In his book Outliers, Malcolm Gladwell says that it takes 10,000 hours to become an expert in a subject.
Maybe you’ve read it? Or maybe you’ve heard the Macklemore song?
Regardless, 10,000 hours is a significant amount of time to dedicate something. In case you were wondering, that is roughly 416 days at a 24-hour pace. However absurd the number of hours it is — it is almost certain that you have committed that much time to your company. And it is my job as “content marketing expert” to tell you that you need to show your clients what an expert you are on your website.
Benefits of being seen as an expert online
1. Google loves experts: This is in terms of search engine optimization. If your content establishes you as an expert in your field, Google may rank you higher for relevant key terms*. The algorithm is getting more advanced and the best possible match for a search term is appearing on the page. This means that if you are an established expert, SERPs will point interested people to your website. When this happens, traffic and awareness goes up. And when people know about your site and company, eventually sales and leads will go up.
2. Trust: Would you go to a doctor that only finished three years of medical school? Would you take advice from a kid in middle school? Exactly.
In the same way, a prospective client will always choose the expert over the other guy. Being an expert in your field, and having the confidence to give advice, provide services and help your customers builds trust. In business, especially B2B, trust is the most important thing. Let your customers know that you know what you are talking about. When they figure this out, they will keep coming back.
3. More money: In addition to increasing sales and qualified leads, expert content benefits your business in another way. If you are seen as an industry expert, you can simply charge more money for your services or products. There is a reason people pay specialized mechanics the big bucks to work on their cars over some guy fixing cars out of his basement. All of it goes back to trust, and people trust the experts.
Showing expertise through content marketing
Now, you are probably wondering how you will convey to the users of the internet that you are an expert.
The answer to the question is simple.
You just tell them.
Seventy percent of consumers prefer to get to know a company through original articles.
And 85 percent of consumers regularly seek out expert content, when considering a purchase.
Therefore, in your articles, tell your readers, clients and future customers important things about your company.
In addition to the “About Us” page on your website, which is important and should include your company history, knowledge and records of your reputation, there are types of content you can create that speak to your expertise.
- Transparent Content: If on your website or company blog there is a piece about company history, and your story as the founder or CEO it will offer transparency into your business and create a human element for audiences to connect with.
- Testimonials: You should have visible, consistent customer testimonials, or first-hand stories from satisfied customers that felt your company took good care of them.
- Compelling, educated content: Experts write books about their subject matter. You do not have to write a book, but you can write a lengthy, technical blog, eBook, whitepaper, etc..
If you do these things, your content will have an advantage over the some 27,000,000 pieces of content shared each day.
Establish your company as the expert and the business will come to you. Show those rookies whose boss.
If you need help from some digital marketing experts, follow @CardinalWebSolutions or contact us to learn more about how we can help build your brand today.
*I wish I could predict Google’s actions, but I can make an expert guess.