One of the objections I hear from business owners pretty regularly about content is the idea that when they share too much, it makes their services unnecessary. I get the concern. So much content these days is geared toward sharing how to do specific individual tasks.

If you teach people how to do everything you do, how can you compel them to pay for your services?

Educational content is one way to demonstrate expertise

I can write 100 marketing strategy posts and it will still make hiring me more valuable for my clients than reading all 100 of those posts 10 times each.

I can write out the process to design messaging or create a content plan step by step and that will benefit businesses whose budget only allow for free services. However, they won’t benefit from the years of experience I have working with clients and in corporations.

I have systems in place, processes I’ve developed and perfected over years of doing the work. I’ve done this work before with other clients and I know many of the pitfalls to avoid. I can share ideas that come to me, and help refine and expand the ideas my clients have.

Hiring an expert is about more than doing the work

Working with someone like me is often about an outside perspective as much as it is about the expertise they bring to the table. But even more valuable than having that expertise and perspective, is the time savings when you don’t have to figure out what to do, how to do it, create and drive the process, and deliver the final work.

Professionals I'll always prefer to hire rather than going the DIY route:

• hair stylist/colourist

• lawyer

• doctor (especially surgeons)

• bookkeeper/accountant

• photographer (except for selfies)

The businesses I work with all know their business far better than I ever could, but I know marketing and that’s the value for them. Being able to depend on someone else to fill a need is the value of hiring an expert.

Reading expert content is like picking your brain

Creating a library of content that your audience can access gives you a fabulous reason to turn down "pick your brain" coffee date requests—if you’re so inclined. You've already picked your own brain and shared it with the world for them to take in.

It’s been a while since I was overwhelmed by such requests, but maybe you’re busier and getting more than you’re comfortable with. In certain situations, it’s not the least bit rude to point people to your blog and let them know your hourly rate. When you’re already busy, it’s hard to give up precious time to conversations that aren’t going to lead to business.

Your expertise is valuable marketing

There will be many people who read your content who never hire you—competitors, followers who aren’t your ideal client, and more. Some of the people who aren’t your ideal client may become clients because your content resonates with them. But don’t worry about the people who read and never hire you.

When you’re bringing in clients you want and meeting your revenue goals because your clients see and understand the proof of your expertise, the rest of those people simply become potential clients for future business. You never know who’s watching, listening, and waiting for the right time.