Published:

07/30/2014 01:06pm

How To Build Authority Through Content Marketing

When you stream your favorite television program do you bother sitting through commercials? Do you surf the internet without some sort of Adblock enabled? How often do you actually read and take information from traditional ads? Even snail mail gets sorted and recycled. Traditional marketing methods are seen as invasive. Annoying. Unsolicited. Spam. So how does one stay relevant in this new generation of advertising? The answer: content marketing.

Content marketing is a term used to describe a set of strategies that involve creating content that attracts, informs, or persuades the target audience. Content marketing educates your target audience to the point that they are ready to buy your product or service. It benefits your audience – something that traditional ads fail to do. Content marketing is shared across social media channels. It creates a presence that is shared by your target audience and builds your authority. Content marketing also increases traffic and provides SEO benefits. The best part of content marketing is that you reap these benefits at no cost to you!

Some examples of content marketing include the use of social media and blogs, YouTube videos, podcasts, or even phone and tablet apps. But how do you use these tools to become an authority? The following are some guidelines to keep in mind as you create your content marketing strategy.



· Take the time to create quality content – Websites influence up to 97% of customer purchase decisions. Maintaining your website and keeping your company blog up to date creates a lasting first impression on your target audience.



· Don't limit yourself to one venue – While blogs are one of the most obvious means of creating content, they are far from the only option! Videos can give your company a more personal feel for your customers to relate to. “Top 10” are particularly appealing and create an air of authority



· Make it personal – When posting visual content (photos, videos, etc), don't forget to put a person in the picture! Whether it is yourself, your employees, or your customers, a human presence makes your content more relatable and helps you earn your audience's trust.



· Engage your audience – Content marketing is a lot like having a conversation with your customer base, and no conversation should be one-sided. Take the time to listen to what customers and competitors are saying, and adjust your message accordingly.





Lastly, keep your content focused. If your approach is scattered and chaotic you will come off as unprofessional. Clear, focused strategies implemented in one or two areas are much more effective than half-baked ideas spread across multiple venues.