Many of our clients have a common goal when it comes to their content marketing: they want to establish themselves as experts in their fields. It makes sense – most of us would rather hand our money over to an expert than someone who only set up shop last week, right?
The thing is, you can be the most experienced and knowledgeable person or brand in the world, but if you don’t communicate that properly then you’re not going to attract the clients you want. You need to let people know you have what it takes – but without sounding patronising or boastful.
Here are three types of content you can share that will help you establish your expertise in a natural way, with the added bonus of being beneficial to your target audience.
Original ‘how to’ features
This kind of content is a great example of putting ‘show don’t tell’ into practice. You don’t have to say, “Hey, I’m really good at personal training” if you’re giving someone a helpful step-by-step guide to improving their stamina in the gym, or a handy five point plan that will see them knocking minutes off their personal best at this weekend’s Park Run. How to features can be formatted as blog posts, but because they’re usually evergreen they also make good white papers, downloads and even infographics.
Industry news and trends
Where a how to feature shows you know what you’re doing, sharing content around industry news and trends shows that you have your finger on the pulse. If you’re an expert designer and seamstress but have no idea who’s doing what at London Fashion Week, you probably won’t have much luck convincing anyone you’re at the forefront of the catwalk trends. Posting links to relevant news articles and blog posts, retweeting key industry figures and summarising seasonal trends can all give you that extra level of credibility you need to establish yourself as an expert. Sharing trends from your own experience is just as useful – when John Lewis released a statement in 2011 about how much their yarn sales had increased by over the previous year, it became the go-to statistic for every news article on the knitting craze and got them some fantastic PR.
Opinion and commentary
This takes the industry news idea to a new level. It elevates you from someone who is well informed to someone who is well enough informed to have something to say on the matter. Think about how you might be able to bring a fresh perspective to a current issue, or even how you could weigh up the various arguments currently being discussed. You can share opinions via social media, your blog or even in the media. Journalists are always looking for expert commentary, so engage with them on social media (look for the #journorequest hashtag on Twitter, for example) or consider sending a press release.
Of course, being seen as an expert is only going to work if you actually are an expert. Authenticity is an absolute essential for every brand these days, so if you don’t know something then don’t pretend. As the old saying goes, you’re better off keeping your mouth closed and letting people think you’re a fool than opening it and removing all doubt!
If you want to put your blog in the hands of an expert, contact Rin Hamburgh & Co today.
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