The challenge for YOU as a service provider is not just understanding your subject-matter, but also relating that nuanced expertise to a relevant client requirement. 

In the video below, Simon Sinek demonstrates that no matter what you are selling, "good marketing talks about your buyer". To illustrate this point, he aims to prove that a homeless person can increase their donations by changing their advertising focus from them, to their buyer. Instead of having a sign that talks about their situation, alter the narrative to be about the giver.

This is the same when you are creating content. Avoid talking about yourself, your services, your latest product as YOU care about these things more than your buyer does. 

Instead, add value by communicating insight that will provoke change, assist your buyer, and deliver meaningful information that can be adopted going forward. This change in narrative will better position you as the go-to trusted advisor in the eyes of your buyer.