Most business owners investing in content marketing know that you have to distinguish yourself if you’re going to be successful. There are millions of people competing for visibility, and although the web is a big place with billions of potential readers, you’ll still have your work cut out for you if you want to stand out.
One of the best ways to rise above the fold and get more eyes on your material is to use the power of authority. But what are the best strategies for doing this?
In the context of content marketing, authority refers to a person’s perceived level of expertise and credibility on a subject. The word “perceived” here is important, because as we’ll see, there are ways to make yourself seem more authoritative on a subject than you actually are.
Ultimately, authority will make people behave in ways that favor your content marketing strategy:
Excellent. So how can you use authority to boost the power of your own content?
You can make yourself more of a perceived authority in several ways, including:
Of course, it takes a lot of time and effort to boost your own authority. Sometimes, it’s just as effective to borrow from the authority of others.
These are just some of the ways you can do it:
A more authority-centric content marketing strategy can work in your favor if you plan and execute it well. Focus on giving people the best, most accurate information you can — and don’t be afraid to work with some already-established authorities in the field.
Originally appeared in Entrepreneur