They say content is king. But anyone with a good Internet connection can publish content. In fact, the Internet allows anyone to market themselves as an expert. This funny video mocks just how easy it is. Warning: there are a few cuss words tossed in.

So, how do you separate the “wanna-be” experts from the real thing?

Do your homework. Get to know the person or the company. Read their content and understand their motivation.
Here are a few areas that experts tend to excel in:

• Blogs – Does the expert post content regularly—at least weekly? Is it full of buzzwords or does it actually say something that provokes your thinking? Jim Harris’s OCDQ Blog does just that, as does Ted Cuzillo with his Datadoodle blog.
• Websites – Does the expert offer helpful, educational content? Teradata has one of the largest resource libraries available on their site.
• Twitter – Does the expert stay top of mind with meaningful tweets? Kognitio, Initiate, Tableau, and Composite Software have discovered the power of Twitter.

Finally, you can feel pretty certain that you’re listening to an expert if they’ve published a book. Yes, anyone can self publish, but it takes quite a bit of discipline to produce a couple hundred pages of content. Some of my favorite experts who’ve published books are:

Jill Dyche (@jilldyche) “Customer Data Integration” “CRM Handbook” and a few others!
Phil Simon (@philsimon) “Why New Systems Fail” and “The Next Wave of Technologies”
Mike Stelzner (@mike_stelzner) “Writing White Papers”
Casey Hibbard (@casey_hibbard) “Stories that Sell”

Of course, anyone who does all of these things has raised their credibility as an expert—as all of the book authors do.

As a person or company that would like to be perceived as an expert, are you publishing content (big or small) on a regular basis? Is it quality content? Do you provide supporting facts to back up your opinion? Are you committed?

Love to hear who you think are good examples of experts who know how to use the Internet as a publishing medium to share their knowledge.

AMC - Content Marketing for BI and High Tech - Freelance Marketer for High Tech with a focus on BI