This week, we’ll look at four key ways to build authority with content marketing.
Content marketing — perhaps the biggest marketing trend of the digital age — can be used to help you create:
- Authority
- Expertise
- Thought leadership
- A platform for your ideas
And much more.
First, let’s briefly recap what content marketing is.
Then we’ll explore how it can be used to market your products and services.
How to Build Authority with Content Marketing
Content marketing uses published content to promote your business services.
These publication channels can include:
- Social media
- Blog articles
- Print media
- YouTube or online video
- Podcasts
And more.
Virtually any publication medium could be used for content marketing.
Today, it has become the de facto marketing method for being seen online.
Here are four ways to use content marketing to build authority:
Educate
One of the most important ways to build authority with content marketing is by educating your audience.
“Edu-marketing” helps you by:
- Demonstrating your expertise
- Building brand awareness
- Helping you develop a reputation
- Attracting more customers
- Creating trust
As people begin to rely on you for information about a topic, you’ll earn their trust — and eventually their loyalty.
The more they learn from you, the more attention they give you.
And the more attention they give you, the more likely they are to purchase from you.
Build a Presence Online
An online presence is essential in today’s digital marketplace.
Content marketing helps you build a presence on:
- Search engines
- Social media
- Your own website
- Other online media outlets
In my opinion, SEO was perhaps the major driving force behind the rise of content marketing.
Over time, though, “cheap SEO content” gave way to real content marketing.
And, as I’ve discussed elsewhere, is simply old-fashioned variations on direct response marketing.
Today, most marketing professionals know that cheap content doesn’t pay — it doesn’t hold attention, convert, or help you rank.
Spread Your Ideas
Another excellent way to build authority with content marketing is by spreading your ideas.
Yes, educating others establishes expertise, but it doesn’t make you a thought leader.
In my opinion, the best way to establish thought leadership is by spreading your own personal ideas.
Here are a few other examples of ideas used to establish authority in a given field:
- The 10X rule. This rule, elaborated in a book by Grant Cardone, says that everything in life requires 10 times more effort than we think it does. And to succeed and win in life and business, we need to put forth 10 times the effort of others.
- Email every day. This simple marketing mechanism, honed and refined by Ben Settle, has positioned him as the leader in email marketing.
- The Lean Startup. This book by Eric Ries elaborates a business model that has since spurred an entire movement, influencing countless entrepreneurs and business professionals.
These are just a few of many examples.
However, it’s clear that ideas are powerful tools that can help you gain authority and leadership in your field.
Sell
ROI is the name of the game in marketing.
From demand generation to selling, content marketing can and should be used to sell your products and services.
Use your content programs to:
- Influence and persuade prospects
- Acquire new leads and customers
- Close sales
Since your marketing ROI depends on the quality of the copy, it’s important to choose the right writer.
Many content writers are very talented writers, but content writing is very different from copywriting.
This means that content writers often don’t understand:
- Sales or marketing
- Direct response marketing
- Content marketing
- SEO or other online marketing techniques
Remember that marketing writing isn’t supposed to be beautiful or artsy.
It’s not a “craft.”
Copywriting and content marketing are supposed to influence, persuade, and sell.
If it doesn’t do any of those things, it’s not marketing.
Final Thoughts
If people don’t know you exist, they won’t buy from you.
Content marketing can help you stay visible and top-of-mind — but it can also help you stand out from your competition.
Not just as a vendor or an expert, but as a thought leader and an authority.
To learn more about content marketing, visit my main blog.
And if you’d like help with your content marketing program, drop me an email.
