Authority content creates the experience of authority in ways marketing messages cannot. It shows rather than tell.
Demonstrate world-class expertise with authority content
The working essentials of creating authority content for your business are to:
- Pick a topic that’s at the core of your business — one that you can legitimately claim a special expertise in. This should be an area you feel comfortable expounding on — and one you feel your customers would benefit from knowing more about. If you have a real estate firm, perhaps this would be some unique aspect or angle on rental investing. If you are a lawyer, maybe you have special knowledge of the application of a complex legal strategy that might give your clients a big advantage.
- Break the topic out into five preliminary subtopics — with another five to follow. Begin addressing each topic in substantial, in-depth articles of perhaps 750-1,000 words — making each one like a mini-chapter of a future ebook. Incorporate attractive elements in your content, such as surveys, statistics, lists, and maybe a few “downloadable assets” (e.g., case studies, white papers, etc.). Nail keywords and best SEO tactics.
- Post the articles at your blog on a regular schedule — maybe one or two per week. Mirror post your articles at every social media platform you can — LinkedIn, Facebook, Google+ — and get the notifications out to the others. Trigger tweets to your business Twitter account(s), and to all the individual ones you can legitimately co-opt for this purpose.
Now you're ready to gather what you've done into an authority asset.
Create a PDF file of your first five article-chapters
When you’ve created the first five of these blog posts, create a PDF file with all the content you’ve generated on the topic to this point. Offer this out as a way of increasing traffic to your site, gaining subscribers, or simply gathering email addresses.
Move through in like manner with the remaining five mini-chapters of your book. Create the individual blog articles, post them to your blog, and promote them everywhere.
Create a cornerstone content page
Once you’ve got your ten-part series completed, published, and promoted, use your articles to create what’s known as a cornerstone content page. Create a dedicated page that:
- Lists links to the chapters (articles) of the book you’ve generated — like a table of contents.
- Add introductory material (“intro”) at the beginning, and summary material (“outro”) at the end.
- Include your “call to action”.
You want them to call you for more information? Then that’s you call to action. Want them to join your mailing list? There you go.
Packaging your content in this authoritative way will motivate people to find it, share it, and link back to it.
Generate another PDF plus e-book
Gather up your next five articles into a second PDF and use it the way you did the first one: to generate interest, traffic, and subscribers. Now take all ten of your chapter-articles and create an e-book to add to your authority — and reach broader markets.
Blast off with authority content
Authority content attracts high-quality links to your site — links from “authoritative sites” that draw major traffic initially. Authority plus attraction makes for heavy-duty value, attracting further links and increasing shares of your content with others. Your company website starts appearing higher in search engine results increasing traffic to your site.
Your business grows bigger as a result.
Ask Michael J. Farrand about creating authority content for your business.
SOURCE: "Authority Content: Build an Audience that Builds Your Business", copyblogger.