We are all subject matter experts (SMEs) for something. Few of us really leverage that expertise to its best potential in our online marketing.
Highlighting your expertise can benefit any business. It shows that you have a high level of knowledge about your field. Further, algorithms used by search engines and social media platforms, look for and elevate content from SMEs.
The first step in leveraging your subject matter expertise is to define it well. You want to have a clear focus on what it is that you know especially well. Narrow expertise is fine, and may even be helpful.
Concentrate on a highly specific area of your industry. Don’t recommend everything you come across or try to spread your reach across the entire field. Stick to what you know well.
The more specific you are, the better. For example, if you want to become well-known in the auto industry, don’t start a blog that discusses all things about cars. Focus on one aspect, like the safety issues and features or car repair.
Create Quality Content
Share content online that demonstrates your expertise and the valuable insight you have. Content can be blog posts, articles, interviews, images, infographics, podcasts, etc. Pick ways that you are most comfortable with, because you will need to create a consistent stream of content.
Make sure that every piece of content you create delivers genuine value to people who read it. An expert should add value over the other information already available. That’s the key to gaining attention.
Share Subject Matter Expertise Widely
Share your content everywhere that people who are interested might be. You can’t just post on your own blog and social media pages. You need to get your name out there.
Join related groups and post. Guest blog. Comment on content from other experts in your industry. When people look for content related to your industry, you want your name to be part of what they find.
You need a network. Your network should include industry professionals who will help increase your knowledge, standing, and connections.
Social media is key when it comes to this. See who the people you admire are following to get ideas about who else to connect with online.
Networks are a two-way street. Connect and also interact. Regularly engage with your followers and share new information with them.