Although the article in Steve & Jack’s Home News (from my friend Steve Rupp, the Keller-Williams real estate consultant) wasn’t about blogging, it might have been. “Position Yourself As An Expert Source”, the title read; the content consisted of tips on establishing one’s credentials.
People respond to authority. You’ll be able to persuade them more
if you can position yourself as an expert in your field or industry.
Those four tips, I couldn’t help thinking, is good advice for blog content writers. (After all, isn’t that the very point of business blogging – to position the business owner or professional practitioner as an expert source?)
1. Cite the experts yourself (quote authoritative sources of information that they already trust). Curating in business blog posts is based on the same concept. Using content from other people’s blogs, articles, and books, we bring value to our own readers, summarizing the main ideas we believe they will find useful. But effective blog posts go beyond that, offering the business owner’s unique perspective on the subject.
2. Highlight your qualifications. Don’t beat people over the head with your degrees and accomplishments, but remind them of your expertise and knowledge. When I offer corporate blogging help to business owners and employees, I caution against crossing the fine line between exercising “bragging rights” and bragging. One beautiful aspect of frequent blogging is that you don’t need to “shout” – you can “whisper” your sharply defined differentiated message over time.
3. Get testimonials. Ask others to share their experience working with you. Stories about customer satisfaction and problems solved wield tremendously greater power than statistics in converting lookers to buyers.
4. Dress appropriately. That’s exactly the point I try to make when it comes to creating marketing blog content. I know the online crowd likes to be informal, and yes, blogs are supposed to be less formal and more personal in tone than traditional websites. But when a sample of corporate blog writing is posted in the name of your business the business brand is being “put out there” for all to see. Dress your blog in its ”best”. Prevent blog content writing “wardrobe malfunctions” such as grammar errors, run-on sentences, and spelling errors. Avoid redundancy. Tighten up those paragraphs.
Blog to position yourself as an expert!