{"id":25086,"date":"2021-06-03T15:00:16","date_gmt":"2021-06-03T13:00:16","guid":{"rendered":"https:\/\/qodeinteractive.com\/magazine\/?p=25086"},"modified":"2022-01-13T10:52:54","modified_gmt":"2022-01-13T09:52:54","slug":"how-to-build-brand-authority-using-content-marketing","status":"publish","type":"post","link":"https:\/\/qodeinteractive.com\/magazine\/how-to-build-brand-authority-using-content-marketing\/","title":{"rendered":"How to Build Brand Authority Using Content Marketing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]Certain words and concepts often come about when talking about brands, especially the process of branding. \u201cConsistency\u201d is one of them \u2013 without it, it would be hard to achieve \u201crecognition,\u201d another important term. \u201cValues\u201d are increasingly important to brands, but it hasn\u2019t eclipsed the importance of the classic \u201cawareness.\u201d And then, there\u2019s \u201cauthority.\u201d<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Some of these words and concepts \u2013 traits if you\u2019d like \u2013 are pretty self-explanatory. A brand has to be consistent in its representation, otherwise, it wouldn\u2019t be recognizable. It needs to be recognizable because, well, what\u2019s the point of having a brand if no one recognizes it? and how could they recognize it if they\u2019re not aware of it? Values give brands something people will latch onto for purposes of identification.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Brand authority boils down to \u2013 trust<\/strong>. When you\u2019re working on building brand authority, you want your brand to occupy a prominent position in your industry. You want your brand to be the brand people turn to when they want information they can trust. In this article, we\u2019ll show you how you can use <a href=\"https:\/\/qodeinteractive.com\/magazine\/ultimate-guide-to-content-marketing\/\">content marketing<\/a> to build your brand authority.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]We\u2019ll cover topics that include:<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#building-brand-authority-is-a-marathon\">Building Brand Authority Is a Marathon<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#establishing-the-channels\">Establishing the Channels<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#creating-the-right-type-of-content\">Creating the Right Type of Content<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"building-brand-authority-is-a-marathon\"><\/a>Building Brand Authority Is a Marathon<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;21px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"969\" height=\"553\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Building-Brand-Authority-Is-a-Marathon.jpg\" class=\"attachment-full size-full\" alt=\"Building Brand Authority Is a Marathon\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Building-Brand-Authority-Is-a-Marathon.jpg 969w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Building-Brand-Authority-Is-a-Marathon-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Building-Brand-Authority-Is-a-Marathon-768x438.jpg 768w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Building-Brand-Authority-Is-a-Marathon-620x354.jpg 620w\" sizes=\"auto, (max-width: 969px) 100vw, 969px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Before you even start thinking about using content marketing to build brand authority, you should understand that you have to be in for the long haul if you plan to succeed. <strong>Brand authority is the complete opposite of virality \u2013 it doesn\u2019t happen overnight, it doesn\u2019t spread like wildfire, and it\u2019s rarely an unintended consequence of creating content. <\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Here are some of the things you\u2019ll need when building brand authority<\/strong> that demonstrate why authority is the result of a process and not an occurrence:[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>A content strategy<\/strong>, one that involves not only content creation but also content placement through channels you have no control of.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>A budget<\/strong>, because some of the content you\u2019ll be producing to build authority has to show high production value.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>Actual authority<\/strong>, as even the best-produced content, will fail unless there\u2019s the expertise behind it.<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It takes time to build and deploy a strategy, just as it takes time to become (or hire) an actual expert. When it comes to expenses, spreading them over time makes more sense financially, not to mention that it might often follow the dynamic as set by the content strategy. <strong>So remember \u2013 authority equals resources spent to promote real expertise over time. <\/strong>[\/vc_column_text][vc_empty_space height=&#8221;80px&#8221;][vc_widget_sidebar sidebar_id=&#8221;new-seo-banner&#8221;][vc_empty_space height=&#8221;80px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"establishing-the-channels\"><\/a>Establishing the Channels<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;21px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"969\" height=\"554\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Establishing-the-Channels.jpg\" class=\"attachment-full size-full\" alt=\"Establishing the Channels\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Establishing-the-Channels.jpg 969w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Establishing-the-Channels-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Establishing-the-Channels-768x439.jpg 768w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Establishing-the-Channels-620x354.jpg 620w\" sizes=\"auto, (max-width: 969px) 100vw, 969px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]If you\u2019re new to content marketing, one of the first things you\u2019ll have to worry about is how you can reach your audience when you start producing authority-building content. <strong>Ideally, you should already have things like social network profiles in place.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]If you\u2019ve dabbled in or maybe even mastered <a href=\"https:\/\/qodeinteractive.com\/magazine\/email-marketing\/\">email marketing<\/a>, you might have a mailing list you can use for your authority-building content. You should also consider building a blog of your own, to have a place where you can publish your content whenever you want. <strong>This isn\u2019t a requisite, however, as some types of content don\u2019t need blogs \u2013 a study might do better with a good landing and a download page.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Then, you have to consider the channels that are completely out of your control.<\/strong> What are the popular blogs and websites where the members of your industry congregate? Are there any industry-wide newsletters you can contribute to? Is there an established authority with some influence that could <a href=\"https:\/\/qodeinteractive.com\/magazine\/increase-domain-authority\/\">boost your authority<\/a> by giving you some access to their platform? <strong>You need to identify them and start working on building relationships that will help you get in \u2013 but likely only after you\u2019ve demonstrated you have some authority to offer.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"creating-the-right-type-of-content\"><\/a>Creating the Right Type of Content<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;21px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"969\" height=\"554\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Creating-the-Right-Type-of-Content.jpg\" class=\"attachment-full size-full\" alt=\"Creating the Right Type of Content\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Creating-the-Right-Type-of-Content.jpg 969w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Creating-the-Right-Type-of-Content-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Creating-the-Right-Type-of-Content-768x439.jpg 768w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2021\/06\/Creating-the-Right-Type-of-Content-620x354.jpg 620w\" sizes=\"auto, (max-width: 969px) 100vw, 969px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]<strong>There\u2019s no number of channels or goodwill from other authorities or industry influencers that will help you build authority using bad content.<\/strong> Unless you\u2019re the sole operator in a niche, there\u2019ll be someone else working on establishing their authority. You won\u2019t necessarily have to compete with them, but they will set a standard against which you\u2019ll be compared.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Your content game needs to be up to snuff.<\/strong> For building authority, this means producing content packed with value. Here are some types of content you should consider creating.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Content That Directly Answers Your Clients\u2019 or Customers\u2019 Questions<\/h3>\n<p>[\/vc_column_text][vc_column_text]<strong>Arguably the easiest type of authority-building content to create is the content that answers your clients\u2019 or customers\u2019 questions.<\/strong> Creating this type of content not only helps you share your expertise and provide valuable information to your customers but also establishes you as a brand that\u2019s open to communication. A brand that\u2019s listening.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>It\u2019s important to note that you won\u2019t have any trouble finding topics that cover the things your clients and customers want to know.<\/strong> If you don\u2019t get them from your customers in direct communication \u2013 social networks, especially Twitter, are great for that \u2013 you can easily pinpoint them during <a href=\"https:\/\/qodeinteractive.com\/magazine\/keyword-research-and-how-to-do-it-right\/\">keyword research<\/a>. Dive into those longtail keywords fearlessly, there is no such thing as going too niche.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Industry-Related Content<\/h3>\n<p>[\/vc_column_text][vc_column_text]<strong>Another common way of establishing authority is by demonstrating industry-specific knowledge and expertise.<\/strong> Even if this type of content doesn\u2019t directly address the casual customer of the brand, it still communicates to them, for example, that your brand is a part of important conversations within the industry. That\u2019s not a place you get to without being an authority.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Content that contains insightful commentary on industry goings-on can work well for building authority.<\/strong> If it demonstrates a unique perspective you can skillfully back up, you\u2019ve got yourself a great guest post. You can also create industry overview content that demonstrates your breadth of knowledge.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Content Containing Original Research<\/h3>\n<p>[\/vc_column_text][vc_column_text]<strong>Content containing original research is where things get interesting, but also resource-intensive.<\/strong> A research paper, a survey, a good case study, an industry report \u2013 any type of content that brings new and original information that relates to the industry will be lapped up by other content creators, members of the industry, possibly even the media. This just might be the highest-value content you can produce in terms of authority building.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>The problem with it is that it\u2019s also often the most expensive.<\/strong> It takes time and often money to do really good research. But if you manage to make it happen at least once a year, your brand authority will get an incredible boost.[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\">Let\u2019s Wrap It Up!<\/h2>\n<p>[\/vc_column_text][vc_column_text]To some extent, relying on content marketing to build brand authority is just like doing anything else with content marketing. You see the channels you have at your disposal, the types of content you can create, the resources you can invest into it, and then come up with a production and deployment plan that balances your needs and capabilities.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The way this use of content marketing differs from others is that the bar for the quality of the content, the value it delivers, and the value that goes into creating it is much higher than if you\u2019re just doing content for search engine rankings. The stakes are higher, the investment is larger, but so is the potential payoff.<br \/>\n[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Looking for new ways to build brand authority? Producing great content with forethought and strategy is bound to make your brand stand out. <\/p>\n","protected":false},"author":9295,"featured_media":25163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[28,27,4,13],"class_list":["post-25086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-branding","tag-content","tag-tips","tag-wordpress"],"_links":{"self":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/25086","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/users\/9295"}],"replies":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/comments?post=25086"}],"version-history":[{"count":0,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/25086\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media\/25163"}],"wp:attachment":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media?parent=25086"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/categories?post=25086"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/tags?post=25086"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}