Using Content Marketing to Build Brand Authority
When you have a company brand, you want to build it so that you are viewed as a market leader that provides customers with relevant and factual information. This is known as building brand authority. While there are many methods that you can use to build this authority, content marketing is one of the most effective options. It provides a way to answer questions from customers, increase conversions, and generate leads. Here are some of the ways you can use content marketing to enhance brand authority.
Incorporate News Reports and Studies
A simple way to use content marketing is by consistently looking to discover new information and insights about your industry. By doing data journalism, which is creating your own reports, surveys, and studies, you are able to have content that provides value to your readers. This can also help you build high-quality backlinks, which helps search engines view you as an authority. In addition, these articles can be updated with newer information, furthering your ability to be viewed as an industry leader.
Work With Your Community
Another method you should consider in a branding strategy is enhancing the interactivity you have with your audience. Users like to rely on brands for information on their field, especially if it answers questions they previously had. Brands can be in front of this by researching keywords that are being searched to reach their site, or by using tools such as Answer the Public and BuzzSumo’s Discover Questions.
Develop a Strategy
With multiple types of content forms available, there are many ways to create items that are designed to grab a customer’s attention. This means developing a strategy for content creation is key. You can look to add your content in various forms, such as blogs, infographics, videos, and e-books. Doing research to determine what forms are most popular with readers can help give you more information on which one to use regularly.
There are many ways to feature the work you have done in the past. These include testimonials, reviews, and even social media share counts. The main goal is to choose the right platform to highlight your services and decide on where best to place this feedback. Doing so provides third-party validation of your work. In terms of ways to add them to your site, you can ask your clients for a quote, highlight mentions of your company in the media, or choose the best reviews from a site.
Establishing brand authority is a great way to increase your company’s standing as an industry leader. By using content marketing, you can create ways that visitors to your site will remember your brand and establish trust.