Would you rather learn how to play soccer from David Beckham, or your 5-year-old’s soccer coach (who is actually an attorney)?
Would you rather learn how to cook from Jacques Pepin, or your 19-year-old cousin who just got a job at the local burger joint?
I could go on, but you get my point.
When you think of an expert, you think of someone who is ridiculously knowledgeable on a certain subject, someone whose depth of expertise is nearly unparalleled. Building expertise on a subject via your blog takes time, but it is worth the effort. Here’s how to get started:
1. Pull in experts
Instead of asking well-known bloggers or experts in your field to write a guest post (which probably won’t work unless you already have a relationship with them), look them up on Twitter and ask them for top tips or advice around a specific subject via a tweet. Compile their answers into a blog post, complete with links back to their blogs or websites. Chances are, they’ll share your blog post, which will boost your blog readership and your audience on social media. Win-win!
2. Share insider information
The most valuable pieces of information you can share are the little tricks of the trade you have picked up during your career. It could be an industry-wide best practice, little-known secret, or something you’ve developed yourself. The more generous you are with your knowledge, the more knowledgeable you will appear.
3. Give detailed instructions
While it may be easier and faster to just give a high-level overview of how to do something, resist the temptation and dig deep. Give super-detailed, step-by-step instructions – include screen shots, photos, or links to other sites – that will walk your readers through the process.
4. Publish case studies
Showing is always better than telling. Turn your insider information into a case study by explaining how you have successfully used those tricks of the trade for your company and clients. Be sure to include concrete results (for example, “sales increased by 25 percent”).
5. Be active in your industry
This actually goes beyond your blog, but by actively participating in your industry, you will gain visibility. There are several ways to do this:
- Comment on other bloggers’ posts in your industry
- Follow other bloggers and companies on social media – and interact with them
- Guest blog for other bloggers
- Curate social media content in blog posts
- Conduct surveys and research and publish the results
***
What have you done to build thought leadership on your blog? Share your ideas in the comments below!
Image courtesy of amnh.org
Google+Web.com is now offering forums designed to support small businesses in cities throughout the US. Learn more about these forums here: http://Businessforum.web.com/
Tags: blog, blogging, case studies, content curation, guest blogging, Marketing, social media, though leadership
Posted in Marketing, Thought Leadership | No Comments »
