Authority is the magic word in SEO and content marketing. Everyone wants it, but it’s not clear to everyone how to get and keep it. Google, in particular, rewards authority and places it higher in the ranking, thereby increasing the visibility of the content.
Brand or domain authority is that holy grail you achieve after months of hard work and consistency in building your online reputation. Overnight from ‘nobody to authority’ is a myth. Instead, you need patience and good strategy to earn the title of a respected expert in your industry.
1. CREATE A CONTENT STRATEGY WITH DIGITAL MARKETING COMPANY
Content marketing is a great way to build your online authority. This works best if you approach it systematically. If you approach it half-heartedly, expect half-hearted and/or contradictory results. A strategy helps you avoid a number of pitfalls, such as:
It keeps you consistent and supports you in working systematically.
It makes clear what you need to create authoritative content (including tips, tools, keywords, topics, and budget).
It gives a clear picture of what content you need in the coming period and helps you plan messages and promote content around strategic dates, seasons, and events.
It helps you create the type of content that most appeals to your audience, and ensures that you get it known where that audience is looking for it.
This gives a good idea of why a strategy is important. Without a plan to build your authority, you are likely to fail. Before you decide to use content marketing to make a name for yourself, take the time to map out your content strategy. Create a roadmap to your authority and follow your strategy closely.
2. SHARE WHAT YOU KNOW (HELP OTHERS WITHOUT HIDDEN AGENDA)
Sharing your knowledge is essential to building an authoritative reputation. The way you share your expertise determines the ultimate success. Specifically, honestly share your knowledge without agenda or ulterior motives. The end goal is to build brand authority and you can only achieve this if you are genuinely sincere in sharing your knowledge!
HOW DO YOU DO THAT?
Add value to your readers. Offer information that will impact the lives of your readers. Help solve problems they face in real life. For example, Albert Heijn has been at the forefront of content marketing for years. Years ago, of course, they started with recipe magazine Allerhande. They are continuing this success online. This company is strong on social media. With short and powerful recipe videos and cooking tips, they inspire on Instagram and they also know how to find their way to the young Netherlands. There is no trick to sell anything, no Call To Action, nothing at all. It is purely informative with the aim of helping and giving people inspiration for their meal. As a result, it is a trust builder.
3. PARTICIPATE IN YOUR INDUSTRY COMMUNITY
This is an open door: Find and follow your industry peers. Publish regularly on social networks where your audience is and focus on interacting and connecting with others. When you participate in the community around your knowledge domain, not only your name is associated with a constructive presence. But you also help others to keep abreast of your new developments, useful advice, and knowledge. Sharing your content, having discussions, and actively participating in your online community are important parts of your overall content strategy. Without these, you cannot build online authority.
4. INFORMATIONAL KEYWORDS, STRUCTURED DATA AND SEO
Long, in-depth content is more likely to showcase your expertise than a short, crisp blog post or Twitter updates. In the long content pieces, it is best to focus on long-tail keywords. Describe your content as extensively as possible with structured data and clearly indicate what the relationship is with the other content on your website. Also, don’t forget to make the connection with your specific knowledge and skills.
5. FOCUS ON A FEW SPECIFIC TOPICS
You may think that you need a wide range of knowledge on multiple topics in your strategy to become an authority, but that is not the case. Instead, it’s easier to focus on one or a few important topics. Publish the content within topic clusters to build a blog archive that covers all facets of a single topic across multiple blog posts.