7 Types of Authority Content For 2019
Authority content is any content designed to position a person or a business as the ultimate authority in their niche. To be regarded as an authority is a privilege that every business owner should welcome, for it signifies they are not just some run-of-the-mill business. To be regarded as an authority means that when one speaks others listen. It means that whatever advice you might give on a professional level stands above the advice that an average practitioner of your profession might give. To be regarded as an authority means that you have spent a great deal of time managing the ins and outs of your profession and have ascertained a certain level of proficiency that commands the respect of your professional colleagues as well as potential prospects.
If you think about a person who is considered an authority in their profession, you might find that all authorities, no matter what niche they serve, have a few things in common. These include:
- A demonstrated skill or proficiency
- A track record of success
- Professional certifications or degrees
- Time recorded exercising the rudiments of their profession
- The respect of peers within the profession
- Can speak on a topic and demonstrate trust based on evidence that backs up their claims
- A group of followers who hang on their every word
- Build a website - In 2019, if you don't have a website, you won't exist in most people's minds. People searching for information almost always start with Google. You want your name or brand to appear in Google associated with the terms of your profession. While that alone won't make you an authority, it is a good place to start.
- Start a blog - Blog marketing has become an essential element of online content marketing. If you want to be known as an authority, one of the best ways is to regularly and consistently share thought leadership articles on your blog that demonstrate a deep understanding and knowledge of the issues affecting your profession. You should also demonstrate that you understand your customers' problems and be able to solve them.
- Write and publish articles - When I say "write and publish articles," I mean get your thought leadership articles published in as many places as you can, places other than your website and blog. That includes third-party websites that serve your niche, print publications, trade journals, and other publishing channels that allow you to demonstrate your knowledge of your profession to your peers and potential clients. Lawyers may write articles for law journals or guest post on other lawyer websites. Cryptocurrency experts may write articles for one of the several news publications that cover the crypto niche. You want your name to show up anywhere and everywhere people are reading about your profession.
- Email content - One often overlooked avenue of authority content is email. A regular newsletter or other content that you can deliver by email can establish you as an authority in your niche. The key is to be consistent and persistent.
- Books and e-books - Nothing speaks authority more than a book with your name on it. If you can write and publish a book or e-book of 300 pages, then you will be seen as an authority by virtually everyone who reads it as long as it is well-written and provides useful information. This book can be sold through online and off line book selling channels or be handed out at events like a calling card. If in digital format, it can be offered as a download on your website to help you develop a list of readers you can market your products or services to.
- White papers and special reports - White papers and special reports are smaller than e-books, but they still position you as an authority. The key is in how they are written. White papers are preferred for business-to-business audiences while special reports work wonders for business-to-consumer audiences. Both demonstrate a high-level of proficiency or knowledge regarding your profession and are written in an objective manner, much like a newspaper article or academic paper. They can be conversational, but they cover a specific topic related to your profession in an in-depth manner that makes you an authority on the subject.
- Case studies - Case studies are testimonials on steroids. They are written to demonstrate a customer's success in using your product or service and showcase a specific use case where using your product or service was a benefit. Instead of being written from your customer's perspective, they are written objectively so that the focus is on the success story rather than the individual or business.
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Hah I just wanted to add the point to books. That they need to be readable in the first place haha :D But you've said it later on :D
Yes, authority content must be excellent, and readable. Otherwise, it's not authority content. It's just content.
@blockurator,
Good article, Block. As someone who's spent more than a decade in advertising, I might add a caveat that you mentioned but did not emphasize.
Authorities are expected to do everything well ... the Halo Effect. Writing and blogging that is not HIGH QUALITY Content hurts you more than it helps.
This is an important insight because many professionals and business-people cannot write well. Some know it and compensate by hiring others that can, others don't.
'Writing well' entails a great deal more than simply running an article through Microsoft Word's SpellCheck and Grammar-Check (although you'd be surprised at how many people don't even do that). It entails creating an article that is both informative ... and interesting. And it is the latter that separates the good writers from the bad.
It is also easier said than done.
Of all the elements of great advertising and marketing, the one that is most under-appreciated is great writing. It is MUCH EASIER to find an excellent videographer or graphic artist than it is to find an excellent writer. People often believe that there ought to be lots of great writers because the pool of people who can write (almost everyone is functionally literate) is so large.
Everyone can sing ... how many can sing beautifully?
Quill
Excellent caveat, Quill. Yes, an authority must be able to present their ideas effectively, and that often entails great writing. You are right that so many people underestimate the power of great writing. You can't produce authority content without it.
Merry Christmas!
These are great ways to make yourself stand out. This was a very good read.
Thanks. More good reads to come. ;-)
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Good article. It's a hell of a lot of work trying to establish any solid presence in this day and age... but ya gotta do what ya gotta do...
Yes it is. Not impossible, but a lot of hard work. Thanks!
Those are excellent ways to establish authority - thanks for sharing this! 😊
You're welcome! Now, go and present thyself as an authority. I'm sure you already are. :-)
What you describe about authority is how it should be. The word does have a different meaning to me though (might be I am confusing it with the Dutch word?). Authority is just the power to tell other what to do, leadership and it involves a kind of dominance as well.
The 7 positions might be like you said for everyone.(unless you do not like to give up on your anonymous lifestyle.
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The way I'm using the word "authority" is slightly different than normal. It's like not a police officer's authority where if you don't listen to it, there may be some type of negative punitive action that follows. Authority content is content that commands respect by a demonstration of knowledge and influence.