In our digital age, there are two things you can’t get away with to achieve a meaningful presence on the Internet – having a solid website and building up brand authority. In this article, we share 10 Ways to Boost Brand Authority With Content.
First, what exactly is brand authority, and why is building it up so important for your marketing strategy going forward?
What is Brand Authority?
Brand authority is just a fancy term for a company’s good reputation and trustworthiness in the public’s eye.
Naturally, the more reputable and professional your business appears, the better chances you have of drawing in new customers – which is why building up your brand authority is so important.
A boost in brand authority can have an immediate and profoundly positive effect on a business’s bottom line.
Conversely, failing to build up or losing brand authority can have dire consequences for a company.
It’s important to keep in mind that brand authority is not something that’s always directly measurable by raw numbers and metrics.
However, it nevertheless can impact businesses directly, which is why companies focus so much effort on building it up and maintaining it.
Why is Brand Authority so Important?
Establishing a company as a reputable entity has always been paramount. Once upon a time, the only way to establish brand authority was through word of mouth and ads in the paper – but we’re no longer living in that age.
In our increasingly digitized environment, producing content that emphasizes your deep knowledge and insight within your industry and professionalism is the go-to method to build brand authority.
Seeing worthwhile, informative, and entertaining content boosts a prospect’s engagement with your online presence.
This adds to the confidence in your brand and makes prospects more likely to become clients – as well as recommending you to their peers.
Building brand authority through content marketing is one of the cornerstones of every modern marketing campaign. Here’s how to do it successfully.
Focus on Your Goal And What You’re Good at
Publishing content online is one of the key ways to create a positive image for businesses on the Internet.
Although it may be tempting to cover a wider range of subjects and thus draw in more people with diverse interests, this is not always optimal for building brand authority.
A little goes a long way so instead, stay focused on the task at hand. This doesn’t mean that you shouldn’t use every opportunity to up your SEO game – just make sure that your other efforts don’t come at the expense of this main goal.
Ideally, you want to create content that presents you as an established expert and leader in your field – not just a business that dabbles in a lot of things.
Don’t spread yourself too thin.
Curate Your Content Carefully
A company’s overall reputation has a profound effect on its brand authority. This means that in order to be effective in your brand authority efforts, you need to maintain a squeaky, clean public image that inspires confidence in potential customers.
Suffice it to say that, unless your business model is focused on controversy and drama, you must avoid including controversial elements in your content at all costs.
Curating your content carefully to make sure you don’t include highly divisive subjects, themes and opinions is crucial for enhancing your brand authority.
Stay laser-focused on your chosen field and your product, proofread and fact-check everything, and update old content regularly.
Polish Your Presentation
Presentations go a long way when it comes to building brand authority. The quality of your production is the first thing that your audience will notice, and the thing that will make the most lasting impression. This is why you need to put extra effort into making it the best it can be.
Naturally, a good presentation is not everything. It goes without saying that you can only build brand authority by publishing high-quality content that provides more than sleek visuals.
However, if you don’t have that polished look that demonstrates that you’re taking yourself and your job seriously, your audience is less likely to even engage with your content, to begin with.
Create Data-Driven Content
Style is crucial, but it is not everything. If you want to build your brand, you must invest effort in creating content that’s pleasant to consume as well as informative.
Using in-house research to back your claims and be the backbone of your content is preferable – but not always necessary or possible.
You can fall back on the authority of other good research to present your case. In fact, doing so boosts your online presence and demonstrates that you’re in the know about the trends and events in your industry.
Using established researchers’ conclusions in your own content makes it more authoritative – so make sure you do that at every opportunity.
Diversify Your Content Portfolio
Posting blog articles is the go-to move for companies that want to start boosting their brand authority. This tactic is all well and good, but it can only take you so far – if you want to further boost your reach and engagement, you should consider diversifying the mediums you use to create content.
Long-form articles, e-books, and podcasts, for instance, can allow you to explore a subject in great detail – which is an effective way to establish yourself as an industry expert.
Focus On Video Content
The internet in its current form is an attention economy, and not everyone can spare the time or the effort to engage with content that requires much reading and careful consideration.
Well-produced video content can be engaging and captivating, as well as informative and easy to consume for the audience.
Although producing high-quality video content is a complicated process that requires a lot of effort, it is often worth the investment as the engagement it creates is phenomenal.
Infographics combine the best of both worlds – the informativeness of an article and the visual appeal of more graphic content, which is why they’re gaining popularity.
Incorporating elements of both into a presentation effectively boosts both short-term audience engagement and long-term information and retention dramatically.
Actively Engage With the Community
It goes without saying that in order to maximize your online footprint, you need to be on all the social media platforms.
Building up a community is a large part of creating brand authority – and currently, there’s no better place to do so than on social media.
Doing so can take time, and the key to success is to remember not to treat social media as a vector for bombarding people with ads.
Instead, you should make an effort to communicate with your audience directly, collect feedback and engage with people actively.
Asking users to leave comments, answer questions, and taking suggestions for subjects to cover in the future is a great way to demonstrate your engagement with the community.
Create Content That Caters to Influencers
Working with influencers can do wonders for your brand’s authority-building efforts. When you use influencer marketing to boost brand authority, you’re effectively using your connection to their brand and its authority to boost your own authority.
Although influencer marketing can be extremely effective, it has its own set of quirks and peculiarities that you need to consider.
First and foremost, both your product and your other content must be up to snuff, otherwise, influencers will be reluctant to endorse it.
Furthermore, you need to choose an influencer whose audience is likely to be interested in the subject matter of your content.
Finally, and most importantly, you need to make sure you produce content that the influencer can easily promote, in a format that’s easily digestible for their audience – otherwise, your efforts will probably go to waste.
Hosting lectures, courses, webinars, or podcasts on subjects relevant to your industry or your product is another great way to boost brand authority.
Inviting big names and industry experts to share their insights on various topics in an informative and engaging format is an excellent way to attract the attention of audiences.
Just like we discussed above, you need to polish your presentation as much as possible when organizing such public events.
Make sure your content is engaging, your experts are on point and your production value is high. If you do that, you are going to create great value for your audience, as well as a lasting impression of professionalism and authority.
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Marice Peralta is a content writer at DevriX. She has 8 years’ experience and is passionate about writing articles on digital marketing and tech topics. She loves art and animals and is an advocate for keeping stray animals safe.