Expertise is a cornerstone for the integrating PR & SEO strategy.
Below is a guide to understanding and identifying an individual or brand’s expertise that can then be used in an integrated PR & SEO initiative.
I personally built 3 companies by establishing myself as an expert in a field.
What is an Area of Expertise?
A relevant area of expertise is the advanced knowledge or skill in a particular field or domain acquired through experience, education, or training. It encompasses a deep understanding of specific subjects, allowing individuals or organizations to offer insightful perspectives, solve complex problems, and deliver high-quality outcomes in their area of specialization.
A brand can leverage expertise to create engaging stories and content that influence the behavior of both the media and the target audience. This expertise not only builds brand credibility and authority but also strategically positions the brand within its industry, facilitating meaningful connections and driving audience engagement through relevant, informative, and compelling communication.
The Importance of Establishing Expertise
This expertise establishes your brand as a credible authority, enabling content to influence audience behavior, provide value to the media, and secure coverage.
Media: Experts can be a trusted source of data, commentary, and insights for media and the audience consuming it.
58% of Journalists need help finding sources for their story
68% of journalists say they need experts to provide data
-Cision 2023 State of Media Report
Content: People are influenced by the advice of reputable experters. Expert content can influence an audience to take action, increasing conversion rates and engagement.
– Study How Expert Advice Influence Behavior
How to Identify
Step 1) Identify Individual or Company Area of Expertise:
Begin by assessing the domains where either you as an individual or your company excels. This could be areas where you’ve demonstrated innovation, thought leadership, or have a competitive advantage.
For Individuals: Focus on personal strengths, experiences, and knowledge that highlight your unique expertise in the field.
Step 2) Select Areas of Expertise:
Narrow down to specific areas where your knowledge is both deep and broad. Consider areas where you have a proven track record of success, unique insights, or innovative solutions that can differentiate you or your company in the marketplace.
Step 3) Fields of Expertise:
Articulate the specific fields of expertise. These should be areas where you can confidently provide authoritative advice, guidance, or commentary, backed by experience and success stories.
Step 4) Expert Details Around Expertise:
Detailing your expertise involves a deeper dive into various facets that collectively establish your authority in the field:
- Professional Background: Outline the educational qualifications, work experience, and any professional training that has contributed to your expertise.
- Publications & Speaking: List any articles, research papers, books, or public speaking engagements where you have shared your knowledge and insights. This also includes guest blogging, interviews, or podcasts.
- Contributions & Achievements: Highlight significant contributions to the field, such as innovative projects, awards, recognitions, or any other achievements that showcase your expertise.
- Social Proof: Gather testimonials, endorsements, and recommendations, especially those on professional networks like LinkedIn, which corroborate your expertise and impact in your field.
- Passion Projects: Share any voluntary or personal projects that further demonstrate your commitment and depth of knowledge in your area of expertise.
- Problems They Solve: Identify the specific challenges or problems that you or your company are uniquely equipped to solve, showcasing the practical application of your expertise.
- Membership & Affiliations: Include memberships in professional associations, societies, or other groups that align with your area of expertise, further validating your authority and commitment to the field.
By methodically following these steps to identify and detail your areas of expertise, you’ll lay a solid foundation for leveraging this knowledge in your integrated PR and SEO strategies.
Template
As part of the PureLinq’s Introduction to Integrated PR & SEO course, I created a workbook to simplify the process of building an integrated PR & SEO program. Since expertise is such an important part of both PR & SEO I also created a template to walk you through the process of identifying individual or company areas of expertise. Here you go.
Google Drive template: Expert identification and evaluation
Examples: Area of Expertise
Building upon our discussion of leveraging expertise in integrated PR and SEO strategies, let’s delve into practical examples that illuminate how identifying and showcasing expertise can significantly enhance your brand’s credibility and audience engagement.
Example 1: Individual Expertise in a Tech Startup
- Individual: Dr. Jane Smith, CTO
- Area of Expertise: Artificial Intelligence and Machine Learning
- Professional Background: PhD in Computer Science, 15 years in AI research
- Publications & Speaking: Keynote speaker at TechInnovate Conference, Author of “AI for Tomorrow”
- Contributions & Achievements: Developed a patented AI algorithm, led the team that won the Global Tech Innovation Award
- Social Proof: Featured in Wired magazine, Endorsed by industry leaders on LinkedIn
- Passion Projects: Runs a popular AI tutorial blog, Mentor in Women in Tech Initiative
- Problems They Solve: Simplifying AI integration for small businesses
- Membership & Affiliations: IEEE member, AI Ethics Board Advisor
Example 2: Company Expertise in Sustainable Fashion
- Company: GreenThreads
- Area of Expertise: Sustainable Fabric Innovation
- Proven Knowledge: Pioneered a recycled fabric that reduces water usage by 50%
- Influential Assets: Proprietary fabric recycling technology, GreenThreads Fashion Line
- Professional Background: Founded by a team with backgrounds in environmental science and fashion design
- Publications & Speaking: Featured in “EcoFashion World,” Speaker at Sustainable Fashion Forum
- Contributions & Achievements: Winner of the Eco-Innovation Award 2023, Collaborated with environmental NGOs
- Social Proof: High ratings and reviews for sustainability, Influencer endorsements on social media
- Passion Projects: Hosts annual “Design for Green” youth workshop
Problems They Solve: Reducing the fashion industry’s environmental impact - Membership & Affiliations: Sustainable Apparel Coalition, Fashion Revolution Partner
These examples showcase how individuals and companies can articulate and leverage their expertise to build a narrative that resonates with their target audience, enhances their authority in their respective fields, and integrates seamlessly into their PR and SEO strategies.
