Like all good PR, content marketing is about image, reputation, perception and relationships.
It’s not a hard-sell, in fact it shouldn’t appear as a sell at all – it’s about gaining trust, respect and popularity from your customers, which will then lead to sales through brand advocacy and belief in your company.
With the rise of ‘fake news’ comes some good news for many organisations – CEO’s or experts have seen a rise in being a trusted voice.
Speaking of experts, the 2018 Edelman Trust Barometer is the go-to on measuring trust of media outlets, agencies, companies and journalists each year and is precisely where the above statement came from.
Edelman says it is the time for the return of the experts:
“Voices of expertise are re-gaining credibility. CEOs recorded a seven percentage point gain from the same survey in 2017. Technical experts, financial industry analysts and successful entrepreneurs now register credibility levels of 50% of higher.”
So what does that mean for you?
Your CEO, or key managers in certain areas, are experts in their field. No doubt they have been working in the area for a number of years and really know what they are talking about.
It is time for them to share their expert voice.
This will help position them and your organisation and trusted and credible sources to do business with.
The easiest way to share your expertise
For most companies, brands and organisations these days you will have your own website, your own social media accounts, your own blog or perhaps your own YouTube channel. Use these. Become your own media house to share your expert advice. You have complete control over the message and can set up a publishing schedule to suit.
What sort of content should you produce.
You are the expert, so share what you know. Market trends, tips for your clients, anything that reflects trusted, expert advice. Depending on your market you can produce this is different mediums: written blogs, social media posts, vlogs (video blogs), podcasts or news stories on your website.
Here are a few tips and guidelines to great content, no matter the medium:
Understand your market and add value. What do they want to know? What problems do they have that you can solve? If you have great advice to give – give it and add that value!
Remember the 80/20 rule. Any good content that is part of a content strategy needs to be about 80% value and 20% sell (at most!). You want people sharing your content and this helps position you as the thought leader we know you are.
It is not about YOU! The biggest mistake you can make is to think your business is all about you. Always write any content from the point of view of your customer.
Make sure you figure out your USP (unique selling proposition) or your WHY. And communicate it clearly throughout all content you produce.
Review, review, review! Do an audit of any existing content. Does it speak to your customer base? Does it solve a problem they have? Does it add value? If not, change it.