5 Ways to Take Control With Authoritative Marketing Content
5 Ways to Take Control With Authoritative Marketing Content
You can’t believe everything you read online these days, which is why it’s so important to assure your readers that you do, in fact, know what you’re talking about. Telling them that isn’t going to do much good, but showing them can have a more positive effect. In order to do that, you need to become an authority. You do that by crafting authoritative marketing content.
What is Authority Marketing?
Authority marketing is the process by which you establish yourself as an authority in your industry. If people look to you as a leader in a certain field, they are much more likely to use your products, services and counsel. This brand authority (whether personally or as a company) can build longevity in your business and help you pull away from your competition.
One of the best and easiest ways to engage in authority marketing and establish yourself as a leader in the field is to start the process of writing authoritative content.
How Do You Create Authoritative Marketing Content?
You can build authority for your persona, brand or company as a whole by creating creating authoritative content. We’ve included some of the best content marketing strategies for establishing authority so that you can help your readers believe what you’re saying and trust in your expertise.
1. Offer Proof
Be sure to work with your content marketing agency to ensure that any bold statements are backed up with proof. This is especially important if you’re discussing topics that are controversial, but should be used with any concrete statements. Providing legitimate third-party confirmation of your opinions increases your reliability and decreases the chance you’ll be accused of faulty information. It also shows that you have research to back up claims, subliminally passing on the message to the reader that you’ve done your homework and aren’t just speaking on a whim. Offering proof is one of the quickest ways to create authoritative content.
2. Use Research
Research isn’t as hard to conduct as you may think, and may be a great addition to your content marketing plan. You can conduct surveys of your current subscribers, blind tests with random participants and comparisons with competitor products. Once you’ve collected enough information, you can use the results to create multiple pieces of authoritative content. Videos of the tests happening can be great evidence and graphs detailing the results of the surveys can enforce your position. Numbers, in and of themselves, aren’t too exciting. But when they’re used to back up data, they become very meaningful and paint a more thorough picture than a statement without it.
For instance, did you know that research heavy content articles like white papers are shared by B2B buyers 79% of the time? Authoritative marketing content that proves authority through research tends to be shared more regularly with the right people, than thin content.
3. Cite Case Studies
Another great tactic for creating authoritative marketing content is to develop case studies. When you find a user who really believes in your product, request permission to share their personal story with your audience. Connection is very important in the current advertising market, so seeing the face and name of a relatable customer can go a long way in boosting your authority. In fact, case studies are cited by Search Engine Journal as being one of the best content marketing strategies. These case studies allow similar customers to envision how they could be helped by your product or service and end up selling themselves.
4. Ask Other Experts
This is especially important if you are new in your field and relatively unknown. Asking your content marketing agency to incorporate periodic roundup posts can increase your authority with readers as well as with Google. These types of authoritative posts are also much more likely to be shared by other influencers in the industry, helping to boost your authority and branding even more. Curata created this infographic, which shows that social media and curated content can make up the largest portion of your content marketing pyramid:
These experts go on to state that 25 percent of all content you post should be curated from other experts in your field. In addition to utilizing external links and creating a reciprocal relationship with other bloggers, you’re also setting yourself up as an expert who is not only knowledgeable about your industry, but also in-the-know with fellow professionals. Knowing the answer is helpful, but knowing who to ask for help is necessary when it comes to authoritative content.
5. Use Trends
Thanks to hashtags, you can easily see which topics are trending on just about any social media site. There’s a good chance that you can bend a current news story or person of interest to support your business, or simply drop the name somewhere in your authoritative marketing content piece to attract the attention of searchbots. For instance, here’s an example of a “Trending Now” box from Yahoo.com’s home page:
You’ll usually find a slew of celebrities and recent news stories, plus a few random topics (like foreign currency and online slots seen here). Chances are that you’ll be able to bend at least one of them to fit your business. If you own a home remodeling company, you could talk about a recent revamp job one of the celebrities performed on his or her home or summer holiday deals you’re currently offering. By forming your topics around current trends, you’ll not only prove that you know what you’re talking about, but that you also know what’s buzzing right now. It will also increase the chances that someone searching one of the hot topics will come across your site.
Also be aware of any keyword trends. For instance, some seasonal products/services are more searched for at different times of the year. Knowing when these keywords see an uptick in search volume could help you to know when to put your authoritative blog posts out.
6. Be Personable
While the word “authoritative” may sound lofty and superior, it really just means you know what you’re talking about. Someone can know the facts and details of their topic, but if the article isn’t relatable and enjoyable to read, nobody is going to suffer through it. Instead, be sure that your content writing agency keeps things entertaining while giving away a wealth of information. Create a fun video where you (the expert) share your knowledge in a unique way.
Use stories and anecdotes at the beginning of your posts to engage readers right from the get-go. Keeping things light can make your content easy to read and more likely to be shared. While some topics will require a more serious tone, most can be tweaked to include unique angles, methods and stories that will attract readers who want to be entertained in addition to educated.
In essence, authoritative content can sometimes be established just by connecting on a personal level with your reader.
Incorporate Authoritative Marketing Content into Your Strategy!
While using an authoritative tone has a lot to do with the way you say things, it has just as much to do with what you say. Incorporate a few of these tips to create the best authority marketing strategy possible that will help you get found and assure your readers that you are a voice they can trust.