One of the best ways to succeed with your digital marketing strategy is by establishing thought leadership and expertise.
However, subject matter experts tend to be among the busiest people, especially those working in the niche you’re interested in, as they have other priorities besides content creation.
They’re probably out there finding ways of making their teams more productive, growing their brands or even making predictions about where their industry is headed towards.
When it comes to creating content for your website or blog, they’re probably not the easiest people to reach out to, but, they’re the best in terms of the rich input they bring from years of experience.
What Makes Subject Matter Experts’ Insights Valuable
The value derived from experts sharing their unique insights stems from the fact that it allows your content to rise above the noise and truly stand out online because it’s essential in creating content that buyers will trust.
A 2018 Demand Gen Report on Content Preferences revealed that 78 percent of the respondents place higher emphasis on the trustworthiness of the sources of content.
Yet another 2018 research dubbed The State of Digital Media 2018 showed that content with opinions and expertise is highly valued as being unique and compelling, besides differentiating it in the eyes of the readers.
With such statistics in mind, let’s look at the main reasons why it’s really necessary to include the input of subject matter experts into your content. These include:
1. Increasing trustworthiness
Trustworthiness is one of the most critical factors in content creation as it assures buyers or readers that they can trust and rely on the information you give through your content.
In fact, 81% of consumers say that trust influences their purchasing behavior, while the majority of them find advertising to be untrustworthy and misleading.
For example, if you run a health blog or website, readers and buyers want to know that they can trust the information you give whether that’s a product review or a guide on how to take care of their health and other medical information.
One of the ways of doing this is by ensuring you have a subject matter expert with years of experience in the specific niche you create content for, who can review or add their voice to the content.
If you’re a small or medium-sized business, you can provide information on market research trends, the latest products, or compelling customer use cases.
However, adding input from a thought leader, product or subject expert in your field would add more weight to the content you already have.
You also must ensure that your content is creatively tied under a headline that appeals to readers. A dull caption won’t attract enough eyeballs.
2. Enabling access to thought leaders
People would love to draw insights or wisdom and learn more from thought leaders to get the practical tips they need to move to the next level. This way, your audiences will keep coming back again and again to your blog or site.
A good example here is Keap, an email marketing and sales platform for small businesses. On their blog, they post input from subject matter experts such as predictions on different trends for the new year, or past year and so on.
This way, they not only build their site’s thought leadership, but also give readers access to the wisdom and insights from thought leaders in their niche or industry.
3. Sharing useful and entertaining information
The main reason for having a blog is to entertain or deliver useful yet valuable information to your target audience. You want your readers to be educated with rich content that will prove useful to their different situations and needs.
In any case, no one wants to visit your blog only to read posts that are shallow, not well researched, and have no depth in terms of insights and valuable take-away points.
By getting input from subject matter experts, you’ll add value and richness to your content.
A good example here is sharing posts such as the one below:
Not only is it appealing to the reader, but it also promises some valuable and rich insights and tips from thought leaders who are subject matter experts in the content marketing field.
4. Validating your own expertise
You may be an expert in your own niche, which is probably why you decided to set up a site or blog to keep posting valuable information that you have first-hand experience with.
However, getting input from other experts in the same field or similar can add more value to your readers because they’re getting a holistic view, and not just a one-sided view from you.
It’s also a good way of validating your own expertise and making your site a valuable source. Bringing other experts on board, especially the best in your niche or industry, creates the perception in your readers that you too are an expert in your own right.
For example, Ryan Urban, CEO of Bounce Exchange, Inc., a company that deals in behavioral automation software and analytics, was hosted by Neil Patel, co-founder of Crazy Egg, Hello Bar and KISSmetrics, who helps companies grow their revenue.
Together, they did a live video discussing behavioral marketing, which not only delivered rich and valuable information to the audiences, but also validated Neil’s own expertise.
5. Forming strategic partnerships
When you add input from experts to your content, you not only help validate your own expertise, set your content apart, and share useful and valuable information, but you also create strategic partners in the process.
In doing this, your business is able to take the next leap to a higher or unprecedented level that you never thought it would go before. It’s an often overlooked benefit, but a sure bet when it comes to the immense benefits you can reap from partnering with such experts.
Companies don’t have ideas; people do. By adding subject matter experts’ input into your content, you naturally bring in the human elements needed to draw in your audiences and capture their attention with unique insights and stories relevant to them.
This way, you have a greater chance of staying top of mind with your readers or target audience over the long run.
Tulip is a Content and Inbound Marketing expert at Snewscms. Over the years, she has helped dozens of businesses in defining their content strategy. She believes that creativity doesn’t inspire customers anymore. A true story when recited well, is enough to build a connect.
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