6 MINUTE READ

Reinforcing the use of your expertise as seen in the media over time will help to cement your reputation as a go-to expert. The more often you are seen in the media, the more credible and familiar you look to potential customers and referral sources. Even if they haven’t read an article or seen a clip where you were featured, they will see your picture enough times to start to recognise your face and this familiarity breeds trust.

You may find that journalists share posts you have created, so it’s worth keeping an eye on what they are curating. Checking out their social media feed is a great way to start a conversation with them, as you can comment on their post or send them a personal message thanking them for sharing your work. This personal touch is another opportunity to show that you are interested in their work and eager to support them. This kind of relationship-building is helpful because once they know more about what you do, they might remember when they need someone to talk about that topic. You can also build relationships with journalists who may be interested in covering issues related to what you wrote about in previous media stories. 

Social media is an excellent example of a way to take bite-sized chunks of your credibility content and repurpose it in various formats such as graphics, video and written copy. People learn in numerous ways, so you can use these multiple mediums to reach out to new audiences with a consistent message that communicates your unique value proposition. The key is not just to make the posts about you, but rather to include interesting, relevant industry articles and commentary or other relevant information that would be of value to your followers.

In addition, you can build your credibility by discussing your core expertise again in developing relationships with other experts. Repurposing your expertise is an excellent way to expand your network and provide value to others outside your immediate sphere of influence. For example, you could interview another expert for their advice on one of the topics you are known for in the media and share that information through various channels, including social media and email marketing.

By consistently creating media attention, you can generate relevant, high-quality content that positions you as a thought leader and an expert in your field. This content will help boost your visibility and credibility, attract potential clients, and help to generate leads.

Finally, you can continue to develop new content from your key message that reinforces your expertise, like books, whitepapers or even blog posts. If there are questions you are being asked often by clients or prospects, then providing answers through these types of content assets is an excellent way to use them as lead generation tools while also gaining more credibility with those that know you best; namely existing customers who have purchased in the past or people who have been exposed to your brand but may not yet.

By using curated repurposed content, you can imply that a journalist has endorsed your work, which is both flattering and helpful in gaining their attention.

You can use this strategy to share your credibility features through your marketing in several ways, including the following: