Robert Carter
Co-Founder & VP Product
- Toronto, Canada Area ON CANADA
Focussed on delivering innovation that unlocks the hidden expertise within all organizations.
Contact More Open optionsBiography
At ExpertFile, we understand the critical role that expertise marketing plays in driving both reputation and revenue for organizations. As Co-founder and VP of Product at ExpertFile, I am focussed on delivering innovation that unlocks the hidden expertise within all organizations, helping both large and small organizations better connect with key audiences.
With powerful management, distribution, and promotional capabilities, we help drive reputation by seamlessly connecting your experts with valuable media, event, and business opportunities. As the only purpose-built platform for expertise marketing, we effortlessly integrate with existing technologies, ensuring our clients can optimize how they profile their experts and showcase their expert insights.
Trusted by prestigious academic, healthcare, and corporate institutions, ExpertFile has consistently proven its value in driving market visibility and quality connections. Our innovative approach has not only been recognized by industry leaders but also validated by the tangible results our clients achieve and prestigious industry recognition.
Take a look at how we're helping organizations achieve their Expertise marketing goals: https://exprt.co/success
Areas of Expertise
Spotlight
July 30, 2024
3 min
May 07, 2025
8 min
May 28, 2024
11 min
Social
Sample Talks
Brand Strategy & Market Positioning
A brand isn't just a logo or tagline. It isn't just advertising. It’s a promise of value you deliver to customers. In an over-communicated world, great brands are the mental file folder that customers access when making the most complex of buying decisions.
Market Driven Product Management
It starts with understanding what organizations really have in terms of market potential and ability to serve customers. Learn how to identify the most urgent pain-points and requirements in a disciplined process of bringing a product to market.
Marketing Research: A Practical Approach
Understanding the core elements of quantitative and qualitative tools and methods that create relevant insights to drive real-world business decisions.
Fundamentals of Market Segmentation
From selecting to communicating your segments to key stakeholders. An introductory look into the the topics and tools needed to better define your market.
Education
University of Guelph
MSc.
Marketing Management / Research
Laurentian University/Université Laurentienne
HBComm
Marketing
Links
Answers
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How does expert content work with AI?
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Expert content works with AI in powerful, complementary ways—enhancing both discoverability and credibility. Here's how:
- Training & Context: AI systems rely on authoritative content to learn accurate, high-quality information. Expert-generated content helps improve AI outputs by serving as a trusted source.
- Summarization & Amplification: AI can analyze expert content to generate summaries, social posts, email campaigns, or FAQs—amplifying reach while preserving credibility.
- Search & Matching: AI-powered search tools use expert content to match users (e.g., journalists, customers, event planners) with the most relevant expertise faster and more accurately.
- Personalization: AI can use expert insights to tailor content recommendations to individual interests or roles, increasing engagement.
- Verification & Trust Signals: Content backed by verified experts gives AI-driven platforms (like search engines or news feeds) strong trust signals, boosting visibility and user confidence.
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What defines an expert?
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An expert is someone who possesses deep knowledge, skills, or experience in a particular field, typically gained through years of study, practice, or research. What defines an expert is not just their qualifications or credentials, but their ability to apply that expertise to solve problems, offer insights, and communicate their knowledge clearly to others.
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How does expert content improve SEO?
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Expert content improves SEO by enhancing a site's relevance, authority, and trustworthiness—key factors in search engine ranking. Here's how:
- Relevance: Expert-driven content tends to be more in-depth and focused, naturally incorporating keywords and phrases users are searching for.
- Authority: When credible experts share insights, it boosts your site's perceived authority, especially if they are cited, quoted, or linked to by other reputable sources.
- Trust (E-E-A-T): Google's algorithm favors content demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness. Verified expert content directly supports all four.
- Engagement: Well-written expert content keeps users on your site longer, reduces bounce rates, and increases shares—all signals that can positively influence rankings.
- Backlinks: High-quality expert insights are more likely to attract backlinks from other websites.
