How to Build Authority and Credibility in Your Industry
Michael Gerber, eMyth author and industry expert on marketing, identifies a handful of buying triggers. He says that people buy from companies that they trust, like and so on. Not surprisingly, two of those buying triggers are authority and credibility. It makes sense. When you’re looking to solve a problem, you search for the most credible and seemingly knowledgeable information that you can find, right?
Your prospects and customers do the same thing. When they’re seeking information and a solution to their problem, they probably do a bit of online research. They read posts, reports, and maybe even books. They peruse social media, ask questions, and engage. If your company’s information appears in their search, at least once, and your content is credible and authoritative, then you have a much higher chance of adding that person to your lead list, to your customer list, and to your community.
So, the question is, how do you build authority and credibility?
The answer is with your content. But it’s not simple. The good news is that there are specific steps to take and tactics to employ.
- Consistent Content – You stand a much better chance of getting in front of your prospect and establishing that credibility if you publish often. Publish on your blog, on social media, and guest blog post.
- Embrace Influencer Marketing – Connect and build relationships with influencers in your industry. Credibility is often based on perception. If you are an associate of someone who has established authority, you earn some as well.
- Publish Newsworthy Content – Newsworthy content is content that the media, and your audience, care about. It changes lives and makes an impact. When your organization does something newsworthy or has an announcement or achievement, issue a press release. Media coverage exponentially boosts your credibility and authority.
- Provide Value – The content that you publish needs to provide your readers with value. It has to solve a problem, educate, inform, or entertain.
- Share Facts, Data, and Concrete Information – Some of your content can be general. However, sharing statistics, facts, and data can help build credibility. And of course, when you share facts and data, cite your sources.
- Respond and Engage – Building credibility and authority doesn’t stop once you hit the “publish” button. Engage with your audience. Respond to comments, ask questions, and share additional information.
- Adapt and Learn – As your audience changes and grows, your content should too. Pay attention to the content they respond to and adapt your marketing strategy as you go.
Building credibility and authority should be part of any content marketing plan. It is reflected in the way you communicate, how you conduct business, and who you associate with as well. It’s a difficult strategy to measure, but with consistent efforts, the results will pay off.
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