This guest post is by Amy Harrison of Harrisonamy.com.
To the public, not all experts are created equal.
What’s more, this division exists in all industries, and in every blogging niche.
And it’s not just about working harder, or longer than other people. It’s about knowing how to rise through the ranks of the expert “hierarchy.”
To illustrate, consider for a moment the difference between a chef in a restaurant, a head chef in a five-star restaurant, and then Gordon Ramsay.
In reality, they could have the exact same cooking abilities, but in terms of perceived value, you’re looking at an annual wage of: $30,000, $100,000 and … $24million.
Between the head chef and Gordon Ramsay, that’s an increase of 23,900%
This might seem like quite a leap, but when you understand the following five rungs on the expert ladder, you’ll see how your own value can change dramatically in the eyes of your audience.
1: Generalist (the fry cook)
Most start out as generalists in their careers. In chef terms, this is like a fry cook. You can cook a number of different meals, but could be replaced by someone with little training and experience.
Your blog is on this level if:
You’ve just started and are still finding your blogging voice. You might cover a variety of topics, or taking a general view of a wide subject such as health and beauty or finance.
You’ll notice other bloggers writing about your subject and may be struggling to get your content shared and traffic to your site.
This is your starting step, and the launch pad of your expert journey. If you want to start standing out though, you need to move to the next level which is…
2: Specialist (the vegan chef)
Here you have a more focused area of expertise, for example a chef who only creates vegan meals. This specialist view means that when it comes to vegan cuisine, we value this level of expert more than the fry cook.
Your blog is on this level if:
You’ve drilled down your blogging topic to a more specific niche, such as skin care routines to help with acne, or how to get the best deal from credit cards.
By covering a smaller topic, your blog content has a more consistent theme, and you’re able to make points which are more in-depth and of greater value to your audience. You’re less overwhelmed by what other generalist bloggers are writing about and more aware of what topics fit into your niche, and what don’t.
This is where some bloggers stay, yet it’s only the second rung on the expert ladder.
You can continue to increase your expert value by moving to the third stage which is…
3: The certified specialist (the five-star restaurant chef)
People love credentials.
A certified Executive Chef has a competitive edge over someone with only “hands-on” experience. They might both know how to cook a great steak, but when a Michelin starred restaurant is hiring, who do you think they pick for the position (and handsome compensation)?
Your blog is on this level if:
You have relevant qualifications within your topic AND you are displaying them on your blog, letting readers know your certified level of expertise.
If your goal is to prove your expertise to your audience, don’t underestimate the value of a sign that says “Approved by the Board Of…” and “Certified Specialist in…”
After that, you’re ready for the fourth stage of expertise.
4: Expert authority (the food critic)
Expert authorities invest time creating more in-depth studies and publishing the results. They may also have a firm stance on issues within their niche (which may or may not be controversial).
This is like a chef who has spent a year travelling to produce a guide to the top seafood restaurants, or written a paper on the effect of global warming on seasonal food production. Others can then access this information as a “shortcut” to answers without having to do the research themselves.
Your blog is on this level if:
You have published an in-depth white paper, ebook or series of articles. You may choose to focus on a recent trend in your industry, or some controversial news, or to simply create a “shortcut” to a more complex matter.
For example:
- a white paper on why native plants should be encouraged into any garden
- an ebook about how changes in financial legislation will affect home owners
- a series of articles explaining a complicated news topic such as the SOPA bill.
It doesn’t have to be complicated, if you do the research others don’t want to (e.g. the top 100 free resources for web designers) you will gain an authoritative status.
From there, we move to the final rung of the expert ladder which is:
5: All of the above, plus celebrity status (Gordon Ramsay)
The highest level of being an expert comes with celebrity status. This is about being the go-to person within that niche.
Millionaire Chef Gordon Ramsay has 13 Michelin Stars, has published 21 books, has a controversial, outspoken style, and is featured in his own TV shows.
An extreme example? Perhaps, but if you’re passionate about your subject, why not strive for the highest level of expertise? Reaching this level takes hard work, but it might be the hard work people in your industry aren’t doing.
Warning: You cannot build celebrity status without having anything to say, or being properly qualified on your subject. You might see many bloggers shoot to fame seemingly overnight, but the ones that stay at the top are the ones who have mastered their art and skills for years.
Your blog is at this level if:
You are consistently producing and promoting content based on your expertise.
Some of the tools bloggers have used to achieve a celebrity status include:
- “out of the box” ways of getting online attention
- offline speaking at conferences
- guest posting regularly on other blogs
- writing for trade publications or magazines
- pitching for interviews on other websites
- pitching your side of a current news story to media outlets
- writing regular books or ebooks
- holding regular events for example webinars, seminars and teleseminars
- hosting your own online TV show
- having a regular radio podcast.
Achieving this level as a blogger means you expand your audience and attract people who are willing to pay more to work with you, not just because of what you are trained to do, but because they get access to you.
What do you think? Who do you see as other experts in your industry, and can you see how they’ve used different tools to increase their value to their audience?
Next have a look at where you are and see what you can do get to the next level of blogging expertise!
Amy Harrison is a copywriter and content marketer for Personality Entrepreneurs wanting to connect and sell authentically to their audience. You can now download her free report on how to write sales copy when personality is part of your business at Harrisonamy.com.
