Why original quotes from internal experts are crucial for building trust Why internal experts? When I talk about the Expertise Ecosystem, there are almost always a few misunderstandings. Several people thought that I would be collecting quotes from experts in the field, unrelated to the companies I’d be writing for. Others thought that I’d be collecting quotes from past customers …
The Main Ingredients of Quality Content Are Care & Expertise
The recipe for delicious content includes voice, judgment, expertise, and care. Here’s how to make sure you’ve got the right ingredients. When all of the smart people are saying essentially the same thing, it makes sense to listen. What are you hearing right now from the smartest people in your industry? Here’s what I’m hearing: I could keep going, but …
The Unexpected Benefits of Going Slow
My daughter’s family adopted a dog. His name is Loki and he’s a sweet lab mix. He’d been at the shelter longer than any other dog there the day they visited. To say that he’s happy to have a home is a huge understatement. One thing about Loki is that he is always in a hurry. He runs from his …
A Story about Failure
In 2023, my clients began dropping away. An agency lost the account I worked on. Things got weird with a different agency when I asked for help/clarification on a project and we mutually chose to part ways. A freelance budget got cut. At first, I wasn’t worried. Although most of my clients stick with me for years, they do come …
Authority + Credibility + Expertise Don’t Always Add Up to Trust
Authority, credibility, expertise, and trust are intertwined and involve more than our logical brains. Sometimes you trust someone inexplicably and sometimes even if a person seems authoritative and credible, you just don’t trust them. When it comes to B2B marketing, organizations need all four. It’s easy to speak with authority. All you have to do is sound like you know …