Why do you want to position yourself as the expert? Because people look for experts to solve a particular problem, people have more trust in experts, and people are willing to pay more for experts.
Luckily, you don’t have to spend more time and money to get more letters behind your name before others consider you as an expert. Whether you are perceived as an expert depends a large part on how you position yourself – and creating content in your area of specialty is an excellent way of putting yourself in front of your target market as an expert.
Here are a few ways that you can leverage content to build your expert status:
Posting on your own blog regularly is, in my opinion, the easiest and fastest way to accumulate a body of content that will help position you as an expert. The key is to focus on the area of your specialty, go deep and provide relevant and valuable information. Do not write about everything and anything – you may have more people reading your posts at the beginning, but it will do nothing to help you reach your target market – it’s like throwing spaghetti on the wall and hoping something will stick – not effective.
Guest blogging is another great way to expend your reach and put your expertise in front of more people. Select websites that share your target audience to contribute to. Make sure you include in your submission a bio – a brief description of your services and your expertise, and let people know how to find you by including your website URL. You can also use this an opportunity to grow you list by directing people to sign up for your free gift – which is another way to grow your business with content.
Having a “book” is a great way to boost your expert status. Good news is, you don’t have to start from scratch. Pick a topic that resonates with your target audience, create an outline, and then look through your blog posts, articles, and anything else you have written. You should be able to compile these content together to form a good part of the book. Now you can see what you are missing and create content to fill in the blanks.
Video with content covering your area of specialty not only positions you as an expert, but also increases the “like, know and trust” factor by giving your audience a face and a voice to relate to. You can create video from your blog post content, or you can do “video blog”. Don’t worry about having a lot to say – in fact, you want to keep it short and sweet so that you audience will actually watch your video (for me, I usually just file the item under “to catch up later” if the video is too long – which of course, rarely gets watched). When you post your video on YouTube (you should, it’s the second most searched site on the interwebs), make sure you include relevant keywords indicating your area of expertise so that people can find you.
When you share your knowledge using an information product, people would see you as an expert because you are teaching something. If you have been writing and talking about your topic of expertise for a while, you probably don’t have to start from scratch. Pick a hot topic, create an outline, and then look through the content that you have already created. Compile your existing content and then you will be able to see what materials you need to generate to fill the gap.
Info Flyer for Referral Partners
Your referral partners are probably regarded as an expert by their clients or patients. If they share the information written by you with their clients, you will very likely be considered as an authority. You can appropriate your existing content, such as blog post, into a flyer format, which you can distribute to your partners to share with their clients. You are helping them add value to what they are giving their clients, while positioning yourself as a resource for their clients (your potential clients). Don’t forget to add some information about your services on these flyers – your area of expertise, information about your services, how to learn more and how to contact you.
You don’t have to create fresh content for each of these media – people who see your videos may not come across your blog posts. Your eBooks and your information products can be a compilation of your best blog posts on a specific topic – most people would not have read all your blog posts, and even if they do, they would appreciate having all the relevant information in one place in the case of an ebook, or paired with additional information and resources in the case of an information product.
Don’t be shy – look through what you have and you will be surprised how much you have to share!