How To Recognize And Create Authority Content To Build Your Brand

How To Recognize And Create Authority Content To Build Your BrandPart of branding online is to claim your presence and establish the fact you are an authority in your area. Unfortunately, far too often, online content – blog posts in particular – are created for the sake of having something to post so the results are generalized, and not great for building authority.

How do you know if you’re creating creating authority content on a consistent basis or not? The good news is, these type of content and websites leave big clues.

Go Deep, Take Many Words As You Need

General (non authoritative) content, tend to be about 300 to 400 words. They cover a very small piece of the topic. And that’s their goal. To get ranked for a keyword or phrase on the search engines.

Authority content on the other hand, isn’t concerned about keywords at all. They are usually painstakingly researched and immaculately written, going beyond generalities, even when they are focused on only one small aspect of a topic. Typically, these type of content run well into 700+ or over 1000 words.

Here’s a great example by Neil Patel, founder of KISSmetrics, who by the way, is a natural at authority content. When you read his posts, notice also how he provides examples, and screenshots to back it up? While screenshots don’t make authority content, most of them have it. It boils down to communicating well and communicating with clarity.


If you can substantiate your point by showing people examples, it shows you know what you’re talking about and not just pulling this stuff out of the air.

Content That Earn Their Links

Authority content has a tendency to focus on putting useful, relevant content on its own site, and curating other informative content. This piles up credibility as other people link to it as a resource without being asked.

Content That Covers a Variety of Keywords

Ok, earlier we talked about not focusing and keywords and now we throw in keywords? What’s going on? Simply this. They rank, without even trying.

Think about it. If you are an authority on fitness. You’d know the right exercises to perform, the intensity, how often, when you should take it easy, You’d also know what types of foods to eat before and after so you get the best work out, the foods to avoid. You even know a lot about equipment.

An authority site is no different. They’ll have content pertaining to all aspects of a niche and not just a micro portion. Because of that, it is possible for each subpage and subsection of an authority site to rank high on search engines.

Backyard Chickens is a great example of such a site. Not only do they have great content on raising chickens, but they also have reviews on breeds and supplies, and they don’t just talk about chickens but cover other poultry too.

When searching for “how to breed your own chickens”, I find not one, but two listings for them on the first page.

Bottom line: keywords are used only to guide the writer.

Internal Links

As you study more authority sites, you will notice they have a tendency to link to their own content. Look for ways you can connect your older but relevant content to the new one you are writing. If the older content is already ranking for a different word or phrase, that is even better.
Also focus on going wide in your topic. Create more content surrounding more phrases and words and connect the relevant ones.

Forget Algorithms

Many content site owners and bloggers fear search engine algorithm changes. The cold truth is, if you adopt dodgy practices, you should cringe. For those who adopt the practice of building authority, algorithm changes hardly fazes them because they know their content can withstand it. In fact, some times, the changes are better for them.

Among the best advice you hear from authority content site owners is, create content for people. Not search engines. Besides, search engines aren’t the only traffic source. Major sites like ViralNova were built without much thought to search engine optimization.

Relevance First

If you ever visit Ikea Hackers, you will notice much of its content are how-to’s, examples of what people have done, ideas to inspire others. This drives home the earlier point about writing for people.

When writing your content, focus on how this piece of content is going to

  • Solve a problem for the reader
  • Answer a question
  • Teach the reader something
  • Strike a chord with the reader
  • Move the reader

The last two are particularly powerful because humans are highly emotional – even when we don’t think we are.

Once you have that, optimizing for search engines become secondary. It’s something you can do after the fact, to boost the content’s odds. In short, write content as if you are providing a service to the reader.

Online Advertising How To Crash Course

To grow, every business needs new leads and new customers. Without a steady incoming flow of new customers, you would hit a plateau and eventually decline. There are different ways of achieving that but the quickest is to advertise. Doing it online means you get results faster. So how do you do it? Read on for a quick online advertising how to crash course. Let’s begin.

Online Advertising How To Crash Course

Who Are You Advertising To?

Do you know? Everybody is not an acceptable answer. While each online advertising marketplace you use will have their own target market options, you still need to clarify this up front. It’ll save you some time digging around later on and definitely make it easier for you as you navigate the different advertising marketplaces. So paint yourself a picture of your ideal customer.

  • Are they 30 – 40 year old men?
  • Women?
  • Do they have children?
  • What do they like to read?
  • What do they like to watch?
  • What is their idea of entertainment?
  • What other interests might they likely have?
  • What stage of life would they likely be in?
  • What could be their next lifetime milestone – e.g. Getting married, having a baby, children going to college, retirement.

Some people tell you, to only have one clearly defined target group. Personally, I think that depends on your product. Some of us have products that appeal to different types of people. They may consume your product differently, and even buy for different reasons. They are still a target group. So define these groups if they apply.

Who Are Your Competitors?

You may think it strange to think about competitors for advertising. Truth is, this just goes to show how far online advertising has come. You want to list out your competitors because in most ad marketplaces, you can target your ad to people who follow or are interesting in your competition. This is a fantastic opportunity to take advantage of. So know who your competitors are. Brainstorm and list as many as you can. Consider also indirect competitors.

Prepare Your Advertising Materials

Again, each online advertising marketplace will have their own requirements but there are a few things you can prepare ahead of time. Among the key things, is your core advertising message. What exactly are you advertising?

Are you promoting a sale? Do you want people to opt-in to your mailing list? Sign up for a webinar? Install an app? Pick up the phone to call you? Complete a survey? Download a cheat sheet?

Once you know this, then you can create some ads. For banners, this is somewhat easier because popular sizes are uniform across the Internet. For text ads, prepare a few variations since each channel will have different word count limit so you need to have some flexibility.

It would seem obvious, but in case it isn’t, prepare your landing pages. Make your landing page deliver or match up to your ad’s promise. Consider – what would you expect to see if you were clicking through your ad? Do everything you can to make it easy for people to take the next step so you’re maximizing your ad spend.

Locate Ad Marketplaces

Now comes the fun part. Placing your ads, but first, you need to know where. Here are some great places to get started.

Many of these places make it really easy and it’s all self-serve. Some may also assign a rep to help you. The actual steps differ from one network to another. In general, what you need to do is create an account, select your target and enter/upload your ad.

More Online Advertising How To Resources

Is it really that simple? The short answer is yes. However, this isn’t called a crash course without reason. There are a multitude of things that have been simplified and in some marketplaces, you have to make sure you’re playing by the rules or get kicked out. To cover those, this post could end up as book.

Thankfully, we don’t have to because some fantastic online advertising how to resources already exist. If you’re committed to advertising and want to make sure you don’t waste time nor money, check out the Bring Your Own Traffic course.

9 Things You Should Know When Dealing With Difficult People

Most of us would rather avoid confrontation. Unfortunately, we live in a world that is not free of it. We have to be dealing with difficult people and situations in our business from time to time.

9 Steps for Dealing With a Difficult Customer

Here’s the good news. In some ways, handling demanding people is a little easier online because that person isn’t in your face. You also have the luxury of time and to respond on your terms. Try these techniques the next time you encounter a troll, an upset customer or someone who is just plain rude.

When Dealing With Difficult People, Keep Calm

This is always so much easier said than done in the heat of the moment. However, as mature adults, we simply must learn to contain the natural anger and hurt.

For me, staying detached helps. I pretend like I’m a customer service rep just doing his job. Often, I even introduce or sign off with a different name (that has other benefits too). This way, I’m forced to be calmer – after all, if I were a rep who wants to keep his job, I should be nice.

Don’t Sweep Them Under The Rug

It is awfully tempting to close your eyes and pretend things never happened. However, when people misbehave on your turf, such as your blog, your forum, your Facebook group or page, your help desk, it’ll only hurt in the long run to let things slide.

Resentment among members will seep into the community. Those following you will notice the lack of leadership. And, if it’s a customer issue, you’ll probably lose them for good. It’s hard but you should always acknowledge the offender.

Respond Later – But Not Too Late

Just because you must respond doesn’t mean you should jump right to it. Try not to get roped into a match in the heat of the moment. Let a comment stand 15 – 30 minutes or even an hour or two. It’ll be OK. You’ll probably have a clearer head by then. You might also have given the other person some time to chill out.

Ask Your Trusted Peers For Input

There are two scenarios when to use this. First, when you are stumped at how to respond to a particular issue. Two, when you want to validate your response is the best possible one you can give.

Almost always, I find others will give, or remind me of a different perspective. This usually leads to a clearer, better thought out reaction that seeks to reconcile rather than alienate.

Give The Benefit of The Doubt

We all have bad days where one bad thing seems to lead into another. Whether we realize it or not, we offload this negative energy onto others. Perhaps that’s what’s happening to this person.

Resist The Urge To Defend

Sometimes, no matter how you say it, explaining yourself always comes off as defensive. This could infuriate people even more, sending the situation spiraling in a direction you don’t want.

That’s not to say you admit defeat or apologize for what you believe in. Instead, saying something simple like this could diffuse the situation quickly. “I can see how that would be upsetting. Thank you for voicing your opinion.”

Be Polite

Whenever my children cry about who did/said something bad to them first, I’ll respond with, “Yes, that wasn’t nice but you don’t have to return the favor.”

By returning rudeness with politeness, we break the cycle. The buck stops with you.

Sift Through For Real Nuggets

Unless it’s a personal attack, underneath all the tough words, there could be truth. This person might be pointing out something you overlooked. They might be showing you a different way and point of view. It’s hard to read but after time has passed, try to ascertain if there is something you can learn from it. It’s OK to feel a little upset again but don’t let that take over. Focus on what you can learn and you’ll see it.

Cut Them Loose

No matter what you try, some people may be beyond helping. Limit your time with them. Get someone else to assist them. Try to have short conversations or those that steer clear of hot button topics. If you really cannot be around them, cut them loose completely.

It’s never easy dealing with difficult people. Give yourself permission to feel hurt, to even get upset. You can’t win over everyone, but if you stay classy, you’ll always come out a winner, no matter what the immediate results are.

Content Strategy Ideas That Work & Won’t Burn You Out

Chris Bennet of 97th Floor shares some wonderful content strategy ideas. The heart of the message – repurpose your content. Check out the presentation to see how he suggests doing it.

Have You Been Using Twitter The Wrong Way?

I have been using Twitter for a while now but never knew about this. Awesome tip from Gary Vaynerchuk.

Newsjacking: Your Path To Media Coverage?

Here’s an interesting presentation I came across. I’d never heard of the term newsjacking before but it’s pretty interesting. The slide shows you two examples although one is in French so if you don’t read French, you’re left with one example. It’s still pretty clear how it works.

In short, you do a soft pitch relating your solution to an event that is happening or developing. Then write your press release.

50 Stats That Could Change Your Marketing Direction

Very well done presentation here. What I find most interesting is the data on Mobile and Apps. To me, the message is loud and clear. Mobile integration is already a big part of consumer’s life. If mobile isn’t in your radar in some way shape or form you could be left out in the cold in just a few short years.

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