I always tell people that they are experts in something. That might be getting stains out of the carpet. Pet allergies. Social media. Mobile apps. Food trucks. Whatever it is, you can probably talk for hours on the topic, should someone give you the opportunity. But so many people probably don’t realize they’re sitting on a goldmine of marketing opportunities with this knowledge. Content is by far the best working source of marketing these days, and turning yourself into an industry expert is the way to go, no matter what industry you’re in.
How do you do that? Blog.
Let me share my story. I started my blog, The Marketing Eggspert Blog, about five years ago. Right after I started my company. I did it as a way to show people what I knew about marketing, as well as to challenge myself to learn more. I had a modest following, but what it did more than anything was show potential clients that I knew what I was doing. I’ve had many contacts-turned-clients say they’ve read my blog and were impressed. They then sign a check over to me. As a writer specializing in small business content, it’s also helped land me writing gigs on Mashable, Small Business Trends, FutureSimple and here, on Lead411. I’m not bragging (okay, I am), but my point is: one client saw my work and liked it. Then another saw my work elsewhere and liked it. And so on and so on.
You can write your blog about your company, but think wider than that. After all, not many people want to hear about how excited you are about the latest software update you did. Think of your industry in general. What trends are you seeing, and how does that affect your customers? What advice can you provide readers? Think about their pain points. Likely this is what you discuss with customers every day. The lady who is looking for a soap she’s not allergic to. The business owner who wants to know how to outsource his work to China. These are the topics that you know intimately, and they’re ones that make you an expert.
You can also guest post on other blogs. The more you become recognized, the more blogs will greet you with open arms to get ahold of your content. You might not get paid for your post, but you should be able to include a bio with a link to your site. And remember: you never know when your next client is reading something you’ve written!