We all agree that we are living in unprecedented times. COVID-19 is not only a health crisis – it’s an economic crisis as well. In these uncertain times, people are looking for answers, but they are also looking for leaders.
This is your time.
Now, you might not see yourself as an expert or having anything particular of value to add to the conversation, but I strongly disagree. I have a lot of friends and connections who have done a lot of interesting and useful things. This is the time to share what you have learned with everyone.
Everyday Experts Enjoy More Trust
According to the 2019 Edelman Trust Barometer, you don’t need to be a celebrity, CEO or politician for your audience to trust you. In fact, company technical experts (65 points) and those described as “a person like yourself” (61 points) are ranked significantly higher than a CEO (47 points) a journalist (36 points) or a government official (35 points).
Even if you are representing your company as an employee, you enjoy far greater trust than the head of the company or the Board of Directors. Entrepreneurs have a higher level of trust than their corporate counterparts, scoring 53 points versus 47 for a CEO.
Additional good news: looking at industry trends, the private sector around the globe is trusted more – by a 10 point gap – than the government or the media. Companies are given almost the same level of trust as Non-Governmental Organizations (NGOs).
Even before you say a word, as a “regular” expert in your field, you enjoy a high level of credibility. It is time you put it to use.
People Need Shortcuts
In so many areas, your audience is looking for the smartest, and in some cases the fastest, way to get things done. Think back to a time when you were just getting started in your field of choice. Tasks and breadth of knowledge that may seem basic to you now likely looked intimidating then.
What tips and tricks have you collected on your professional journey? What would be valuable to your audience? If you are having trouble coming up with ideas, here are a few questions to ask yourself:
- What do I wish someone told me when I was just getting started?
- What is one simple trick I use daily or weekly to help me do my job?
- Which tools are necessary for me to complete my work? Any I would recommend?
- How are things different now than when I started? Why did they change?
This is information that your audience will find valuable, and it is information only you have. Make sure you add value to your community by sharing it.
Your Brand: Your Unique Formula
You have a unique perspective. Very few people in your industry, or around the world, have experienced what you have experienced. So it is important to offer that point of view to your audience. You could have a unique combination of two different backgrounds, a particular type of education or maybe you just experienced things very few have. What is your unique formula?
At its core, this is your brand. Over time, this is the lens that your audience will view you through. Your particular way of approaching a situation or a topic can provide an important perspective that your audience will look for. It doesn’t happen overnight, but by focusing on your unique voice, you can add value and grow your audience.
How Can You Show Your Expertise?
Hopefully, you now understand that not only are you an expert, but there is a big upside to sharing that expertise. Of course, that means that you need to find vehicles for you to communicate that expertise.
Here are a few suggestions on how to do that:
- Start a blog. If you don’t have one, there is no time like the present. If you have one, blog regularly to get more traffic.
- Ask to be a guest on an industry podcast. The podcast industry is exploding. (find a podcast here, here and here)
- Post weekly on LinkedIn. There are 9 billion feed impressions each week, but only 3 million users post every week. This means that the content that is posted gets a lot of views.
- Write a guest post. According to Orbit Media, 60% of blog posts are guest posts, and blogs are always looking for content. So ask one in your industry if they are open to receiving a guest post.
In such uncertain market conditions, there has never been a better time to plant your flag and show your expertise. Drawing from your everyday experiences, you can truly add value to your audience. The world needs you.
Need help? Reach out to the ContentSquire team to learn how we can help you create regular content.