Do you like to provide education to potential customers and the community at large when it comes to your business? You can also turn that into great marketing! In the enVisioning Success podcast episode, Fostering Growth: Professional Development Aligned with Avatar Needs, co-hosts Laura and Julia look at making sure the professional development of your team aligns with your customers. Today we’re taking that one step further and looking at how you can align educational material itself with your business in the form of expertise marketing.
What Is Expertise Marketing?
First, let’s talk about what expertise marketing is and what separates it from the other kinds of marketing. You can market your business in many different ways: you can improve brand awareness with a new logo, better search engine optimization with a new website, post actively to social media, send emails, make videos, and more as a part of multi-channel marketing. Expertise marketing, which is generally a form of content marketing, can appear on many of these channels, but the goal is the same: show expertise by providing knowledge, insights, and learning opportunities.
Aligning Website and Content Marketing with Education
To better understand expertise marketing, let us look at examples in multiple categories, their goals, how they attract customers to your business, and how this content can be used with other platforms—such as the PB&J pairing of blogs and social media.
Website Blogs & Learning Libraries
Hosting educational content on your website can be a great way to increase the search engine optimization (SEO) content. Not only does this put more eyes on a platform you completely control, but it also increases search traffic to your website, as long as you know how to write blogs. Other types of content, including the ones we’ll talk about below, can also be hosted as community and customer resources.
Articles & Video
While more time-consuming, it can also be worth it to pitch articles to third-party sites and publications and produce your own video content for hosting on YouTube or other platforms. You can also look at hosting webinars and then reusing that content and recorded videos for other marketing.
Social Media & Infographics
Whether it’s sharing some of the above content or tailoring the content specifically to the platform, sharing your education on social media can provide useful clicks and discussions. Infographics are a great example of educational content that can be specifically made for your social media platforms of choice.
Email Marketing & Newsletters
Email marketing, whether it’s drip marketing for long sales cycles or a regular e-newsletter that provides updates on events, services, and helpful tips, can be a great way of delivering your expertise directly to inboxes. Just make sure you know how to write one.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox.
If you don’t have expertise in writing or marketing this kind of content, it’s time to get help from an agency that does. Vision works with clients of all sizes to produce the right content, from expert-level blogs to social media posts, combining your expertise in your industry with our expertise in marketing. Contact us today to learn why you need to hire a marketing agency that doesn’t just speak your language but your customers’ language as well.
