2. Showcase your brand as an expert resource

If you want your leads and customers to come to trust your small business as their go-to source of knowledge in the field you specialize in, you have to create in-depth content that covers every base. That means all of the content that you create should have a specific purpose or question it seeks to answer, or it shouldn’t exist at all. That will help establish your brand as an expert voice that customers can trust to give them reliable information, and not waste their time.

You should always make sure to demonstrate to your audience that you have the knowledge and the data to back up anything you’re telling them. For that reason, content featuring expert staff members makes an excellent addition to your content schedule. Generally speaking, your in-depth articles should be rich with citations to demonstrate your points, much like you’d do when writing a research paper.