You’ve decided to share your expertise to improve your business prospects. You’ve settled on a brand for your messages. Now, it’s time to start creating and releasing content. As an expert, your job is to create content that delivers value to your customers and your clients through the lens of your brand. It’s a fairly simple, straightforward process; but, make no mistake, simple is not the same thing as easy.
Consider, for example, the expertise you want to share. If you are trying to attract a lay audience, you have to share your expertise in a way that informs your audience and establishes or confirms your expertise. Pride may entice you to share complicated messages with your audience. The trouble is that your messages may be over the heads of your target audience, creating confusion instead of value. You have to break your messages down into components your audience can understand and appreciate.
On the other hand, you want your messages to add value to your products and services. You don’t want your messages to replace the products and services you have to offer. If you are a handyman or a contractor, one way to share your expertise is to walk your audience—step-by-step—through home improvement tasks. By sharing your knowledge and empowering your audience to complete DIY projects, you are exhibiting your expertise, but you are also taking away potential business. This can become a difficult line to walk. You need to offer up enough value to confirm your expertise and to engage your audience, without detracting from the work you want to do yourself.
Each expert needs to find their own path through the content marketing challenges that will present themselves. Your expertise should be unique, based on the market you are trying to serve and what you really want to offer. Navigating these choices can be difficult and the trade-offs aren’t always obvious, which is why it’s important to plan your content marketing strategy ahead of time.
If you are willing to do what it takes to offer expertise-driven content to a targeted audience, you can transform your business. But you don’t have to do it alone. I can help. Mention this post and you’ll get a discount.