How to Write Authority Content to Build Your Business

Updated on July 30, 2019
FelishiyaPS profile image

Prachi has been working as a freelance writer since 2012. When not writing, she helps people with web designing and development.

We are what we pretend to be, so we must be careful about what we pretend to be.

— Kurt Vonnegut

What is Authority Content?

Authority content is the crafting of quality content that demonstrates your expertise by delivering valuable information to the readers rather than just claiming it and saying, “We are the best brand in the world.” For example, if you tell people that you’re the world’s best software developer, it won’t have the same effect as showing them you actually are. To be short and precise, “SHOW, DON’T TELL.”

Elements of Authority Content

To craft an effective authority content, it needs to have the following 4 important elements:

  • Quality
  • Trust
  • Influence
  • Branding

Authority indicates power, an influence strong enough to make your audience do what you want them to do, but websites don’t have such power to lure their audience into responding to a call to action. It is in the hands of writers who can undoubtedly produce content that compels the majority of the audience to take a certain action. Your article goals must have a clear description. Think about your title and the first word of your first paragraph.

Some common calls-to-action can be:

  • Click a link
  • Buy a product
  • Subscribe to the mailing list
  • Use a service
  • Change opinion

Sometimes a writer just wants to entertain his or her readers, or cause readers to share the content on social media.

Your potential to convince your visitors to perform a certain task gives you a sense of authority.

Quality

Quality is an essential element of anything and everything. It's quality, not quantity that holds your readers to your websites for a longer time. Most of the Internet readers don’t care if your language matches with the Professional Standards or not. They only notice the grammatical and structural errors.

Building high quality doesn’t only rely on writing grammatically correct sentences. At last as important are the quality of information delivered to the audience and the match of the writing style to a specific website.

Trust on the Internet
Trust on the Internet

Trust and Influence

If your readers trust you, they’ll, surely be influenced by you. Both these terms go hand in hand. Just think about it; what makes millions of people buy from Amazon rather than other websites when they can find the products at a cheaper rate? Also, why so many people browse CNN’s website to know the latest events and news? They do it because they find these sources trustworthy.

Being a freelance writer, you don’t command the resources the large companies do. But you still have ways to establish trust and influence the readers. Here are a few things you must do:

  • Include credible sources
  • Write trustworthy facts
  • Establish credentials
  • Include ersonal experience
  • Speak your story
  • Use reasonable arguments
  • Define your call-to-action
  • Brand your content

Consider the Example of Amazon

Amazon has always been my favorite site for online shopping. I have been using it for a couple of years now. No doubt it is a very popular example of e-commerce websites. With so many thoughtfully designed e-commerce websites on the Internet, Amazon tops the chart every time.

It became famous as the largest online bookseller, but a huge number of Internet users also visit the site to buy clothing and jewelry. You must have seen many other jewelry and clothing websites, but none of them sell as much as Amazon does. The reason is branding. Amazon has deliberately done an incredible job in branding itself.

Branding is how you describe yourself and how others describe you.

Do search engines function on the basis of branding?

Earlier before 2010, Google used to rank the websites on how many times they used certain search terms in their websites, not on the power of their content. But now, Google has become smarter in sorting out the prominent sites. So:

  • Write meaningful content.
  • Establish your own brand as a company, domain name or professional writer.

An established brand will help you gain readers’ trust. Your brand will influence them to follow certain tasks, and thus, you will gain authority even before readers come across your new article.

This will help you reach new audiences through search engines and social media sites.

What makes content authority so important?

Content authority is an art by itself, it doesn’t come by pretending to be credible. You, actually, need to be credible.

  • It widens your reach by giving you more readers for your articles.
  • It makes you easily searchable on the search engine.
  • It encourages Internet users to look for you.
  • It offers you new clients and more jobs to do.

Example: How to Demonstrate Your Expertise through World-Class Authority Content?

Let us take the example of a person named Michael. Michael started his writing career at a company named ABC Corp. While working with the company, he became well-known for his creative thoughts that helped the company run successful campaigns and discover new ideas. He continuously modified his writing to bring better results.

After ABC Corp., he carried the reputation with him that brought him higher recognition as a “creative writer” when he worked at a few more agencies.

He later started his own work where he developed several articles on case studies, which lead to the series of successful ebooks, primarily focused on creative writing.

These articles and ebooks automatically proved Michael’s expertise. And people believed what he would say about himself. And undoubtedly, after a while, he was offered big projects by different organizations who even asked him to speak at events.

Michael didn’t claim he was "the world’s number one writer,” he demonstrated it indeed.

Audience Empowerment

As you must have understood by the above example, authority content is all about empowering your audience. Your content delivers to them what they want to know. You give them the power to proceed further without asking for self-recognition. The more you help your audience, the better you get recognition and that’s what authority content is all about.

How to Create Authority Content?

Here are four suggested steps to help you build a strong audience base with the power of your content:

  • Select a Topic: Choose any topic in which you excel. Focus on a specialized field. For example, I can develop various types of websites, so I would go with web development. To make it narrower and more specialized, I would choose Web Development with Ruby On Rails.
  • Build a Series: Instead of writing one long article, break it down into smaller sub-articles, at least five. Include trustworthy facts, sources, surveys and lists to make a build a stronger viewpoint. Try to publish each of them weekly.
  • Combine the Series: Once you are done writing your articles, merge them into a downloadable PDF.
  • Market the Series: Share your work on online communities, such as Reddit and social media sites, write a blog and guest post about it. Also, notify your email subscribers.

This will actually let you do business with more people at an elevated level with higher income.

Let us get into these 4 crucial steps in detail:

Monitor your Competitors CAREFULLY
Monitor your Competitors CAREFULLY

1. Monitor Your Competitors

Before creating your own content, it is important to analyze the famous competitors in your niche:

  • Identify the famous blogs
  • Identify the famous influencers
  • Identify their writing style
  • Identify their popular posts
  • Identify the jargons and specific terminology used by them
  • Identify their audience through their posts on social media and online forums

2. Narrow Your Focus

To build authority content, you need to craft a well-researched and in-depth content.

  • Avoid writing on a general topic, it will demand much of your time in researching and finding the best information.
  • Avoid using an unknown niche; it is almost impossible to build an informative content in this situation.
  • Put your focus on narrow topics and break them down into smaller articles.
  • Example of General Topic, “How to Develop a Website”
  • Example of Specialised Topics, “How to Develop a Website using WordPress in a Day”, “How to Develop a Website using Node JS for Beginners” or “How to Develop a Website using Laravel Framework”

As you will see, it's easier to research specialized topics than general ones. It will let you provide actionable content to the audience, giving you authority in your field.

3. Use Engaging Visuals

Our brain grasps visuals much faster than the written content.

  • Use snapshots and lots of other visuals to make a more understandable point.
  • According to several neuro-marketing experts, adding images, even when they add no apparent value, helpz readers remember the content longer.
  • Use Evernote Web Clipper to edit your images and add text and symbols to them.
  • Create your own animated gifs to engage the readers more.
  • If your content includes a product review, try to include a video that shows a product demonstration.
  • Visuals make readers stay on your websites for a longer time, boosting your SEO ranking.

4. Quote the Experts

Using the experts’ quotes help you achieve credibility much faster. Since you are new to the readers, they don’t know you, but they know the experts.

  • Ask the experts to use their quotes.
  • Search for the most popular blogger in your niche and you’ll have the names.
  • Use quotes from popular blogs along with their reference
  • Go to Amazon, find your niche books, check the author’s name and find their quotes through a search engine.
  • Besides writing about their views, also make use of snapshots.

Even famous people like Oprah Winfrey have used this strategy to build their trustworthy empire. They interviewed other famous people, which ultimately helped them establish their own credibility. This is the power of building a strong association with the experts.

Researched fact
Researched fact

5. Add Researched Facts

Use numbers in your content. Content with numbers is comparatively more eye-grabbing. For example,

  • Using facts in your content increases effectiveness and conversion rate.
  • Using facts in your content increases conversion rate by 80%.

Which of these, you think is better? Additionally,

  • Use established facts from research and surveys conducted by experts.
  • As a newbie, refer regularly to niche-related studies and numbers.

As your readers build trust in you, they’ll rely upon you even when you don’t go in much depth.

6. Use Conversational Style

Your writing should reflect your confidence and a sense of expertise.

  • Use “I”, “me”, “you” rather than “we” and “us”.
  • Give instructions; guide your readers confidently to do something, using decisive words.
  • Use short paragraphs and sentences.
  • Ask for feedback and comments.
  • Use a conversational tone. In other words, write the way you speak.

The conversational tone is very effective in making your points to readers. It feels more like talking to them rather than just delivering them with a comprehensive passage.

As per the Harvard Business Review, a conversational tone produces higher oxytocin in the human brain. Oxytocin is responsible for making the brain feel empathy for another person and encourages the building of a positive relationship with them.

7. Engage with Influencers

Social media is a great place to connect with other influencers in your niche. Finding them isn’t difficult. Just do simple research with hashtags and you’ll find all of them.

  • Follow them.
  • Ask questions.
  • Build conversations.
  • Get involved in chats in the comment box.

It will help you generate lots of ideas for your next piece. Also, you will learn a new strategy for how to build a stronger reader base.

8. Read Niche Books

Reading books is not everyone’s forte. But it’s one of the best ways to develop an authority in a particular field.

  • Read 2-3 books on Amazon on the subjects you like.
  • Read books on the basis of reviews. Even if you know nothing about that particular book, it is good to get hold of it to get an idea of what’s happening beyond your niche. And who knows, maybe you can use it to build better content in your niche.
  • Reading books gives you a competitive edge in the business market.

You can also get an idea of what a book is about by reading its reviews or downloading a sample book to your device in the Kindle edition.

9. Organize a Webinar

Hosting a webinar is the most trustworthy way to build higher authority in your subject and gather more audience.

  • Use the search engine to find the most reliable webinar tools.
  • Invite people to attend the webinar. Tell them how it will benefit them.
  • Make use of chat and feedback sections to continuously interact with your audience.

A webinar is a sure method to get engaged with readers, solve their problems and establish credibility.

10. Host a Summit

A virtual summit is an online event where people share their knowledge and experiences with each other on a specific topic. By hosting a virtual summit, you have the advantage to make your brand famous and more trustworthy.

  • Use Skype or Google Hangouts
  • Free access to live users and paid access to the ones who wish to receive the completed event.
  • Help you build your email list.
  • Invite at least 15 experts to interview

When you interview these experts on a particular topic, asking intellectual questions, people frame you as an expert.

Through the virtual summit, you also get the opportunity to gain immense practical knowledge in your niche within a very short time.

Neil Patel is the world's leading online marketer
Neil Patel is the world's leading online marketer

Some Additional Tips to Become a Master of Your Content and Build a Stronger Authority in Your Niche

  1. Create round-up posts. Pick a problem and find the solutions experts offer on different websites. Take a screenshot or use the links in your blog to create a new unique post with expert opinions. You must also add your views, below every opinion, in a few sentences.
  2. Invite people to do guest contributions to your site. Delivering articles by different niche experts will help you establish credibility for your brand. Most of the people engage in guest posting to increase traffic to their original post and gain followers on social media. Join social media groups and ask the members to guest post on your site and receive social media promotion and backlinks to their sites in return.
  3. Join two or more trade organizations. It will give an effective presence in the meetings. Also, you have the opportunity to label yourself as a business owner and build your brand with greater confidence.
  4. Write a guest post and make a podcast to show your authority in your niche at different places and to a wider group of audiences.

While building authorititave content may not seem like a big deal for most people, gaining recognition as an expert in your field has its own perks. It helps you build yourself as a trustworthy brand among readers who will certainly reach out to you when they need help the next time.

Questions & Answers

    Comments

      0 of 8192 characters used
      Post Comment

      No comments yet.

      working

      This website uses cookies

      As a user in the EEA, your approval is needed on a few things. To provide a better website experience, toughnickel.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

      For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://toughnickel.com/privacy-policy#gdpr

      Show Details
      Necessary
      HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
      LoginThis is necessary to sign in to the HubPages Service.
      Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
      AkismetThis is used to detect comment spam. (Privacy Policy)
      HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
      HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
      Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
      CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
      Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
      Features
      Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
      Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
      Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
      Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
      Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
      VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
      PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
      Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
      MavenThis supports the Maven widget and search functionality. (Privacy Policy)
      Marketing
      Google AdSenseThis is an ad network. (Privacy Policy)
      Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
      Index ExchangeThis is an ad network. (Privacy Policy)
      SovrnThis is an ad network. (Privacy Policy)
      Facebook AdsThis is an ad network. (Privacy Policy)
      Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
      AppNexusThis is an ad network. (Privacy Policy)
      OpenxThis is an ad network. (Privacy Policy)
      Rubicon ProjectThis is an ad network. (Privacy Policy)
      TripleLiftThis is an ad network. (Privacy Policy)
      Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
      Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
      Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
      Statistics
      Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
      ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
      Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
      ClickscoThis is a data management platform studying reader behavior (Privacy Policy)