In order to be a brand authority and attain excellence in content marketing is not an easy task but it will be worth the effort.
When you become an authority, customers or clients begins to count on you which will eventually leads to trust and invariably sales.
Examine what your current brand is, that is what is the current perception of your brand and what are people saying about it? This will give you a hint or areas of strength, weakness, opportunities and threat.
Please note that building your brand authority is not an accident rather a deliberate effort.
1. Identify case studies, reviews, and proof of expertise
There are quite number of examples of those who have authority signals, ranging from testimonials, reviews and perceptions on social media share counts. What is important here is to locate or identify which ones can serve as highlight for your products or services, and figure out the best placement for them.
Your aim is to make people know what you’re talking about by leveraging on third-party validation. Your audience doesn’t just have to take your word for it that you know what you’re doing — other people can attest to the fact that you’re an authority, too!
2. Make sure you answer your audience question
If your content marketing does not answer your targeted audience pertinent question and quest for their knowledge, then there is no way you can build trust and they cannot see you as an authority in that area.
By building on-site content that provides this kind of value, you can build authority while simultaneously building more awareness for your brand. Meaning, you can position yourself as an expert for those who don’t already know you.
Google is a good example as users suggested search help users for appropriate result query. To achieve this strategy: Find out what your target audience is curious about, that is know what they want so as to provide them with answers or solutions to their request. You do this by talking to your customer service representatives, performing keyword research, and using tools like Answer the Public. Then see what content already exists and if you can do better. If you can, get to creating!
3. Use the authority of in-house personality
Brands are built around personalities, either small or big companies can all take advantage of this strategy by just using in house based expert who models the product or services the organization stands for.
An example is to dedicate a page to the persona which feature it founder, talking about his achievements, biographies and credentials with authority signals. For instance, when you mention Steve Job what immediately comes to mind is Apple and that’s suggest to the audience a brand that stand out amongst other gadgets.
To achieve this, you can talk to the in-house expert to share his experience by contributing to blog posts or quotes on the website.
4. Create newsworthy reports and Examples.
One of the best ways to show your authority is continuity in unfolding new information, developments, discoveries and insights. You can do this by prioritizing original research.
In a scenario where you carry out findings on a topical issue, surveys, and reports. These new facts unveiling new insights that is of importance not just to readers alone, but also have value you can pitch to the media.
This is advantageous as it gets you media coverage (which is pertinent to building brand authority) and earning high-quality backlinks, which send signals to Google that you’re an authority.
5. Share some of your secrets
This sounds a bit off for a lot of content marketers and especially for the C-suite. Why should you give away what makes you great?
The question is not out of place, and it cannot be generalized. But in some cases, especially for service-based businesses, sharing information and breaking down exactly how you achieve that greatness can actually build trust which invariably will attracts traffic to your space.
As a content marketer, People appreciate when you’re open and honest. In some cases, even if people know your strategy, clients can partner with you because they don’t have the bandwidth to execute the strategy at scale, as it requires a lot of time and resources. So by knowing how you work to attain that success, they can trust you to handle it for them.
Content marketing may take time and effort, but once it is achieved, every other aspect of your marketing will gain more recognition. The very act of investing in content marketing is a big step in building more brand authority. By creating content that’s beneficial for your audience, you’re demonstrating your own knowledge and utilizing your expertise.
By continuing to build on your strategy with the above tactics, you can greatly improve the chances your audience will not only remember your brand, but begin to trust your brand.