Summary: Expertise, when shared consistently, builds authority faster than ad spend.
Problem: SMEs hesitate to share insights, thinking it gives away “trade secrets.”
Solution: Use content to demonstrate competence — not just sell services.
Comparison:
Silent expertise: unseen credibility
Self-promotion: low trust
Value-sharing: authority and reach
Actionable Recommendation: Publish one insight post per week — something you wish your client knew before hiring you.