Featured Post from ExpertFile

How to Identify Expertise: Who qualifies as an Expert?

Feb 18, 2022

4 min

Peter Evans


CaptionResizeWrap TextRemove


When you’re first introduced to expertise marketing, it can be hard to fathom that there are invisible experts hiding within your organization. We tend to think of experts as a small group at the top but in reality, that’s just the tip of the iceberg. Across your teams and departments, there are a variety of people with the skills, knowledge and experience to support meaningful conversations with target audiences. Their untapped expertise has the potential to build trust with key prospects and ultimately, creates new opportunities for revenue.

The problem is that many organizations are unsure of how to assess expertise. To help you identify these invisible experts and their role in your expertise marketing program, we need to ask a couple of questions. For starters, what makes someone an expert?


The 7 Attributes of Expertise


By definition, an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications are a starting point for expertise, many disciplines don’t have a set list of criteria to measure expertise against. There are many dimensions of expertise that relate not just to the working proficiency of an expert in their field but also to the degree of influence and authority they have earned within their profession or community of practice. Because of this, expertise is often looked at as a person’s cumulative training, skills, research and experience.

What’s important to consider is all of the roles that the people in your organization can play. While many of these people have put in their 10,000 hours, not everyone is wired to speak on podiums or to the media. But they still hold incredible value – from the perspectives they can help you research and develop to the content they can help produce. Here are some of the key attributes to look for in assessing the various roles for your people as you formulate an expertise marketing plan:


  1. Authority: Has a reputation with an audience as a go-to source for perspectives
  2. Advocate: Demonstrates a commitment to a community of practice to help advance their field
  3. Educator: Teaches and inspires on the podium or in the classroom
  4. Author: Develops content to establish their reputation and reach a broader audience
  5. Researcher: Generates unique insights through their research or field work
  6. Practitioner: Actively builds knowledge in a specific discipline or practice area by providing services
  7. Graduate: Has formal education or gained experience to achieve proficiency on a subject

Now that we know there are several attributes that make up expertise, we need to understand how we can leverage these people for your expertise marketing program. This brings us to our next question: How do these experts fit into the bigger picture?

 

The 4 Levels of Expertise


Understanding how to promote expertise is a fast emerging area for organizations – and it’s certainly more ambiguous than the linear career paths and job titles we’re used to. When we think of which experts are most accessible to our audiences, it’s important to know that visibility is not directly correlated to seniority or authority in an organization. Professionals at various levels of skill, knowledge and experience are now using social networks and personal branding to promote their own expertise outside of their organizations. This means that a tenured professor with years of experience and a researcher could both be at the same level of “visibility” in their organization.

Because visibility also considers the individual’s personal agenda and drive for recognition, many employers agree they have to do a better job of assessing and nurturing expertise to make it more visible. The following framework provides some guidance for organizations looking to take inventory and develop a path for the people focused on developing relevant content and building market visibility with a variety of audiences.


CaptionResizeWrap TextRemove


Now that we’ve provided a broader picture of what expertise looks like, it’s time for you to ask, “How does my organization stack up?”

 

Bench Strength: Taking Stock of Expertise Across Your Organization


Expertise at all all-time premium for audiences so it’s critical for organizations to understand how their collective expertise can be channeled into meaningful and profitable conversations. As you’ve read through the different attributes and levels of expertise, you probably found yourself creating a checklist of people in your organization that may have otherwise been overlooked but it’s important to note that recognition is just the first step. Mobilizing expertise marketing takes internal buy-in and investment from the senior members of your organization ­– and they will want to see the proof.

The Complete Guide to Expertise Marketing


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

You might also like...

Check out some other posts from ExpertFile

4 min

Lighting the Fires of Memory: The History, Meaning and Modern Significance of Memorial Observances

In the United States, United Kingdom and Canada, special annual days of remembrance bring into focus a simple yet profound truth: societies mark the sacrifice of those who died in military service so that past and future generations will not forget. These observances are layered with history, symbolism and evolving practice. Origins & Historical Development United States – Memorial Day Memorial Day began in the aftermath of the American Civil War. One of the earliest national observances took place on May 30, 1868, when John A. Logan, Commander-in-Chief of the Grand Army of the Republic, proclaimed “Decoration Day” to honour the Union dead by decorating their graves. The date was chosen because spring flowers would be in bloom across much of the country. Over time, as the United States engaged in further conflicts, Decoration Day evolved into a broader day of honouring all U.S. military personnel who died in service. In 1971, Congress made Memorial Day a federal holiday observed on the last Monday of May. United Kingdom and the Commonwealth – Remembrance Day Remembrance Day, also known as Armistice Day, originated from the end of the First World War and is observed on November 11. It commemorates the armistice signed at the 11th hour of the 11th day of the 11th month in 1918. In Britain and the Commonwealth, the red poppy became the enduring symbol of remembrance, inspired by the poppies of Flanders fields and popularized in the years following the war. Canada – Remembrance Day Canada also observes Remembrance Day on November 11. The observance dates back to post-WWI traditions and was officially adopted by Parliament in 1931. It honours the more than 118,000 Canadians who have made the ultimate sacrifice among the 2.3 million who have served in uniform. Meaning and Symbolism At their core, Memorial Day and Remembrance Day are about memory, sacrifice, duty, and gratitude. They serve as communal rituals: visiting cemeteries and memorials, placing flowers or wreaths, holding moments of silence, and wearing symbols like the poppy. In the United States, the act of decorating graves carried not only personal remembrance but also civic pride—honouring those who laid down their lives for their country. In the United Kingdom and Canada, the poppy remains a powerful visual reminder of both the human cost of war and the enduring hope for peace. Modern Significance These observances offer societies a chance to pause, reflect, and connect past sacrifice with present freedoms and responsibilities. In the United States, Memorial Day has also come to mark the unofficial start of summer. Still, national initiatives such as the National Moment of Remembrance invite Americans to refocus on solemn reflection. In Canada and the United Kingdom, Remembrance Day remains deeply ceremonial, marked by two-minute silences, wreath-layings, and public education about the sacrifices of war. For all three nations, these days foster inter-generational understanding—educating younger people about service, sacrifice, and the peace that followed—while reminding governments and citizens alike of ongoing obligations to veterans. Why It Matters to U.S., British, and Canadian Peoples For Americans, Memorial Day symbolizes how unity, freedom, and democracy have been defended and preserved at great cost. For Britons and Canadians, Remembrance Day binds their shared histories of service in global conflicts, linking national identity with sacrifice and resilience. In Canada especially, the day has evolved into a moment not just of military remembrance, but of reflection on what it means to serve a country and commit to peace. Across all three nations, these observances allow public acknowledgment of loss and courage, while anchoring civic values of duty, freedom, and gratitude. Key Themes and Story Angles Continuity and Change: From Decoration Day to Memorial Day, from Armistice Day to Remembrance Day—how the meaning endures through time. Symbols and Rituals: Poppies, wreaths, silences, and ceremonies as expressions of collective memory. Commercialization vs. Solemnity: Balancing commemoration with modern traditions such as travel and leisure. Generational Awareness: Passing remembrance to younger audiences through schools, media, and veterans’ stories. Veterans and Contemporary Service: Linking remembrance with ongoing commitments to those who serve. Community Connection: How towns and cities mark remembrance through local parades, services, and shared stories. Memorial Day and Remembrance Day are more than calendar observances—they are living rituals of collective gratitude. They invite reflection on what has been given and what must be preserved. For the United States, the United Kingdom, and Canada, these days stand as enduring reminders of courage, unity, and the price of peace. Connect with our experts about the history, meaning and modern significance of memorial observances: Check out our experts here : www.expertfile.com

2 min

The Thrill of Fear: The History and Cultural Significance of Horror Movies

From flickering silent films to today’s big-budget blockbusters, horror movies have always tapped into humanity’s oldest emotion: fear. Across decades, they’ve reflected social anxieties, moral questions, and shifting definitions of what scares us. Yet behind every scream lies a story about culture, creativity, and the psychology of thrill. The Origins of On-Screen Fear Horror cinema began in the early 1900s with short silent films inspired by literature and folklore. One of the earliest, Le Manoir du Diable (1896), often considered the first horror film, introduced audiences to bats, ghosts, and the Devil himself. By the 1920s, German Expressionist films like Nosferatu and The Cabinet of Dr. Caligari used shadow and distortion to create unease, shaping the language of horror still used today. Hollywood’s Golden Age of Horror in the 1930s brought monsters to life — Dracula, Frankenstein, and The Mummy — giving audiences both fright and fascination during a time of global economic depression. These films helped people confront real-world fears symbolically, offering escape through imagination. Fear Evolves with the Times Each generation has reinvented horror to reflect its cultural moment. The 1950s’ atomic-age fears spawned giant monsters and alien invasions. The 1960s and ’70s shifted toward psychological and supernatural horror with classics like Psycho, The Exorcist, and The Texas Chain Saw Massacre — films that exposed anxieties about social change, faith, and violence. The 1980s and ’90s introduced slasher icons such as Halloween’s Michael Myers and A Nightmare on Elm Street’s Freddy Krueger, mixing terror with pop-culture spectacle. By the 2000s, horror had splintered into subgenres — from found-footage realism (The Blair Witch Project, Paranormal Activity) to elevated art-house films like Get Out and Hereditary, which use fear to explore race, grief, and identity. Why We Like to Be Scared Psychologists suggest people enjoy horror because it offers safe danger — a way to experience fear, adrenaline, and relief without real threat. Watching horror triggers the body’s fight-or-flight response, followed by catharsis once the tension resolves. Culturally, it provides a mirror to our collective psyche: what we fear, we face, and what we face, we sometimes conquer. Horror also brings people together — in theaters, at home, or online — to share an intense emotional experience. Whether screaming, laughing, or peeking through fingers, audiences participate in a ritual as old as storytelling itself. The Icons of the Genre Among the most popular and influential horror films of all time: Psycho (1960) The Exorcist (1973) Halloween (1978) A Nightmare on Elm Street (1984) The Silence of the Lambs (1991) The Ring (2002) Get Out (2017) Hereditary (2018) Each left a lasting mark on both cinema and culture — showing that horror, far from being niche, remains one of the most expressive and enduring genres in film history. Connect with our experts about the history and popularity of scary movies and horror flicks: Check out our experts here : www.expertfile.com

2 min

Lighting the Night: The History and Meaning of the Jack-o’-Lantern

No Halloween is complete without the warm flicker of a Jack-o’-Lantern glowing from porches and windowsills. But long before it became a symbol of trick-or-treating and fall décor, the carved pumpkin had deep roots in folklore, superstition, and the immigrant experience that shaped North American culture. From Folklore to Flame The story begins in Ireland, where early Jack-o’-Lanterns were not pumpkins at all, but turnips and beets. The tradition sprang from an old Irish folktale about “Stingy Jack,” a clever but dishonest man who tricked the Devil and was doomed to wander the Earth with only a burning coal inside a hollowed-out turnip to light his way. People began carving their own “Jack’s lanterns” to ward off wandering spirits and evil forces during Samhain, the Celtic festival marking the end of the harvest and the beginning of winter. When Irish and Scottish immigrants brought this tradition to North America in the 19th century, they discovered that the native pumpkin—larger, softer, and easier to carve—was the perfect replacement. The transformation from turnip to pumpkin turned a small superstition into a dazzling new folk art. The American Reinvention By the mid-1800s, Jack-o’-Lanterns had become a staple of Halloween celebrations in the United States. Newspapers of the era described “pumpkin lanterns” lighting up autumn gatherings, and by the early 20th century, the smiling (and sometimes sinister) carved pumpkin was the defining symbol of the holiday. Over time, the tradition evolved from scaring away spirits to creating community and creativity. Towns began holding carving contests, families passed down patterns and designs, and pumpkin patches and Halloween festivals turned the once-humble lantern into an essential piece of American seasonal culture. A Symbol Beyond Scares Today, Jack-o’-Lanterns carry layered meanings: they celebrate harvest, creativity, and folklore while keeping a touch of the supernatural alive. In many ways, they embody the blend of ancient myth and modern celebration that defines Halloween itself—where fear meets fun, and the flicker of a candle becomes both decoration and tradition. Whether whimsical or eerie, the glowing face of a Jack-o’-Lantern continues to connect generations to an age-old story about light overcoming darkness—a reminder that even the spookiest traditions began with a spark of human imagination. Connect with our experts about the folklore, cultural history, and enduring legacy of the Jack-o’-Lantern. Check out our experts here : www.expertfile.com

View all posts
Powered by