Power of Content Authority
Musakalu Kabamba
Innovation Architect & Brand Visionary | 10+ Years Empowering African Businesses with Strategic Digital Solutions | Helping Business Owners Save Time, Modernize, and Successfully Pivot Through Integrated Solutions
People think twice about the approach they will use on you once they know what you can do and the value they bring.
Anyone can write content and put it on the web, but that doesn’t mean that they are an expert in their field or that they’re passionate about what they’re writing.?
It also doesn’t mean that they’re going to find their way to the top of Google’s search engine results.
So how do you create this effect on the people that matter to making your business work?
Long gone are the days when you could simply pretend that you are a credible brand. Today, you need actually to be trustworthy. You earn this credibility by having Content Authority, which will allow you to increase your invisibility and gain the attention and trust of your audience.
Although plenty of marketers and businesses continue to fill their websites with keyword-stuffed content in the hopes that it will send their websites to the top of Google search engine results, the key to gaining visibility with Google is establishing yourself as an industry leader.
What is Authority Content?
Authority content is a piece of quality information that can elevate you to a leading expert in your field.?
It is the demonstration of expertise through the delivery of valuable content as opposed to claiming expertise or saying, “We’re number one.â€
How do you create Authority Content?
Creating Authority Content is ultimately about empowering your audience.?
You need to give them what they need to know in order to succeed, making them the rock stars, as opposed to a lot of chest-thumping about your business, your clients, or your organization.
Steps to create Authority Content
Pick a topic
Select a topic you’re knowledgeable about and have experience with. Keep a sharp focus. For example, if you own a chain of local food stores, you can create authoritative content on subtopics like “Best ways to process food at home,†“food for different health conditions,†and “food packagingâ€.
Write a series.
Break down your topic into five connected articles. Think of these five articles as chapters in a book. Publish one article from this series each week. Incorporate elements of Authority content. You may need to include surveys, stats, lists, quotes, and downloadable assets.
Bundle the series.
Once all five articles have been published, bundle all of these articles into a downloadable PDF, and create a cornerstone content page for the PDF bundle. (By the way, there is an important difference between a cornerstone content page and a blog post.)
Promote the series
Share the series on social media sites, link to it in your blog posts and guest posts you write on other sites, and notify your email list subscribers.
Ways to Improve your Authority in your Content and Audience
Monitor Your Competitors
Before creating your own content, it is important to analyze the best-performing competitors creating content in your niche. Identify their writing style, popular posts, jargon and words used but most importantly their audience.
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Narrow Your Focus
To build authority content, you need to craft well-researched and in-depth content. Avoid using an unknown niche; it is almost impossible to build informative content in this situation. Put your focus on narrow topics and break them down into smaller articles.
Use Engaging Visuals
Our brain grasps visuals much faster than the written content. Use snapshots and lots of other visuals to make a more understandable point.
Quote the Experts
Using the experts’ quotes helps you achieve credibility much faster. Since you are new to the readers, they don’t know you, but they know the experts.
Add Researched Facts
Use numbers in your content. Content with numbers is comparatively more eye-grabbing. Using facts in your content increases effectiveness and conversion rate.
Use Conversational Style
Your writing should reflect your confidence and a sense of expertise. Give instructions; guide your readers confidently to do something, using decisive words. Use short paragraphs and sentences. Ask for feedback and comments. Use a conversational tone. In other words, write the way you speak.
Engage with Influencers
Social media is a great place to connect with other influencers in your niche. Finding them isn’t difficult. Follow them. Ask questions. Build conversations. Get involved in chats in the comment box.
Read Niche Books
Reading books is not everyone’s forte. But it’s one of the best ways to develop authority in a particular field. Read books on the basis of reviews. Even if you know nothing about that particular book, it is good to get hold of it to get an idea of what’s happening beyond your niche. And who knows, maybe you can use it to build better content in your niche.
Organize a Webinar
Hosting a webinar is the most trustworthy way to build higher authority in your subject and gather more audience. Invite people to attend the webinar. Tell them how it will benefit them. Make use of chat and feedback sections to interact continuously with your audience
Host a Summit
A virtual summit is an online event where people share their knowledge and experiences with each other on a specific topic. By hosting a virtual summit, you have the advantage of making your brand famous and more trustworthy.
Get more experience (and show it off).
Most people associate experience with authority. If you have 25 years of experience in sales, you'll be taken more seriously than a 21-year-old who's just getting started in the field. When you get this experience, make sure you show it off — it won't always be immediately apparent
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