How to Use Content Marketing to Become an Authority

Whether shopping around for the best service provider or looking for insights in how to use a particular product, turning to authorities is a must. When interested in buying new technology, you may check out tech review websites and blogs to uncover what’s worth buying and what you should avoid. If you’re interested in seeing a movie, you may read up reviews from established film critics, or just take the overall pass/fail grade of a site like Rotten Tomatoes. Whatever it is for, authorities on the matter generate massive amounts of traffic. If you’re a business owner, the ability to become seen as an authority figure on your given field and industry can go a long way in boosting visibility while increasing sales. How does one reach the level of “authority” in the first place? One way is through the aid of content marketing. Here are a few tips and tricks on how to establish yourself as an authoritative figure in your industry using content marketing.

Be as Specific as Possible

The industry you work in likely has all sorts of smaller niches and very specific avenues. It may seem like a good idea to try and specialize in everything, but this can backfire. Have you ever been in a restaurant where the menu is the size of a novel? Chances are, despite all the food options, nothing stands out as a quality meal. Don’t try to spread yourself thin. You need to specialize not just in the industry, but also in a specific niche within the industry. Don’t worry, regardless of what the niche is, you’ll always find a solid readership and website visitors. For instance, you might be surprised to find how many people out there are HAM radio operators looking for tech advice in Georgia, or who wants to know the best sprinkler system in Idaho. The more specific you are with your niche, the easier it is for your target audience to find you.

Identifying your specific industry niche is the first step in standing out and becoming an authoritative figure while using content marketing. Once you identify the niche you can move towards the other tips and tricks to showcase your knowledge and expertise in the industry.

Study the Competition

To stand out from the competition, you need to know what your competitors are up to. In the classic book “The Art of War,” author Sun Tzu describes in detail the need to study and understand the enemy. This makes it easier to exploit weaknesses and identify potential advantages. You may not be going “to war,” but in a competitive nature, these other businesses are trying to gain the same market share as you, so you need to do what you can to outmaneuver and outperform them. In the business sense, it is war.

Study the competition and identify what you like about what they do and what you know your business can do better. Doing this will help you develop a blueprint for what to focus on within your website and what kind of content marketing may pay off in your quest to become an authority figure in the industry.

Search Engine Research

Now that you know what your competition is doing, it’s time to check out what kind of content your target audience is interested in. By performing search engine research, you can find what keywords are trending and doing well. You’ll have the ability to identify both potential traffic and what other websites provide similar information. Remember, when performing search engine research, to use very specific keywords. You need as specific keywords as your own niche. This way, you know those interested in the keywords are likely also interested in the content you’ll offer.

Search engine research, like researching your competition, needs to continue on a regular basis. As the internet remains fluid, trends change, and your competition may attempt to market in different ways. Knowledge is power in the world of business, so you need to remain in the know. The best way to do this is to continually search for information, which means carrying out search engine and competition research on a regular basis.

Begin Creating Unique Content

With your selected niche combined with what your competition is currently doing, you have what you need to go about creating unique content for your website. You should have a good idea as to the topics you want to cover, both because you have a passion for it and because you see your competition has not gone in these directions yet.

One of the biggest questions you might have is what kind of content you should create? You have the topics and the knowledge to offer insights, but what kind of content marketing should you produce? You have a few options available.

First, make sure to start a blog (if you haven’t already). One of the best ways to bring in traffic to your business website is through the aid of a blog. Blogs offer a few different benefits over other content marketing methods. First, blogs are easily accessed when playing video sound is not an option (for example when someone is at work). There are those who prefer to read blogs to watching videos, so offering blog posts is a must. Additionally, by regularly updating your blog, your website is regularly crawled by search engine spiders. This helps with search engine optimization and increases the number of search results you have.

Video content offers another avenue to go down when creating content. While there are some who would rather read a blog post, others look much more favorably on video posts. Video is easily shared through social media and it allows you to create a YouTube channel for your business. As the second largest search engine right behind Google, having videos on YouTube is a must.

Quality Matters

Don’t just toss up material to have something there. Quality is very important when it comes to establishing yourself as an authority through content marketing. You are attempting to reach new customers and new viewers. The best way to do this is to have quality material. It needs to stand out from the pack, and while helpful information is one pillar in hoisting you above everyone else, quality is the other. With the combination of quality content and helpful information, you will see an eventual increase in traffic as more and more consumers look to you for your expertise.

Promote Yourself and Your Business

This isn’t the “if you build it, they will come” approach. You can’t just write a great blog, post it and assume people will come instantly. Quality content does have a way of being found as search engines begin to push your material up the search ranking’s ladder, but that takes time. You need to give it a bit of a boost. How do you do that? Through promotion.

There are a handful of different ways you can promote your material. If you write a blog, make sure to share it on LinkedIn. There are also blogging networks that allow you to share your blog post. These networks tend to vary based on your industry, so make sure to consider what kind of networks are out there for your particular niche. Even services like Reddit are great for sharing your blog, receiving feedback and connecting with others within your given community.

Social media helps promote your material as well. Facebook, Twitter, Pinterest, Instagram and others give you powerful sharing tools to take advantage of to connect with current followers. When using your social media platforms, make sure you’re not just constantly posting links to videos and blogs. You need to be active and post/write directly in the social media’s platform as well. Sites like Facebook use a behind-the-scenes scoring system for promoting your posts. If all you do is post content that leads visitors away from the site, it will showcase your posts to fewer visitors. However, if you regularly post your own content directly to the page, you’ll receive a much larger viewership.

Posting videos will also increase the number of viewers. If you don’t care much in terms of building your YouTube viewership (the main reason to build a YouTube specific viewership is to hit the 10,000-view mark so you can begin making ad revenue off of your videos) you can upload the videos directly to Facebook. You won’t make money off advertisements, but the social media platform will not diminish your possible viewership.

Diversify, but Monitor Results

Make sure to put out a wide number of articles, videos and other content regarding your niche. One article can be a how-to, while another goes into the history of a particular product. All of this allows you to give a wider breadth of information while still focusing on your key niche. Just make sure to monitor your analytics. It will show what posts are the most popular. Keep this in mind when creating future posts, just don’t focus all of your attention on this specific area.

By properly taking advantage of content marketing and the services it offers, you have the ability to establish yourself as an authoritative figure within the industry. Doing so brings in a greater level of visibility while also helping you develop new client bases, identify new leads and grow your company’s bottom line. If you follow through with these tips and tricks, you’ll lay the foundations of showcasing your knowledge while pushing you to the forefront of industry experts as someone others look to for advice and insights while producing quality services or products.

Tell Us –

What is the biggest challenge you have when creating unique content and how do you overcome it?

Written by Mike Williams

I am a serial entrepreneur with more than 20 years of business experience. My goal with this blog is to pass on some of what I have learned in order to help you achieve success in business.

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