According to Tim Ferriss, anybody can become an expert in a niche topic in four weeks’ time – that is, if by “expert” you mean “one who knows more on the topic than 80% of his readership” and doesn’t suffer from perfectionism. Content needn’t even deal directly with your industry – Anthropologie (an online clothing store) regularly publishes seasonal DIY cocktail recipes in its blog, despite it being completely out of their line. Instead it plays up to the positioning of Anthropologie as a trendy store that is as original about drinks as it is about clothes.
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