Featured Post from ExpertFile

5 Ways Expertise Marketing Supports Digital Transformation

Feb 18, 2022

3 min

Robert CarterDeanne Taenzer



Digital transformation is much more than merely redesigning your website or moving your files to the cloud. It’s about harnessing digital technologies to elevate your business. Specifically, digital transformation is strategically adapting your business processes to change company culture, empower your staff and keep up with rising consumer demands. Organizations of all sizes are taking on transformative initiatives to meet today’s expectations in the digital space, but research by IDG has concluded that we still have some growing to do:


“IT leaders are making steady and sequential progress to becoming digital-first organizations – though not at the same breakneck speed that the technologies themselves are proliferating. For many organizations, the foundational pieces are in place, and they’re actively working on adopting newer technologies like AI and IoT. But successful digital transformation will also require equal attention to change management and workforce strategy for the entire organization.”


Supporting the Bigger Picture


It’s easy to get hung up on the technology but successfully transforming your business means thinking about everyone involved – including your experts. Here are five ways expertise marketing supports digital transformation:


  1. It aligns people. Most companies aren’t particularly good at telling their people that their expertise is valued and many employees don’t understand the role they play as brand ambassadors. On top of that, outdated biographies on the company website fail to share the work that these experts with the audiences who are looking for it. A well-constructed expertise marketing program helps get experts and executives aligned on how they can help the brand – and it helps marketing teams feed the content beast.
  2. It tracks data. Metrics on visitor behaviour are critical to calculating ROI and ensuring your content is working. That said, most organizations don’t have an intuitive way of tracking internal contributions to the corresponding engagement data – making it difficult to determine which people and topics are driving results. Expertise marketing programs are designed to capture essential metrics on employee contributions and ensure that leads are captured and routed to appropriate individuals and departments for prompt follow up and reporting.
  3. It enhances search and SEO. Part of digital transformation is creating a sustained online presence. By harnessing your collective expertise, you can quickly publish a large volume of quality, searchable content that boosts your owned content footprint. It also provides a way to capitalize on earned media opportunities related to breaking news and emerging trends.
  4. It drives collaboration. Many organizations corporate policies and standards tend to lack guidelines for generating and promoting individual experts. As a result, individual groups within the organization are forced to fill the void and essentially, do their own thing. This leads to a disconnected set of expensive, custom projects. Organizations with structured expertise marketing programs consistently report an increase in collaboration and organizational alignment.
  5. It minimizes risk. It’s becoming more and more important to ensure adherence to corporate brand standards and editorial guidelines, as well as regulatory standards such as accessibility compliance. By centralizing your content and utilizing a federated content management structure, you’re not only providing your employees with a common source for branded assets and templates, but you’re empowering them to get things done in the simplest way possible. This approach mitigates risk, speeds time to market and dramatically lowers costs to implement a program.


Filling the Gaps with Expertise


As mentioned above, digital transformation is a comprehensive business strategy with many moving parts. While expertise marketing is one component of this organizational change, it works in tandem with your other programs and complements any initiative aimed at boosts your digital presence. In fact, it’s proven to support many of the activities that organizations have yet to complete.



IDG’s 2018 State of Digital Transformation


Expertise marketing is a powerful tool for enabling and elevating digital transformation. By encouraging company-wide participation, it’s shown to increase internal uptake, generate higher-quality content and ultimately, drive better results in terms of ROI. If digital transformation is in your future, then you need to start thinking about your experts today. 

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: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.

Connect with:
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
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

You might also like...

Check out some other posts from ExpertFile

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

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

View all posts
Powered by