Having an authoritative and credible online voice tells customers you’re trustworthy and your products and services are solid investments.
Establishing credibility in your industry is a must when it comes to building a successful brand. The more efficiently you can demonstrate to the public why you are an authority in your field, the more chance you’ll have of converting leads to sales, and sales to loyal returning customers.
The fixed text elements of your online presence (think website copy, social media straplines and mission statements) are all well and good but they’ll look hollow and possibly even suspicious if they’re the only way you talk about your business online.
One way to establish authority and build up your brand identity, complementing what you’ve taken years and a lot of investment to create, is to produce helpful, relevant and interesting content for your target audience. Put simply, great content can attract an audience and persuade them to convert.
Let’s look at some of the types of content you can create to establish authority in your industry, and how you should approach them.
Pay attention to what types of content work best for your visitors
Before you get started, it’s a good idea to make sure you know how to measure the success of your online content posts relative to each other. Take time to understand the tools you have at your disposal and set up tracking to study user behavior. This will help you to optimise each post and focus on the types of content that produce the best results.
Don’t be afraid to find inspiration on the blog feeds of your competitors, and businesses you admire in other verticals. How are they engaging with their site visitors? How are they proving their status as an authority in their industry? What can you learn from them
If you try a range of different approaches and have the right tracking in place you should quickly get a handle on what does and doesn’t work for your visitors.
Share success stories
Cast your mind back to a time you were weighing up options for a product or service. You undoubtedly checked out the top three websites. You definitely considered price, suitability and terms. Without realising, your brain probably also made subconscious snap judgments on each using evidence you skimmed on their websites.
Success stories are fantastic subliminal evaluation aids for potential customers. If you have great examples of where your products or services have made a real difference for other businesses or individuals you should absolutely shout about them on your website.
The more detail you can share the better. And if your customer is happy to contribute a few words describing the impact you’ve made for them your post will be enormously valuable.
Turn consumer feedback into content
Another quick win for your content team is using consumer feedback as content.
With the necessary approvals secured, you can craft content that demonstrates your business at its best. Imagine a post tracing the development of your product or service thanks to the constructive feedback of a customer, where you illustrate how well you engage with your customers to improve their experience and satisfaction.
You can even take the opportunity to own up to things you didn’t quite get right. Show that you’ve heard your customers’ frustrations and use your brand voice to resolve to do better. It’s a brave move but that level of authenticity is what builds long-standing customer relationships for a business.
Do extensive research
Whatever type of content you choose to post, to truly earn the trust of your potential customers you’ll need to ensure your online content is extremely well researched and reaches the same standard of quality as the leading trade publications in your sector.
Experienced operators in your sector will notice if the content is poorly researched, and greener visitors won’t respect your authority if you’re telling them things they already know.