How your content can position you as the expert in your field.
It’s one of the questions I’m frequently asked, by business leaders and CEOs alike: how do I position myself as a thought leader in my industry?
And here’s why they want to know:
They understand that, when you’re up against a sea of competition, standing out is vital. They know that when their ideal clients view them as leaders in their field, they’ll seek them out, they’ll listen to them, they’ll trust their advice, and ultimately they’ll buy their products and services.
But how exactly do you position yourself as a thought leader?
Your marketing content is an excellent place to start.
4 ways to use your content to establish your expertise.
1. Create consistently high-quality content.
If you want to create a buzz around you and your organization, it isn’t enough to share the occasional piece of helpful content or how-to article.
Whether your preferred marketing vehicle is a blog, a podcast, or a YouTube channel, your content needs to be exceptionally high-quality, it needs to be thought-provoking, it needs to offer ground-breaking insights, and it needs to demonstrate your wealth of experience.
And while that might sound like a lot of hard work, rest assured that it will pay off.
2. Amplify your content.
By consistently showing up via your content, you’ll be building brand awareness and you can amplify the benefits of this by encouraging readers/listener/viewers to subscribe to your email list, increase your audience by sharing your expertise on other influencers’ blogs or podcasts, or even collate your content into a book — because nothing says “expert” like having authored a book on your chosen topic!
2. Make the most of your social proof.
If you want to see your sales figures increase, brand awareness alone isn’t going to cut it — you also need to find a way to increase your brand authority and convince people that they can trust you to deliver.
One of the most effective ways to do this is to leverage your social proof in your marketing strategy.
There are numerous ways to include social proof in your content: from including brief customer quotes in your social media graphics, to creating entire case studies that highlight the problems you’ve solved for previous customers, your testimonials are invaluable for proving your expertise to those engaging with your content. Even more so if you’ve worked with impressive or well-known brands or have an influencer or two to champion you and your work.
Highlighting reviews and ratings can also go a long way to creating trust — even the not-so-great ones. By acknowledging the times things haven’t gone so well, and showing your commitment to constant improvement, you instantly boost your credibility.
4. Offer up your expert advice.
People are often looking for quick, effective advice online and if you’re the one who consistently shows up with solutions to their problems, you quickly gain a reputation for being knowledgeable, helpful, caring, and trustworthy — key qualities that people look for in the people they do business with.
Social media is a great place to start; you could try using hashtags to find people who are asking questions about your field, join industry-related Facebook groups, or seek out relevant conversations on LinkedIn and share your insights and experience.
When people reach the point where they’re ready to invest in a paid service, they’ll remember your kindness — and your knowledge — and you’ll instantly shoot straight to the top of their list.
Building your reputation and authority in this way will take a little time and planning. However, given that being seen as an industry expert is one of the best ways to generate leads, forge strong consumer relationships, and win sales, it’ll be well worth the effort.
If you’re ready to up your marketing game, boost your brand authority, and make more sales, we’re here to make that happen for you. Contact us now to find out how we can help.