If the majority of your target market does not know you as the expert, you are probably missing out on some sales opportunities. You've got some work to do to achieve a higher level of recognition.

 

But a more important question might be - who cares?

 

Prospects who don't really appreciate the depth of your expertise are unable to perceive you as a trustworthy source of valuable information. A common reason they don't value a vendor's industry knowledge is a failure to share information in a way that is focused on them - not on you or your products.

 

 

 

There are lots of possibilities that I'm sure you can see for your company and yourself. Being regarded as a document industry expert has its advantages. In today's highly competitive environment you should pursue any strategy that improves your reputation in the marketplace.

 

One way to do that is with content marketing. Let your current and prospective customers know that you understand their challenges. Demonstrate your knowledge of the industry and how it relates to their business. This elevation of awareness can be accomplished in a variety of ways and can be just as effective as advertising, at a fraction of the cost.

 

I have used newsletters, articles, interviews, videos, speaking engagements and more to distribute information that I've been told is relevant and valuable to the people I need to reach. As a result, I get calls from prospects who see me as a trusted resource even before we start talking about doing business together!

 

What works best for you will depend on many factors. The important thing is to get started. Make a plan for using a content marketing approach to raise your reputation to expert status and take some action today.