How to build brand authority with content marketing
The benefits of being an authoritative brand are endless – an increase in awareness, greater trust among customers, and achieving those all important conversions.
But actually becoming an authoritative brand is easier said than done, often requiring a great deal of time, effort, money and resources.
Having said that, there are a number of ways in which content marketing can help you on your authoritative journey. Here’s how to maximise its potential.
Answer your customer’s questions
If you want people to count on your brand, and more importantly trust your brand, you should be the one providing the information they’re looking for. Your content marketing efforts must address the queries your customers are searching for, as content and search are intrinsically entwined.
“Google does a significant amount of curation for users, choosing what it thinks is the most appropriate results for a particular query,” says Amanda Milligan, Marketing Director at Fractl. “When users see that you’re ranking at the top for a certain keyword or topic, there’s an assumption you made it through the algorithm for good reason and know what you’re talking about.”
Create newsworthy content
Another way in which you can demonstrate authority is by showcasing new information and insights gathered by your own research. Whether it’s a case study or data-rich report, newsworthy content will provide value to readers and spike the interest of media outlets.
“This gives you double benefit,” notes Milligan. “Getting media coverage (and building even more brand authority) and earning high-quality backlinks, which signals to Google that you’re an authority.”
Make use of in-house experts
There’s a good chance Apple wouldn’t be the all-conquering brand it is today without Steve Jobs. In fact, several businesses choose to build their brand around particular personas, as it creates a human connection and demonstrates knowledge.
“A great example of this is Headspace and how it features its founder, Andy Puddicombe,” says Milligan. “There’s a page all about him on their website where they explain his credentials but also provide what are called authority signals and embed his Ted Talk, so you can see for yourself what he knows.”
Highlight your proof of expertise
From testimonials to reviews, there are numerous types of authority signals. The trick is to highlight the ones that make the most sense for your brand and its products or services.
As Milligan explains: “Not only do we have case studies showcasing the results we’ve gotten for clients, but we also have logos showing some of the clients we’ve worked with and the publications where our thought leadership appears. All of this content says to a site visitor: ‘Others trust us, and you should too.'”
Align with other brands
“If you align with other brands you respect and that are doing right by their customers/users, it’s possible some of that same trust will transfer to you if that company’s respect is reciprocated,” says Milligan.
Start by brainstorming which brands you have a natural alignment in objectives or values with. Think about how you can work together to provide something of value to both of your audiences.