Featured Post from ExpertFile

How to create an engaging online presence for your experts at scale.

4 Focus areas to maximize impact... while minimizing time and resources.

May 7, 2025

8 min

Robert Carter
CaptionResizeWrap TextRemove


Tasked with creating or expanding how you promote your organization's experts? Delivering an engaging online presence is vital, yet scaling from a handful of experts to hundreds takes planning. While interesting content, modern layouts, and intuitive navigation are essential, the real test lies in managing and presenting the extensive knowledge each expert brings. What works for a few can become a complex, time-consuming, and costly endeavor as you attempt to scale to dozens or hundreds of experts and their content, leading to an underwhelming user experience and missed opportunities. These challenges are magnified as small marketing and digital teams face greater demands such as:


  • How do I create and maintain up-to-date content for all my experts?


  • How can I efficiently roll out this content across my website, beyond just the About Us/Team or Newsroom sections?


  • How can I best facilitate audience interaction with my content, leading to valuable opportunities for both my experts and my organization?


And perhaps most importantly…


  • How can I minimize the use of marketing and digital resources, as well as costs, in building and maintaining all this content?


Addressing these challenges requires a plan. The following highlights 4 areas to focus on when scaling your expert content to ensure an engaging user experience for your audience.

1. Create versatile content that’s engaging, timely, and relevant.


The foundational importance of the quality and versatility of your expert content in designing an optimal user experience cannot be overstated. According to a recent report from the Content Marketing Institute, the majority 52% of B2B marketers plan to increase their marketing spend in 2025 on “thought leadership content”. This underscores the necessity of making relevant, high-quality expert content the backbone of delivering engaging and intuitive interactions with your visitors.


CaptionResizeWrap TextRemove


Without this focus on content, it doesn’t matter how visually appealing your layouts are or how well structured your navigation, it won’t meet the needs of your audience. Expertly crafted content builds trust and credibility, as users perceive well-organized, comprehensive and authoritative information as a sign of a reputable organization with interesting and credible experts.


"Content precedes design. Design in the absence of content is not design, it’s decoration".


Jeffrey Zeldman - Renowned designer, author & speaker on web design.


Ultimately, the integration of high-quality, versatile content into UX design is essential for creating meaningful and effective digital experiences that meet and exceed your visitor’s expectations.


Keys to Scaling


  • Share the Workload: Make content creation and management easier by using a purpose-built system that streamlines content creation and updates, vs custom designed page or need to provide access to the core CMS. Ensure the system allows multiple team members, including the experts themselves, to easily access and manage their content, making the process quick and efficient.


  • Repurpose Existing Content Assets: According to the Content Marketing Institute, the failure to utilize pre-existing content is significant challenge (37%) impacting marketers' ability to scale. Leverage existing content assets, such as blog copy & imagery, and previously created videos, to enhance your expert content. This approach allows you to enrich your content without the need for expensive production, making the most of the resources you already have.
CaptionResizeWrap TextRemove


  • Leverage Your Content Elements Together or Individually: Each content element should enable visitors to explore deeper insights from experts. Linking profiles to embedded videos and insightful posts or showcasing other experts within your organization can offer new and diverse perspectives. This approach enhances user engagement and provides a richer, more interactive experience.



2. Start with a home base, then grow your footprint.


Creating a home base for your expert content, such as an "Expert Center" or "Speakers Bureau," within your website's newsroom or media section, or enhancing your "About Us" pages, can significantly elevate your organization's profile and improve user experience. This hub could also be tailored to highlight specific areas like "Research Expertise," depending on your primary audience—be it media, event organizers, or prospective clients. Establishing this destination for your expertise using a flexible integration option, not only provides a focal point for your owned content but also lays the groundwork for expanding your reach across your website. By categorizing and featuring your expert content strategically, you can engage a broader audience across various sections of your site.


"Your website’s content should act as a doorway. Land new visitors with compelling stories, then expand their engagement by guiding them to explore more relevant content tailored to their interests." 

Ann Handley, Chief Content Officer, MarketingProfs



Keys to Scaling


  • Establish & State Clear Objectives - Ensure you prominently state the goals of your initiative—whether it’s combating fake news, serving the community, or showcasing your organization's breadth of expertise. Clearly outline the types of inquiries you’re seeking to attract. This transparency not only sets expectations but also aligns visitors with your mission, fostering trust and engagement.


  • Invest in Fresh Content - To keep your expert content hub dynamic and engaging, continually invest in new content. Regularly feature new experts and insights to encourage visitors to bookmark and frequently visit your site. Implementing a centralized, multi-access platform for content updates will streamline this process, making it scalable and sustainable.


  • Link to Related Content - Utilize your expert content hub as a gateway to other areas of your website. Create links to related content, such as research initiatives, to help visitors explore and engage with your broader expertise. This not only enhances the user experience but also maximizes the value and reach of your content across your site.



3. Always be thinking about Discoverability


Creating expert content—from compelling profiles to thought leadership—is only valuable if it’s easy to find. If visitors can’t quickly locate the expertise they need, frustration sets in and user experience suffers. To make expert content truly effective, it must be optimized for search engines, clearly organized, and internally linked. This is especially important for audiences like media, event organizers, and potential clients who rely on quick access to credible information. Prominently featuring and properly tagging expert content boosts visibility, builds authority, and drives meaningful engagement.


Keys to Scaling


  • Homepage/Top-Level Navigation: Don’t rely solely on a menu option or link buried in a subsection like your Newsroom. Featuring menu items, graphics, and other call-outs on your homepage and main section pages will increase interaction and inquiries.
CaptionResizeWrap TextRemove


  • Leverage Distribution Networks: Drive traffic to your expert content by promoting your experts and their insights on platforms like LinkedIn, Twitter, and expert-specific search engines like expertfile.com or mobile expert directory apps.


  • Add Free-Form Google-Like Search: Provide visitors with a free-form search experience that encompasses all elements of your expert content, rather than just a series of tags, titles, and names.


  • Ensure All Metadata is Available: Let Google do the heavy lifting by ensuring you have properly structured metadata and schema data for each piece of expert content. While most digital teams remember standard title and description metadata, powerful schema data that helps Google understand the context and authority of the content is often overlooked.


  • Add Links to Common Recurring Communications: Leverage all your communication channels, including adding links to your About Us section in press releases and individual experts’ email footers.




4. Plan for your Success


It is important to plan for the success of your Expertise Marketing program. A successful program will not only deliver valuable opportunities, helping drive reputation and revenue, but can also place increased demands on your marketing and digital teams, as well as your experts themselves. Your success will likely inspire interest from other experts or departments for inclusion in your program, necessitating tools and defined processes for efficient onboarding of new experts and integrations across your website. Equally important is managing the influx of inquiries from key audiences such as the media, event organizers, and prospective clients in a way that provides a seamless user experience and encourages repeat engagement. Addressing these challenges with a strategic approach will lay a solid foundation for a robust and scalable expertise marketing initiative.


Keys to Scaling


  • Inquiry Workflow: Putting a general email or phone # as a contact does not scale. Implementing an efficient inquiry workflow is essential for the success of your expertise marketing. This process starts by ensuring that inquiries from key audiences—such as media, event organizers, and potential clients—are promptly and accurately directed to the appropriate experts within your organization. An automated system can streamline this process by categorizing inquiries based on specific topics and routing them to the relevant experts, even filtering out unnecessary or harmful inquiries. This approach not only saves time but also ensures swift and professional responses, enhancing your organization's reputation and effectiveness.


  • Capture and Act on Analytics: Continually monitoring your analytics is crucial for refining your content strategy. By analyzing which types of content and which experts resonate most with your audience, you can better plan future content creation and decide who to feature prominently. This data-driven approach allows you to tailor your expertise marketing efforts more effectively, ensuring that you consistently engage your audience and meet their needs.


  • Share Your Success - By sharing your experts' achievements both within and outside your organization, you create a culture of recognition and aspiration. This not only encourages additional departments and experts to join your program but also enhances the overall value of your expert center. Expanding your program to include more experts and additional expert content transforms your website into a valuable destination for key audiences such as media, event organizers, and potential clients. Effective dissemination of success stories amplifies your reach, reinforces your organization’s credibility, and drives sustained engagement and growth.


Successfully scaling your Expertise Marketing program while maintaining an optimal user experience presents unique challenges. It requires producing versatile, high-quality content that is consistently engaging and relevant. Establishing a centralized home base for this content, such as an "Expert Center," helps streamline navigation and enhance user interaction. Improving discoverability through effective SEO and internal linking ensures that your expert content is easily accessible to key audiences like media and event organizers. Finally, meticulous planning for content updates and inquiry workflows is essential to manage resources efficiently and sustain growth. By addressing these areas strategically, you can build a robust and scalable Expertise Marketing initiative that drives engagement and reinforces your organization's reputation.




About ExpertFile


ExpertFile is changing the way organizations tap into the power of their experts to drive valuable inquiries, accelerate revenue growth, and enhance their brand reputation. Used by leading corporate, higher education and healthcare clients worldwide, our award-winning platform helps teams structure, manage and promote their expert content while our search engine features experts on over 50,000+ topics.


Download our "Guide to Expertise Marketing", book a demo and more here.

Connect with:
Robert Carter

Robert Carter

Co-Founder & VP Product

Focussed on delivering innovation that unlocks the hidden expertise within all organizations.

Reputation ManagementBrand DevelopmentMarketing CommunicationsExpertise MarketingMarket Research

You might also like...

Check out some other posts from ExpertFile

3 min

#ExpertSpotlight: Why Do We Eat Turkey at Thanksgiving?

Thanksgiving is all about tradition — family gatherings, fall colours, and the annual moment where someone at the table says, “I swear the turkey was bigger last year.” But why this bird? Why not ham, roast beef, or something simpler that doesn't require hours of basting, brining, and YouTube tutorials from chefs with suspiciously perfect kitchens? It turns out, the turkey’s rise to holiday fame is a tale packed with practicality, politics, early marketing, and a few misconceptions that have stuck around longer than the leftovers. Turkey: The Accidental Icon While popular myth suggests the Pilgrims dined on turkey in 1621, historical accounts are vague. They definitely ate wild fowl — which could’ve been turkey, duck, or goose. But practical realities sealed the deal later on: Turkeys were plentiful: In the 1800s, wild turkeys roamed North America in massive numbers. They were big, available, and cheaper to raise than cows or pigs. Big bird = big table: A turkey could feed a crowd without sacrificing dairy-producing animals. Practicality wins again. Seasonal timing: Turkeys matured in the fall, just in time for an annual feast. Nature set the menu before Pinterest ever could. Sarah Josepha Hale: The 19th-Century Queen of Thanksgiving One of the biggest reasons turkey ended up on the national table? A woman named Sarah Josepha Hale — journalist, author, and relentless advocate for making Thanksgiving a national holiday. Hale spent decades campaigning, writing hundreds of letters, and filling her magazine with Thanksgiving recipes (including turkey). When Abraham Lincoln finally proclaimed the first national Thanksgiving in 1863, Hale’s influence helped cement turkey as the centrepiece. In other words: The “Mother of Thanksgiving” was also the Mother of Modern Turkey Marketing. The Power of Tradition (and Leftovers) By the 20th century, turkey was the default. Norman Rockwell painted it. Grocery stores promoted it. Manufacturers created special roasting pans for it. And millions of families quietly wondered whether it was worth the effort. Yet the turkey holds its place because: It symbolizes abundance It satisfies enough people to avoid mutiny Its leftovers power the real Thanksgiving tradition: sandwiches Great Story Angles for Journalists The forgotten role of Sarah Josepha Hale — the woman who shaped a national holiday How turkeys became big business — and how Thanksgiving drives Canada/U.S. poultry economics Turkey myths vs. facts — no, tryptophan alone doesn’t knock you out How immigrant communities reinterpret Thanksgiving menus What the “perfect” turkey says about North American food culture Why It Matters Today Thanksgiving remains a cultural anchor — a moment where millions gather over a shared meal whose main dish has become iconic, symbolic, and occasionally overcooked. Understanding how turkey became the star of the table opens conversations about food history, national identity, environmental sustainability, cultural adaptation, and of course… the annual debate over stuffing inside or outside the bird. For journalists exploring food history, cultural traditions, or holiday trends, culinary experts on ExpertFile can provide deeper context, historical insight, and delicious perspectives to bring your stories to life. Find your expert here: www.expertfile.com

4 min

Lighting the Fires of Memory: The History, Meaning and Modern Significance of Memorial Observances

In the United States, United Kingdom and Canada, special annual days of remembrance bring into focus a simple yet profound truth: societies mark the sacrifice of those who died in military service so that past and future generations will not forget. These observances are layered with history, symbolism and evolving practice. Origins & Historical Development United States – Memorial Day Memorial Day began in the aftermath of the American Civil War. One of the earliest national observances took place on May 30, 1868, when John A. Logan, Commander-in-Chief of the Grand Army of the Republic, proclaimed “Decoration Day” to honour the Union dead by decorating their graves. The date was chosen because spring flowers would be in bloom across much of the country. Over time, as the United States engaged in further conflicts, Decoration Day evolved into a broader day of honouring all U.S. military personnel who died in service. In 1971, Congress made Memorial Day a federal holiday observed on the last Monday of May. United Kingdom and the Commonwealth – Remembrance Day Remembrance Day, also known as Armistice Day, originated from the end of the First World War and is observed on November 11. It commemorates the armistice signed at the 11th hour of the 11th day of the 11th month in 1918. In Britain and the Commonwealth, the red poppy became the enduring symbol of remembrance, inspired by the poppies of Flanders fields and popularized in the years following the war. Canada – Remembrance Day Canada also observes Remembrance Day on November 11. The observance dates back to post-WWI traditions and was officially adopted by Parliament in 1931. It honours the more than 118,000 Canadians who have made the ultimate sacrifice among the 2.3 million who have served in uniform. Meaning and Symbolism At their core, Memorial Day and Remembrance Day are about memory, sacrifice, duty, and gratitude. They serve as communal rituals: visiting cemeteries and memorials, placing flowers or wreaths, holding moments of silence, and wearing symbols like the poppy. In the United States, the act of decorating graves carried not only personal remembrance but also civic pride—honouring those who laid down their lives for their country. In the United Kingdom and Canada, the poppy remains a powerful visual reminder of both the human cost of war and the enduring hope for peace. Modern Significance These observances offer societies a chance to pause, reflect, and connect past sacrifice with present freedoms and responsibilities. In the United States, Memorial Day has also come to mark the unofficial start of summer. Still, national initiatives such as the National Moment of Remembrance invite Americans to refocus on solemn reflection. In Canada and the United Kingdom, Remembrance Day remains deeply ceremonial, marked by two-minute silences, wreath-layings, and public education about the sacrifices of war. For all three nations, these days foster inter-generational understanding—educating younger people about service, sacrifice, and the peace that followed—while reminding governments and citizens alike of ongoing obligations to veterans. Why It Matters to U.S., British, and Canadian Peoples For Americans, Memorial Day symbolizes how unity, freedom, and democracy have been defended and preserved at great cost. For Britons and Canadians, Remembrance Day binds their shared histories of service in global conflicts, linking national identity with sacrifice and resilience. In Canada especially, the day has evolved into a moment not just of military remembrance, but of reflection on what it means to serve a country and commit to peace. Across all three nations, these observances allow public acknowledgment of loss and courage, while anchoring civic values of duty, freedom, and gratitude. Key Themes and Story Angles Continuity and Change: From Decoration Day to Memorial Day, from Armistice Day to Remembrance Day—how the meaning endures through time. Symbols and Rituals: Poppies, wreaths, silences, and ceremonies as expressions of collective memory. Commercialization vs. Solemnity: Balancing commemoration with modern traditions such as travel and leisure. Generational Awareness: Passing remembrance to younger audiences through schools, media, and veterans’ stories. Veterans and Contemporary Service: Linking remembrance with ongoing commitments to those who serve. Community Connection: How towns and cities mark remembrance through local parades, services, and shared stories. Memorial Day and Remembrance Day are more than calendar observances—they are living rituals of collective gratitude. They invite reflection on what has been given and what must be preserved. For the United States, the United Kingdom, and Canada, these days stand as enduring reminders of courage, unity, and the price of peace. Connect with our experts about the history, meaning and modern significance of memorial observances: Check out our experts here : www.expertfile.com

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

View all posts
Powered by