Sharing knowledge and transparency isn’t simply a way to sell, it’s a way to demonstrate your expertise. By giving back to the community through your knowledge, you can create additional trust with your customers and future customers. You can share knowledge through your own blog, videos, guest blogging, social media… the options are endless!
Sharing your knowledge:
- Demonstrates your expertise
- Builds a deeper bond with your audience
- Can show individuals how your reputation, knowledge base, and approach is built (a look behind the curtain)
Share your personal journey
I wanted to share my own knowledge regarding unemployment, hustling for roles, and lay offs so I wrote a guest piece of content for Toronto FuckUp Nights. My goal was to shed light on failure, what it can do for you, and take some of the stigma away from failing.
Failure is embraced by entrepreneurs and small businesses. It lets you know when a product is doing well or when it needs tweaks. It lets you know what strategies are working and when you need to pivot. It can become a powerful tool for change.
Going into it, I was trying to share my own journey. I wasn’t sure if it would resonate with others or what impact it had. I simply wanted to share what I had gone through and then realized.
I wasn’t even sure that people would find my piece valuable. Through sharing, I helped humanize the situation and hope to bring light to the struggles of other young professionals.
Sharing your professional knowledge
Sharing your expertise doesn’t have to be limited to shining a light behind the curtain. It can be demonstrating your knowledge on a subject you enjoy and work on. I also did a guest post for another blogger talking about melding your brand experience together.
I enjoyed getting to write it and it continues sharing in the marketing realm.
When you choose to share:
- Choose a format you enjoy using. If you don’t like writing, don’t write. If you don’t like being recorded, avoid video and podcasting. Unless your audience is explicitly demanding it, share on the format you’re most likely to continue using.
- Curate what you share. You don’t need to share everything you’ve ever thought about to create a worthwhile blogging experience. Select specific topics and information you want to share (maybe even putting it in a content calendar).
- Be personal. People want to read something that’s written in your own voice! Don’t drift into complicated techno-speak for the sake of sounding smart. Speak the way you would to a friend or colleague.