A few weeks ago Ben shared eight scalable ways to source expert insights for content.
But sourcing insight and finding original research is only half the battle in creating credible, valuable, and effective content.
The other half is placing them convincingly into that content.
The last thing you want to do is paste ‘expertise’ in as an afterthought.
That might convince Google you’re delivering on EEAT but it won’t convince your reader.
And ultimately…they’re who matters.
If a reader is going to buy-in to you and eventually buy from you, they need to see your content as genuinely insightful.
It needs to persuade them you *actually* know what you’re talking about.
In this newsletter, I’ll show you how to convincingly embed expert insight into content, using two examples:
- How I embed quotes
- How I embed data and use it to back up ideas
Let’s dive in!
