Content
- What is expert content?
- Why is expert content needed?
- Formats of expert content
- How to prepare expert content: key principles
- Strategies for working with experts
What is expert content?
Expert content consists of materials that demonstrate the professionalism of both individual specialists and companies. These materials not only help users but also solve business tasks. Right now, you are reading expert material that, as the experience of the Unisender company shows, includes marketing terms. It helps users better navigate this field and attracts traffic to the website.
The key aspect of such content is the expert's knowledge and their unique perspective that unites all materials. An expert can be either an individual or an organization. Customer trust is built through useful materials, making them more receptive to recommendations and advice.
Why is expert content needed?
The benefits of expert content do not manifest immediately. Companies that expect quick results may not feel the anticipated effect. Users usually pay close attention to the content, reading posts and attending webinars. Only after some time, when the expert becomes an authority in their field, does the need for purchasing arise.
Main reasons for publishing expert content:
- Demonstrating expertise. For example, the online psychotherapy service "Yasno" actively answers user questions and conducts webinars, helping to establish trustful relationships.
- Justifying prices. "VkusVill," offering products at high prices, creates podcasts about proper nutrition, helping customers understand the value of their products.
- Selling unique goods. The construction company "TapiArt" maintains a blog with useful tips for buyers, which builds trust and increases the likelihood of purchase.
- Selling complex services. "Yandex Business" publishes useful information for small business owners, which helps them understand their services and the need to pay for them.
- Educating users. Services like Unisender create content not only for sales but also for education, reducing the load on customer support.
Formats of expert content
Expert content can be presented in various formats, including text, graphics, audio, and video. It is important that the content is useful and published regularly. Here are some popular formats:
Various formats:
- Social media. Ideal for short posts and daily updates.
- Blogs. Suitable for deeper materials, such as research and case studies.
- Email newsletters. Good for series of lessons or small materials.
- Video and audio platforms. Suitable for webinars and podcasts that can attract attention to experts.
Companies can use various formats to create a unified content system, maximizing audience reach and engagement.
How to prepare expert content: key principles
For successful creation of expert content, it is important to adhere to some principles:
Key principles:
- Define a unique position. The expert should have their own vision and approach to the topic.
- Educational approach. Ensure that the content is written in accessible language, understandable for the target audience.
- Solving business tasks. The content should be beneficial, but do not reveal all information to avoid diminishing the value of your services.
Strategies for working with experts
There are several strategies for engaging experts to create content:
Strategies:
- Interviews. The expert shares their knowledge, allowing for the creation of unique content.
- Material review. The expert reviews and approves the finished content, increasing its credibility.
- Ready-made content. The expert independently creates materials, while the editor helps adapt them.
Each strategy has its advantages and can be chosen depending on the company's goals and the level of expert engagement.