5 Tips On Creating Engaging Expert Profiles

Feb 18, 2022

4 min

If you’ve ever taken part in a website project, you know that not all content is created equal. We spend countless hours perfecting the homepage, but we often forget to tell our audiences who we are. The people behind the scenes in an organization provide some of the best opportunities to create relevant and relatable content for audiences. Take the “About Us” page for example. Ironically, it’s often an afterthought for digital teams who upload some boilerplate copy and call it a day. But people buy from people and the more human you can make your content the better the user experience will be. Here are some tips to help you create that personal connection.

The Old Profile

Our research shows that most employee content comes up surprisingly short when audiences conduct an online search. This is becoming a more critical element to consider, given that 78% of B2B buyers now use Google as a starting point for their online activities. While there can be several factors impacting your Google rank, the issue often comes down to a lack of quality content on employee-related pages. Many organizations resort to posting outdated headshots next to a title for their employee sections. If you’re lucky, you might find a boring text biography that fails to capture the depth of experience and expertise offered by your team.

These tactics may have worked a decade ago, but today’s audiences now expect expert profiles to contain detailed biographies, multimedia and social content. This is especially true for B2B prospects like journalists and prospects looking for professional services. Any half-decent writer can make a person sound pretty important in a bio, but these audiences are looking for proof of your expertise. It’s not enough to tell audiences you’re great – you have to show them. Today’s audiences consume content differently, so it’s essential that you bring your expert profiles into the 21st century.

The New Profile

Here are 5 ways you can improve your employee content to better drive visitor attention, interaction and trust:

Go Beyond Boring Bios: The new way to create expert profiles is to provide a detailed overview of an employee’s expertise and experience. This means that in addition to creating a detailed biography, you should also share content that shows key accomplishments that build credibility and trust: Are they an author? Have they spoken at a conference? Interviewed for a podcast? It’s important to get this information listed.
Get Visual & Social: Beyond the written biography, look for ways to make content for your people more interesting for your audiences. Are there YouTube videos, Slideshares, Tweets, or thumbnails to books they have written? If so, you can leverage these assets for their profile. Remember if you are pitching media or conference organizers, this information is becoming tablestakes for journalists or event bookers who are vetting media sources or speakers.
Show You Are Relevant & In-Demand: Public appearances and news spotlights can take your experts from unknown to sought-after. There are two ways to tackle this. The first is to capture any existing media releases to ramp up their credentials. If your expert hasn’t yet participated in this type of activity, publish content that speaks to emerging topics and news trends and provide quotes available to the media on newsworthy topics. This is a proven way to earn the attention of journalists and allow you to start building visibility as an industry insider.
Go Beyond Your Website: While your website is ideal for hosting expert profiles, it’s not the only place to let your team shine. If you want to boost your visibility, make sure you take advantage of opportunities on third-party sites and platforms. This might include industry directories or your client/partner websites. By using the ExpertFile Platform, you can also publish your expert profiles to reach thousands of newsrooms through our media partners.
Be More Approachable: It’s funny that almost every page on most websites has a call to action. However if you visit most people profiles, the journey ends there – or worse, it takes the visitor off your website and to an old, tired Linkedin profile. Instead, let your audiences get in touch with your business by including a specific call-to-actions (CTAs) within your expert profile. Depending on the size and capabilities of your organization, you might have want to enable direct connections to experts or opt to funnel leads through a various departments. Either way, the key to getting leads is starting a conversation.

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:

Deanne Taenzer

Vice President

Connecting Experts, Thought Leaders and Great Minds

Thought Leadership and Expertise MarketingContent Distribution and PartnershipsDigital Content to engage AudiencesCoaching and Team LeadershipCloud Applications

Find Experts

Oct 5, 2026

3 min

Pneumonic Plague: An Ancient Killer That Has Never Completely Disappeared

Few diseases carry the historical weight of plague. Caused by the bacterium Yersinia pestis, plague has been responsible for some of the deadliest disease outbreaks in recorded history. The most infamous was the Black Death of the 14th century, which swept through Europe, the Middle East and North Africa and killed tens of millions of people. The World Health Organization estimates that more than 50 million people died in Europe alone. But plague is not simply a disease of the past. The bacterium continues to circulate naturally among wild rodents and their fleas in parts of the world, and human cases still occur. The World Health Organization reports that most cases recorded between 2019 and 2025 occurred in the Democratic Republic of the Congo and Madagascar. What Is Pneumonic Plague? There are three primary forms of plague: bubonic, septicemic and pneumonic. Bubonic plague - historically the best-known form - usually develops following the bite of an infected flea and is characterized by painful, swollen lymph nodes known as “buboes.” Pneumonic plague occurs when Yersinia pestis infects the lungs. It can develop when untreated bubonic or septicemic plague spreads to the lungs, or when someone inhales infectious respiratory particles from a person or animal with pneumonic plague. That distinction is important: pneumonic plague is the only form of plague that can spread directly from person to person through respiratory particles. What Are the Symptoms? Pneumonic plague can progress remarkably quickly. According to the CDC, symptoms include fever, headache and weakness followed by rapidly developing pneumonia. Patients can experience shortness of breath, chest pain and coughing, sometimes producing bloody or watery mucus. Symptoms following inhalation can begin as soon as one day after exposure. Without treatment, pneumonic plague is extremely dangerous. The World Health Organization describes untreated pneumonic plague as invariably fatal, making rapid recognition and medical intervention critical. From Medieval Killer to Treatable Disease What separates plague today from the disease that devastated populations centuries ago is modern medicine. Plague is a bacterial infection and can be successfully treated with antibiotics. The CDC recommends beginning treatment as soon as plague is suspected rather than waiting for laboratory confirmation. Depending on the severity of the illness, treatment can involve intravenous or oral antibiotics, with gentamicin and fluoroquinolones among the first-line treatments used in the United States. Early detection matters enormously. Modern antibiotics, infection-control practices, surveillance and public-health responses mean that a disease once capable of devastating entire communities can now be identified, contained and treated. Yet its persistence also offers an important reminder: diseases that profoundly shaped human history do not necessarily disappear. Plague remains present in animal populations, continues to cause human infections and provides researchers with a remarkable window into the relationship between infectious disease, human behaviour, public health and even human evolution. Experts in infectious diseases, epidemiology, public health, microbiology, global health, medicine and the history of disease can help provide perspective on pneumonic plague, how it spreads, the risks it poses and what centuries of experience with plague can teach us about preventing and responding to outbreaks today. Connect with our experts today: View all of your experts here at www.expertfile.com

Sep 9, 2026

2 min

25 Years Later: How 9/11 Changed the World

On September 11, 2001, the world watched as nearly 3,000 people were killed in terrorist attacks that would become one of the defining moments of the 21st century. Twenty-five years later, 9/11 remains much more than a moment in history. Its consequences continue to shape the world we live in. The attacks transformed national security and intelligence, changed how people travel, reshaped airport and border security, and ushered in a new era of surveillance and counterterrorism. They also profoundly influenced American foreign policy, leading to wars in Afghanistan and Iraq and decades of debate about security, military intervention and America's role in the world. The effects were cultural as well as political. September 11 changed how a generation viewed safety, terrorism and global conflict. It also sparked difficult conversations about civil liberties, immigration, religious tolerance and the balance between individual freedoms and collective security. For younger generations, 9/11 is increasingly an event learned about rather than remembered. For millions of others, memories of where they were and what they saw that day remain remarkably vivid. A quarter-century later, the anniversary offers an opportunity to remember those who were lost, recognize the first responders and countless others affected by the attacks, and examine how the decisions made in their aftermath continue to influence our world. Experts in history, political science, international relations, national security, terrorism, public policy and sociology can help provide perspective on September 11, its legacy and how the world has changed 25 years later. Connect with our experts today: View all of your experts here at www.expertfile.com

Sep 3, 2026

2 min

More Than a Long Weekend: Why Labor Day Still Matters in America

For millions of Americans, Labor Day means the unofficial end of summer , a final long weekend before schools are back in full swing and the fall routine takes over. But behind the barbecues, travel and end-of-summer sales is a holiday rooted in the history of American workers and the transformation of the workplace. Observed on the first Monday in September, Labor Day recognizes the social and economic achievements of American workers. Its origins date to the labor movement of the late 19th century, with the first Labor Day celebration held in New York City on September 5, 1882. In 1894, it became a federal holiday. More than 130 years later, Labor Day remains an opportunity to look at the role work plays in American life, particularly at a time when the workplace itself is undergoing enormous change. Artificial intelligence and automation are reshaping jobs and industries. Remote and hybrid work have changed where and how millions of people work. Employers continue to navigate workforce shortages, recruitment and retention, while workers are reconsidering expectations around compensation, flexibility, benefits and work-life balance. Labor Day can also open the door to broader conversations about the American labor movement, organized labor, workplace protections, wages and the economic contribution of workers. For journalists, that makes the holiday much more than a date on the calendar. It's a timely opportunity to explore both how work in America has changed and where it is heading next. Experts across economics, business, labor relations, history, human resources, public policy and emerging technology can provide valuable perspective on Labor Day and the changing American workplace. Journalists covering Labor Day and looking for expert perspective on the history of the holiday, labor and employment, workplace trends, organized labor, artificial intelligence and the future of work can connect with experts directly through ExpertFile profiles below:

View all posts