How to Market to Experts

The world of expertise has flipped. Before the internet and social media, expertise was functionally scarce. Now, it’s readily abundant, and it really is possible to read an expert credibly criticizing a New York Times article on Twitter.

Writers can no longer depend on default credibility. Quoting a couple of experts and linking a few studies isn’... See more

As a writer, your goal isn’t to become an expert, but rather to report on or write to them. Hence, your knowledge base is better built around citation instead of internalization. You don’t need to memorize; you need to link.