Tips, tools and methods to grow a successful business with expertise publishing and marketing

Infinity's Blog for Subject Matter Experts

Blogs or Books—What's Best for Content Marketing?

Posted by Keith Patterson on Feb 27, 2015 3:38:00 PM

According to management guru Dorie Clark, “there is no more definitive proof of thought leadership than authoring a good book on your chosen subject.”

But the Content Marketing Institute’s Joe Pulizzi weighs in with “a blog is the simplest way to distribute content on a regular basis. It is the center of your content generation and the repository of your thought leadership.our chosen subject.

If your business growth depends on demonstrating subject matter expertise, you need to keep your subject matter experts focused on delivering expertise, not writing about it. So if you can only choose one content marketing medium, what should it be?

Let the market decide—as reported by Google Trends
Google Trends is a tool that lets you evaluate consumer interest and sentiment over time based on analysis of relative search popularity. If you’re not familiar with Google Trends, read 5 Ways to Leverage the “Always-On Google Zeitgeist” – Google Trends by SEO powerhouse Bruce Clay, Inc. for insights that will help analyze the information in the following charts.

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How to grow services businesses faster with expertise marketing

Posted by Keith Patterson on Feb 10, 2015 8:09:00 AM

With everyone in a services business claiming to be an expert, how does an unknown provider stand out?

It takes more than having the expertise to solve client problems. You also need the know-how to make buyers aware that you’re the real deal.

The true expert advantage

Expertise marketing is about exploiting the true expert’s advantage over less qualified competitors.

Wannabe experts must search for marketing ideas or curate blog posts from others—but true experts already have compelling contentin client plans and proposals. You don’t even need a huge portfolio—a few examples of successful engagements and satisfied clients can start building your reputation.

By the way, if you’re not convinced that expertise is a key driver of service business growth, this market survey from Hinge is an eye-opener.

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Expertise publishing—the new driving force in services marketing

Posted by Keith Patterson on Dec 7, 2014 8:45:00 PM

New business is the top challenge for 72% of professional services firms according to Hinge Research.
Most buyers select a firm for their expertise. And your reputation is the most important factor they consider, followed by your ability to make complex ideas understandable.

Thought leaders have a lock on reputation and by definition influence thier followers' service provider selection. So if you're an unknown, a convincing demonstration of your expertise to buyers and influencers is essential to winning business.

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