Unlock your Niche Knowledge (part 3)
6 min read

Unlock your Niche Knowledge (part 3)

Behind the Scenes Part 3

Yo! Welcome to the next episode of The Content Strategy Reeder where 5,067 creators get better at content strategy and creation in less than 5 minutes.

This is Part 3 of going behind the scenes of my personal content strategy. If you get caught up on Part 1 and Part 2, you’ll see my content strategy framework, audience funnel, and channel strategy for growing my audience.

One of the hardest parts of creating content is figuring out what to say.

Or even worse, believing you have nothing worth saying.

That’s why today you’re going to learn how to transform your expertise and ideas into extremely valuable content.

You might be thinking:

But, I’m not an expert...

This is one of the biggest lies we tell ourselves.

We think that we need 10,000 hours of experience (thanks, Malcolm Gladwell!) or a VP title to be credible.

That’s completely untrue.

You have a vault of highly valuable, highly specialized information in your head right now.

That information is what I call Niche Knowledge.

It’s the collection of experience, skills, and perspectives that are uniquely yours. (You may have heard of “niching down” from Christopher Lochhead and his band of legendary category pirates.)

You can build credibility and create a memorable content strategy, personal brand, and business — if you know how to unlock and share your Niche Knowledge.

This is how I’ve created multiple content strategies, built my personal brand, and scaled The Reeder. And that’s exactly what you’re going to learn today.

You’ll see my 5-step process for transforming experience into content, how to quickly generate dozens of ideas, plus five examples to inspire.

Let’s ride.

Step 1: Identify your Niche Knowledge

Let’s start by seeing what’s inside that vault of yours.

Here’s how I think about it:

I’ve created multiple content strategies by focusing on that green space above. It’s green, but I consider it content gold.

Start by taking inventory: What skills and experience do you have?

I have a two step formula I follow for brainstorming here. Simply fill in the blanks:

Skill Statements: I know how to ____ (skill)
Example: I know how to write a cold prospecting email.  

Outcome Statements:  I know how to ____ (outcome)
Example: I know how to generate sales pipeline.

Think of all the things you know how to do and the problems you’ve solved then list them out.

For every Outcome Statement, think of all the “how’s” that go into it. For all your Skills Statements, think about the outcome they help achieve.

Go until you run out of juice.

I’ll do a short list with you as an example:

  • Write a blog
  • Host webinars
  • Close SaaS sales deals
  • Build an email marketing program
  • Create thought leadership
  • Grow revenue with content
  • Scale and lead content marketing team
  • Build editorial processes

My list is pretty focused, but yours might not be (yet).

Comb through your list and see what high-level topics they fit into to create themes. Here are mine:

-Building B2B content strategies (frameworks)
-Sales tactics (tips)
-Content creation (tips)

When creating your content themes, focus on recency and passion. Recency keeps the ideas fresh and easy to access, and being genuinely passionate about your topics will keep you engaged and motivated.

Bonus points if you’re still doing the things from your list right now because then every day you’re creating experience and knowledge that will fuel your content.

Step 2: Align topics to your audience

Now that you have identified your vault of Niche Knowledge, it’s important to understand who has an appetite for it.

Ask yourself: Who will benefit from these experiences and skills?

For me, it’s content creators. That’s mostly marketers, but content creators aren’t exclusive to marketing.

Here’s a hint: If your Niche Knowledge stemmed from being an events director, for example, then chances are other events professionals are your audience. Put another way, you’re creating content for your peers.

Step 3: Create your mission statement

This is a quick, but important one.

Here’s where you connect the dots between what you have to offer (Niche Knowledge) and who you’re offering it to (your audience).

This is key because it’ll keep you focused and consistent — critical for building credibility for what you want to be known for.

You can even shorten it and make it your LinkedIn headline: Building content engines that fuel strategic growth.

Now, all aboard the idea train.

Step 4: Create niche content

To create your niche content, you need to glean insights from your list of experiences and skills.

There are 5 ways you can take one idea from your list above to create compelling and engaging content. I added an example for each so you can see how I applied my “how to write a cold prospecting email” example:

  1. Insight: Share something new that you learned. Think about all your "aha!" moments you experienced. Example.
  2. Guide: Explain how to build or accomplish something, step-by-step. Example.
  3. Personal Story: Share an experience where you failed or succeeded and what you learned from it. Example.
  4. Perspective: Share your perspective on the topic based on your experience. The more it conflicts with common consensus, the better. Example.
  5. Example w/ breakdown: Take a real-life example and apply your guide (how-to) with notes and annotations. Example.

You’ll end up with something like this:

The challenge will be that these things are obvious to you (but not to others), so ask yourself these questions to extract the not-so-obvious gold:

  • [Insight] What was the most interesting thing I learned?
  • [Insight] What went well? What didn’t? Why?
  • [Insight] What’s one thing most people get wrong about [topic]?
  • [Insight] What did I learn “the hard way”?
  • [Guide] What specific steps did I take to achieve my goal?
  • [Story] What mistakes did I make? What did I learn from them?
  • [Story] What’s a recent milestone I achieved?
  • [Perspective] How has my perspective on this topic/scenario changed?
  • [Perspective] What did I initially think was true, but isn’t?
  • [Example] What advice would I myself if I could go back in time? Use an example to illustrate.

Every answer makes for a perfect social media post, blog, video, webinar, podcast, etc.

Here comes the fun (and final) part.

Step 5: Share your Niche Knowledge

You might get nervous actually posting your ideas because then the world will see your ideas. Yikes!

But it’s also the most gratifying because your experience is about to make a positive difference for a specific group of people.

And that’s important to keep in mind: It’s not about getting a million likes it’s about helping ONE person solve a problem. Few things are more gratifying than getting comments and DMs from folks telling you how much you’ve helped them.

I encourage you to start publishing on social media because you’ll get the most eyeballs and the fastest feedback loop. Critical for seeing what your audience likes/doesn’t like.

If you do this consistently, you’ll build an engaged, loyal audience.

Remember: Your expertise is measured by the depth of your experience and the quality of your insights.

Instead of focusing on what you don’t know, focus on what you have done.

Holler at you next Saturday,

Did you get value from this episode of CSR? If so, you’d make me sing “Brooklyn In The Summer” by Aloe Blacc if you shared this link with your friends or on LinkedIn. Here’s an example from Tiger Joseph for inspiration.

More digital resources to level-up your content game

  1. You can catch up on previous newsletters here (scroll down to ‘Here’s what you missed’)
  2. Follow me on LinkedIn for edu-taining content on writing, sales, and marketing tactics
  3. Check out my video course Content Strategy for LinkedIn if you want to elevate your LinkedIn personal brand. Be sure to use discount code “CSR” for 22% off