Want to build your brand authority and stay relevant in the marketplace? It’s easy to do when you’re being published in major media outlets each month.
Some businesses try to establish credibility through self-publishing. Yet, the faster route to brand authority is through expert content marketing. Below are a few tips to help build your brand’s authority in any niche.
Why should I care about major publications?
Maybe you’ve already discovered that you’ll need to publish good content on leading sites simply to keep your brand relevant. Frankly, if you’re in a highly-competitive business niche, expert content is the only way to survive.
Whatever your niche, being featured regularly in major publications is the best way to give your voice more authority. You can create the content yourself, or you can rely on experts to do the job for you.
There are many benefits to publishing top-quality content through trusted media outlets. Brand authority is the most important.
What’s brand authority?
Brand authority is the quality that makes you valuable as an expert. Once you become known on high-ranking sites for giving the community valuable information and insights, you’ll command higher fees and sell more.
Branding makes you stand out from the crowd of competitors online. As highlighted in the B2B Marketing Expo 2018, brand authority and positioning are the most important elements for success in the digital world.
Brand authority brings trust…
In every industry there are plenty of nice people who can do a given job effectively. Most of them are competent professionals with honest pricing. Yet, prospective clients only care about meeting their own needs with the least possible risk.
Who’s the least-risky provider of services? Marketing research shows that when other factors are equal, people prefer the authority brand over others because they trust it more. An expert service provider is a safer bet than the ordinary provider.
Patagonia is an example of an authority brand with a great aura of trust. It’s one of the world’s leading outfitters for rock-climbing and camping enthusiasts.
Patagonia was founded by Yvon Chouinard, a now-billionaire rock-climber and outdoorsman. He’s also a vocal environmentalist, so his voice carries extra authority.
The company has a weekly blog that features exciting stories about outdoor adventures. Most importantly, Patagonia regularly publishes expert technical advice for climbers. The company posts fresh web content each month, all packed with valuable information.
It’s the ultimate authority brand – When you’re dangling on a rope off a cliff, you need to trust your equipment. Who should you buy that equipment from?
The answer seems obvious – you buy from the same trusted supplier who helped teach you how to climb. Trust means safety.
… and trust builds even more authority
The more valuable the content you publish, and the more often you publish it, the more your audience will trust you. By supplying them with important insight on a regular basis, you become their authority on that topic.
Outsourcing the content to professionals lets you have the best of both worlds. Once readers recognize your brand as a source of authoritative content, it doesn’t matter who actually wrote the words – you become the authority.
For example, let’s say that you’re an accountant who specializes in minimizing taxes for restaurant owners. You’re feeling some urgency because lately you’ve become aware that another accountant has entered this field.
To build your accountancy business, you’ll need to consider things from the perspective of your prospective clients. When a prospect is deciding between you and another accountant, you’ll want to be seen as more “expert” than the other choices.
Let’s assume that your competitor accountant is a nice person, well-established in this niche, and he or she also seems to be technically competent. But without online credibility and social proof, that competitor relies strictly on word-of-mouth advertising and referrals from existing clients.
In contrast, let’s say that you have less overall experience in the niche. But, you’ve published a steady stream of expert content on industry-leading websites to help restaurant owners save money. Or, perhaps you’ve written an ebook with tax-saving tips for food service businesses. It doesn’t really matter whether a prospective client has actually read your book or not.
The choice is clear – you’ll win the branding game because you’re the authority. When you’re positioned as an authority, you won’t need to chase new clients as much – they’re more likely to come looking for you instead.
Pull (not push) marketing
Another benefit of brand authority is you can begin to rely on pull marketing instead of push marketing. Pull marketing costs less and is more effective. Plus, it’s also associated with higher fees and revenues.
For example, B2B buyer behaviour surveys show that most people do some basic research online before contacting any sales representatives. Smart business owners and managers educate themselves before buying.
They seek information in the form of blog articles, whitepapers, ebooks and other valuable content. They’re looking for brand authority.
When you consistently publish high-quality content on leading sites, you’ll pull prospective customers from the target audience by showing your value. You won’t need to push unwanted advertising at the masses.
Higher fees and revenues
When you’re considered the authority brand or leading expert in a particular niche, you have pricing power. Customers naturally expect to pay more for your services.
As shown by extensive research, the greater a brand’s authority, the greater its revenues, after accounting for other factors. By establishing your brand as the leader in a given niche, you can raise prices and earn higher fees.
Don’t just tell people you’re an authority, teach them
The greatest benefit of publishing your content on well-known media outlets is that it lets you teach the target audience. A good teacher doesn’t need marketing hype. When you educate your audience, you instantly become their authority brand.
For example, the fishing outfitter Orvis is recognized as an authority brand by recreational fishermen worldwide. The company publishes monthly articles written by experts, plus other valuable content and education programs. Anglers buy from Orvis because they trust their teacher.
Grow the network
Network growth is another benefit of authority. When your content is being published through leading media outlets, your network grows in step with increasing authority and influence.
Good content brings many unexpected opportunities, like partnerships and speaking engagements. The growth cycle increases your brand authority even more.
Increase conversions and sales
You may have noticed that your website has many visitors, but very few of them accept your offers. Sales conversion is the key to success in digital business, and authority increases your conversion rate.
Brand authority makes all forms of marketing easier. Once you become an authority, more people visit your business and more of those visitors will convert into buyers.
Influence your community
Brand authority creates instant credibility and trust. When you’re perceived as the leader in a niche, you find customers trust your judgment more easily. You have influence.
By publishing valuable content under your name on leading media outlets every month, you can quickly become known as a trusted authority and community influencer. You’ll find that your influence in one niche tends to spread across other related niches as your authority grows.
There are many trust-related benefits of publishing expertly-written content each month. When customers read your valuable insights and see your influence in the community, they’re less likely to question your judgment or micro-manage your work. That means more money with less stress for niche authorities – like you!
How to sustain the momentum
What happens once you’ve published something? A website and a few online mentions aren’t enough to grow much of a business.
Just as every stay-at-home WordPress guru knows, it’s easy to be a web publisher and show your content to the world. Still, a lack of authority content starves most online entrepreneurs out of business.
Regardless of any other marketing efforts, publishing high-level authority content each month is the best way to grow your business.
Let’s say you’ve already published some ho-hum content in your business niche – whether created by you or someone else – and you’ve received the usual weak marketing response. The big question is – what’s next?
The key to any successful authority-building strategy is consistency. Authority comes by consistently publishing valuable information that reaches targeted readers.
Publish your way to success with brand authority
You can build brand authority for yourself, or we can do it for you. When it comes to publishing your content on leading websites, we’re the best choice.
EAK Digital has developed a fast, effective protocol to build authority in any niche. If you don’t have enough time or writing skills to self-publish your way to success, we can help.
Once you’ve found the right voice to reach the right audience, marketing becomes much easier. We’ll build your brand authority and help increase sales while you focus on doing what you do best.
Ed Flower, Ph.D. is a business analyst, writer and editor with 20+ years of digital marketing experience. A cat lover and avid hiker, he has a talent for explaining complex topics in simple terms – after drinking too much coffee.
Our streamlined approach to content marketing and PR leaves you time to focus on your business while we focus on building your authority. Book in for a free consultation below.