The most impactful way into making regular content? Use your niche expertise

Smaller organisations and SMEs sometimes feel they struggle to stand out in a crowded online world. They worry about competing with larger companies that have bigger budgets, flashier campaigns, and seemingly endless resources. But here’s the truth: your greatest asset isn’t your budget - it’s your expertise.  

When you leverage your expertise to create content, you not only establish authority in your niche but also build trust and engagement with your audience. One of the most effective ways to do this? Regular niche expert commentary.  

What is niche expert commentary?  

Niche expert commentary is about diving deep into your field of expertise and sharing insights that only someone with your experience and knowledge can provide. It’s not about generic advice or surface-level tips - it’s about offering real value by analysing, debunking, or improving something specific within your industry.  

Think of it as your weekly opportunity to showcase your expertise in action. For example:  

• A counsellor could review famous scenes from sitcoms featuring couples, analysing their interactions from a therapeutic standpoint and suggesting healthier ways to handle those situations.  

• An heating expert could debunk common misconceptions or bad advice they see online, explaining why it’s flawed and offering better solutions.  

• A travel consultant could analyse trending travel videos, pointing out ways the itinerary could be improved to be more enjoyable or cost-effective.  

 Why niche commentary works  

1. It builds trust: When you consistently share insights that only an expert could provide, you demonstrate your authority in your field. Your audience begins to see you as a reliable source of information, which builds trust - a critical factor in converting potential clients into loyal customers.  

2. It’s relatable and interesting: People love content that feels personal and relevant. By focusing on real-world examples, you make your expertise relatable and accessible. Whether you’re analysing a trending topic or offering a fresh perspective, your audience will be eager to hear what you have to say.  

3. It differentiates you: Generic content blends into the background. Niche expert content, on the other hand, sets you apart. It highlights what makes you unique: your deep understanding of your industry and your ability to apply that knowledge in practical, meaningful ways.  

4. It’s scalable: Once you establish a format for your niche expert content, it becomes a sustainable and repeatable part of your content strategy. Whether it’s a weekly blog post, video series, or social media thread, you can create a consistent stream of content that keeps your audience coming back for more.  

How to get started with niche commentary

1. Identify your niche: What specific area of expertise do you want to focus on? The more specific, the better. For example, instead of “engineering”, you might focus on “energy-efficient HVAC systems for small commercial buildings”. If you’re in car maintenance, you could specialise in “troubleshooting common issues in electric vehicles”. For furniture restoration, you might narrow it down to “restoring mid-century modern pieces using traditional techniques”. By honing in on a specific aspect of your trade, you can create content that speaks directly to a targeted audience and showcases your unique skills.

2. Find real-world examples: Look for examples within your niche that you can analyse or improve. These could be trending topics, common mistakes, or even content created by others in your industry.  

3. Add your unique perspective:  Don’t just describe the example - analyse it. What’s working? What’s not? How could it be improved? Your audience wants to hear your expert opinion, so don’t hold back.  

4. Make it actionable: Always include practical takeaways. Whether it’s a step-by-step guide, a list of best practices, or a simple tip, your audience should walk away with something they can apply in their own lives or businesses.  

5. Be consistent: Commit to a regular schedule, whether it’s weekly, bi-weekly, or monthly. Consistency is key to building an engaged audience and establishing yourself as a go-to expert.  

Real-life examples to inspire you  

• A financial advisor could analyse popular budgeting apps, comparing their features and explaining which ones are best suited for different financial goals.  

• A fitness coach could review workout routines from viral fitness influencers, highlighting what’s effective and what could lead to injury.  

• A graphic designer could critique famous logos, explaining the design principles behind them and suggesting ways to modernise outdated ones.  

Your expertise is your superpower. By creating regular niche expert content, you can turn that knowledge into a powerful tool for communication—one that not only reaches your target audience but also resonates with them on a deeper level.  

So, what are you waiting for? Start sharing your expertise today and watch your audience grow.