Every brand wants to be authoritative in its niche and build a loyal customer base. But only some succeed in doing so. Why do some manage to increase their authority and capture market share while others fall behind? The answer lies in effective content marketing, says Digital Googly, a digital marketing company in India.
Here are six tips on using content marketing to boost your brand’s authority.
Answer your audience’s questions
People trust brands that provide valuable information in response to their questions. So if your content does not provide those answers, you are not giving your audience a reason to trust you.
Let us say you are an online retailer that sells shoes. Now a user searches for “top 10 shoe brands in India.” If you take advantage of content marketing and write a blog that covers this topic with the right keywords, Google will display your results at the top of the SERP ahead of millions of others.
Your company’s position at the top of the SERP will increase your credibility in the eyes of the user. The user will understand that you are an authority in this field because Google has selected your content before others.
So, find out what your target audience is looking for and create content that answers their questions in an exciting and engaging way.
Create reports and studies with news value
According to Digital Googly, a , one of the best ways to build and demonstrate your authority is to show interest in new information and insights.
When you create original studies and reports based on new data, you provide readers with exciting new content and have something to offer the media.
This way, your brand can be represented in the media and receive quality backlinks that signal to Google that you are an authority.
Use the authority of the internal experts
Leveraging the knowledge of your company’s experts is a great way to give your brand a face and a voice.
You can engage your internal experts and ask them to write blog posts or quotes for the website. You can also feature them in podcasts. By providing them with channels and giving them the opportunity to showcase their knowledge and skills to the public, you help build your brand’s credibility and authority.
Join forces with other authoritative brands.
According to the , collaboration is a great way to increase your brand’s awareness and authority. If there are brands in your field that you respect, try teaming up with them and working on specific projects.
You can collaborate with other organizations interested in finding solutions to the issues and problems to develop studies, reports and surveys.
Share some of your secrets
You may be thinking, “Why would I tell my consumers and competitors my secrets?” This is a valid concern and can be scary for many marketers.
However, in some cases, especially for service-based businesses, sharing information about your accomplishments can build trust.
At Digital Googly, we use this strategy from time to time and it has worked throughout. Periodically, we share our ideas about marketing and how we achieve effective results with our clients in the form of blogs. These stories help other potential clients understand our marketing process and principles.
“People, especially potential customers, value honesty and transparency more than anything else,” says the head of marketing at Digital Googly’s, a digital marketing company in India.
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