Before you can monetize your expertise, you’ll first need to demonstrate it. The most scalable way to do this is through content.

But how do you start creating content about your domain out of the blue?

The following approach can be used if you're already in the indie consulting game, or if you're just considering it! It's never too early to start the long game of content.

​Yesterday, you identified your Domain Expertise Wingspan. Specifically, two categories of topics within your domain:

• FAQs - common questions you get asked organically about your domain
• Soapbox topics - higher-level POVs (or hot takes) on topics within your domain that get you fired up

These two categories represent a classic pull/push of information: your audience wants to hear about X, you want to talk to them about Y.

Now, instead of a wingspan, let’s think of this spectrum of topics like a content see-saw.

So which side do you start with, and how?

The “Pull” - FAQs

• Your organic FAQs give you a proxy for what a broader audience wants to know today. So start there!
  • Address some common questions on your topic on LinkedIn
  • Go on a podcast to talk about the 101 of your domain
  • Host an Ask-Me-Anything via Zoom or social media
  • Write a short ebook and make it available on your website or LI profile
• Many of these “pull” topics may not be the most thrilling for you to focus your time on, but it’s important to establish a connection with your audience and meet them where they are.
• Remember, just because you may find the topics elementary, don’t forget to layer in your unique lens. This is why they came to you after all.

2. The Push - Your Soapbox:

• Once you’ve provided some general knowledge addressing some FAQs, you will have demonstrated value and established trust
• You can then ‘cash in’ that earned trust at the other end of the see-saw to discuss one of your soapbox topics.
• These aren’t topics your audience specifically asked for, but you believe they are high-value for the audience (and also scratch your intellectual itch!)
  • Conveniently, you can use the same channels you used for the FAQs: LinkedIn, podcast interviews, ebook, articles, etc. This is helpful as it keeps your audience with you as you jump from topic to topic.

3. Repeat the see-saw

As you continue this push/pull rhythm over time:

• Your audience is receiving direct value from all the expertise you’re sharing with them
• You are demonstrating increasingly broad and deep domain authority
• And between you and your audience, you are establishing an undercurrent of connection and trust
• It’s this current that provides the foundation for transactional opportunities (i.e. $$) down the line

​

Tomorrow, I’ll close out with one final evolution of this framework and some examples of how this can lead to real monetization opportunities.

💡

-Wes