCTURE


Agile vs Controlled


The agile nature of good Expertise Marketing provides the ability to quickly mobilize experts to position their expertise in the context of breaking news to create higher engagement with audiences such as the media.  This compares to the more controlled approach of a traditional Though Leadership programs that requires careful planning to ensure alignment with corporate strategy and messaging - often missing time-sensitive opportunities.



COST


Low vs High


Expertise Marketing can efficiently leverage client or agency resources and services through technology versus Thought Leadership programs that are often structured as long-term projects that require specialized resources in agencies. 



Take the steps to transform your content marketing overnight. Download the Expertise Marketing whitepaper or talk to us about how you can evolve quicker and generate a new competitive edge.   




About ExpertFile


For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy.

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
Robert Carter

Robert Carter

Co-Founder & VP Product

Focussed on delivering innovation that unlocks the hidden expertise within all organizations.

Brand DevelopmentReputation ManagementMarketing CommunicationsExpertise MarketingMarket Research

You might also like...

Check out some other posts from ExpertFile

2 min

#ExpertSpotlight: The Day That Redefined America: 9/11 and Its Lasting Impact

September 11, 2001 marked a pivot in American history—a day when the nation’s sense of safety was shattered, and its collective identity reshaped. The attacks triggered sweeping changes in security, government authority, social behavior, and even cultural cohesion. Today, the legacy of 9/11 lives on in how we remember, govern, and connect. A Nation in Shock—and Unity On that fall morning, the U.S. witnessed a tragedy that killed nearly 3,000 people and devastated the nation’s psyche. In the immediate aftermath, grief turned into solidarity—as most Americans tuned into televised coverage, felt sadness, anger, and fear, yet paradoxically came together in an extraordinary show of patriotism and trust in institutions. In the months that followed, confidence in government reached levels unseen in decades—fueled by mourning, resolve, and a collective desire to heal. The Rise of “Homeland Security” & Executive Power Almost immediately, the U.S. government unleashed legal and structural transformations. The USA PATRIOT Act, passed just weeks later in October 2001, significantly expanded surveillance and law enforcement powers for domestic security—raising ongoing concerns about civil liberties. Alongside this, the Department of Homeland Security was created in 2002, bringing together 22 agencies to coordinate security against future threats and reinforcing a new era of national vigilance. Economic Shock and Air Travel Overhaul The attacks triggered immediate economic consequences: U.S. stock markets plunged, airlines and insurers suffered heavy losses, and GDP forecasts were revised downward. Meanwhile, the aviation sector underwent a rapid and lasting modernization in security protocols and flight routing. Notably, Canada’s Operation Yellow Ribbon absorbed diverted flights in the chaos, highlighting international cooperation amid crisis. Legal Precedents and Global Conflict Congress quickly approved the broad-ranging Authorization for Use of Military Force (AUMF), enabling the U.S. to pursue adversaries globally—a mandate that has since been interpreted far beyond its original context, shaping nearly two decades of “forever wars.” These legal expansions—and the accompanying conflicts in Afghanistan and Iraq—signaled a new global posture that redefined American foreign policy. Remembering, Serving, and the Legacy Continues In the years since, public memory of 9/11 has evolved—from solemn remembrance to proactive service. Patriot Day, proclaimed a national day of mourning and service, now encourages millions of Americans each year to volunteer in honor of those lost and the unity felt afterward. These acts of service continue to reflect the enduring spirit of resilience and community. Connect with our experts on the history, significance, and lasting impact of 9/11 on American life and policy. Check out our experts here : www.expertfile.com

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

View all posts