How a Professional Copywriter Can Help You Craft Authoritative Content
How a Professional Copywriter Can Help You Craft Authoritative Content
To stand out in the modern business world, you need to give your audience a reason to come to your brand. Often, the solution is to establish authority in your market niche. In other words, you can succeed by demonstrating your expertise and trustworthiness. One of the best ways to do this is with authoritative content. You can establish an effective authority-oriented content strategy with the help of a professional copywriter.
Brand Authority and Content
Trust is an important element in marketing. If your audience doesn’t trust your brand, your messaging will fall on deaf ears. There are two key elements to establishing trust: knowledge and reliability. In other words, you need to show your audience that you know what you are talking about and that you consistently provide accurate and relevant information.
Your brand authority establishes trust with your audience by demonstrating that your team is reliable and has the expertise to address key customer needs. A strong SEO content creation strategy can help to establish authority.
For example, if you run a store selling off-road vehicle accessories, you could hire a professional copywriter to create a buying guide for overlanding gear. This content shows that your team understands the products it is selling and the needs of the customer. Additionally, it can demonstrate that you are able to provide the solutions that your customers need.
Benefits of Developing Authority
Developing brand authority can help you achieve several strategic goals. Here are some of the reasons why you may want to invest in authoritative SEO content writing:
- Increase Sales: First and foremost, if you have an authoritative brand, customers will be more likely to buy from your business. It gives them a strong incentive to choose your company over that of your competitors. Additionally, by using authoritative content, you can attract the attention of potential customers who may be seeking relevant answers and information.
- Develop Stronger Customer Base: Brands with strong authority tend to retain their customers better. If a buyer has chosen your business because he or she perceives it as trustworthy, that customer is more likely to return than if the decision was made based on price or another factor. Authoritative brands have strong customer bases.
- Differentiate Brand: Brand authority is a great way to set your business apart from your competitors. Consumers are bombarded with marketing from numerous competitive brands. Frequently, it is challenging to clearly differentiate all but the best-known, global companies. Brand authority could be your secret for differentiation.
- Enhance Brand Recognition and Value: Brands that are known for their expertise are more visible and more likely to be discussed and shared. Furthermore, the brand itself becomes a valuable asset. In terms of increasing the value of your business (thereby increasing your own wealth), investing in brand authority is a no-brainer.
Authoritative SEO Content Creation Techniques
As with most marketing strategies, developing brand authority through content marketing is easier said than done. There will be others trying to do the same. So, it is something you have to take seriously if you want to succeed at it. Hiring a professional copywriter is a great way to get your content strategy on the right track. The following techniques will also help significantly.
Implement Google’s Search Quality Guidelines
If your content marketing strategy will be primarily realized online (as is the case for most brands), you will need to think about search engine optimization. SEO and content marketing go hand-in-hand, enhancing each other’s effectiveness. For authority-oriented content, it is helpful to follow Google’s search quality guidelines. These suggest that all content exhibit the following characteristics:
- Expertise: The content should demonstrate the expertise of the author. It should be well-written with a clear command of the topic at hand. Additionally, you can include author bios that describe the credentials of the writer. A technically sound website also contributes to this.
- Authoritativeness: The content should be recognized as authoritative. This is challenging to build yourself. However, it will be reflected by others’ reactions to your site. When people share and link to your website, it helps to build its authority.
- Trustworthiness: The information provided by your content needs to be accurate and reasonably neutral. Someone reading it should be able to trust that it is providing useful information. You can improve this with source citations and links, contact information and a clean, reliable website experience.
Perform Original Research
Delivering value is the key to successful content marketing. You can enhance your brand authority while also offering value by presenting original research in your SEO content writing. While it is unfeasible to present new data with every blog post or article, releasing an annual or quarterly report with relevant data for your audience is a great option.
Original research can be as simple as conducting a survey to learn more about consumer perceptions of the market. Alternatively, you could delve into performance data of different high-end products in your catalog if you are a retailer.
By offering original research, you are promoting your brand with information that cannot be found elsewhere. Additionally, if the research is of good quality, there is a high likelihood that others will link to your content. This is an excellent way to improve your brand authority.
Use In-Depth Secondary Research
As mentioned above, it is impractical to always use original research in your content writing. As the old adage goes, there is no reason to reinvent the wheel. Plus, research from other sources can add to the trustworthiness of your content.
Hiring a professional copywriter can help you ensure that all the research done for your content is in-depth. Gathering the necessary data can be time-intensive. So, it is valuable to have someone focused on it.
Invest Time To Get Each Article Right
Similarly, taking the time to get each article right is important to establishing authority. If you want your audience to trust your brand, you need to prioritize quality over quantity or speed. In short, your SEO content creation needs to be a serious marketing channel rather than just something you try to do on a shoestring budget.
Although releasing content on a consistent schedule is good, it is better to produce one piece of high-quality content per quarter than weekly rushed posts if your goal is brand authority. Again, your goal should be to deliver value in your channel. If your content pieces are not worth reading or sharing, they will be ineffective.
Develop a Long-Term Content Plan
Despite the importance of quality, consistency and timeliness cannot be completely overlooked. After all, most content needs to be released on a reasonable schedule to be relevant to the readers (there is no point in sharing data from five years ago as new research).
The best way to balance these competing priorities is to develop a long-term plan for your content. By establishing a content calendar, you can plan most of your content significantly in advance, giving your writer the necessary time to get it right.
Additionally, having a well-thought-out plan will help you to deliver consistent pieces to your audience. This can help to further develop your trustworthiness. Your readers will learn that they can count on your brand to produce high-quality work regularly.
Benefits of Hiring a Professional Copywriter
Using the above techniques, you can realize all the benefits of authoritative SEO content creation. It is easier to establish an effective content strategy with the help of an experienced writer. The following are several ways that a professional could help you build brand authority through content.
100% Focused on Writing and Research
Perhaps the most significant benefit of working with a professional writer is that he or she will be completely focused on writing. This includes all the research and preparation work necessary to produce a piece in addition to the actual writing. As mentioned above, it can take a serious investment of time to produce high-quality, authoritative content. Therefore, it makes sense to have someone whose job it is to work on your content marketing channel. That focus will also pay off in terms of consistency.
You may be able to have an existing member of your team produce a few initial pieces of content. What happens when that person’s other responsibilities conflict with the content calendar? For most teams, such a situation would mean that the marketing channel takes a back seat. That doesn’t have to be the case if you hire a dedicated writer.
The person you hire doesn’t need to be a full-time team member. Instead, you can employ a freelance professional copywriter or a writing service. Nonetheless, working with a specialist means that there will never be other company priorities that conflict with SEO content creation.
Engaging SEO Content Writing
Typically, experienced, professional writers can create better quality work. They know how to craft and convey a message that will engage the audience. For example, knowledgeable writers know how to communicate even the most technical information in a way that anyone can understand. A professional can also craft a distinctly unique voice for your brand. This will make your business more recognizable and impactful.
Investing in highly engaging content is worth it. After all, you can have the most interesting information contained in your content, but if it is not presented appealingly, it will be unsuccessful.
This idea is often reflected in the technology field. Some businesses are on the cutting edge of innovation but are overshadowed by those with stronger marketing acumen. Engaging the audience and getting them excited about your brand can be as important as what you have to offer.
Part of building brand authority is encouraging people to share and link to your content. If your content is more engrossing, your readers will be more interested in telling others about what you have to say.
Your content marketing should always be targeted with a specific audience in mind. For example, your enterprise software business may need content intended for decision makers at small- to medium-sized businesses. That target group may be familiar with some technical language, but not intimately familiar with the specifics of your field. A professional copywriter can craft content that is accessible to that audience.
Writing for an audience isn’t as simple as just selecting jargon that the reader will understand. The content also needs to be relevant and relatable. For example, if your brand is targeted at thrill-seeking outdoor enthusiasts, you don’t want anything written in a corporate or overly professional tone.
In many cases, brands need content written for multiple audiences. Juggling and catering to the needs of each of those groups can be challenging. Fortunately, professional writers are skilled at doing exactly that.
Finally, it is almost always more cost-effective to hire a professional writer rather than to task someone else with your content marketing. There are two reasons for this: opportunity cost and efficiency.
If you have one of your product engineers write a whitepaper on the latest innovations in your field, it is likely that he or she will need a lot of time to do so. Chances are that the opportunity cost (and salary) of that engineer doing the writing is significantly higher than the cost of hiring a professional copywriter to do the job. The same is true if a business owner does his or her own SEO content creation. It simply isn’t cost-effective.
Furthermore, professional writers work a lot faster than people with less experience. They can craft great content in a fraction of the time it would take a business owner or product engineer to do the same. Typically, professional copywriters can also outpace other marketing professionals significantly. In other words, based on the impact on your budget, it makes the most sense for you to hire a writer or writing service.
Get Help With Authoritative SEO Content Writing
Growing your brand and business with authority-oriented content is challenging but the return on investment is significant. For SEO content writing help, turn to BKA Content. We can help you establish your business as an authority in your field. Contact us today to learn more.
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