Building Brand Credibility with
Authority Content
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Every brand in the digital world wants to be seen
as an expert and gain customers’ trust. One of the
best ways to achieve these is to implement
compelling, relevant content marketing.
Your content should not only be used to promote
your company for SEO purposes. This
is a
shortsighted approach to content marketing. You
can establish brand authority by creating in-depth
content that provides real solutions to your
audience.
You probably have a content strategy that drives
the goals and objectives of your content
marketing. However, are you considering your
brand authority and credibility? Are you focusing
too much on the substance of your content?
If your content doesn’t offer a unique perspective,
your prospects won’t be able to see beyond the
surface of a problem and come up with new
solutions. This, in turn, could negatively impact
your brand’s ability to connect with customers and
convert them.
If your content doesn’t offer a unique perspective,
your prospects won’t be able to see beyond the
surface of a problem and come up with new
solutions. This, in turn, could negatively impact
your brand’s ability to connect with customers and
convert them.
To help you out, we’ve outlined the best practices
you can incorporate into your digital marketing
strategy to ensure that you put out blogs, articles,
infographics, podcasts, and videos with content
authority. These things can help with building
credibility.
What is Brand Credibility?
Before discussing the best practices for building
credibility, let’s start with the basics first. Let’s
define brand credibility.
Credibility can be defined broadly as the belief in
an entity’s intentions at a given time. It is made up
of two components: trustworthiness and expertise.
Thus, brand credibility can be defined as the belief
in the information contained in a brand. This
requires that consumers believe that the brand
has the expertise and trustworthiness to deliver on
what they have promised.
There is no one-size-fits-all guideline for building
brand authority and credibility through content.
Many best practices can help you select topics
and set goals, so your content is more in line with
your audience’s needs. Here are some of them:
1. Use data and stats to deliver a powerful
message.
Data and stats are helpful when you’re trying to
build an idea. However, they shouldn’t be the
foundation. You should use them as supporting
details, not be the star of your content.
Before linking data and stats, make sure that your
information is accurate and reliable. You can use
research from advocacy groups, industry groups,
non-profits, and thought leaders as examples.
Your content will be more effective if you include
statistics and research. However, don’t just quote
numbers and pieces of
information
from
reputable sources. You have to explain and
interpret them.
For instance, an industry group publishes a
study on revenue loss and provides data without
including any information about causes or
correlations. Your audience will be more
interested in your content if you add context
using your experiences or data sets.
2. Provide actionable tips.
When people are motivated to act, the content
they read resonates with them. It would be best
if you were precise and not vague. Buyers will
perceive you as more credible and authoritative
if you provide detailed tips.
If
your company creates
software
that
automates workflows, you should clearly define
how inefficiencies impact their operations and
how you can fix them. They should be able to
find solutions through your in-depth content.
3. Include quotes from your subject market
experts.
Your content marketing plan can benefit
significantly from the expertise of subject matter
experts (SMEs). Content collaboration is not
always easy, especially for large companies, but
it’s well worth the effort to build brand credibility
with your content.
Since they have the experience and expertise to
support your content, engaging with internal and
external SMEs can add great brand credibility.
Your content will improve if you include quotes
from thought leaders.
4. Ensure your content is updated and current.
You may find that what you thought was accurate
yesterday is not relevant today. To ensure content
authority and
freshness, create a content
calendar. It allows you to track the content and
determine if it’s suitable for repurposing.
You also have to update your content regularly.
Your audience will notice if you keep your content
current and up-to-date with the latest news. If
your audience stumbles on an incorrect blog post,
it can damage your credibility. So, develop a
process internally.
5. Provide your take on challenging topics.
There are some subjects in every field that can be
daunting. They could either be complex or
sensitive. Do not be afraid to take on them. Just
make sure that you do it with integrity and
respect.
Some of the most difficult or trivial topics are
likely to be top of mind for prospective clients or
customers. They could be looking for impartial
clarity and guidance, so take the opportunity to
provide what they need.
International or domestic conflicts are complex
topics that blur the lines between business and
politics. One good example of a challenging topic
is how wars have affected some industries. It
doesn’t mean you have to make a statement on
the matter.
Instead, share the facts and consequences of the
situation and offer your expert opinion to build
credibility. Your audience will appreciate your
honesty and your ability to tackle complex
subjects.
6. Incorporate narratives into your content.
You have probably solved problems for your
customers. However, many others are facing the
same issues. It’s your opportunity to tell the story
of how you helped others. This is a good way of
showing them that your brand can positively
impact their lives.
In preparing narratives, be as detailed as
possible. Make sure that your audience will be
able to understand the challenges, goals, and
solutions. It will make it easier for new customers
to know that you have worked with and for other
people in the past.
7. Increase word count.
Google often considers longer content more
trustworthy. Google will reward you if your content
is detailed, but it must still be of high quality and
easily scannable. Research shows that the first-
page result averages 1,890 words.
When increasing your word count, you should not
be too wordy. To break up large content blocks,
use bullet points and headers instead. Each point
should be given more detail and specificity using
research, examples, and statistics.
How Advanced Digital Media Services Can Help
Putting out quality content is a great way to build
brand credibility. You can attract more customers
by using the strategies above because of your
ability to dig deep into the topics that most
concern you.
Emerging as an authority in your industry takes
constant effort and a specific focus. It takes time to
establish brand credibility. We at Advanced Digital
Media Services are here to help you do that!
We provide
full-service digital marketing,
including top-notch content creation, to help
businesses build and improve brand credibility.
When you invest in our SEO services in Denver, we
will help you navigate to the top of search engine
results pages.
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