If you're a content marketer, you know that creating authority content is one of the best ways to build credibility for your brand. But how do you go about creating authoritative content? In this blog post, we'll look at some of the key factors involved in creating authority content and provide tips on how to make your content stand out from the competition.
What is Authoritative Content Marketing?
Authoritative content is content that is highly trusted by users and algorithms alike. It is well-researched, accurate and unbiased. It comes from a source that is known for producing high-quality information.
Why is authoritative content so important?
Google and other algorithms value well-written, accurate and informative content. This is why sites with a lot of high-quality content tend to rank higher in search results. Additionally, customers and prospects are more likely to engage with content that is deemed trustworthy.
Trust is important in deepening relationships with clients and customers. However, many teams struggle to find the right balance between well-researched content and sales-driven material. As a result, the content marketplace feels oversaturated to many decision-makers. However, when done right, authoritative content marketing leads to sales and an increase in return on investment. In fact, 48% of companies awarded business to an organization after engaging with their thought leadership content.
How Do You Build Brand Authority With Content Marketing?
Content marketing is a great place to start if you're looking to build brand authority. But simply churning out blog posts or articles isn't enough — you'll need to put in some extra effort if you want to establish yourself as an authority in your industry.
Here are a few tips to get you started:
Create evergreen content.
People should be able to come back to your site months — or even years — later and still find helpful information. This will help establish you as an authoritative source in your industry. While content may seem evergreen when it’s posted, it’s important to update these entries as markets and industries change.
Keep it fresh.
To keep people coming back, you must regularly update your content and offer new perspectives on your topic. This shows that you're constantly learning and evolving, which helps build trust with your audience.
Be responsive.
If someone leaves a comment or question on your site, respond promptly. This shows that you're invested in the conversation and willing to engage with your audience.
Be transparent.
Allow people to see your business behind the scenes and understand how you operate. This helps create a sense of connection and builds trust between you and your audience.
Offer value.
Make sure your content is helpful, informative and entertaining. If people feel like they're getting something valuable from reading your content, they're more likely to come back for more.
Showcase industry news.
News that affects your clients can help them make decisions in the face of uncertainty or industry changes.
By following these tips, you can start building brand authority with content marketing today!
How Can Authoritative Content Help Your Business?
Your business — whether it’s a small mom-and-pop shop or a large corporation — is built on relationships. You want your customers to trust you and keep coming back for more.
Here are a few ways authoritative content works to boost your online presence with your audience:
Trust-building.
Authoritative content helps you to build trust with your audience by showing that you are an expert in your field. And building trust is essential if you want to improve conversions, generate leads and develop long-lasting relationships with customers.
Conversions.
Authoritative content increases conversions by providing valuable information that speaks directly to your target customer. According to one report from Edelman and LinkedIn, 54% of companies made a purchase for a new product or service after engaging with a company’s thought leadership content. Prior to this engagement, the products or services from that company had not been considered.
Lead generating.
To generate leads, you need to give people a reason to contact you – and authoritative content does just that by providing valuable information that potential customers can use.
Standing out.
In today's competitive landscape, standing out from the crowd is more important than ever. One way to do that is by creating content that sets you apart from your competitors.
Developing longer-lasting relationships with customers.
Authoritative content helps you to develop longer-lasting relationships with customers. When you provide valuable information that helps them solve their problems, they're more likely to remember you and come back for more in the future. And that means they're more likely to become lifelong customers.
The bottom line?
Authoritative content is essential to build trust, improve conversions, generate leads, stand out and develop long-lasting customer relationships. If you're not already using it to market your business, now is the time to start.
10 Steps to Build Brand Authority
As a business owner, you know that building brand authority is essential to your success. But what exactly does that mean? And how do you go about doing it? Here are a few tips to get you started:
1. Use statistics to back up your data.
When making claims about your product or service, back them up with statistics. Your customers will appreciate the transparency, and it will help build trust.
2. Offer actionable tips.
Your customers want solutions to their problems, so offer them actionable tips they can use right away. This will show that you're invested in helping them, and they'll be more likely to remember your brand when they need it.
3. Stay current.
In today's fast-paced world, it's crucial to stay up to date on the latest industry news and trends. Show your customers that you know what’s going on by regularly sharing new and relevant content.
4. Include case studies.
Case studies are a great way to show the benefits of using your product or service. They add credibility and help potential customers see how your solution can work for them.
5. Source industry experts.
People trust what they know, so sourcing industry experts is a great way to build credibility for your brand. For example, when quoting industry leaders, choose reputable sources your audience will recognize and trust.
6. Use images wisely.
Beware of using too many images just for the sake of it — they should always serve a purpose (such as illustrating data or explaining a complex concept).
7. Add examples.
Customers like seeing examples of how your product or service has helped others. This helps them understand the potential benefits of using your solution. Add testimonials, case studies or even just a bulleted list of benefits.
8. Showcase credible content.
Credible content is one of the most critical factors in building brand authority, so be sure to only share high-quality content from reputable sources.
9. Curate industry news.
Keeping up with the latest industry news shows that you're invested in what's going on in your field. You can share news stories on social media, blogs or even create a dedicated section on your website.
10. License from reputable publications.
If you want to build instant credibility, licensing content from established publications is a great way to do it. This shows that you have access to quality information sources and are willing to invest in providing valuable content for your audience.
Examples of Authority Content Marketing.
The companies below have built their marketing strategy around creating and sharing high-quality content:
Fidelity: empowering customers with investment advice.
Fidelity produces timely, actionable investment advice that helps its readers make better decisions. In addition, Fidelity Investments is known for its in-depth analyses and lighthearted approach to marketing, featuring ads with quirky puns and humorous videos.
ESPN: delivering cutting-edge analysis.
ESPN delivers sports news and analysis with an edge, giving fans the inside scoop on their favorite teams. They have built a massive following by producing entertaining and informative sports content.
AdvisorStream: providing crucial resources.
AdvisorStream has made a name for itself by providing financial advisers with the expert insights and analysis they need to stay ahead of the curve.
HubSpot: giving users all the content they need.
HubSpot specializes in inbound marketing and sales software. But they are also well known for their blog, which features articles on everything from marketing tips to business advice. And with over 2 million monthly readers, it's clear that their content strategy is working.
Moz: building its brand through content.
Moz is another software company that has used content to build its brand. Their blog features articles on SEO, social media and content marketing, making them a go-to source for anyone looking to improve their online visibility.
Buffer: providing valuable insights.
Buffer is a social media management platform. They offer valuable insights on how to best use social media for businesses and have built an engaged community of followers.
Copyblogger: offering necessary resources.
Copyblogger is a website that offers resources and advice for writers and marketers. They produce high-quality content regularly, which has helped them become one of the most trusted sources in the industry.
Content marketing can be a powerful tool for building your brand. If you're looking to become an authority in your industry, take some inspiration from these companies and start creating quality content today.
Final Thoughts
Sourcing authoritative content can be a time-consuming and frustrating process. But it doesn't have to be.
At NYTLicensing, we offer a wide range of articles from reliable sources. Whether you're looking for breaking news or in-depth analysis, we have you covered.
