6 Content Marketing Strategies for Increasing Brand Authority

6 Content Marketing Strategies for Increasing Brand Authority

Content marketing has two goals — to provide practical, engaging, and actionable information for people and to increase brand awareness for your business. The two are not mutually exclusive and should be seen as complementary. 

People share great content with their connections, so if that content aligns with the needs and wants of their network, they're more likely to create valuable impressions for your brand.

To help you out, this article will discuss everything you need to know about brand authority. 

Why is Brand Authority Important?

There are many reasons that brand authority is important, but one of the most important is increasing trust. When your company has a good reputation for being an industry leader, people will be more likely to buy from you because they know you can deliver.

And if you look at the statistics, 31% of customers deem that trustworthiness is the most significant aspect of a brand.

Building authority is a gradual process that requires several factors to fall into place. These include strong customer service, high-quality products and services, and a reputation for exceptionalism. 

What role does content play?

Content is a huge part of establishing authority. We all know that content is king, and when you create amazing content, you're building awareness of your brand and showing people why they should care about what you have to say.

Creating high-quality content can help in your brand’s authority marketing and help build an online presence. If your site becomes a credible place to get info, you will most likely be ranked higher in search engines.

If you can consistently provide amazing content, you're on the path to becoming an influencer in your space. 

Here are some ways to use content to build authority:

  • Create a blog where you present ideas and trends in your industry.
  • Use the power of visual content and post videos on YouTube or Vimeo where you talk about topics related to your business or use the video to demonstrate how your products work.
  • Post photos on Instagram and Pinterest that show people using your products or give them ideas for incorporating your product into their lives.
  • Use social media sites like Twitter and Facebook to share great content from around the web that's relevant to your audience.

Apart from that, use case studies, analyses, and report on new trends and news relevant to your industry and target audience. 

Identifying Your Current Brand Authority 

So, how do you determine your brand authority level? 

One way is to look at the visibility of your website on search engine results pages. Suppose people are searching for information related to your industry, and they see your site popping up as a relevant result. In that case, that's a good indicator that you're getting noticed and are being viewed as an authoritative resource. 

Another way is by looking at third-party validation and seeing what other sites are saying about you. Look at their blogs and social media pages—are they talking about your content? Are they linking back to you? That's another good sign that others consider you an authority in your field. 

You can also look for signs within your own site: How many comments do you get on blog posts? Do people share things on social media that originated from your website? 

The Secret Ingredients of Authoritative Content

When you deliver authoritative content, you become a trusted guide. Your readers know that they can turn to you for expert advice. So what makes your content authoritative? 

Here are the key ingredients:

  • Problem-solving – Your content should solve problems and answer questions. This is often the reason that people are searching in the first place, so aim to provide them with simple solutions and answers to their questions.
  • Credible Sources – To ensure that your content is authoritative, you need to back up your points with credible sources. Avoid using biased or untrustworthy websites for your points of reference. Instead, opt for Government websites, industry-leading publications, and academic journals. 
  • Experience – Personal anecdotes illustrate and humanize your research, bringing it home to your readers on an emotional level and making it more meaningful for them.
  • Correct Grammar – Poor grammar and spelling can greatly impact how authoritative your content looks to readers. For this reason, it's worth taking the time to proofread your content thoroughly before publishing it online. 

Also, pay heed to the length of your sentence, uniqueness, and word usage. It’s also worth using tools like Grammarly and a content SEO strategy for an additional edge.

Top Content Marketing Strategies to Increase Brand Authority

1. Know your content pillars

Content pillars are the topics that drive your content marketing strategy. They outline the specific subject areas you’ll focus on, and they help you create a roadmap for your content. 

Knowing your content pillars from the beginning helps you:

  • Prioritize what kind of content to create and when
  • Assign ownership of each pillar to a leader
  • Create a consistent voice and tone across all topics
  • Continuously develop a library of content

Sendible does it brilliantly by basing content pillars on their brand values.

Sendible's brand values


These CARE values direct their social media content strategy and inform about the content types they post. Above all, Sendible utilizes its social media channels as a platform to be helpful and offer value. Each content pillar they utilize relates to this ethos.

How to implement this strategy:

  • Research your audience. Interview 10 people who are in or are interested in your topic and ask them what questions they have, what problems they have, and what they would like to know more about. 
  • Create a list of categories. Using the information you collected in step 1, you can create a list of categories that would be helpful to your audience. For example, if you're writing about podcasts, some categories may include: “how to podcast,” “podcast apps,” “podcast equipment,” etc.
  • Choose 3-5 categories from your list and write one article for each category. This will help you create a solid foundation for your content pillars and establish yourself as an expert on the topic.
  • Create a content calendar with these articles as the basis for each month's topics.

2. Publish original research 

Original research is exactly what it sounds like: new data or information that a person or team themselves has collected. This can be anything from a survey conducted with your audience or client base to a deeper analysis of existing information. 

Your own original research helps establish your brand as one with substance, rather than just another company trying to sell something. It also gives you something unique to talk about, which can help drive traffic back to your website and get people talking about your brand across social media platforms.

An example of a brand publishing original research is Shutterstock, a brand that offers high-quality, licensed photographs, illustrations, vectors, videos, and music.

Have a look at this Shutterstock’s Creative Trends report. It is driven by data collected from its buyer downloads and searches over the past year.

Shutterstock’s Creative Trends report


How to implement this strategy:

  • Decide what you want to investigate.
  • Determine how you will conduct your study.
  • Create a timeline for planning and executing your research project.
  • Assemble a team of people with diverse backgrounds and perspectives to help you generate ideas and advise you along the way.
  • Analyze your data using statistical methods or software programs when needed, and draw conclusions based on the results of your analysis.
  • Present your findings compellingly that offer insight into an issue related to your business or industry.
  • Try to get media coverage on your research reports. 

3. Leverage the power of case studies

When you're trying to convince a buyer to do business with you, one of the most effective content strategies and a tool in your arsenal is a case study. 

A case study is a success story that illustrates the benefits of your product or service. It should show how your solution solved a problem for another customer, and it should include metrics to prove the positive results.

Mediaberry is an example of a company that takes this into account. We provide case studies, such as the following example of a major AI software company they worked with. 

Mediaberry's case study

Note how we’re quantifying the benefits by specifically stating that the company gathered more than 60 links in 6 months and saw traffic growth by over 2772% using Mediaberry’s services. 

How to implement this strategy:

  • Be sure your case study is relevant 
  • Make sure that your case study is specific and detailed 
  • Don't just rely on your own content – include quotes from clients as well 
  • Use the right content marketing channels 
  • Do all you can to promote your case studies

4. Create social, community-focused content

Creating social, community-focused content is a great strategy to follow while building brand authority. 

Humans are social creatures and tend to be attracted to the things that bring us together – it's why we're drawn to group activities and sports or bonding over our favorite TV shows and movies. When you create content around a shared interest or experience, you're drawing people in with the promise of an experience they can share with others.

Sephora’s online beauty community is a great example. If you visit their website, you will find a space for clients, professional makeup artists, and store employees where they become ambassadors for the brand. 

Sephora’s online beauty community


They upload photos of their looks and list the makeup used. They also ask questions concerning beauty products, join groups customized to their interests, etc.

How to implement this strategy:

  • Post content that's interactive and engaging
  • Consider hosting events or meet-ups in your area
  • Use storytelling to provide value and deliver information in a memorable way
  • Use visual tools like Pinterest and Instagram to give an inside scoop into your business

5: Ace your content strategy

Content creation is a great way to promote your brand and establish yourself as an expert in your field. But creating content for the sake of content and hoping that it works in building your brand is not a good strategy. You have to have a well-thought-out plan that helps you create the right content to reach your target audience.

A great example of a brand acing their content marketing strategy is Shopify. If you take a look at Shopify/Bombas case study, they have included a video and several striking images of Bombas products. 

Shopify/Bombas case study


This makes sure that the material serves both companies while generating client interest in Bombas socks.

How to implement this strategy:

  • Make your content personal
  • Use keywords, but don't overdo it
  • Figure out what type of content your target audience prefers
  • Produce high-quality, relevant, fresh, and valuable content for your target audience 
  • Help your audience solve problems with your content 
  • Invest in building natural links to get quality backlinks in return 

6. Utilize subject matter experts (SME)

When it comes to developing high-quality content, the most important aspect is expertise. In order to establish an authoritative brand in a particular niche, you need to source quotes and insights from industry experts who know what they are talking about.

HubSpot’s blog is an example of a company bringing in subject matter experts and building content authority. They collaborate with thought leaders to get their target audience, and they offer as much value as possible in their content.

HubSpot - what video marketers should know in 2022 - research


How to implement this strategy:

  • Publish a Q&A session on your blog featuring an SME in your company
  • Write guest posts and get them published on other websites
  • Create an infographic based on one of the SME’s blog posts
  • Conduct a webinar with an SME and publish the recording on YouTube and Vimeo
  • Host a Twitter chat using the hashtag 
  • Source quotes and include them in your blog posts and articles

Top-of-mind Pointers

1. Remain consistent with your messaging

You know what you are an expert about, but how will you convey that? By staying consistent! Once you have developed a brand voice that matches your personality and message, stick with it. Creating a strong brand voice will help you stand out from the crowd and get noticed by consumers.

2. Build long-lasting relationships

Building a brand starts with your customer and building relationships for the long term. You want to build strong positive relationships with your customers so that they are loyal to you and your brand and keep coming back for more. By developing these relationships, you become an authority in your industry.

3. Be genuine

Being genuine is essential for establishing brand authority. While it's important to measure your results, you will not see consistent or accurate results if you make changes to your messaging that are inconsistent with your brand's mission. Stay true to what you do best and resist the urge to chase the latest viral trend instead of focusing on what works for your business.

Increase your authority and optimize the visibility of your business!

We have covered all of the core strategies that brands can follow to boost brand authority through the examples outlined here. 

In today's information-rich market, it's more important than ever to make your brand trustworthy and authoritative. As such, content is your most powerful tool in achieving this goal. By promoting your personal or brand expertise either through blog posts or via other types of content marketing, you will be able to build a reputation for yourself as an expert in your industry. Content can also boost brand awareness and inspire potential customers to take action.

Frequently Asked Questions

Beatrice is the Head of Content and Operations at MediaBerry. She helps brands fulfill their vision through words by helping produce sparkling content pieces that convert. When she isn’t busy strategizing, you’ll find her working on her next novel.

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