Every brand has that secret spice—that special blend of expertise, insight, and experience that sets it apart. But here’s the thing about that little shaker: it’s not much use sitting on a shelf. To build a following, earn trust, and establish real authority, brands need to share what they know.
That’s right. Give it away. We’re not advocating spilling trade secrets or handing over the keys to the kingdom— rather strategically sharing insights from your industry, your process, and even your challenges can be one of the smartest moves you make. Here’s why:
Why Sharing Knowledge Works
Think about the people you trust most in your industry. Odds are, they’re the ones who share valuable insights without constantly asking for something in return. By giving your audience useful, actionable information, you’re showing them that you know your stuff and aren’t afraid to prove it. Sharing builds trust and credibility—two non-negotiables for any successful brand.
When you share what you know, you’re also stepping into the role of a thought leader. This isn’t just about expertise; it’s about perspective. In a crowded market, the brands that teach, solve problems, or inspire new ways of thinking stand out. Sharing your knowledge creates memorable moments that cement your reputation as a go-to resource.
But it’s not just about positioning yourself—it’s about connection. Sharing invites conversations, turning passive followers into an engaged community. Whether it’s collaborators, potential clients, or industry peers, the connections you build through knowledge-sharing often outlast the original insights you shared!
At ALX, we’ve seen this work firsthand. Take Doug Bayer of BayerLawCT.com. Specializing in four niche areas—Real Estate, Estate Planning, Estate Administration, and Small Business—Doug wanted to build a community around his expertise. He was already writing strong blogs, so we advised him to repurpose key points from each as social media posts. This simple strategy showcased his unique perspective and positioned him as a trusted resource. The result? Doug attracted new clients while strengthening relationships with his existing ones. Win-win!
How to Start Sharing What You Know
Okay, so sharing knowledge sounds great in theory, but how do you actually do it? Let’s get practical:
Not all platforms are created equal. Blogs, LinkedIn posts, webinars, podcasts, social media—each serves a different purpose and audience. Blogs are ideal for in-depth guides and SEO-friendly content. Social media shines for quick, snackable tips and behind-the-scenes moments, as well as building community quickly. Webinars and workshops let you dive deep while engaging directly with your audience. Podcasts are perfect for long-form storytelling as well as thought leadership, and newsletters offer a direct line to your audience with curated, exclusive insights.
Start with what you know. What’s something your team does exceptionally well? What’s a common problem your clients face, and how do you solve it? These are your gold mines for generating content that aligns with your expertise and your audience’s needs.
Keep it simple and actionable. This isn’t about showing off—it’s about helping. Break down complex ideas into digestible parts, and leave your audience with something they can use right away. And don’t forget to stay consistent. Whether it’s weekly, bi-weekly, or monthly, find a schedule that works for you and stick to it.
Above all, let your personality shine. Your voice is your superpower, and authenticity builds connections. Whether you’re light and breezy, dry and witty, or straight to the point, make sure your content sounds like you.
Why ALX Is Walking the Walk
In 2025, ALX Creatives is putting this philosophy into action. We’re sharing what we’ve learned about branding, strategy, and the creative process. Why? Because we believe in the power of community, and we know that when we all share a little more, everyone benefits.
