Ever wish you could just say to a client, “trust me, I know what I’m talking about”? Or perhaps you wish there was a way to show your clients that you’re on top of the latest economic/policy developments and new products. There’s a way to do both of those things and more. And at the same time, you’ll be showing (not telling) them that you’re an expert in your field.

It’s all about content.

Back in the day, demonstrating your expertise through content was all about getting published in a fancy industry journal or writing a column for the local paper.

These days, it’s easy for anyone to publish content on their own terms, whether it’s a business website, their LinkedIn blog, email newsletter, or somewhere else in the digital space.

Unfortunately, there are lots of platforms out there that encourage us to share/reblog/repost/forward other people’s written content. With just a click of a button, you feel like you’ve said something to the end reader that they’re going to like. And they might well appreciate the information. But do they also think better of you? Do they make a connection between the content you’ve sent them, and the kind of expertise they could tap into next time they talk to you? Or is the content just raising the profile of the author?

Content that demonstrates your expertise

To put it simply, having content that is your own (or ‘white labelled’ as yours) is the most effective way to build your brand and support your credibility. Content with someone else’s name and branding isn’t making you look good, it’s making them look good.

That does not mean you have to always write/develop/design your own content. If you are not a strong writer or just have better things to do than generate your own content you can use ‘white labelled’ content, which is where the content available to distribute via Advant Plus comes in handy.

A good example is the upcoming Federal Budget announcement. Your clients will be looking to you for insight and for the Budget to be interpreted from a financial planning perspective. An in-depth Budget analysis from YOU positions you as informed and presents a wonderful opportunity to encourage your clients to contact you with any questions or concerns they may have relating to the impact of the budget on their personal financial situation.

Of course from time to time, it’s perfectly fine to share a must-read story or report on your Facebook wall, or recommend a particular market news story to a client. In fact, if you’ve worked out a basic marketing strategy, chances are shared content is already part of your plan.

However, it’s important to remember that when your objective is ensuring that you come across as informed and knowledgeable to any potential reader, content that presents you as the subject matter expert is the way to go.