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.
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.
Not just an experienced writer, but a writer with experience. Having spent over 10 years in both business and IT roles, from web developer to Director of Business Intelligence, I now leverage that experience to create B2B marketing content that resonates with customers.
Contact me when you’re ready to work with a marketing consultant who understands the challenges of B2B and high tech from a customer’s perspective.