How to use blogging to build your credibility
When you run your own business, your credibility in your subject matter is EVERYTHING.
Publishing content that demonstrates this credibility is vital for winning clients who trust you and want to work with you.
But if you’ve not got a writing background, it can be tough to create articles or other kinds of content that conveys that credibility in a way that’s accessible for your readers.
For fear of alienating our readers with jargon (or boring them with the really sciencey stuff), many of us resort to writing blogs on ‘top tips’ or very basic information. But if anything, this can be more damaging as it plays down your expertise, and that means your audience won’t ever develop an understanding of exactly how you can help them.
Instead, here are a few ways you can keep your content interesting and accessible without falling into the trap of regurgitating the same old templates that we’ve all read a thousand times.
1: Show your audience that you understand their struggles.
The first step to winning someone’s trust is to show that you understand their point of view. This can be hard to do as an expert, because we very easily forget what it was like not to know everything we know now.
Keep your ideal client’s experience and point of view at the forefront of your mind when you’re creating content. Use market research, discovery calls, networking, and feedback from existing clients to make sure you’re still in touch with how they’re feeling and any new developments that might be impacting them.
We all want to feel seen and heard - without this we won’t trust the person we’re talking to to be able to help us. By showing that you are very much in touch with their feelings and experiences, your reader will consider you a trustworthy person and one that they will feel comfortable talking to about their problems.
2: Mention your experience, qualifications, and expertise - often!
This one seems really obvious, but I’ve spoken to so many people who find it really difficult to talk with pride about their qualifications and expertise.
Remember: it’s not being full of yourself, it’s simply helping your audience to know that they can trust you.
You don’t need to do this in a bragging way - in fact, have you ever read anything online about someone’s qualifications and thought “Well they’re a bit full of themselves”? I’m guessing not.
You could start doing this by writing a short one-line bio at the start or end of your blog articles that mentions your qualifications or accreditations.
Another way to do it is in anecdotes about previous clients or patients (always anonymously, of course). For example: “One of my first clients after I qualified as a hypnotherapist was struggling with insomnia.”
This not only shows your qualification but also tells the reader that you have helped other clients in the past with similar struggles that they may currently be facing.
3: Link to reliable external sources.
A crucial part of writing academic papers is to use up-to-date references to support the claims you’re making, and your marketing materials need be no different.
Ok, that might be an exaggeration. Don’t stuff them quite as full as you would have done an academic paper, but DO include a couple of links to supporting materials. This will show your reader that other credible people can confirm what you’re talking about.
These links don’t need to direct your reader to a competitor, but they do need to be organisations or individuals who are recognisable for the right reasons.
4: Simplify complex concepts into easy-to-understand snippets.
Anyone could write a few paragraphs of jargon and waffle, but it takes a true expert to explain complicated subjects in just a few short and simple sentences.
By making the concepts easy to understand, you not only help to educate your audience, you also show them that you’ve got their back. You’ll never confuse or intimidate them, instead you’ll make them feel seen.
Someone who does this really well is Dr Julie Smith. She creates Instagram reels that simplify topics like mental health, anxiety, and therapy so that they’re really easy to understand even if you’ve never so much as picked up a science textbook in your life.
As a result, thousands of people now trust her to help them feel better. They sent her new book Why Has Nobody Told Me This Before straight to the top of the Sunday Time bestseller list.
Start writing blogs that convert readers into clients
If you’re new to writing blogs for your business but have been using social media for a while, a great place to start is by repurposing your best posts into blogs. It's much less daunting to do this than to start with a totally blank page!
A post that resonated with your audience and that really showed off your expertise by educating the reader or detailing your experience is perfect for this.
My free masterclass ‘How to turn social media posts into evergreen blogs’ will teach you how to take that post and turn it into a blog that ticks all the boxes for readability, credibility, SEO, and more.