What’s the one thing separates successful digital marketing initiatives from those that seem never to deliver a significant ROI? Brand authority.
Building authority can increase the level of trust your client (and potential) base has in your business. With the right mix of online brand-building strategies, you can carry your company to its next growth target.
Becoming an authoritative model is not any simple feat, however, the huge advantages are well worth the effort. When you’ve constructed authority, potential prospects and purchasers start to rely on you and believe you and it’s exhausting to think about that belief not main to a sale (in some unspecified time in the future.
But how precisely can a model start to construct, or construct upon, its authority? Content is a wonderful means and in this article, we will see the 6 ways to build brand authority with content marketing. Before that let’s understand what is Brand Authority in detail.
Brand Authority
Brand authority refers to the trust a brand has earned among customers, and the degree to which they see your brand as a subject-matter expert. A variety of factors can influence authority, including robust and compelling content, an active online presence, and engagement over social media.
Building brand awareness in tandem with online authority can accelerate and increase conversions for your business. These two factors can work as attractive forces on potential clients, amplifying the effects of your online marketing efforts. The more customers learn to trust your business, the more likely they will be to patronize it.
5 Ways to Build Brand Authority With Content Marketing
- Refresh Your Point of View
As a brand, you probably already have a lot of content in play. Instead of jumping in to make more, take a fresh look at your brand from an outsider’s perspective. Then create niche content based on customer feedback, surveys, comments on social media posts, and other insights. Making more of the same, even if you already have earned some leadership recognition through content, is not as important as seeing things objectively to create fresh cornerstone content anchors.
- Craft Consistency and Set Manageable Expectations
One of the easiest ways to become and remain an authority through content is to show up consistently. Develop an editorial calendar paired with a posting schedule and stick to it, whether you are sharing blogs, video content, or special offers to brand supporters. Create content that speeds up the buyer’s journey or fills in information gaps, while also making it interesting, informative, and easy to access. Don’t forget to address industry news and developments and play off of them within the content.
- Teach Through Content
There’s a reason YouTube is so popular: viewers know they can learn how to do something easily, quickly, and get both written and visual tutorials. Teaching through content is one of the easiest ways to connect, show off that your brand knows a thing or two, and empower customers. Choose relevant topics related to questions commonly featured in customer service transcripts or in social platforms, and create content-focused teaching tools based on direct questions or interests.
- Diversify Engagement Opportunities
Mixing up what you share online is part of keeping engagement high. Include references and links to cornerstone content in fresh new pieces. Consider collaborating with industry influencers who have complementary insights that can build on the content you’ve already shared. Or, create a new collaborative content series with an influencer to serve as future cornerstone content.
- Create a Community and Contribute
A video is an easy way to jump in on a content trend and build authority online. Developing a web series that invites user feedback or hosting a webinar that features in-house employees sharing useful knowledge encourages audience participation and helps build community and authority through content. The social platforms tied to video content help with likes and shares and get it in front of people who didn’t even know they were interested in a specific topic. Mix it up with pre-recorded and streaming videos, and consider sharing the content in other formats like podcasts or PDFs.
