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Sometimes I get frustrated at the growing number of professionals who are looking for marketing advice, asking how to become expert in their field as a way of attracting clients. Now there is nothing wrong with becoming an expert but it's not suitable for everyone and not possible for everyone.
There is a lot of advice out there on how to be seen as an expert, such as write articles, publish a book, do videos, webinars and podcasts. If you want to be seen as an expert you absolutely have to get your message out to people but there are a few problems with this. There are plenty of professionals writing articles, publishing books, doing videos, webinars and podcasts and only a few are seen as experts in their field.
Firstly you have to have something new to say and something that appeals to and has meaning for your target audience. Something that gives them a new perspective, helps them do something they couldn't do before and something that simplifies the complicated.
Secondly, the feasibility of creating content in terms of time and money and something that is easy for you to do and that you can become known for. If you want to become known as an expert, your most important task is to create ideas and insights that are both valuable to your clients and genuinely different to what everyone else is saying. Focus on that first then worry about the means to distribute it.
If you know your subject well your content will be popular and that is more important than the way you produce it. Whatever business you are in you can create great content. Great content presents an opportunity to sign up more contacts and convert them into clients and customers.
What to create