If you’re a subject matter expert, a consultant, or someone who’s built deep knowledge in your industry… it’s time we talk. Because here’s the hard truth: your expertise means very little if no one knows about it.
We’ve met a lot of incredibly smart people who are basically invisible in their own industries. They know their space inside and out, they solve complex problems, and their clients love them. Yet, nobody knows who they are.
It’s not because they aren’t credible. It’s because they’re not showing that credibility.
Think of five people in your own circle right now. People you know are insanely good at what they do. Maybe they’re in a niche space like cybersecurity compliance, healthcare operations, tax strategy, or even something super specific like supply chain logistics for e-commerce. They’re an expert.
Now ask yourself: does anyone outside their immediate client list or inner circle know they exist? Are they showing up online as the go-to expert in their space?
And what about you? Are you showing up online?
We’re going to go ahead and assume that the answer is probably no.
When you’re not consistently creating digital assets or sharing your expertise online, people can’t find you. It’s not enough to be smart. You have to prove it.
That’s where so many experts get stuck. You’re busy doing work, serving your clients, and solving problems. But if you’re not consistently showing up online, you’re missing a huge opportunity to grow your reputation, your authority, and your business.
One of our favorite ways to explain this is using a lighthouse analogy.
Your expertise is the lighthouse. It has the power to guide people (your ideal clients, partners, collaborators) right to your door. But if you don’t turn the light on, how is anyone supposed to find you?
Consistent, high-quality content is the thing that turns the light on. It signals to your industry that you’re here, you know what you’re talking about, and people can trust you to lead them in the right direction.
Because that’s what credibility really is. It’s trust.
People don’t just hire businesses or buy products. They buy from brands and people they trust. If you want to build that trust and become the go-to expert in your space, you need to stop assuming people will figure out how much you know and start showing them.
Being seen as a credible, go-to source in your industry isn’t about shouting the loudest. It’s about consistently showing up with your unique valuable perspective that proves you’re the real deal.
Here are some ways to do that:
Original content is hands down one of the most powerful ways to build authority. This could be blogs, videos, social posts, or email newsletters. Share your perspective, your insights, and your take on industry problems. Don’t just repeat what everyone else is saying. Add your own spin on it.
Think about the questions clients ask you all the time and turn those answers into content. If you’ve solved a tricky problem recently, write about it. Original content sets you apart because it comes from your actual experience, not just generic industry jargon.
And remember to stick to a consistent schedule. Don’t be that person who posts three days in a row and then disappears for a month. Figure out what posting schedule you can manage (daily, bi-weekly, weekly, etc.) and stick to it. Consistency is more important than frequency.
Knowing what is current is a part of being credible. Pay attention to what’s happening in your space and share your opinion on it. If there’s a new regulation, a trending topic, or a common misconception, jump in and add to the conversation.
This is how people start to see you as someone in the know because you’re actively participating in conversations that matter.
And don’t forget: this kind of commentary isn’t limited to your own profiles. Participate in LinkedIn conversations and Facebook groups, or pitch a collaboration to a peer. Share your perspective in as many places as you can.
One of the most overlooked strategies is cross-collaboration with people in other industries. If you’re an expert in tax strategy, don’t just live in the accounting world. Get in front of small business audiences. Partner with payroll companies. Show up in industries that intersect with yours.
Cross-collaboration does two important things:
That cross-collab not only expands your reach but also positions you as the expert when those industries need someone like you. This way, you’re not competing with direct competitors, you’re just getting in front of relevant audiences that might need your expertise in the future.
There’s a reason people who show up in the media are perceived as more credible. When others—podcast hosts, fellow peers, event organizers—trust you enough to put you in front of their audience, it builds immediate authority.
Look for opportunities to:
Every time you show up in those spaces, you’re reinforcing that you’re a go-to expert all while reaching a wider audience as well.
Sometimes the simplest way to build credibility is to just be helpful. Share quick tips, answer common questions, and break down tricky topics. The more people learn from you, even in small doses, the more they trust you know what you’re talking about.
It’s also one of the most authentic ways you can show up online. By simply responding to a comment or DM, you’re giving free advice that’s going to help people get to know you better. They’ll be more trusting that you know what you’re talking about and you’ll likely be top-of-mind for them if they eventually decide to buy products or services that you offer.
If you answered “no” to most of these, don’t panic. That just means that it’s time you make some necessary changes so you can set yourself up for better success.
Today’s consumers are more skeptical than ever. Whether you’re selling consulting, services, or products, people are doing their homework. They’re Googling you, checking your LinkedIn, reading your content, and looking for proof that you know what you’re doing.
If you’re not actively building your online reputation, you’re leaving it up to chance that people might figure out how good you are. Spoiler alert: they won’t.
Meanwhile, the people who consistently show up by sharing their knowledge, being visible, and providing value, are becoming the go-to experts their industries trust.
Credibility isn’t a one-time thing. It’s built through consistency. The more digital assets you create, the more places you offer for someone to discover you, learn from you, and decide that you are the expert they want to work with.
The good news? You’re already the expert. Now it’s time to act like it online.
Ready to build your online reputation but don’t know where to start? Start with our free quiz for recommendations and helpful suggestions on where to begin.
We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.
You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.
We’re that team!
See how we can help your small business, startup, or agency with a free consultation.
