If you know what you’re doing, and you want to prove it to your customers or prospects through your media, then you need to provide an idea of the range of your knowledge in your area of specialization.

This can be done along two dimensions: depth or breadth.

Depth is like a microscope, it involves zooming in to the details and inner workings of your particular industry or discipline.

Breadth, on the other hand, is more of a satellite view, a zoomed out look at how your particular area of focus interrelates to other disciplines or industries.

The more you are able to demonstrate a grasp of your industry in each of these dimensions, the stronger your credibility will be when new customers discover you.