Authority is defined in the Merriam-Webster Dictionary as an individual cited or appealed to as an expert and the power to influence or command thought, opinion, or behavior. In the world of publishing, authority matters, but did you know that building authority is also a key component of building your brand?
Authority and brand-building go hand-in-hand. In the free ebook from Newstex, Secrets to Brand Building Success for Authoritative Content Publishers, I explain this relationship in great detail. For example, to be considered an authority, you need to meet three criteria. You must be reliable, responsible, and reputable. For publishers, this type of authority comes directly from the content you publish and your online interactions. This is where the fundamental steps of branding converge with building authority.
To become a trusted authority for a target audience, you need to consistently and persistently publish content and conversations that your audience expects to get from you based on their perceptions of your brand. Confusion is the number one brand killer, and it can destroy all of the work you’ve done to develop your reputation as an authority. Exercise restraint so your audience trusts the content and experience they’ll get from you every time they visit your website, blog, and so on.
I’ve discussed building authority here on the Newstex blog many times over the years. Here are links to some articles that can help you learn more about establishing yourself (and your website) as an authority:
- What Makes Content Authoritative?
- Does Your Online Content Pass the SMELL Test?
- Why Google Authorship Matters to Authoritative Content Publishers
- 15 Ways to Diversify Your Authoritative Content
- Finding the Perfect SEO Mix for Your Authoritative Content
Recently, Allison Boyer of New Media Expo published a great roundup in the Brilliant Bloggers series where she shared links to 20 articles that give you more insights into becoming an authority blogger. Just follow the preceding link to check it out, and don’t forget to read the free ebook about brand building for Authoritative Content publishers from Newstex.
Image: Sergio Roberto Bichara