A Beginner’s Guide to Expertise Marketing

Making expertise your top marketing asset in the age of AI search and information overload.

Feb 1, 2025

4 min

Peter EvansDeanne TaenzerRobert Carter

Audiences today are consuming more digital content than ever, but they’ve also become far more discerning. Algorithms, AI search summaries, and social platforms have changed how information is discovered and trusted. The result is that organizations often get caught up in pushing out content quickly—only to be overlooked when it lacks depth or credibility. From misinformation to shallow click-driven posts, audiences are quick to disengage.


What they’re seeking now are authoritative voices backed by proven expertise. That’s where Expertise Marketing comes in: a strategy focused on showcasing real knowledge, research, and experience in ways that build trust, attract attention, and strengthen reputation.


According to Edelman’s Trust Barometer Study, experts play a vital role in establishing credibility amongst audiences and developing more meaningful interactions with businesses and organizations. As far back as their 2019 report results showed that 56% of people trust businesses as a source of news and information while only 47% trusted the government. On top of that, they also reported that 73% of participants were worried about false information or fake news being used as a weapon. This distrust has only gotten worse since COVID and the polarizing politics of recent years. With this in mind, there’s a real opportunity for knowledge-based organizations to step up and show their smarts through expertise marketing.


What is Expertise Marketing?


Expertise marketing is the practice of making the knowledge and skills of your human resources more visible to your partners and audiences. It draws attention to the value that your people can bring as brand ambassadors and strategically leverages the work your experts are doing to tell a more personal story. In many cases, expertise marketing can also be used to showcase your strengths in research and innovation. Creating a stronger digital presence, expertise marketing more effectively uses your channels to connect with audiences such as media, customers, partners and donors. It builds a sense of trust with your audiences and above all else, it helps establish your reputation as an industry leader.


Expertise Marketing Defined:


  1. The practice of collectively promoting an organization's experts as brand ambassadors to demonstrate their skills or knowledge.
  2. Best practices to publish and connect organizational expertise in ways that foster internal discovery, collaboration, shared knowledge and diversity.
  3. Activities that leverage expertise to nurture conversations and connections with audiences such as media, customers, partners, government and funding agencies.


How to Make Your Expertise More Visible


Properly executed, expertise marketing is about harnessing your in-house expertise and making it more visible. By delivering comprehensive, relevant information in a visually engaging format, you can create a window into your organization that helps audiences better understand your offering and encourages more meaningful conversations.


Here are three areas where expertise excels:


On Your Website


There’s a good chance that you already created touchpoints for expertise marketing but they’re just not optimized for audiences. For example, many organizations are unaware that the “About Page” is the second most visited page on a website and may overlook its potential for attracting audiences. Other webpages that strongly benefit from expert content include:

  • Speaker’s Bureaus
  • Media Rooms
  • Employee Directories
  • Faculty Directories
  • Blogs
  • Employee Intranets
  • Awards Recognition
  • Research & Technology Transfer


Through Search Engines


Content marketing and search engine optimization (SEO) go hand-in-hand – and it’s key to making your expertise more visible. In Google’s search algorithm, factors like trust and authority are significantly impacted by items such as content and expertise. While SEO is no small task, tools like the ExpertFile Platform are designed to make aggregating and optimizing expert content as seamless as possible. In addition, organizations can also improve their rankings by:

  • Identifying and showcasing a range of expertise
  • Using rich media to display expert content
  • Regularly updating your website with expert content
  • Producing content related to current trends and emerging news



Through Distribution Networks


Showcasing your experts isn’t just about hosting profiles on your own website—it’s about ensuring they are discoverable where key audiences are already looking. By publishing expert content on dedicated search engines such as expertfile.com and the ExpertFile Mobile App, organizations dramatically expand their reach beyond their immediate networks. These channels are designed for the very audiences that matter most—media, event organizers, research partners, donors, and prospective clients—who are actively searching for credible voices to inform stories, shape agendas, and build partnerships. Leveraging these distribution networks amplifies visibility, positioning your experts as go-to authorities well beyond the boundaries of your institutional website.


In The Media


For many organizations, media opportunities are an afterthought but it’s the perfect way to highlight your expertise and attract a broad range of audiences. Media outlets are constantly on the hunt for topic-specific experts to speak at conferences, weigh-in on their editorials and enhance the overall quality of their reporting. By making your experts more visible to this audience, you’re not only building your brand reputation as an industry authority but you’re also creating opportunities for new revenue.


Starting an Expertise Marketing Program


Bringing an expertise marketing program to life starts by taking a deeper look at your human resources and pinpointing the people in your organization who can support your expertise marketing initiatives. This post on Identifying Expertise is a great starting point for understanding what makes someone an expert and how you can position them for various tasks in your expertise marketing program. From there, it’s about getting buy-in from key stakeholders, collaborating across departments to surface expert content and strategizing with your team about where your expertise is best served.


Download 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 a copy of ExpertFile’s Complete Guide to Expertise Marketing for Corporate & Professional ServicesHigher Education InstitutionsHealthcare Institutions or Association & Not-for-Profits.


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

Stepping Away from the Crown: Royals Giving Up Titles and Duties

Just last week, Prince Andrew announced that he would relinquish his title of Duke of York and other honours, citing that the ongoing allegations against him had become a distraction to the work of the royal family. He asserted this step was taken with the King’s agreement, stating he will no longer use the titles conferred upon him—even as he continues to deny any wrongdoing. A Legacy of Abdication and Renunciation Throughout royal history, stepping back from royal life or formally abdicating has taken many forms. The dramatic abdication of King Edward VIII in 1936—who gave up the British throne to marry Wallis Simpson—remains one of the most famous examples. Other monarchs, like Queen Christina of Sweden and Emperor Charles V, also renounced power to pursue personal convictions. Today’s examples are often more nuanced: royals “stepping down” from duties while retaining birthright status. The case of Prince Andrew fits in this evolving pattern of royal redefinition. Why Royals Leave (or Are Pushed Away) Motivations are diverse: personal choice, scandal, pressure, health, or changing views of leadership. Historically, abdications often responded to political crises. Now, with the monarchy under constant media and public scrutiny, stepping back can be seen as damage control or a bid for personal freedom—particularly in cases involving controversy. The Constitutional and Symbolic Ripples When a royal gives up titles or duties, multiple questions emerge: What role remains? (In Andrew’s case, he loses the Duke title but retains his princely status.) How does the monarchy manage public perception, continuity, and precedence? What are the implications for funding, patronages, and official duties? Such departures also force the institution to grapple with legacy, relevance, and the tension between duty and humanity. Monarchy in the Age of Transparency The modern era demands more from monarchy than ever before: accountability, relevance, and adaptability. When royals step aside—voluntarily or under pressure—it reshapes how the public sees royal duty. These shifts reflect broader questions: what role should individuals born into monarchy play? Can institutions evolve while retaining symbolic continuity? Connect with our experts about the history, symbolism, and modern evolution of royal abdications and withdrawals. To see our full database of experts, visit: www.expertfile.com

2 min

Thanksgiving North and South: Why Canada and the U.S. Celebrate at Different Times

Every fall, both Canadians and Americans gather around the table to give thanks — but they do it more than a month apart. While the two holidays share themes of gratitude, harvest, and togetherness, they evolved under distinct historical, cultural, and seasonal circumstances that reflect each nation’s story. A Canadian Harvest of Thanks Canada’s Thanksgiving traces its roots back to 1578, when English explorer Martin Frobisher held a ceremony in Newfoundland to give thanks for safe passage across the Atlantic. Over time, the holiday blended European harvest traditions with local customs, emphasizing gratitude for the year’s bounty rather than a single historic event. Because Canada’s growing season ends earlier than in most of the United States, Thanksgiving naturally became an autumn harvest celebration held in early October. It was officially recognized in 1957, when Parliament declared the second Monday of October as a national holiday “to give thanks for the harvest and the blessings of the past year.” The American Tradition South of the border, Thanksgiving carries a different historical symbolism. The U.S. holiday traces back to 1621, when Pilgrims and the Wampanoag people shared a harvest feast in Plymouth, Massachusetts. While similar in spirit, the American version became tied more closely to the nation’s founding mythology — a story of cooperation, survival, and gratitude in the New World. Because harvests occur later in the U.S., the celebration naturally took place in late November. In 1863, during the Civil War, President Abraham Lincoln proclaimed Thanksgiving a national holiday to promote unity, setting it for the final Thursday in November. Congress later standardized the date to the fourth Thursday in 1941. Seasons, Stories, and Shared Spirit At heart, both Thanksgivings mark the same human instinct: to pause, reflect, and give thanks. Canada’s October observance reflects the rhythm of northern harvests and a gratitude rooted in nature’s cycle. The American holiday, coming later in November, intertwines with its own national narrative of endurance and unity. Despite the calendar gap, the spirit is shared — families gathering to celebrate abundance, resilience, and community, in traditions that continue to evolve on both sides of the border. Connect with our experts on the history, traditions, and cultural meanings of Thanksgiving in North America. Check them out here : www.expertfile.com

2 min

The History of Government Shutdowns in America

Few events capture Washington gridlock more visibly than a government shutdown. While rare in the nation’s early history, shutdowns have become a recurring feature of modern politics—bringing uncertainty for federal workers, disruptions to public services, and ripple effects across the economy. How It Started The modern shutdown era began in the 1970s after a new law, the Congressional Budget and Impoundment Control Act of 1974, established a formal budget process. Before then, funding disputes didn’t usually halt operations. But a key shift came in 1980, when the Carter administration’s Justice Department concluded that, without approved appropriations, agencies had no legal authority to spend money. That ruling set the stage for shutdowns as we know them today. Since then, the U.S. has endured more than 20 funding gaps, ranging from brief lapses over a weekend to the record-long 35-day shutdown of 2018–2019. Each one has highlighted the partisan battles over federal spending, immigration, healthcare, or other policy priorities. Why They Happen Shutdowns occur when Congress fails to pass, and the president fails to sign, appropriations bills or temporary funding measures known as continuing resolutions. In practice, they reflect deeper political standoffs: one branch of government using the threat of a shutdown to force concessions on controversial issues. They can be triggered by disputes over budget size, specific programs, or broader ideological fights. In many cases, the standoff ends when mounting political and economic costs make compromise unavoidable. What Gets Impacted The effects of a shutdown are immediate and wide-ranging: Federal Workforce: Hundreds of thousands of employees are furloughed without pay, while others deemed “essential” must work without immediate compensation. Public Services: National parks close, permits stall, museums shutter, and routine government operations—from food inspections to scientific research—are delayed. Economic Ripple Effects: Contractors lose revenue, local economies near federal facilities take a hit, and financial markets often react nervously. Extended shutdowns can even slow GDP growth. Citizens’ Daily Lives: From delayed tax refunds to halted small business loans, ordinary Americans feel the squeeze when government services pause. Why This Matters Government shutdowns are more than political theater—they expose the fragility of the budget process and the real consequences of partisan impasse. They highlight the dependence of millions of Americans on public services and raise questions about the cost of dysfunction in the world’s largest economy. Understanding why they happen and what’s impacted helps citizens gauge not just the politics of Washington, but also how governance—or the lack of it—touches everyday life. Connect with our experts about the history, causes, and consequences of government shutdowns in America. Check out our experts here : www.expertfile.com

View all posts