Featured Post from ExpertFile

Spotlighting Success: How ExpertFile Amplifies Organizational Expertise

May 28, 2024

11 min

Robert Carter



Whether you are an industry leader looking to maintain your reputational advantage or smaller organization looking to enhance your reputation, a structured expertise marketing program should be a critical component of your marketing strategy. Traditional thought leadership programs that often focus on a few key executives are now being broadened by a more strategic approach that leverages the hidden expertise within your entire team. Global research conducted by Ogilvy in its recent report “The Global Rise of B2B Influencer Marketing” shows that many organizations are now setting up programs with their employees as Brand Ambassadors to demonstrate thought leadership in specific niches where they have skills and insights that appeal to their audiences. These employees have expertise that is often more relatable and authentic. Using social media platforms like LinkedIn, and networks such as ExpertFile, they can further amplify expert content to cut through the content marketing noise and drive more targeted engagement with media, sales prospects and other audiences.


“Your employees are typically your most valuable resource. Identifying your employees that can be influencers themselves is a huge missed opportunity for one of the biggest ROI’s of all time.”

James Baldwin

Global B2B Influence Lead, Ogilvy


To capitalize on this trend, many organizations are turning to more advanced solutions that deliver new digital publishing, distribution and workflow capabilities that extend the capabilities of their CMS (Content Marketing Systems). This also empowers clients and their agencies to achieve more efficiency and scale by better managing of employee content and audience interactions. The results include improved SEO PageRank and improved generative search results, increased site traffic and more qualified media inquiries and sales leads.   Here are a few examples:




With the ExpertFile platform, Vanderbilt University has streamlined its media interactions and presented more comprehensive information on their faculty enabling journalists to discover the depth of research and expertise that Vanderbilt has to offer for their stories. This provides a valuable boost of inbound inquires that help Vanderbilt stay top of mind, going beyond outbound media pitches.


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About
Vanderbilt University is a distinguished private research institution known for academic excellence and innovation. With a rich history spanning over a century, it cultivates leaders, conducts pioneering research, and contributes significantly to society.




Seeking to enhance its reputation and broaden its influence, ChristianaCare completely revamped its approach to showcasing their medical experts. Their Media Expert Center powered by ExpertFile doubled national media coverage,, earning the esteemed IABC Silver and Gold Awards for this exceptional communications strategy. ChristianaCare later established a Speakers Bureau to expand its program with ExpertFile, saving hundreds of operational hours and surpassing engagement targets by 400%. This innovative approach reinforced ChristianaCare's brand visibility, reputation while demonstrating its commitment to community service.


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About
ChristianaCare is a leading healthcare institution committed to delivering exceptional patient care and advancing medical research. With a focus on innovation and compassion, they strive to empower healthier lives and transform healthcare experiences for individuals and families across the region.






With a goal of driving market visibility and increasing media coverage, University of Delaware leveraged the ExpertFile platform to regularly published research and insights related to topical news events, while also making it easy for journalists to connect with their faculty as media sources. Within the first 90 days, the university garnered 80 inquiries, capturing the interest of prestigious media outlets such as CNN, NBC, Newsweek, AP, Bloomberg, among others. This activity was made possible with ExpertFile’s automation, distribution and workflow features and seamless no-code integration with the client website. It all added up to massive results with no need to add internal resources to the University of Delaware team.


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About
The University of Delaware is a renowned institution committed to academic excellence, innovation and community engagement. With a rich history and dedication to student success, it strives to advance knowledge and foster global citizenship through transformative education and research.




Amidst a competitive educational market in the US Northeast, the University of Connecticut (UCONN) chose ExpertFile to help it amplify its faculty expertise and boost inbound inquiries from media, conferences, researchers and student prospects. The result is a more intuitive way to discover expertise and research across the UCONN campus that helps drive valuable connections that are vital to building institutional reputation and communicating the UCONN mission.


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About
Amidst a competitive educational market in the US Northeast, the University of Connecticut (UCONN) chose ExpertFile to help it amplify its faculty expertise and boost inbound inquiries from media, conferences, researchers and student prospects. The result is a more intuitive way to discover expertise and research across the UCONN campus that helps drive valuable connections that are vital to building institutional reputation and communicating the UCONN mission.




The Canadian Automobile Association (CAA) has consistently been rated as one of the most valued brands in the country. It’s focus on thought leadership by sharing its unique expertise on topics including “Canada’s Worst Roads” and “Cannabis at the Wheel” have helped them educate their membership, boost media visibility and advocate for important policy changes with government. The ExpertFile platform provides a central content platform enabling CAA to cost-effectively publish news releases and publish stories and expert profiles to multiple regional websites, all from a intuitive, centralized dashboard.


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About
The Canadian Automobile Association (CAA) advocates for motorists and offers essential services to members nationwide, ensuring safer and more convenient travel. With a trusted legacy, CAA remains committed to enhancing drivers' experiences across Canada.




ExpertFile has streamlined the presentation and management of faculty directories with integration into over 20 sections of the Loyola Marymount University LMU website. With a robust collection of over 1,000 faculty profiles, this integration has not only provided a better way to present faculty directories but also delivered over 1 million expert views and generated thousands of media, academic collaboration and student prospect inquiries while enhancing engagement and accessibility to expertise across the university community.


Faculty Directories


About
Loyola Marymount University (LMU) is a private university located in Los Angeles, California. Known for its rigorous academic programs, diverse community, and commitment to social justice.






With a goal to attaining R1 research institution status, Villanova University aimed to boost the visibility of its faculty experts and showcase its commitment to academic excellence and knowledge advancement. It needed a way to better manage and leverage a lot of expert faculty research and information. With ExpertFile, the Villanova communications team now has a much easier way to publish and update faculty content that seamlessly integrates with the University website and also appears on the ExpertFile network searched by thousands of journalists looking for credible media sources. It all adds up to more market visibility and brand reputation with valuable audiences connecting with Villanova experts.


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About
Villanova University, founded on Catholic principles, is a renowned research institution committed to academic excellence and ethical leadership. Grounded in its rich heritage, Villanova fosters a community of learning that embraces diversity and promotes the pursuit of truth and social justice.




Carnegie Mellon University needed a better way to profile their expert faculty in the best possible way to meet the highest standards and researchers by launching a new Experts Center within 30 days. Their objective was to enhance both the appearance and functionality of underperforming faculty expert content areas, thereby better aligning them with the institution's prominence. Through use of the ExpertFile platform and collaboration with ExpertFile team, profiles were developed and integrated, meeting tight deadlines and resulting in a more polished and easily discoverable experience for those seeking expertise.


Expert Center


About
Carnegie Mellon University is a prestigious institution celebrated for its pioneering research and interdisciplinary education. With a legacy of innovation, it remains at the forefront of shaping global education and technology.




As a leading public research institution, the University of Florida aimed to enhance its capacity to connect experts with media opportunities. Faced with a challenging and proprietary content platform , the institution needed to provide a more user-friendly way for journalists to engage with faculty and research experts. Aligned with its mission of fostering academic collaboration and knowledge dissemination, University of Florida communications and digital team completely transformed its online presence using the ExpertFile platform. By prioritizing discovery, accessibility and user experience, their team has elevated the visibility and impact of their faculty research and expertise.


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About
The University of Florida, a Top 10 public research institution in the US, fosters excellence in research, education, and service within a diverse community of scholars. Through collaboration and interdisciplinary initiatives, UF empowers students to drive positive change.




Aston University in the UK aimed to elevate its online presence and showcase its faculty expertise effectively across various communities. Seeking to enhance SEO, generate valuable inquiries, humanize research and ultimately improve reputation and ranking, they turned to ExpertFile. Aston University now has a more intuitive, efficient way to profile its faculty and research and increase the awareness of its research with a more diverse global audience through ExpertFile.


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About
Aston University is a prestigious institution renowned for its dedication to innovation and academic excellence. With a rich history of shaping future leaders and conducting cutting-edge research, Aston University continues to inspire and empower students to thrive in a globalized world




To build more market visibility and engagement with its target audience, Western Carolina University (WCU) needed a more intuitive way to present its expertise. ExpertFile enabled them to quickly deploy a searchable directory of faculty experts and then focus on creating shareable expert content on their website and on the broader ExpertFile network to boost visibility. To further boost engagement, WCU has published regular posts complete with faculty interviews and vertical video clips for social media. These programs have helped raise the profile of WCU. boosted internal and external engagement and has been very well received by faculty. .


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About
Western Carolina University (WCU) is dedicated to delivering outstanding higher education, fostering innovation, and inspiring students to realize their full potential through academic excellence and community engagement.




In California's competitive academic environment, UC Irvine needed to boost the visibility of its strong expert faculty while leverage the resources of a small communications team. ExpertFile’s user-friendly platform including customizable workflows and automated tools for adding expert content to their website made showcasing experts easy. Being able to create detailed media-rich profiles and quickly share expert insights allowed UC Irvine to stand out among larger rivals and increase their media coverage. All without straining their resources.


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About
UC Irvine is a leading public research institution known for its top-ranked academic programs and cutting-edge research initiatives. With a focus on innovation and diversity, UC Irvine is committed to advancing knowledge and addressing society's most pressing challenges.






Multiple integrations across research and newsroom sections have significantly streamlined the presentation and management of expert content at Goizueta Business School at Emory University. A more efficient system with delegated permissions has increased internal collaboration, and custom training resources for faculty and staff boost engagement on the platform. The ExpertFile team also provides a range of services such as content updates to save Goizueta valuable time while ensuring its website remains current and engaging, for students, faculty, and visitors alike.


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About
Emory University's Goizueta Business School is a prestigious institution renowned for its innovative curriculum and exceptional faculty. With a focus on experiential learning and global perspective, Goizueta prepares students to become transformative business.




Showcasing the expertise at Southern Utah University has been a key strategy for its marketing team. While not having the advantage of being in a major media market, SUU understood they needed to be more innovative in developing thought leadership and positioning their expertise to build their brand. The ExpertFile platform with its advanced content features allows the SUU team to present a more engaging view of their faculty and their research. It’s helped them boost search rank and garner national media attention, plus it has also helped them engage student prospects.


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About
Southern Utah University fosters student success and personal development through diverse academic programs and resources. Emphasizing innovation, inclusivity, and community engagement, SUU creates a dynamic learning environment for student achievement and societal contributions.



As a top ranked institution, The Virginia Commonwealth University (VCU) School of Engineering wanted to make its faculty research and insights stand out. Just designing a standard faculty directory didn’t meet the mark. ExpertFile enabled VCU to optimize its content resulting in a major improvement in SEO PageRank and website engagement. This improved experience has also boosted inbound inquiries for media sources, academic collaborations and student prospects looking for information on the VCU’s programs.


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About
Virginia Commonwealth University (VCU) is a premier urban, public research university committed to advancing knowledge and improving the human experience. With a diverse community of students, faculty, and staff, VCU fosters innovation, creativity and collaboration.



As a recognized R1 research university, the communications team at Michigan State had the goal to better convey the strength of its faculty research in an effort to boost regional and national media coverage. With the ExpertFile platform their team was able to design a custom implementation fully integrated into the MSU website and streamline the content management and updates to hundreds of faculty profiles - all managed from an intuitive centralized dashboard that saves time for the MSU team.


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About
Michigan State University, a leading public research institution, top in graduate school rankings, is dedicated to advancing knowledge and transforming lives through its commitment to excellence in education, research, and outreach.



As a relatively new institution, Augusta University, the fourth largest university in the state of Georgia had a goal stand out by showcasing the expertise of its faculty and the medical staff within Augusta Healthcare - one of the state’s largest integrated health systems. The communications team at Augusta leveraged the ExpertFile platform, publishing more comprehensive expert profiles. Plus they released regular expert updates that demonstrated the relevance of their experts on topical news stories. The result was a huge boost in SEO PageRank plus regional and national media coverage. All without the need to add resources to their communications team.


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About
Augusta University, a leading academic institution, combines excellence in education, research, and healthcare. With an integrated health system, it fosters innovation, advances knowledge, and improves the well-being of communities locally and globally.



As an R1 institution based in New Orleans, Tulane University has many specialized programs led by their world-class researchers and faculty. The Tulane marketing team wanted to better showcase this faculty expertise to drive media coverage while designing a system that worked best for their faculty. Leveraging the ExpertFile Platform, they created a searchable online hub showcasing participating faculty experts offering more engaging faculty profiles complete with multimedia features and a more intuitive way for journalists to connect to Tulane media sources.


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About
Tulane University, a renowned institution in New Orleans, fosters innovative research, academic excellence, and community engagement. With a rich history of interdisciplinary collaboration, it prepares students to lead and serve in a complex global society.



Are you looking to join the many organizations that are leveraging their employee subject-matter experts as part of a thought leadership and content marketing program? Then consider how you will manage and scale this effort with solutions designed specifically for expertise marketing. ExpertFile has advanced content creation and management tools, customizable workflows, powerful search capabilities, AI features, and flexible integration options, all connected to a broad network of media and speaking opportunities. By streamlining the management and promotion of online expert profiles, we ensure each organization connects with their key audiences like journalists, potential clients, event organizers and many others. Tailored for various industries, ExpertFile addresses each client's unique needs, driving meaningful engagement and visibility for the organization.


The spotlights above are just a small sample of how ExpertFile works with leading organizations every day to enhance expertise and broaden their market reach. Explore industry-specific benefits to learn how ExpertFile can help your organization enhance its market presence and thought leadership. Want to learn more? Visit expertfile.com/getstarted.


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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

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While attending the Expert Finder Systems International Forum (EFS), several notable themes emerged for me over the 2-day event. It's clear that many universities are working hard to improve their reputation by demonstrating the real-world impact of their research to the public and to funders, but it's proving to be a challenging task - even for the largest R1 universities.  Many of these challenges stem from how institutions have traditionally organized their research functions, management systems, and performance metrics.  Engaging faculty researchers in this process remains a significant challenge, despite the need for rapid transformation. While this EFS conference was very well-organized and the speakers delivered a great deal of useful information, I appeared to be one of the few marketing and communications professionals in a room full of research leaders, administrative staff, librarians, and IT professionals. 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Think of them as massive databases that universities use to catalog their intellectual output and demonstrate their research capacity.  These systems matter. They inform faculty promotion decisions, support strategic planning and grant applications, and increasingly, they're what institutions point to when asked to justify their existence to funders, accreditors, and the public. But here's the problem: most RIM systems were designed by researchers, for researchers, during an era when academic reputation was the primary currency. The game has fundamentally changed, and our systems haven't caught up. Let's explore this further. Academic Research Impact: The New Pressure Cooker Research departments across the country are under intense pressure to demonstrate impact—fast. State legislators want to see economic benefits from university research. Federal agencies are demanding clearer public engagement metrics. Donors want stories, not statistics. And the general public? They're questioning whether their tax dollars are actually improving their lives. Yet some academics are still asking, “Why should I simplify my research? Doesn’t the public already trust that this is important?” In a word, no – at least, not like they used to. Communicators must navigate a landscape where public trust in science and academia is not a given.  The data shows that there's a lot of work to be done. Trust in science has declined and it's also polarized:. According to a Nov. 2024 Pew Research study, 88% of Democrats vs. 66% of Republicans have a great deal or fair amount of confidence in scientists; overall views have not returned to pre-pandemic highs and many Americans are wary of scientists’ role in policymaking. While Public trust in higher education has declined, Americans see universities having a central role in innovation. While overall confidence in higher education has been falling over the past decade, a recent report by Gallup Research shows innovation scores highest as an area where higher education helps generate positive outcomes. Communication is seen as an area of relative weakness for scientists. Overall, 45% of U.S. adults describe research scientists as good communicators, according to a November 2024 Pew Research Study. Another critique many Americans hold is the sense that research scientists feel superior to others; 47% say this phrase describes them well. The traditional media ecosystem has faltered:. While many of these issues are largely due to research being caught in a tide of political polarization fueled by a significant rise in misinformation and disinformation on social media, traditional media have faced serious challenges.  Newsrooms have shrunk, and specialized science journalists are a rare breed outside major outlets. Local newspapers – once a reliable venue for highlighting state university breakthroughs or healthcare innovations – have been severely impacted. The U.S. has lost over 3,300 newspapers since 2005, with closures continuing and more than 7,000 newspaper jobs vanished between 2022 and 2023 according to a Northwestern University Medill Report on Local News. Competition for coverage is fierce, and your story really needs to shine to grab a journalist's attention – or you need to find alternative ways to reach audiences directly.  The Big Message These Trends are Sending We can’t just assume goodwill – universities have to earn trust through clear, relatable communication. Less money means more competition and more scrutiny on outcomes. That's why communications teams play a pivotal role here: by conveying the impact of research to the public and decision-makers, they help build the case for why cuts to science are harmful. Remember, despite partisan divides, a strong majority – 78% of Americans – still agree government investment in scientific research is worthwhile. We need to keep it that way. But there's still a lot of work to do. The Audience Mismatch Problem The public doesn't care about your Altmetrics score. The policymakers I meet don't get excited about journal impact factors. Donors want to fund solutions to problems they understand, not citations in journals they'll never read. Yet our expert systems are still designed around these traditional academic metrics because that's what the people building them understand. It's not their fault—but it's created a blind spot. "Impact isn't just journal articles anymore," one EFS conference panelist explained. "It's podcasts, blogs, media mentions, datasets, even the community partnerships we build." But walk into most research offices, and those broader impacts are either invisible in the system or buried under layers of academic jargon that external audiences can't penetrate. Expert systems have traditionally been primarily focused on academic audiences. They're brilliant at tracking h-Index scores, citation counts, and journal impact factors. But try to use them to show a state legislator how your agriculture research is helping local farmers, or explain to a donor how your engineering faculty is solving real-world problems? There's still work to do here. As one frustrated speaker put it: "These systems have become compliance-driven, inward-looking tools. They help administrators, but they don't help the public understand why research matters. The Science Translation Crisis Perhaps the most sobering observation came from another EFS Conference speaker who said it very plainly. "If we can't explain our work in plain language, we lose taxpayers. We lose the community. They don't see themselves in what we do." However, this feels more like a communication problem masquerading as a technology issue. We've built systems that speak fluent academic, but the audiences we need to reach speak human. When research descriptions are buried in jargon, when impact metrics are incomprehensible to lay audiences, when success stories require a PhD to understand—we're actively pushing away the very people we need to engage. The AI Disruption Very Few Saw Coming Yes, AI, like everywhere else, is fast making its mark on how research gets discovered. One impassioned speaker representing a university system described this new reality: "We are entering an age where no one needs to click on content. AI systems will summarize and cite without ever sending the traffic back." Think about what this means for a lot of faculty research. If it's not structured for both AI discovery and human interaction, your world-class faculty might as well be invisible. Increasingly, you will see that search traffic isn't coming back to your beautifully designed university pages—instead, it's being "synthesized" and served up in AI-generated summaries. I've provided a more detailed overview of how AI-generated summaries work in a previous post here. Keep in mind, this isn't a technical problem that IT can solve alone. It's a fundamental communications challenge about how we structure, present, and distribute information about our expertise. Faculty Fatigue is Real Meanwhile, many faculty are experiencing serious challenges managing busy schedules and mounting responsibilities.  As another EFS panelist commented on the challenges of engaging faculty in reporting and communicating their research, saying, "Many faculty see this work as duplicative. It's another burden on top of what they already have. Without clear incentives, adoption will always lag." Faculty researchers are busy people. They will engage with these internal systems when they see direct benefits. Media inquiries, speaking opportunities, consulting gigs, policy advisory roles—the kind of external visibility that advances careers and amplifies research impact. And they require more support than many institutions can provide. Yet, many universities have just one or two people trying to manage thousands of profiles, with no clear strategy for demonstrating how tasks such as profile updates and helping approve media releases and stories translate into tangible opportunities. In short, we're asking faculty to feed a system that feels like it doesn't feed them back. Breaking Down the Silos Which brings me to my main takeaway: we need more marketing and communications professionals in these conversations. The expert systems community is focused on addressing many of the technical challenges—data integration, workflow optimization, and new metadata standards — as AI transforms how we conduct research. But they're wrestling with fundamental communication challenges about audience, messaging, and impact storytelling. That's the uncomfortable truth. The systems are evolving whether we participate or not. The public pressure for accountability isn't going away. Comms professionals can either help shape these systems to serve critical communications goals or watch our expertise get lost in translation. ⸻ Key Takeaways Get Closer to Your Research: This involves having a deeper understanding of the management systems you use across the campus. How is your content appearing to external audiences? —not just research administrators, but the journalists, policymakers, donors, and community members we're trying to reach. Don't Forget The Importance of Stories: Push for plain-language research descriptions without unnecessarily "dumbing down" the research. Show how the work your faculty is doing can create real-world benefits at a local community level. Also, demonstrate how it has the potential to address global issues, further enhancing your authority.  And always be on the lookout for story angles that connect the research to relevant news, adding value for journalists. Structure Expert Content for AI Discoverability: Audit your content to see how it's showing up on key platforms such as Google Gemini, ChatGPT. Show faculty how keeping their information fresh and relevant translates to career opportunities they actually care about. Show Up at These Research Events: Perhaps most importantly, communications pros need to be part of these conversations. Next year's International Forum on Expert Finder Systems needs more communications professionals, marketing strategists, and storytelling experts in the room. The research leaders, administrators and IT professionals you will meet have a lot of challenges on their plate and want to do the right thing.  They will appreciate your input. These systems are being rapidly redesigned - Whether you're part of the conversation or not. The question is: do we want to influence how they serve our institutions' communications goals, or do we want to inherit systems that work brilliantly for academic audiences but get a failing grade for helping us serve the public?

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