Creating content
You want your articles, blog posts, speeches and other content to help you gain clients, right? So, would it be better for you to create content that focuses on (1) what you want to say to the universe, or (2) meeting the information needs of your ideal clients, and showing how you can help them?
In case you were wondering, the correct answer is (2). That is the whole focus of this blog, Your Expertise Edge – helping you show potential clients that you can help them achieve their goals, by providing really useful information and making it available to them.
Do you want your articles, blog posts, videos, speeches and other content to be sought out by your ideal clients? And when they’ve found it, do you want them to see you as someone who has workable ideas to offer them?
One way to do that is to focus your content on “how-to” themes.
In this post, you’ll learn what a how-to is, the role it plays in your thought leadership program, how to pick themes for your content, what topics to avoid, and how to structure your content effectively. So yes, this is a how-to about how-to’s.
Why do you need a website, when there are so many options for showcasing your ideas – LinkedIn, Facebook, Twitter, Instagram, SlideShare and others?
You need a website because it’s YOURS. Something you own, have full control over, and can turn into what you want. Those other platforms are owned by someone else.
One of the keys to success in professional services is to move from transactional services, in which you perform a function in exchange for payment, towards becoming a trusted advisor. As an advisor, the work is more interesting, it pays better, and you’re less likely to be undercut by a competitor who lowballs a fee in order to grab the business.
The right content strategy can get you there.
One way to do that is through standing out as offering something extra.
