Expert Content

We want to talk about what to publish in the expert’s blog. The Personal Brand of an Expert (PBE) is always based on:
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1. Expert-training content
2. Assessment of expert questions from their industry/subjective opinion
3. Content from personal life
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There’re no 100%-working formulas and laws in what ratio content should be published. Here’s why.
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At any given moment, there are several types of audience in the profile:
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1. Old engaged audience (core audience)
2. Moderate audience
3. Newcomers
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The number of different types of content that a PBE can publish depends on the proportion of these audience segments.
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The old and moderate audience is interested in the author and his opinion. Newcomers are more interested in the author’s expertise than his personal life.
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A person subscribes to the topic, but then they start reading the author.
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What is the difference? At the start, WHAT is said is more important than WHO, but after a while, there may be a replacement, and it is more critical WHO says what he says.
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It is essential to publish expert content when preparing for an active promotion campaign; at the moment of growth and a bit after the campaign. After the “warm-up” stage, you can start throwing in some personal content.
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Important clarification. We’re talking about the PBE, not the “Instagram blogger” per se.
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What percentage of “personal life” should you show in the general content? In our opinion – no more than 20-30%. You should never forget what the person subscribed to you for. For business training or a picture of your breakfast?
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There is a case of a girl who leads a profile on mobile photography training. In the feed, the reach is 50-60% and the top engagement, and in Stories, reach is less than 10%.
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The problem was absurd. The feed had professional content. The audience subscribed, and Stories had the content of the level “My child and I are playing in the sandbox.” The audience subscribed for the sake of learning, not “me and the child.”
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To sum up, always remember what your audience follows you for. And then your content will be top-notch for the people.

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