In the digital age, an optimized online presence will most often hold the key to success. From lead generation to conversions and retention, an impeccable customer journey will visibly affect marketing performance and final revenue alike. However, brands have to compete in increasingly diverse arenas, from search engines to social media and beyond. In all cases, marketers share two distinct goals; raising brand awareness and building brand authority. The former typically entails fewer challenges, but the latter requires continuous effort and due diligence. So, let us explore it and how you may build brand authority with your content.
What is brand authority?
First and foremost, let us define the term. Search Engine Optimization (SEO) offers a similar term, so the two often see somewhat interchangeable use.
Brand authority refers to the trust a brand has accumulated with its audiences. Forbes defines it as “the degree to which your brand is seen as a leader or source of expert information within your niche or industry”. It thus goes a step further than positive brand recognition and expands to brand trust. It is the final step that your strategies and marketing will work towards, once you have solidified your branding efforts.
Text on branding steps on a white piece of paper
SEO offers a conceptually similar term in authoritativeness. In its context, authoritativeness carries a more technical meaning; the trust a website has built with search engines. This is part of SEO’s Expertise-Authoritativeness-Trustworthiness (E-A-T) guidelines and informs search result rankings.
Naturally, the two overlap somewhat. Both search engines and human visitors value authoritativeness, and both derive it from similar indicators of consistent quality. Both warrant marketers’ attention, by all means, but are not quite the same in effect or practice.
Building brand authority with your content
To explore this overlap but still maintain our focus on the former, let us explore 7 best practices toward building brand authority. In order, our picks are as follows. Here are some great branding agencies.
1) Conduct thorough keyword research
The very first step toward brand authority comes with keyword research. Identifying your ideal keywords and building your content around them offers the foundation of lead generation and acquisition.
To do so, you may use such keyword research tools as:
Google Keyword Planner
Thankfully, most such t