In the previous series, we talked about a product-focused content strategy. In short, with it, you need to describe the features of the product as thoroughly as possible.
Review the strategy and decide if it fits your product: How to write content that sells. Part 1
But what if the value of the product isn’t quite clear to the customer?
There are products where, no matter how thoroughly studied, you can never be completely sure of the outcome. For example, a financial advisor can write all the right things on his website, saying that he carefully analyzes securities, has a lot of reliable insiders, and much more. But a potential client will still have doubts about whether the advisor knows what he’s writing about.
With such products, you need to build trusted expertise in your field. This requires long and open sharing of useful materials. For example, investors write where they invest, marketers share promising advertising platforms.
Strategy 2: Expertise
This content marketing strategy usually means that the expert attracts a lot of non-targeted traffic. Usually, these are industry peers or an audience interested in the field but not in your specific product.
The marketer is usually subscribed to by other marketers. The investor will be read by all sorts of freeloaders waiting for signals.
But actually, this is all good. Non-targeted audiences create social capital. Potential clients see that an expert has the trust of thousands of people. That he is recommended by his subscribers to their acquaintances.
Therefore, an expert needs to create content for both regular viewers and those who might become customers in the future.
Here’s what it might look like.
What are the expert content strategy formats?
Social media expert posts
Sharing observations and conclusions, analyzing the market situation, and showing the results of your work with comments and explanations of why the results turned out the way they did. Unsuccessful results with reflection also go.
Tip: narrow down the topic of your blog to one that you’re really good at. You will have a clearer positioning, and potential customers will be able to reach you much easier when they have inquiries.
Expertise is closely linked to familiarity. Someone who isn’t afraid to publicly take responsibility for the outcome is always trusted more. Besides, the audience is drawn to charismatic people, and a live performance is the best way to show off your charisma.
Webinars should be conducted on both “evergreen” and “momentary” topics.
Evergreen webinars can be repeated from time to time, or you can place a recording in the public domain, so that the professional audience can be added.
Webinars on “momentary” topics help reach new audiences through hot infomercials.
It’s a free way to reach a new audience. Because advice like “Run an expert LinkedIn channel” sounds great, until the question arises, “Where do we get readers?”
You can spend money on advertising, or you can write media articles and get subscribers for free.
Media articles aren’t only good for getting subscribers, but also for getting instant sales with existing customers. They read the article, understand that you understand the topic, and contact you to solve their problem.
Here we can also mention guest posts, which you can read more about here: Guest Posts: A Win-win Marketing Tactic