You're an expert in your professional field. You're no doubt aware that what makes your clients keep coming back to you is that expertise.
What you might not realise is that making today’s clients happy is only one part of your expertise's potential value to your business.
And while technical expertise is an integral part of delivering any successful product to market, you cannot underestimate the value-added in an amazing client experience (like topline communications, customer support, and nurturing ongoing relationships).
We live in a world where your business's growth is tied to its ability to build up an online following through posting engaging content. On the other hand, you have insights on your industry that people want to hear, that they'd appreciate more than the mindless attention seeking that usually populates their social media feeds.
You can see where we're going with this, right?
Here's the problem, though: you just don't have time to turn your insights into high-quality social media articles and posts.
Community and Company is at your service to solve that problem. You talk to us about your insights, and our team of creatives does everything else it takes to create posts, articles, PR placements, events, videos and even books that will turn your expertise into opportunities to grow your business.
The type of expert that subject matter content marketing works for
Our service is aimed at people who:
- are founders or leaders of a business offering professional services
- want to generate new opportunities for their business and/or their career
- are open to achieving that goal by making themselves more visible and authoritative among the people who matter in their field
- have plenty of professional insights and expertise to share but not enough time to share them
- are open to making themselves more visible and authoritative among the people who matter in their field by turning their insights and expertise into a range of engaging, high-quality publications, from LinkedIn posts to longer contributions to leading blogs and magazines
- don’t want to achieve greater visibility by spamming people’s feeds and inboxes with generic, mindless “content”
What we can do for you
We have assembled a team of ghostwriters, editors, video producers, graphic designers and other creators who are deft hands at producing any type of media and content for business leaders.
Here are just some of the ways we can turn your knowledge and ideas into works that can build you a community of engaged followers, prove the boundlessness of your expertise to the world, and lead your next big client to you.
- LinkedIn content, from short, relatability-building written or video posts to incisive, sharply written longer posts and articles (500+ words)
- Content for your personal web presence, including blog posts and email newsletters that make you the first person people think of when they want to understand the intricacies of your professional field
- Content published via Medium, Substack and other platforms that will expand your reach far beyond LinkedIn connections
- Articles published on the sites and blogs and in the print publications that matter most to people in your professional world
- Books that raise that position you as a leading authority in your field
- Webinars streamed on LinkedIn and masterclass courses hosted by you
Why would you want to begin putting out content like this?
Here are just a few reasons why:
- You will build up and consolidate an online following who you continually engage with
- Among that following there will be new leads for your business and people who recommend you to others
- You will become the person who people turn to when they want authoritative answers
How we turn monthly conversations into amazing content
There are many ways subject matter experts team up with content marketers to build audiences that win more business. We are going to explain one approach below but learn about other approaches in this post.
Writing content that’s actually worth paying attention to is a time-consuming, cognitively demanding task. Since you (quite rightly) put all your efforts into the duties of leadership and performance of complex services for your clients, you probably don’t have the bandwidth to do it—or do it enough for it to achieve anything, at least.
But we do have that bandwidth. And that “we” comprises creative professionals who know their craft inside out. They will work with you to create the publications that you need to achieve your business-development goals. That work involves a couple of channels and routines that we fit around your schedule:
- Each fortnight, month or quarter, we will sit down with you for a recorded interview. We will show up prepped with researched questions about your work and your industry to make sure we cover topics that your target audience will be interested in, and we also go over anything that you’ve been thinking about since we last spoke. Our creators will use the recording to create a batch of content that we arrange to publish in the weeks ahead.
- To maximize opportunities to create content that engages with developing current events and topics people are talking about right now, we also encourage you to send us interesting thoughts whenever they come to you or links to anything that you want to comment on and share with your network.
- If your priority is video content, we may sometimes do a recording session where we capture your delivery of what we prepared for you based on our previous interview.
- For more in-depth projects such as article submissions and books, we’ll generally require some extra input from you, which we obtain via email and meetings at your convenience.
Really, the main thing we need from you is your enthusiasm and your ideas, even if they’re just in raw form. We will refine and develop them into publications that you’ll be proud to put your name to.
Of course, if you have more time to spare or want to be more closely involved in the production process, we encourage you to do just that. For example, if what you’re looking for is someone to critique and refine your rough drafts, we can have you work primarily with an editor rather than a ghostwriter.
About Community and Company
We’re Community & Company, and we call the vibrant city of Toronto our home. We help professionals and leaders to cultivate communities of readers and viewers who are always excited to hear what they have to say.
Our founder, Quinn Lawson, kick-started this venture after noticing something curious within the Toronto startup scene: the passionate and talented folks he met at events had a wealth of knowledge and ideas to share, but all too often their professional online presences barely reflected this side of themselves.
Since then, our team of creatives and strategists has been unlocking new opportunities for startup founders, consultants, corporate leaders, and fund partners from a diverse spectrum of industries—from food and agri, corporate governance, digital assets and management consulting to venture capital, wealth management, and wellbeing coaching—by turning their expertise into premium publications and content.
At Community & Company, we believe communication is most powerful when it is authentic and useful. We’re excited to accompany you on your journey toward becoming a leading voice in your field.
