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What is Expertise Marketing?

Apr 20, 2020

2 min

Eli Singer

Expertise marketing is a new category of digital communications that boosts the exposure of subject matter experts within organizations to drive a variety of business results.


“Experts remain the most credible sources of information. 68% of people voted a company technical expert to be the most trusted, followed by an academic expert at 66%.”
— 2020 Edelman Trust Barometer


What are the forces driving expertise marketing?

Now more than ever, consumers are searching for trustworthy information. Google's algorithms and journalists around the world are now prioritizing qualified experts versus typical sources.


Driving expertise marketing are:

●      Consumers and customers seeking trusted information

●      Big Media combating Fake News

●      Businesses searching for digital communications solutions that deliver results


Expertise marketing aligns these forces through the strategic implementation of the SaaS solution ExpertFile, individual experts and your organizations collective expertise to the web in a whole new way.


The beauty of expertise marketing is its simplicity and cost-effectiveness


Expertise marketing programs do not require:

●      Social media engagement

●      Media media buying

●      Ongoing content development

●      New agency relationships


Expertise marketing is quickly revolutionizing thought leadership, media relations, and organic lead generation. Your experts are your company’s hidden gems – when given the tools and platform to share their knowledge, they will deliver tremendous value to your organization.


About Experts.Inc

Experts.Inc is focused on radically growing the profile of subject matter experts at Fortune-100 companies. We deliver leads, global media and boosted search rankings - all without investments in media or social content.  Experts.Inc is the first Official Partner Reseller of the ExpertFile software platform.


Connect with:
Eli Singer

Eli Singer

Founder and CEO

Serial entrepreneur and recognized digital communications thought leader

Advertising & Media StrategyBoard AdvisorBrand & Communications StrategyDigital & Mobile StrategyInnovation & Commercialization

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Expertise Marketing is an advanced and versatile form of content marketing, with strategies that are adaptable to many different contexts. Your organization’s experts have the potential to dramatically expand your digital footprint using your existing approved content, growing your brand’s profile, and gaining access to valuable leads and media inquiries. Who are your Experts? Use the Expertise Marketing Matrix to map your portfolio of experts and the marketing opportunities. Amplify - Supercharge the exposure of your leading experts by amplifying their existing profiles and content into the AP, Google, Dejero and other major indexes via ExpertFile.com Drive Exposure - Your experts are your undiscovered gems.  Turn 20, 200 or 2,000+ of your employee experts into brand builders at scale. Have their natural expertise draw interest, without the need for social media engagement or content. Content Performance - These experts face tough competition for attention and often comprise local experts, advisors or salesforces. For this group, Expertise Marketing manifests as a very deep SEO best practice that can be deployed at scale and integrated with an owned website to drive attention and leads. Ignore or Discover - This segment may be home to hidden talent; try to find and nurture it when possible. Otherwise, ignore this segment as the expertise marketing opportunity is elsewhere. About Experts.Inc Experts.Inc is focused on radically growing the profile of subject matter experts at Fortune-100 companies. We deliver leads, global media and boosted search rankings - all without investments in media or social content. Experts.Inc is the first Official Partner Reseller of the ExpertFile software platform.

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Why is expertise marketing important?

The web is being reorganized around expertise.      To combat fake news, Google has released the EAT (Expertise, Authority and Trust) and BERT (Bidirectional Encoder Representations from Transformers) algorithms that prioritize results attributed to verified experts. Other major tech platforms are rapidly following-suit. Businesses that showcase their expertise online in the proper digital format, will benefit with increased lead generation, greater organic reach and boosted media pickup. Eli Singer, CEO Experts.Inc After a quick analysis of your content footprint by our team we will be able to quantify the impact of an expertise marketing program on your search rankings and lead-generation. About Experts.Inc Experts.Inc is focused on radically growing the profile of subject matter experts at Fortune-100 companies. We deliver leads, global media and boosted search rankings - all without investments in media or social content. Experts.Inc is the first Official Partner Reseller of the ExpertFile software platform.

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