We speak to a lot of PR people everyday, and the team at The Book Publicist really stands out. They get who are readers are (that’s you!) and they only send us information about books they genuinely think you might be interested in. In short, they really know their stuff. So when Ella Davidson offered to share her words of wisdom on how to become an expert in your field, we gladly accepted.
Gaining widespread recognition as a thought leader is key to building trust in your organization or product, and can catapult you and your business onto a higher level.
At The Book Publicist we work with many authors and entrepreneurs who are already experts at what they do, whether they are a marketing guru, an accountant, a business leader or a pitching or presentation expert. They are most likely very well-known and respected within their industry and amid peers, but may not yet have achieved a wider exposure.
What we do to increase their sphere of influence is to position them as a thought-leader in the media; to boost their media profile so that customers understand their value and look to them as the go-to expert in their area.
There are many factors to consider on the journey to becoming a go-to expert. Here we look at five steps you can take to achieve ‘Go-To’ status.
Find your niche
You probably have an area of expertise that you already work in – your job, the type of business you run, the qualifications you hold, or your years of experience. But it helps if you can narrow this down into a smaller niche. Do you specialize in a particular sector of your industry? How can you position yourself uniquely to other experts in the field? Focusing will both narrow down the competition and enable you to keep on top of new developments more easily.
Start producing your own content
You need to show off your knowledge to a wide audience, and the best way to do this is to create content based on your specific expertise. Writing blogs, sharing weekly tips in newsletters, or making short videos or podcasts are all good ways to spread the word. Explore aspects of your chosen area with a view to providing high value advice or information to your customers or fellow experts.
Use social media to create your online footprint
Use social media platforms such as Twitter, LinkedIn and Facebook to promote the custom and curated content that you’ve created to a targeted audience. Your reputation will be bolstered by a regular online presence, including the engagement of your audience – make sure you connect with prominent industry figures and share relevant articles by others in addition to your own.
Write guest articles and posts
As well as creating your own content, you can increase your profile by providing content for others. Guest blogging and articles will bring your ideas to new audiences, and will help you to establish your position as the best person to ask tricky questions about your subject.
Establish yourself as an expert in the press
An article in a newspaper or magazine can increase your credibility, as readers who already trust the source will find they automatically trust you. You can write articles on spec based on topical news items related to your field, or send one-line pitches out to editors to see which ideas are worth following up.
Ella Davidson in Director of The Book Publicist, specializing in PR for business and self-development books.