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How To Use Your Own Expertise To Create Engaging Content

Updated: Jul 8, 2020

Creating content sometimes is a sore spot for most business owners. The pressure that society has put on us to create picture perfect content has stopped a lot of business owners from creating or posting anything at all because they feel so overwhelmed by the pressure of it all that they would rather do nothing than feel ashamed of their lack of skills and creativity. 


If this sounds like you, I am here to tell you that creating your own content is easier than it sounds and the truth is, you actually hold ALL of the wisdom, knowledge and insight in the palm of your hands and people are dying to hear from you! 

If you own your own business, or have years of experience in a particular industry, you most definitely are an expert at what you do.  

Sharing content that is useful information and relevant to your business or industry encourages your audience to interact with your brand through the content you are posting and creating. It can be seen as helpful or interesting insider knowledge to those who are not experts (like you) in an industry or on a topic. 

There are many different mediums available today that you can use at your disposable to create engaging content. If you are not a graphic designer and want to test out your creative skills and create your own content, platforms like Canva are great for beginners to create their own content for free (or for a monthly fee to have access to more features). If you are looking for a more professional touch, hiring a graphic designer is a great way to get started on creating beautiful content that is sure to engage your audience. 

The most popular platforms to share your content are on social media channels (InstagramFacebookYouTube) your own website, a blog, through newsletters or email.

The average person gets overwhelmed about creating new content, as they feel like they don’t know what to say. They don’t know what to share. They don’t know what will be impactful. But the secret lies in you. You already have the skills, experience and talent, why not share what you already know, or better yet, what you have already created and share that! 

Finding a way to repurpose content (like this article, which was repurposed from a Webinar I hosted last May.) that you have already created, saves lots of time and it is a great way to continue to reuse something you have already taken so much time and effort to create.

What should you be sharing?

  • Share your knowledge

  • What do your potential customers want to learn?

  • Content should establish you as knowledgeable, trust-worthy and reliable with your customer base.

  • Give tips in an ordered list.

  • Share fun or intriguing industry facts.

  • Gives ideas that surround a holiday or season.


How can you find content to reuse that you have already created? 

Present one idea in a few different forms:

  • Turn data filled blog posts into an infographic

  • Break a video down into a written tutorial

  • Turn similar blog posts into an eBook

  • Make a case study out of customer testimonials 

  • Separate a long post into shorter feature posts See a few examples below of how I used content I created from an e-book and created it into social media posts AND a workshop I hosted.

Social Media Post




What kind of content should I be creating?  Blog Posts

Having a blog is a great way to showcase your expertise on a topic. Millions of people every day are researching for new and innovative ways to do things and finding a good piece of material on a topic they are searching for written by you is a great way to establish you as a thought-leader and an expert in your industry. Using platforms like Pinterest are key in getting your content read and shared. I would highly recommend Pinning every blog post you have written in Pinterest and get ready to watch your blog readers skyrocket. 



Videos will reign supreme in 2020 and beyond. If you’re not creating videos in your business, you may be left behind. But, let’s not scare you off just yet. It is easier than ever to create a video. If you have a smart phone, you’re holding your very own personal video recorder on you at all times. Instead of getting overwhelmed with the dreaded thought of not having the skill, talent or money to create a breathtaking, professional video – stop, breathe and realize that some of the most successful marketers at the moment are everyday people, just like you, who post incredible content that’s not professionally done. If you are creating and posting, you are already ahead of most people. My challenge to you is to post a small glimpse into your business or your life and see the kind of reactions and engagement you get. Some of my most successful videos have been me, early in the morning, no make-up, ranting about the daily routine of my business and how I keep balanced. 



Creating a newsletter for your audience is a wonderful way to keep top of mind of your prospects and clients as well as share meaningful and valuable content for them without feeling too salesy. In my newsletters, I like to always have a balance of about 80/20. 80% of the newsletter will be filled with thought-provoking articles, valuable tips for marketing and sharing something that is relevant to my reader. The last 20% is reserved for business asks, selling and promotion. Your audience gets hundreds of emails a week, sending a newsletter that is beneficial to them and a value add is a great way to showcase your skills and knowledge so when they are ready to engage or buy from you, they already view you as an industry expert and someone they trust.  



A podcast is a wonderful way to share your knowledge with listeners all over the world. There are so many different ways you can showcase your expertise on a podcast. If you are not sure about starting you own, search for a podcast that you think may be a good fit for your business and reach out to see if you can be a guest? Many podcasters are always looking for smart, intelligent guests to share their knowledge and lessons on their shows, so why not do them a favour, raise your hand and let them know you have got some valuable to say! A podcast is a new platform I am testing out this year, and I am excited to use this platform to share stories of women in the workplace who give my audience a look into their industry, a sneak peek into their brands and some valuable life lessons from being a woman in business. 

(Side note: We would LOVE to have you as a guest on our show and share your knowledge and expertise with our audience! Apply here


Social Media Posts 

Social media is an incredible way to get in front of your audience and share your knowledge and insight into your brand and your business. Social media has made it really easy to let brands show their personalities through these platforms. By creating your own graphics (or outsourcing this work), you bring not only brand consistency to your feed, but a familiar look and trust to your brand. Viewers love to share inspiring, helpful and thought-provoking posts, so why not make it easier for them to save, comment, share and repost your content by creating your own?


Now go on and get out there! You have a world full of knowledge and inspiration waiting to be shared with the world. Sometimes, creating your own content isn’t as hard as you think it is when you realize you hold the key to your own resources. 

Creativity & Love,  Lindsay Dent


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