Expert content - what kind of beast is it and who needs it?
Posted: Tue Dec 17, 2024 4:23 am
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18 February 2022 0:00
Expert content - what kind of beast is it and who needs it?
Svetlana Kovaleva
Head and expert at expert-content.ru
Content
Who needs expert content?
Who definitely doesn't need it?
What types of expert content are there?
How does expert content work?
What tasks does expert content solve?
Why expert content might not work?
Example from practice
Conclusion
My name is Svetlana Kovaleva, and I am an expert phone number database in expert content. This is a simple tautology, but it accurately conveys my line of work. I help companies create and distribute content that demonstrates expertise through useful information for the audience, increases recognition and attracts customers.
Who needs expert content?
Let's say you make custom-designed cakes to order. They're more expensive than store-bought ones because you:
you make them with your hands;
according to a personal prescription for allergy sufferers;
without gluten, sugar, milk or anything else that is important for fans of PP - proper nutrition.
img1.png
In order for the buyer to understand what he is paying for, you must tell him how, why and from what you make cakes - show the value of your offer. The more convincingly you do this, the more orders you will have.
To do this, you will need expert content. In your Instagram posts, you will show how exactly you approached the selection of ingredients, what kind of cake you got, how you managed to make the cakes sweet without sugar.
Expert content will help in promotion for those who:
sells a complex product: Digital, IT, technology startup, any B2B with design;
works with legal entities and wants to get into the information field of “decision makers”;
uses expert sales;
Provides extensive consultation to clients before and after sales.
Who definitely doesn't need it?
img2.png
Cake manufacturers like Mirel don't need to show expertise. They have mass production, the cakes are ordinary, and the main concern is to enter the retail chain. Then it's a question of competition on the shelf: the price, appearance and production date will decide.
Expert content is not needed by those who:
buys cheap and sells Chinese phone cases at a higher price;
produces goods in bulk on a flow basis, demand for these goods is formed;
does not understand what his expertise and USP are;
sells everything to everyone with an emphasis on low price and mass sales.
What types of expert content are there?
The first thing that comes to mind when you hear the word "content" is an article. However, this is only one of many formats in which you can "wrap" information. Conventionally, expert content can be divided into several groups by the method of presenting information.
img3.png
How does expert content work?
He solves business problems by demonstrating expertise with the help of useful information for the audience.
I will explain using the example of Dr. Komarovsky. He creates a lot of content and has already accumulated millions of subscribers on Instagram and YouTube.
img4.png
1. Solves business problems
The business objective may be:
increase the price of a product without causing customer outflow;
become established in the minds of the target audience;
increase recognition;
differentiate oneself from competitors, etc.
Doctor Komarovsky solves two problems:
sells his personal consultations and master classes;
There are kindergartens based on Komarovsky's system - through expert content, it justifies the cost and sells places in them.
2. Demonstrates expertise
Expertise is your author's idea, methodology, algorithm, how exactly something should be done. Accordingly, demonstrating expertise is when you show how exactly you approach solving a problem/satisfying a client's need, and why you insist that it should be done this way.
Komarovsky is a pediatrician, he packs such a direction as "evidence-based medicine" in a wrapper understandable to the general public: "How the common sense of relatives affects the health of a child."
This is the Big Idea that he demonstrates in every post, video, article. At the same time, he attacks the Enemy - unscientific myths about health, such as taking antibiotics without tests, lack of ventilation, and so on.
3. Provides alienable benefit
Articles, cases, reports, posts should contain something that the reader can use without buying the product. This makes expert content comprehensive and viral, because users:
save such a post on your wall so as not to lose it;
send the article to colleagues;
add to bookmarks;
repost.
For example, Komarovsky's subscribers receive answers to questions that worry them:
how to establish complementary feeding;
how to boost immunity;
how to cure ARVI;
and many others.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
What tasks does expert content solve?
Increase the price by showing value.
Cases, articles, speeches are the “weights” that you put on the scale of the value of your offer
Occupy a "shelf" in the mind of the audience.
You consciously occupy a certain niche and position yourself with the help of content.
Align on the level of values.
Alignment due to the utilitarian properties of the product is in the past, people buy Nike sneakers not because they are better than Reebok, but because they share the values of the Nike brand.
Increases brand recognition.
You are ranked first in the search engine in the minds of the audience, for the query "who is an expert in ...".
I explained it in such a way that I understood it myself.
When you write an article, prepare a presentation, disparate knowledge is put together into a single system. You increase your level of expertise.
Why expert content might not work?
You simply don't need it.
If expertise and uniqueness are not your key characteristics, then expert content won't help you.
Doesn't address a specific audience.
People need to understand the idea behind the article or presentation. If an expert goes into a thicket that no one but him can understand, he won't get his message across to the audience.
Ignores the problems and "pains" of the client.
No one cares how cool someone's service is, or who did what last night. Everyone needs a solution to their problems. Show the benefits that a person will receive from using your product, reading an article or report.
Doesn't work for business purposes.
It's important not just to be useful, but to think about how to convert the audience. What should the reader do after reading? What do you expect from them? How will the action help solve your business problems?
It is done haphazardly and episodically.
It is not enough to interest the audience once. After a while, they will forget you. To prevent this from happening, sign them up and regularly warm them up. A drop of content will not change anything, but a stream will wear away even a stone over time.
There is no alienable benefit.
You can't describe a problem, "tread on the pain" of buyers, and then offer a solution in the style of "just pay us." Expectations will not match reality, people will be disappointed and leave, instead of subscribing, maturing to the purchase and coming to you for a full-fledged product.
Example from practice
In 2018, Alexander Torichko, head of the Artsofte Digital agency, came to me. Sasha tried to make content himself for a whole year, but in the end he got:
img5.png
Why didn't it work?
Sasha was the only one in the company who tried to generate content. He found time between his managerial duties when he could. It was done irregularly and on his knee.
If you want content marketing to bring you money (image, leads, additional value - underline as appropriate), then you can't do without a separate person for the position of content marketer:
production department specialists are solving their own problems and have no time to create content;
experts often see nothing special in their results;
a copywriter from the exchange will not delve deeply into your business, look for meanings and convey them in an interesting way.
No man - no process
Sasha realized this and opened a vacancy for a content marketer. There were many questions:
How to interview and choose the best?
How much to pay? Just salary or bonus for achieving KPI?
How to set a task and control it?
Will he write the content plan too? Will he cope?
Blog, social networks, newsletter, chatbot, webinars – what to choose?
How do you know if your content is producing results?
What if the content marketer quits quickly?
I helped him find and train an employee, Angela. She was suitable for the position because she had:
basic understanding of marketing and digital;
copywriting skills;
journalistic “meticulousness”: she tried to delve into the causes of phenomena.
How I trained Angela and what she did, read in my blog .
And what is the result?
In 18 months, Angela released 34 pieces of content:
7 webinars;
15 articles;
6 cases;
report at the 4th online conference;
2 offline conferences.
And Artsofte Digital received 62% of all leads from content marketing during the period and recouped all investments in creating a content marketing department:
img6.png
Conclusion
The main rules in expert content:
Expert content solves a business problem, it must be specific and measurable.
In expert content, the alienated benefit prevails. Give a person the opportunity to apply the information without necessarily buying your product.
Don't post everything - demonstrate expertise in a specific field. Talk only about what you really understand.
Expert content is needed by businesses with a complex product or features that need to be explained. The Prague cake does not need to be explained - the Prague cake with soy milk at a price twice as high as the store-bought one - it does.
18 February 2022 0:00
Expert content - what kind of beast is it and who needs it?
Svetlana Kovaleva
Head and expert at expert-content.ru
Content
Who needs expert content?
Who definitely doesn't need it?
What types of expert content are there?
How does expert content work?
What tasks does expert content solve?
Why expert content might not work?
Example from practice
Conclusion
My name is Svetlana Kovaleva, and I am an expert phone number database in expert content. This is a simple tautology, but it accurately conveys my line of work. I help companies create and distribute content that demonstrates expertise through useful information for the audience, increases recognition and attracts customers.
Who needs expert content?
Let's say you make custom-designed cakes to order. They're more expensive than store-bought ones because you:
you make them with your hands;
according to a personal prescription for allergy sufferers;
without gluten, sugar, milk or anything else that is important for fans of PP - proper nutrition.
img1.png
In order for the buyer to understand what he is paying for, you must tell him how, why and from what you make cakes - show the value of your offer. The more convincingly you do this, the more orders you will have.
To do this, you will need expert content. In your Instagram posts, you will show how exactly you approached the selection of ingredients, what kind of cake you got, how you managed to make the cakes sweet without sugar.
Expert content will help in promotion for those who:
sells a complex product: Digital, IT, technology startup, any B2B with design;
works with legal entities and wants to get into the information field of “decision makers”;
uses expert sales;
Provides extensive consultation to clients before and after sales.
Who definitely doesn't need it?
img2.png
Cake manufacturers like Mirel don't need to show expertise. They have mass production, the cakes are ordinary, and the main concern is to enter the retail chain. Then it's a question of competition on the shelf: the price, appearance and production date will decide.
Expert content is not needed by those who:
buys cheap and sells Chinese phone cases at a higher price;
produces goods in bulk on a flow basis, demand for these goods is formed;
does not understand what his expertise and USP are;
sells everything to everyone with an emphasis on low price and mass sales.
What types of expert content are there?
The first thing that comes to mind when you hear the word "content" is an article. However, this is only one of many formats in which you can "wrap" information. Conventionally, expert content can be divided into several groups by the method of presenting information.
img3.png
How does expert content work?
He solves business problems by demonstrating expertise with the help of useful information for the audience.
I will explain using the example of Dr. Komarovsky. He creates a lot of content and has already accumulated millions of subscribers on Instagram and YouTube.
img4.png
1. Solves business problems
The business objective may be:
increase the price of a product without causing customer outflow;
become established in the minds of the target audience;
increase recognition;
differentiate oneself from competitors, etc.
Doctor Komarovsky solves two problems:
sells his personal consultations and master classes;
There are kindergartens based on Komarovsky's system - through expert content, it justifies the cost and sells places in them.
2. Demonstrates expertise
Expertise is your author's idea, methodology, algorithm, how exactly something should be done. Accordingly, demonstrating expertise is when you show how exactly you approach solving a problem/satisfying a client's need, and why you insist that it should be done this way.
Komarovsky is a pediatrician, he packs such a direction as "evidence-based medicine" in a wrapper understandable to the general public: "How the common sense of relatives affects the health of a child."
This is the Big Idea that he demonstrates in every post, video, article. At the same time, he attacks the Enemy - unscientific myths about health, such as taking antibiotics without tests, lack of ventilation, and so on.
3. Provides alienable benefit
Articles, cases, reports, posts should contain something that the reader can use without buying the product. This makes expert content comprehensive and viral, because users:
save such a post on your wall so as not to lose it;
send the article to colleagues;
add to bookmarks;
repost.
For example, Komarovsky's subscribers receive answers to questions that worry them:
how to establish complementary feeding;
how to boost immunity;
how to cure ARVI;
and many others.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
What tasks does expert content solve?
Increase the price by showing value.
Cases, articles, speeches are the “weights” that you put on the scale of the value of your offer
Occupy a "shelf" in the mind of the audience.
You consciously occupy a certain niche and position yourself with the help of content.
Align on the level of values.
Alignment due to the utilitarian properties of the product is in the past, people buy Nike sneakers not because they are better than Reebok, but because they share the values of the Nike brand.
Increases brand recognition.
You are ranked first in the search engine in the minds of the audience, for the query "who is an expert in ...".
I explained it in such a way that I understood it myself.
When you write an article, prepare a presentation, disparate knowledge is put together into a single system. You increase your level of expertise.
Why expert content might not work?
You simply don't need it.
If expertise and uniqueness are not your key characteristics, then expert content won't help you.
Doesn't address a specific audience.
People need to understand the idea behind the article or presentation. If an expert goes into a thicket that no one but him can understand, he won't get his message across to the audience.
Ignores the problems and "pains" of the client.
No one cares how cool someone's service is, or who did what last night. Everyone needs a solution to their problems. Show the benefits that a person will receive from using your product, reading an article or report.
Doesn't work for business purposes.
It's important not just to be useful, but to think about how to convert the audience. What should the reader do after reading? What do you expect from them? How will the action help solve your business problems?
It is done haphazardly and episodically.
It is not enough to interest the audience once. After a while, they will forget you. To prevent this from happening, sign them up and regularly warm them up. A drop of content will not change anything, but a stream will wear away even a stone over time.
There is no alienable benefit.
You can't describe a problem, "tread on the pain" of buyers, and then offer a solution in the style of "just pay us." Expectations will not match reality, people will be disappointed and leave, instead of subscribing, maturing to the purchase and coming to you for a full-fledged product.
Example from practice
In 2018, Alexander Torichko, head of the Artsofte Digital agency, came to me. Sasha tried to make content himself for a whole year, but in the end he got:
img5.png
Why didn't it work?
Sasha was the only one in the company who tried to generate content. He found time between his managerial duties when he could. It was done irregularly and on his knee.
If you want content marketing to bring you money (image, leads, additional value - underline as appropriate), then you can't do without a separate person for the position of content marketer:
production department specialists are solving their own problems and have no time to create content;
experts often see nothing special in their results;
a copywriter from the exchange will not delve deeply into your business, look for meanings and convey them in an interesting way.
No man - no process
Sasha realized this and opened a vacancy for a content marketer. There were many questions:
How to interview and choose the best?
How much to pay? Just salary or bonus for achieving KPI?
How to set a task and control it?
Will he write the content plan too? Will he cope?
Blog, social networks, newsletter, chatbot, webinars – what to choose?
How do you know if your content is producing results?
What if the content marketer quits quickly?
I helped him find and train an employee, Angela. She was suitable for the position because she had:
basic understanding of marketing and digital;
copywriting skills;
journalistic “meticulousness”: she tried to delve into the causes of phenomena.
How I trained Angela and what she did, read in my blog .
And what is the result?
In 18 months, Angela released 34 pieces of content:
7 webinars;
15 articles;
6 cases;
report at the 4th online conference;
2 offline conferences.
And Artsofte Digital received 62% of all leads from content marketing during the period and recouped all investments in creating a content marketing department:
img6.png
Conclusion
The main rules in expert content:
Expert content solves a business problem, it must be specific and measurable.
In expert content, the alienated benefit prevails. Give a person the opportunity to apply the information without necessarily buying your product.
Don't post everything - demonstrate expertise in a specific field. Talk only about what you really understand.
Expert content is needed by businesses with a complex product or features that need to be explained. The Prague cake does not need to be explained - the Prague cake with soy milk at a price twice as high as the store-bought one - it does.