When you are speaking or writing about your topic of interest, you are displaying your expertise in that niche. The more you do this, the more you display your skills, understanding and knowledge in that area, helping to build trust and credibility. By continually creating content to promote on social media platforms, where your target market will see, you become the category authority and, over time, the “go to” person in your niche.
Building a body of content in a niche helps grow your Intellectual Property which can be used in a number of ways - even monetised. But before you get started, preparatory foundational steps are required to ensure the content you create addresses your target audience’s problems, ensuring it’s valuable and answers market questions.
Being clear on these five points is the preparatory work required, before you get started on your content creation:
Presentations & Signature Speeches
Speaking helps to convey your message to large groups of people and efficiently spread the word. However, delivering presentations is a craft - a learnt skill that requires connecting with the audience through the use of stories, examples, statistics and any other device that connects your audience with the topic.
Preparing a signature presentation can be something you can develop and hone. Then promoting your expertise to event planners can help get you in front of the right audiences at the right time. Not only that, talking one to many is a fabulous way to connect and grow your audience and your network of influence.
Using video to promote your business topic is a great way to talk one-on-one, but many times. Developing the skills to prepare great video is invaluable, helping you speak with impact in front of the camera with a script that truly connects with the audience. Naturally, the more comfortable you are in front of a camera, the more you will be able to get your message across in a meaningful way.
However, there are skills to learn and develop - planning, the presentation skills to camera and then the post-production work, including editing the video with your branding. Your video can also be transcribed and repurposed for blogging and eBook/Book creation.
Webinars offer a multi-faceted approach, but require some planning/up front considerations, including:
Webinars can also be used as online training programs or broken up into smaller promotions.
Writing about your expertise is a wonderful way to create your own Intellectual Property and to explore areas of expertise that may even surprise you. The blog creation process helps convey your expertise, with each blog article being able to be amalgamated to form longer articles and eBooks - even chapters of a book.
Doing interviews with experts in other areas can help highlight your own expertise and, as with video, your audio can be transcribed and repurposed for blogging and eBook/Book creation.
Speaking on radio not only displays you as an expert, the Mp3 recording can be uploaded to create a podcast.
Finding a suitable podcast platform is useful to share your interviews with the world. Mixcloud and Anchor are my favourites. It's easy to upload the Mp3 recording and then the platform will make it easier to share.
By creating video content, you can also prepare an Mp3 recording for audio use and have this transcribed using an app called Otto. From the edited transcript you can then go on to prepare a blog article or eBook. Then, you can create an online training program using the video or audio, prepare some slides, pdf questionnaires and so on.
The repurposing opportunities are enormous, so take the time to consider how you can fully utilise your information assets, remembering that everything you create helps position you as the expert in your field.
Before you proceed, consider the purpose behind what you are creating. Perhaps you’re doing fortnightly blogs, which can be read aloud to create audio files, then slide decks and supportive video can be created. Use your imagination and see what amazing content you can produce.
Most of all, have fun and enjoy the process!