An Exciting Rebranding for One of My Favorite Clients

As readers of this blog may have noticed, for more than a year I have run a paid promotion at the upper right corner of this website for Speakerfile, a tech company based in Toronto. They operate a web platform with smart software that connects conference organizers and meeting planners to authors and experts who speak in public. The ingenious software ensures powerful search capabilities, so speakers and experts are found readily by people eager to discover them. I think they run a great service, and so have really been proud to feature them prominently on my website, while also representing them to the book industry–publishers, authors, publicists, and literary agents. Having long described themselves as an expert visibility platform, it is therefore a natural evolution that has now led the company to officially rename themselves as Expertfile. In an announcement on their website company CEO Peter Evans says,

Switching our brand to ExpertFile underscores how we are aligning with a larger shift in the market. In working with organizations such as Cleveland Clinic, ADP, Constant Contact, [and] the Word of Mouth Marketing Association (WOMMA) . . . we've seen first-hand how content marketing and thought leadership has become a major priority. While speaking at industry conferences is important to thought leadership programs, it is only one dimension of how organizations build visibility and authority. Driving online engagement with their experts is proving to be essential to thought leadership. But most marketing departments lack the tools to unify and publish a yard sale of expert content—assets that remain fragmented across a variety of social and rich-media channels.

In a company press release Evans added, In working with thousands of experts and Fortune 500 organizations, we are discovering a major unmet need among even the largest of enterprise customers. Our move to ExpertFile is a natural evolution to a full enterprise platform that helps organizations promote and manage their expert content—to build visibility and authority in their industries without the complexity and drama of building custom applications.

In keeping with the change, their Twitter handle has changed to @ExpertFile, and they have a new ExpertFile Facebook page, which I invite you to 'like.' If you're interested in learning more about how the company operates and how they work with individuals and organizations, you can sign up for free online demos via this link. Their new logo is now in the promo on this site, and clicking on it will lead you directly to the Expertfile website. I'm really excited to see this dynamic client of mine evolving in exciting new directions, and I look forward to continuing to introduce to my book business contacts, old and new. If you'd like to know more about Expertfile, please let me know.

 

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