We class authority content as articles meant to educate your reader on an aspect of your industry. This blog series on the Six Content Types You Should Consider For Your Business is an example of authority content, since our aim is to share our ideas around content categories and show you how they can be useful for your business. Authority content can also be based on opinions related to an industry, like this piece regarding AI content writers.
One of the safe ones
Authority content can be one of the ‘safest’ types of article for your blog. After all, who’s going to be mad if you explain how a pneumatic valve works? Authority content can be a good starting point for your blog if you’re looking to increase your reach without making too many waves.
Authority content is your chance to show your expertise, but the goal is to make it useful and accessible for your audience. You don’t need to baffle them with science or industry jargon. Instead, help them to be better-informed customers when they’re ready to buy.
Examples of authority content:
Using low carb bread in your diet with LoCho
Where to start with logos from Make
How to use authority content for a bigger impact
There are ways to play it safe, and there are ways to make it more effective. Consider pairing your education content with repelling content, so people know what you offer and what isn’t suitable for them.
You could also pair your opinion content with affinity content, so potential clients can get to know the real you. Let’s say you design and install concrete bunkers for a living. It’s not inconceivable that your ideal clients are out there wearing tin foil hats, so now is one of those unusual occasions when it’ll be a good idea to be open about your own tin foil hat collection. Yes, it will scare many normal people away, but it will draw your most likely customers towards you.
When to use authority content
Authority content will mainly be targeted at your prospective customers, but it can be useful for existing customers, too. For prospects, it’s there to help them understand what you offer on a deeper level and get to know your brand. You could also share these pieces with existing customers so they’re up-to-date with both company and industry news. These articles can be added to a monthly newsletter as one of your customer touchpoints.
What if I give away too much?
So, how much should you ‘give away’ with authority content? Often business owners worry that, by going too deep into their industry expertise in their blogs, they’ll be ‘giving away too much’, and customers will wake up one day and realise they no longer need them. It’s a possibility, of course, but pretty unlikely. Think about how much free information you can find on the internet about cars, or nuclear bunkers, or swing bridge design, right this second. Yet most people still call in an expert when they need an oil change or a new bridge. You probably know how to clean your own windows, but calling a window cleaner is easier, and quicker, in a time when people are busy.
Sharing your knowledge with authority articles is an important content pillar. Rather than sending people away to do the job themselves, you’ll draw people to you who appreciate your expertise and have a deeper understanding of your industry. The more effort you put into educating prospects, the easier they will be to work with as customers. To talk about how authority content can work for your business, book a content review today.
