Posted on October 27, 2023 by Webfor Here are a few tips on creating content that sounds like it’s from an expert — even if you’re not one (yet). Content writers have a superpower: We write like experts on any and all topics — even if we’ve never heard of those topics before. And with content marketing, writers come across unfamiliar topics all the time. Crafting winning content — regardless of the type of content writing you’re doing — is crucial for the success of one’s marketing strategies. A single piece of content can put a client’s brand in front of a large audience, leading that audience to engage with the site and take action. This leads to search engines recognizing quality content and boosting its signal. For example, two clients of ours — Broadway Furniture (search term: furniture measurements) and Inexpensive Tree Care (search term: dangerous trees) — are small, local companies. Nevertheless, they outrank national and international titans (U.S. Forest Service, NPR, The Spruce, Wayfair, Crate and Barrel) in search results for those terms because we’ve written blogs for them that demonstrate E-E-A-T: experience, expertise, authoritativeness, and trustworthiness. When it came time to write those pieces, our knowledge of the subjects may have been limited — or even nonexistent. But with our superpowers, we brought them to vibrant life. You can, too. Strategy, Tactics, Opportunities In today’s information-driven world, the ability to quickly become an expert on a new topic is a valuable skill. Whether it’s for work, personal growth, or sheer curiosity, the capacity to acquire knowledge efficiently and effectively can open doors to endless opportunities. For content marketers specifically, however, there is a strategic and tactical need to demonstrate E-E-A-T in one’s content. On top of that challenge, we’re also writing for brands in their voices. This is a delicate undertaking. Whether it’s blog posts, social media updates, email campaigns, or videos, creating high-quality content in a client’s voice is crucial for engaging and retaining an audience. Why Content Marketers Need to Be Subject Matter Experts To Satisfy Audience Expectations In the age of information, consumers, especially young consumers, are becoming more discerning. They expect content that not only informs but also adds value to their lives. And since these consumers are about to enter their prime earning and spending years — buying and maintaining homes, starting businesses, making major purchase decisions, etc. — it behooves us as content writers to be able to speak to them with authority and trustworthiness so as to capture and retain their buying power on behalf of our clients. To meet these expectations, content marketers must have a deep understanding of any subject matter they’re addressing. Whether it’s about technology, health, finance, or lifestyle, in-depth knowledge is vital to creating informative and compelling content. To Build Trust and Authority Trust is a cornerstone of effective content marketing. To establish trust with your audience, you need to position yourself and your clients as experts in the field. This means content marketers need to not only know their subject matter but also stay updated with the latest trends and developments. Demonstrating authority in the content you create can help establish credibility and trust among your target audience. To Craft Compelling Stories Great content isn’t just about facts and figures; it’s about telling a story that resonates with the audience. To do this effectively, content marketers must become proficient in the art of storytelling. Understanding the nuances of storytelling for different industries and niches is crucial for creating content that captivates and connects with readers. To Improve SEO and Increase Visibility Search engine optimization (SEO) is a critical aspect of content marketing. To create content that ranks well on search engines and attracts organic traffic, content marketers must have a good grasp of SEO practices. Knowing the right keywords, optimizing content for search engines, and keeping up with SEO trends are all part of the job of being an instant expert. To Adapt and Adjust The digital landscape is ever-changing. New topics, trends, and technologies emerge constantly. Content marketers must be adaptable and quick learners to stay relevant. Whether it’s a new industry, product, or concept, the ability to dive deep into a topic and generate high-quality content is a valuable skill. How to Become an Expert in Multiple Topics If you’ve ever found yourself in a situation where you need to become an expert on a topic you’ve never heard of before, you understand the concerns that may arise as you stare at the intimidating white space on your computer screen. But don’t worry; it’s entirely possible to become a topic expert regardless of your knowledge of a given subject or your particular writing process. It is what we do as content marketers. Step By Step: Becoming An Expert On Any Content Topic Here’s the high-level, 30,000-foot view of how to become an expert on any topic. Select Your Topic: Start by choosing the topic you want to become an expert in. This will most likely be part of a content plan you’ve built for a client. Regardless of the topic, bringing passion and motivation for the subject will play a significant role in your learning journey. Define Your Goals: Set clear, measurable goals. Determine what level of expertise is required for the piece. Break the process down into smaller, manageable milestones. Knowing where you’re headed will keep you motivated and focused. Gather Resources: Collect relevant books, articles, online courses, videos, and any other materials related to your chosen topic. The internet is a treasure trove of information, so make use of it. Look for reputable sources and experts in the field. Utilize tools and resources that help you research and understand various topics. Online databases, academic journals, and industry-specific publications can provide the information you need to write authoritatively on different subjects. Learn the Basics: Start by building a solid foundation. Understand the fundamental concepts, terminology, and key principles related to the topic. This will help you feel more confident and informed. It will also help you begin to internalize the tone and language of a given subject. Create a Learning Schedule: Dedicate time each day or week to study your chosen topic. Consistency is key to becoming an expert. Create a schedule that works for you. Content marketers should never stop learning on behalf of their clients. This includes reading industry-related books and articles, attending webinars, and taking online courses. Expanding your knowledge is essential to gaining expertise in various fields and utilizing that knowledge for the benefit of our clients. Take Notes: This helps you internalize the information and provides you with a handy reference. Consider using digital note-taking tools for easy organization and retrieval. Engage with the Community: Join online forums, discussion groups, or social media communities related to your topic. Interacting with people who share your interests can provide valuable insights, recommendations, and the opportunity to ask questions. Seek Mentorship: If possible, find a mentor or expert in the field — including, whenever possible, the client. They can offer personalized advice, recommend resources, and provide real-world insights that you won’t find in books. Practice What You Learn: Apply your knowledge through practical exercises, projects, or discussions. Hands-on experience is a powerful way to reinforce your understanding of the topic. For long-term clients, this process is critical in building up your E-E-A-T. Teach Others: Sharing your knowledge with others, whether through blog posts, presentations, or informal discussions, can help solidify your expertise. Teaching forces you to articulate what you’ve learned, filling any gaps in your understanding. You can also discuss the topic with your colleagues and fellow content writers. Stay Updated: Continuously monitor developments in your chosen field. Subscribe to newsletters, follow industry news, and participate in conferences or webinars to stay current. Update the content as needed to keep it evergreen. Reflect and Review: Periodically review your progress, revisit your goals, and assess what you’ve learned. This self-assessment will help you identify areas that need more attention. Persevere: Becoming an expert takes time and effort. There will be moments of frustration and challenges. Perseverance is a key trait of experts in any field. And with the added challenge of meeting client and project deadlines, it can be easy to become overwhelmed. Network: Build relationships with others in your chosen field. Networking can reveal opportunities, expose you to different perspectives, and help you learn from the experiences of others. This is another opportunity to reach out to clients for their insights. Connecting with experts in different niches can be invaluable. It allows you to tap into their knowledge and insights. Networking can also lead to collaborations, which can enhance the quality and diversity of your content. Measure Your Expertise: Once you’ve reached your defined goals, you can consider yourself an expert in your chosen topic. Remember that expertise is an ongoing journey, so continue to learn and grow. While being a generalist is essential, having a specialization or niche can be beneficial. It can help your content stand out while enhancing your clients’ reputations as experts in their particular industry. Final Thoughts Content marketing has evolved into a multidisciplinary field, and content marketers must embrace this change. The ability to become experts in diverse topics is a powerful skill, enabling us to create content that resonates with audiences, builds trust, and drives results. Becoming an expert on a new content topic is a rewarding endeavor that can broaden your horizons, create big wins for clients, and boost your content marketing career. With determination, discipline, and the right resources, you can master virtually any subject, even if you’ve never heard of it before. Stay curious, keep learning, start writing, and never sit still.