For the latest Smart Cookies Breakfast Club, Rin Hamburgh (founder of copywriting agency Rin Hamburgh & Co) shared her top tips on how to be seen as an expert.
You know that you and your team are great at what you do. You know the product or service your business offers is exceptional. The problem is, you’re having trouble getting the word out.
In this Smart Cookies session, Rin looked at 7 types of content industry experts create and share to build their business reputation, and shared her top tips on how to be seen as an expert.
You can watch the replay below or read on for a summary (and download Rin’s full guide on how to be seen as an expert here →.
The 7 types of content industry experts create and share to build their business reputation
We are living in a knowledge economy – expertise is what sells. But, how do you prove your expertise to people?
1) Original content
The key here is to show, not tell, through expert-led content. Rin defines expert-led content as:
“Anything you can create or share that helps shift people’s perception of you and your business towards that expert status”
She deliberately uses the word or here, as it doesn’t necessarily have to be content you’ve created yourself. The most important factor is to let potential customers experience your expertise.
When you’re walking through a market and a cheese stall claims to have the best cheese in the world, they’ll have tasters set up so you can experience what they’re talking about. You wouldn’t just take their word for it and make a purchase!
In order for people to experience your expertise, you need to create different types of content.
The first type is original content. Original content can include blog posts, videos, infographics, checklists, guides, eBooks, white papers and webinars.
2)Secondary (transitory) content
Then we have secondary (transitory) content where there are loads more channels to share this sort of content. You can share your expertise via Snapchat, Facebook Live, Instagram TV, social posts and stories. The key here is to really understand your audience and where they hang out and consume content, and what they’re interested in.
Getting other people to tell the world you’re an expert
3) Testimonials and case studies
When you offer a service or product that’s less tangible than say, a piece of art that you can upload for the world to see, testimonials and case studies are a fantastic way of demonstrating that you’re good at what you do for someone thinking of becoming a customer.
Having direct quotes from your customers about the work you’ve done for them is much more valuable than you saying “we did x for this company”.
4) PR Wins
Another way to show that you’re an expert is to highlight your PR wins. Whether these are awards you’ve been shortlisted for (or better yet, won!), articles you’ve written that have been featured on other sites or publications or giving talks/presentations for other businesses.
In your mix of content you want to be adding value and being helpful for your potential customers. Winning awards is great, but if that’s all you’re sharing people will tire quickly. Show your expertise is up to date by sharing news and views…
5) News and views
If a certain article has caught your eye in your industry press, or you see an interesting hashtag trending, share this with your network. Put it out there with your opinion on it – this showcases other people’s stuff and shows that you’re up to date and reading the relevant things in your industry. By sharing your opinion you’re solidifying your position as an expert by demonstrating that you’re knowledgeable about this topic area.
6) Behind the scenes
Again this is about showing that you’re up to date with what’s going on in your industry. If you’re at a conference, demonstrate this through your content. Behind the scenes, content helps remind people of who you are and what you’re up to and offer proof of your expertise.
7) Know and engage with other experts
Whether we like it or not the people we hang out with or engage with will influence others’ opinions of us. This is secondary to the learning and connecting, but naturally will affect customers perceptions. Guest posting is another great way to blend this network – ask if you can be featured on others blogs and return the favour!
And that should help you create and share content that will position you as an expert! A big thank you to Rin for such an engaging session – you can find out more about Rin’s award-winning copywriting agency on their website, follow them on Twitter or connect with Rin on LinkedIn.
Why not join us at our next Smart Cookies Breakfast Club session? Bitesize chunks of top quality content to help you take your business to the next level, all before 9 am!