Let me tell you a little story.
A few years ago, I met this accountant, let’s call him Jeff. Now, Jeff was top-notch at what he did. He could decode tax laws like a wizard and save people thousands. But here’s the thing: Jeff’s firm was practically invisible online. Zero blog posts, no newsletters, and his LinkedIn looked like it had been abandoned sometime around the last solar eclipse.
One day, over lunch, Jeff admitted he was struggling to bring in new clients. Word of mouth had slowed. Networking events were drying up. “I don’t get it,” he said, poking at his salad. “I’m great at what I do. People love working with me. But I just can’t seem to grow my client base anymore.”
That’s when I leaned in, looked him in the eye, and said, “Jeff, what you know is your greatest marketing asset. And you’re sitting on a goldmine.”
He blinked. “Wait, what?”
Here’s the secret:
As a professional service provider, you are literally paid for what you know. Whether you’re a consultant, lawyer, therapist, architect, or yes “even a tax-slaying accountant” your expertise is your product. But most of us never think to market that expertise.
Why? Well, a lot of folks worry about giving away too much for free. “If I tell them how to do it, why would they hire me?” Sound familiar?
Let’s talk about that, because I promise “when done right” sharing your knowledge won’t hurt your business. In fact, it’s the exact thing that can put your name on the map and bring a steady stream of ideal clients to your door.
The Mindset Shift: Giving Is Gaining
Let me clear something up from the jump: I’m not saying you should hand over proprietary methods or offer free consultations to anyone who asks. That’s exhausting and, honestly, unnecessary.
What I am saying is that you can package pieces of your know-how into digestible, helpful content that builds trust, authority, and visibility. When people see that you understand their problems and even better, that you’ve got insights on how to solve them they start to see you as the person to hire when the time comes.
And here’s a little magic trick: the more value you put out into the world, the more your audience trusts you. The more they trust you, the more likely they are to choose you when they’re ready to invest in a solution.
It’s not just theory. There’s data behind this.
According to the 2023 Content Preferences Survey Report by Demand Gen Report, 71% of B2B buyers said they reviewed blog content during their buyer journey. Even more interesting? Over 40% of them said they consumed between three to five pieces of content before even reaching out to a salesperson.
If that doesn’t make you sit up and listen, this might: the Content Marketing Institute reports that content marketing generates more than three times as many leads as outbound marketing and it costs 62% less. That’s like getting first-class results on a coach-class budget.
Still on the fence? According to HubSpot’s 2024 State of Marketing Report, 82% of marketers actively use content marketing, and among them, blogging, email newsletters, and LinkedIn content are reported as the top-performing formats for B2B companies.
What Does “Sharing Your Expertise” Look Like?
So how do you actually do this? Great question. And don’t worry I’ve got you.
Here are some simple ways to start sharing your expertise:
1. Write Blog Posts or Articles
This one is a classic, and for good reason. A well-written blog post helps answer a specific question your audience is asking. Think “How to Prepare for Tax Season as a Freelancer” or “5 Legal Mistakes New Business Owners Make.”
The key? Don’t fluff. Don’t hold back. Give real insights that show you know your stuff. Think of your blog as a library of value, and each post is a reason for someone to trust you.
2. Host Webinars or Workshops
There’s nothing like hearing someone speak live or watching them break down a complex topic with confidence and clarity. Webinars are a great way to go deeper on a topic and interact with potential clients. Plus, they build your authority in a serious way.
3. Create a Newsletter
Your email list is a direct line to your audience. A good newsletter isn’t just about updates or sales pitches. It’s about serving your readers with value: tips, tools, insights, and stories they actually look forward to.
4. Post on LinkedIn
Especially for service professionals, LinkedIn is gold. Short posts, tips, and personal insights about your work can get you noticed by exactly the kind of people you want to attract. The key is consistency posting weekly or even a few times a week keeps you top of mind.
5. Record a Podcast or Video Series
Some people read. Some people listen. Some people watch. Meet them where they are. Share short episodes on common industry questions, client stories (with permission), or behind-the-scenes lessons from your own experience.
But Wait, Won’t Competitors Steal My Stuff?
I hear this one all the time.
And I get it. No one wants to hand over their hard-earned insights for free. But here’s the truth: your competitors already know what you know. What they don’t have is you your voice, your experiences, your take on things.
What you’re sharing is not a 200-page blueprint. It’s the why and the what, not always the how. And even when you do share some of the “how,” the people who need help are still going to need a pro to implement it.
Think about it like this: I can Google how to fix a leaky faucet all day long. But when water starts spraying across my kitchen, I’m still calling the plumber. Why? Because expertise matters and so does trust.
Sharing your knowledge doesn’t cheapen your service it enhances it.
What Kind of Content Should You Create?
Here’s a cheat sheet I’ve used and shared with dozens of professionals:
| Type of Content | Purpose | Example |
| “How-To” Guides | Educate and provide quick wins | “How to Choose the Right CRM for Your Business” |
| Case Studies | Build credibility | “How We Helped a Startup Save $30K in Legal Fees” |
| Listicles | Easy to digest and shareable | “7 Mistakes to Avoid When Hiring a Contractor” |
| FAQs | Address common concerns | “Do I Really Need a Will? 5 Questions Answered” |
| Opinion Pieces | Showcase your thought leadership | “Why Traditional Marketing Agencies Are Failing Their Clients” |
| Behind-the-Scenes | Humanize your brand | “A Day in the Life of a Boutique Law Firm” |
The magic sauce? Be specific. Be generous. Be yourself.
How to Get Started Without Burning Out
I know you’re busy. So, let’s keep it real. You don’t have to turn into a full-time content creator overnight. Start small. Here’s a simple, repeatable workflow:
Step 1: Pick Your Audience
Who do you want to reach? Be specific. “Small business owners in their first three years” is better than “everyone.”
Step 2: Identify 5 to 10 Common Questions
Think about what your clients ask you all the time. Each of those is a content opportunity.
Step 3: Choose a Format
Are you a writer? Great blog or newsletter. More of a talker? Try a podcast or LinkedIn video. Pick the format that feels natural.
Step 4: Commit to a Schedule You Can Keep
Even twice a month is fine, as long as it’s consistent. Over time, this builds a content ecosystem that quietly markets you while you sleep.
Common Mistakes to Avoid
Let’s head off a few pitfalls before they trip you up:
- Being too vague: Specific insights beat general advice every time.
- Worrying about perfection: Just start. You’ll improve as you go.
- Posting once and ghosting: Consistency > intensity.
- Trying to please everyone: Speak directly to your ideal clients.
- Over-selling: Lead with value. The pitch can come later.
Real-World Success Story: Lisa the HR Consultant
Lisa ran a boutique HR consultancy and felt like she was shouting into the void. Her social media had crickets, and leads had slowed to a crawl.
I helped her put together a content strategy based on weekly LinkedIn posts and a monthly newsletter. She shared hiring tips, compliance reminders, and stories from the trenches (with names changed, of course).
Within six months, she’d tripled her LinkedIn following and landed two major clients who had been following her quietly for months. Why did they choose her? Because her posts sounded like she knew them and she did.
So… What’s Stopping You?
Seriously. You don’t need a fancy camera. You don’t need to be a tech wizard. You don’t even need to have all the answers.
All you need is the willingness to share what you know with the people who need it most.
Think of it like planting seeds. Some people will read and move on. Others will bookmark you, follow you, and when the time is right they’ll hire you.
Your knowledge is not just what you get paid for. It’s the beacon that brings clients to your door.
So go ahead. Light it up.
FAQs
Q: Won’t sharing my expertise mean clients won’t need to hire me?
A: Not at all. In fact, the opposite is true. Clients will see your value and trust you more.
Q: What if I’m not a good writer?
A: Use the format that fits you best. Audio, video, even slideshows or visual posts can work beautifully.
Q: How often should I post or publish content?
A: Aim for consistency. Once a week or even bi-weekly is better than sporadic bursts.
Q: Do I need a blog or website to start?
A: Nope! LinkedIn, Medium, or even email newsletters are great starting points.
Q: What if no one sees my content?
A: They will, over time. The more consistent and relevant you are, the more visibility you’ll build.
Action Checklist
Identify your target audience Make a list of top 10 client questions Choose a content format that suits your strengths Create a simple posting schedule Track what gets the most engagement and double down Celebrate small wins and keep going!
