Grow Your Business with Brand Authority: What You Need to Know

Brand authority can make or break a company’s online presence in the digital age.

When consumers search for products or services in your industry, they will likely trust brands that appear authoritative and reliable.

If you have been overlooking this component of your marketing plan, it may be time to reconsider your approach.

Your brand’s authority influences how potential customers perceive you and impacts your visibility on search engines.

A higher level of brand authority can lead to better rankings and more traffic – which could mean more sales for your business.

Our comprehensive guide will help you enhance your online presence, engage customers, and outshine your rivals with your brand authority.

What is Brand Authority

Brand authority refers to the level of trust and value your brand holds in the eyes of consumers, industry experts, and search engines. Building brand recognition is a critical step toward establishing strong brand authority.

It’s not merely about gaining recognition; it’s about your brand establishing a distinct presence – whether for exceptional services, standout products, or unmatched expertise in your specialized domain.

Why Does Brand Authority Matter?

Consumers today have endless online options, so having high brand authority can provide a competitive advantage. A strong brand reputation signals to potential customers that you are a reliable entity within your market segment, offering quality content and services.

MozCon recently introduced a brand authority metric that quantifies this concept into measurable data. According to MozCon, “brand authority is a (1-100) score developed by Moz that measures your domain’s total brand strength.”

Unlike Domain Authority, which primarily focuses on your website’s ranking potential on search engines, brand authority considers your overall influence across various marketing channels.

A higher score indicates a stronger online presence and influence. These factors are crucial for attracting customers and potential business partners or influencers who want to associate with your established identity.

16 Ways to Build Your Brand Authority

Nowadays, small businesses with limited resources face the challenge of establishing strong brand authority amidst industry giants. The journey to gaining trust, recognition, and industry influence demands various strategies to help you build your brand. Part of the strategy can begin with a focus on your local market.

Here are a few ways that SMBs can establish credibility while gaining visibility both online and offline.

1. Develop A Content Marketing Strategy

Content marketing is a pivotal tool for small businesses aiming to establish brand authority. By effectively utilizing content, you can shape a narrative of expertise that resonates with your audience and sets you apart as a trusted industry voice. Here’s how:

  • Tailored Content Alignment: Tailor your content to align with your brand’s values and expertise. Show your audience that you understand their concerns, pain points, and questions to establish your authority and meet their needs.
  • In-Depth Insights: Create informative content that covers industry trends and emerging topics, offering valuable insights that establish you as a knowledgeable source for your audience.
  • Be Consitent: Consistent content publishing builds anticipation and trust, solidifying your brand’s authority.
  • Varied Content Formats: Use different content formats, such as articles, infographics, videos, webinars, and eBooks, to reach diverse audiences and share your expertise through their preferred mediums.
  • Original Research: Conduct and share original research relevant to your industry. Data-driven insights and statistics enhance your brand’s reputation as a credible source of information.
  • Addressing Common Misconceptions: Create content that dispels common myths or misconceptions within your industry. This showcases your authority as you clarify misunderstandings and offer accurate information.
  • Repurpose and Recycle Content: Repurpose valuable content to reach new audiences. Transform blog posts into videos, infographics, or podcasts and save time.

2. Leverage Digital Content Across Multiple Platforms

While research shows that many consumers still prefer to read print content when it comes to marketing content, digital content such as videos, images, and blogs are among the most commonly used forms.

According to HubSpots 2023 State of Marketing Report:

  • 50% of marketers create and share video content
  • 47% share images
  • 33% create and share blog posts and articles
  • 30% create and share infographics
state of marketing report

Digital content offers numerous advantages for businesses of all sizes. From startups to established companies, leveraging digital content enables the display of expertise, engagement with audiences, and building lasting connections. The versatility, reach, and cost-effectiveness of digital platforms make it a potent tool for amplifying brand authority. 

Some of the most notable advantages worth mentioning include:

  • Establishes expertise and authority.
  • Engages and connects with audiences.
  • Increases brand visibility and recognition.
  • Offers versatile content formats (articles, videos, infographics).
  • Enables real-time interaction and engagement.
  • Facilitates cost-effective marketing strategies.
  • Enhances search engine visibility and rankings.
  • Provides measurable insights and analytics.
  • Fosters community building and audience loyalty.
  • Amplifies reach beyond geographical boundaries.

3. Enhance Authority with SEO and Content Optimization

Imagine your brand’s expertise effortlessly resonating with your target audience and capturing the attention of search engines. You can balance brand authority and search engine visibility by artfully combining SEO and content optimization techniques.

Here’s a practical get-started guide to utilizing SEO for brand authority:

  • Keyword Research: Conduct thorough keyword research to identify terms relevant to your industry. Choose keywords that align with your brand’s expertise and incorporate them naturally into your content.
  • Search Intent Alignment: Craft content that aligns with search intent. Address the questions and concerns your target audience seeks answers to, positioning yourself as a knowledgeable resource.
  • Long-Form Content: Produce in-depth, long-form content that delves deeply into topics. Google tends to favor comprehensive content that offers value and thorough coverage.
  • On-Page Optimization: Optimize your content’s on-page elements, including title tags, meta descriptions, headers, and alt text for images. These elements enhance search engine visibility.
  • Internal Linking: Incorporate internal links to guide users to related content within your website. This enhances user experience and keeps visitors engaged longer.
  • External Linking: Include credible external links to authoritative sources. This demonstrates your commitment to providing accurate information and adds to your content’s credibility.
  • Mobile-Friendly Design: Ensure your website is mobile-responsive for a seamless user experience. Mobile-friendliness is a crucial ranking factor and enhances user engagement.
  • Page Speed Optimization: Optimize your website’s loading speed. A faster site improves user experience and contributes to higher search engine rankings.
  • Schema Markup: Implement schema markup to provide search engines with context about your content. This can enhance your content’s visibility in search results.
  • User-Centric Content: Prioritize creating content that genuinely helps and informs your audience. This builds trust and keeps visitors returning for valuable insights.
  • Regular Updates: Keep your content updated with the latest information and trends. Fresh, relevant content indicates that your brand is actively engaged and knowledgeable.
  • Analytics Tracking: Use analytics tools to track content performance, user engagement, and conversion rates. This data guides your optimization efforts.
  • Adaptation to Algorithm Changes: Stay informed about search engine algorithm updates. Adapt your content and SEO strategies to remain aligned with current best practices.

Search engines recognize and reward high-quality, user-focused content, positioning your brand as a trustworthy source within your industry, which leads to increased visibility and helps you build brand authority.

utilizing seo for brand authority

4. Create Thought Leadership through Blogging and Industry Insights

Thought leadership is a powerful approach that leverages the twin pillars of blogging and industry insights to elevate your brand’s stature in the eyes of your audience. Thought leadership isn’t just about showcasing your knowledge; it provides valuable perspectives that shape conversations, influence trends, and set you apart as a trusted industry voice.

Small businesses tend to cut themselves short by thinking they lack the size, knowledge, or resources to be considered thought leaders. But that simply isn’t true. Starting when you’re small can build a strong foundation for your brand within your market segment.

Ways Thought Leadership Can Help Your Business

  • Fosters Credibility. Blogging offers a platform to share in-depth industry insights, demonstrating your expertise and commitment. By crafting well-researched articles, you present yourself as a knowledgeable authority, earning the trust of your audience.
  • Showcases Unique Perspectives. Thought leadership goes beyond regurgitating information. Through blogging, you can offer fresh insights, unique viewpoints, and innovative ideas that resonate with your readers and challenge the status quo.
  • Guides Industry Discourse. By addressing relevant industry topics in your blog posts, you become a trailblazer who shapes discussions. Your perspectives steer conversations, contributing to the evolution of industry narratives.
  • Provides Tangible Solutions. Thought leadership isn’t just about highlighting problems; it’s about offering solutions. Through your insights, you provide actionable advice that adds genuine value to your readers’ professional lives.
  • Builds Trust and Loyalty. Consistently delivering well-researched, valuable content nurtures trust and builds a loyal readership. Your audience comes to rely on your insights, enhancing your brand’s authority in their eyes.
  • Influencing Decision-Making. Thought leaders have the power to influence the decisions of their audience. By sharing credible insights, you become a trusted guide, impacting the choices and strategies of your readers.
  • Adapts to Change. By engaging in continuous industry research and sharing timely insights, you position yourself as someone who embraces change and stays ahead of emerging trends.

Thought leadership emerges as a beacon of trust and authority. It provides an opportunity for you to position your brand at the forefront of your field. As your content resonates with professionals seeking expertise, your brand’s reputation ascends. This solidifies your authority in the eyes of an engaged and eager audience.

5. Gain Exposure with Media Engagements and Press Releases

PR (Public Relations) provides an opportunity for media exposure to shape perceptions, enhance credibility, and establish your brand as a reputable industry leader. By effectively crafting and delivering critical messages through PR campaigns, you gain visibility and secure a solid foothold in your market. According to research, publishing a press release has been found to increase brand and product visibility for 68% of businesses.  

The Impact of PR on Brand Authority

  • Builds Credibility: Strategic PR campaigns help establish a credible brand image. When your brand is featured in reputable media outlets, it lends an air of legitimacy and expertise that resonates with your target audience.
  • Gives Third-Party Validation: Media engagements offer the advantage of third-party validation. When industry experts, journalists, or influencers endorse your brand through interviews, features, or opinion pieces, their endorsement adds weight to your authority.
  • Shapes Perceptions: You can shape how your brand is perceived through well-crafted press releases and media interactions. Positioning your brand in a positive light influences public opinion and builds trust.
  • Provides Expert Commentary: Leveraging media engagements to provide expert commentary on industry trends, challenges, and developments establishes you as a reliable source of insights. This bolsters your authority and positions your brand at the forefront of industry conversations.
  • Amplifies Reach: Strategic PR amplifies your brand’s reach beyond your existing audience. Media coverage introduces your brand to new segments, expanding your influence and attracting fresh eyes.
  • Offers Crisis Management: Effective PR can mitigate damage to your brand’s reputation in times of crisis. Swift, transparent communication demonstrates your commitment to integrity, reinforcing your authority even during challenging times.
  • Leverages Storytelling: Crafting compelling narratives through press releases and media interactions humanizes your brand. Storytelling evokes emotion and helps your audience connect on a more in-depth level, enhancing your authority.
  • Builds Relationships: Media relations foster relationships with journalists, editors, and influencers. These connections can lead to consistent media coverage, further solidifying your brand’s authority over time.
  • Keeps You Relevant: PR campaigns ensure your brand remains relevant in a rapidly changing landscape. By aligning your brand’s messages with current trends and issues, you showcase your expertise in navigating industry shifts.
  • Provides Long-Term Impact: The cumulative effect of strategic PR campaigns extends beyond immediate exposure. Over time, a trail of media engagements and press releases becomes a testament to your brand’s enduring authority.

Media engagements and press releases serve as cornerstones in your brand authority strategy. You communicate your brand’s expertise, credibility, and value to a broader audience through these avenues. By leveraging PR, you secure your brand’s place as an industry influencer, contributing to discussions, shaping perceptions, and enhancing your brand’s authority.

6. Public Speaking and Workshops

Public speaking engagements and hosting workshops open opportunities to share your expertise and insights in a live setting. You can forge more connections with your audience and position your brand as an industry leader. 

Utilize public speaking and workshops to spread brand messaging using the following tips:

  • Identify Relevant Events: Research and identify industry conferences, seminars, and workshops where you can participate as a speaker. Choose events that align with your expertise and target audience.
  • Craft Compelling Topics: Develop topics that address pressing challenges or emerging trends within your industry. Your presentations should provide valuable insights and solutions.
  • Practice Your Presentation Skills: Hone your presentation skills to captivate your audience. Maintain eye contact, use storytelling, and convey your passion for the subject.
  • Host Interactive Workshops: Host workshops that encourage active participation from attendees. Hands-on learning experiences foster greater engagement and memorable takeaways.
  • Participate As An Expert Panelist: Participate in expert panels where you can share your knowledge alongside other industry leaders. This exposure enhances your brand’s credibility.
  • Create Networking Opportunities: Maximize networking opportunities at events. Forge connections with fellow speakers, attendees, and potential collaborators.
  • Offer Value-Focused Content: Craft content that delivers tangible value to your audience. Offer actionable insights and practical advice that attendees can implement.
  • Share Post-Event Highlights: Extend the impact of your public speaking engagements by sharing highlights, key takeaways, and presentation materials on your digital platforms.
  • Create Online Webinars: Expand your reach by hosting webinars. This allows you to share your expertise with a wider audience, establishing authority beyond physical events.
  • Collaborative Opportunities: Collaborate with event organizers, other speakers, and influencers to enhance your presence and amplify your brand’s authority.

7. Collaborate with Industry Influencers

Roughly 67% of brands stated that they planned to increase their spending on influencer marketing, and another 15% were planning to keep their budget the same in 2023. This dynamic approach leverages influencers’ credibility and established audiences within your industry.

Through collaboration with influencers, you tap into their dedicated followers, established trustworthiness, and the authority they’ve diligently cultivated. It’s akin to having an industry insider endorse your brand, using their influence to amplify your message.

Influencer collaboration hinges on shared values and mutual objectives. It’s a strategic alliance that aligns your brand’s expertise with their distinct voice, creating a seamless connection that resonates more intensely with their audience. Whether through sponsored content, joint campaigns, or co-created material, influencer collaboration enhances your brand’s credibility and message.

Envision an influencer’s social media post detailing how your product or service transformed their experience. This goes beyond mere endorsement – it’s a personal testament that carries weight among their followers, who perceive them as reliable sources.

Yet, it’s more than just about the audience; it’s about the collective impact. Teaming up with influencers exposes your brand to their network, broadening your reach beyond your current boundaries. Your brand’s presence extends to feeds, stories, and conversations that might remain untapped.

8. Get Involved with Networking Events

Local events, for example, your local chamber of commerce, provide an opportunity for you to engage with other like-minded professionals that can lead to genuine connections, shared values, and… potential new business. These interactions extend beyond the surface level, allowing you to authentically build new relationships and estalbish trust.

9. Author Books and eBooks 

Authoring books and eBooks signifies a serious commitment to sharing your expertise. It’s not just about a publication; it’s about having a tangible representation of your authority that can be held, shared, and referenced. Your insights, bound in pages, solidify your position as an industry expert contributing to the collective knowledge.

10. Create A Podcast and Video Series

Bring your expertise to life with audio and visual storytelling. Podcasting and video series offer a platform to connect intimately with your audience. Hearing your voice or seeing you share insights enhances the human connection, creating a lasting impact.

Through these multimedia channels, you convey knowledge and infuse it with your unique personality and style. Even better? The average podcast listener consumes nine episodes per week, with roughly 19% of the most prolific listeners tuning in to 11 or more shows per week.  

podcast listeners research

11. Design Whitepapers and Research Papers

Get a closer look into your industry by conducting research that reveals new insights. Whitepapers and research papers showcase your dedication to understanding complex matters and contributing to the intellectual discourse.

12. Be a Guest Author on Authoritative Publications

Collaborate with established publications to amplify your voice. Guest posts on authoritative websites extend your reach to a broader audience and allow you to borrow credibility from websites your audience already trusts. This strategic approach enhances your brand’s visibility and positions you as a contributor worth listening to.

13. Join Educational Platforms and Online Courses

Create online courses or share insights on educational platforms, positioning yourself as a guide within your field. This demonstrates your commitment to sharing your knowledge and empowers others to succeed. Your courses become a pathway for others to learn from your experience, reinforcing your authority.

14. Build A Social Media Presence

With over 4.89 billion social media users globally, social media has become the cornerstone of communication, and building brand authority is no longer limited to traditional avenues. It’s about leveraging the power of social platforms, where each post becomes an opportunity to establish your authority, resonate with your audience, and shape perceptions. Here are strategies that infuse power into every interaction with Social Media:

  • Consistency in Message: Social media is a canvas for consistently expressing your brand’s expertise. Whether it’s a thought-provoking insight or a helpful tip, every post contributes to a mosaic that embodies your authority.
  • Showcasing Authenticity: Beyond the curated content, social media allows you to offer a glimpse into the genuine aspects of your brand. You humanize your authority by sharing authentic stories, behind-the-scenes moments, and relatable challenges.
  • Two-Way Interaction: Social media engagement is a dialogue, not a monologue. Responding to comments, addressing questions, and engaging in conversations demonstrate your willingness to connect, which resonates with your audience.
  • Positioning Amid Trends: By participating in trending conversations and using relevant hashtags, you align your brand with current discussions. Sharing insights on trending topics showcases your authority in real-time.
  • Micro Content, Macro Impact: Each post is an opportunity to distill your expertise into bite-sized nuggets. These micro-content pieces can potentially leave a lasting impact and inspire further exploration.
  • Educating and Informing: Use your social media platform to educate your audience. Share informative content that offers value, empowering your audience with knowledge that aligns with your brand’s expertise.
  • Visual Storytelling: Images and videos can convey messages beyond words. Use visual storytelling to captivate your audience, combining visuals with narratives that underscore your authority.
  • Community Building: Engage with your followers to foster a sense of community. When your social media becomes a hub for discussions, knowledge-sharing, and support, it reinforces your brand’s authority as a resource.
  • Thought Leadership through Sharing: Use social media to curate and share industry insights. By becoming a go-to source for relevant information, you reinforce your position as a thought leader in your field.
  • Building Authority Over Time: Social media authority isn’t built overnight; it’s a cumulative effort. Each post adds to the narrative, contributing to a tapestry representing your brand’s evolving authority.

With social media, every post, tweet, or update is a brushstroke that contributes to the portrait of your brand’s authority. It’s about cultivating a dynamic online presence, where each engagement is a chance to showcase your expertise, share insights, and build connections. By harnessing the potential of social media engagement, you craft an authoritative image that resonates with your audience and solidifies your brand’s place as a trusted industry voice.

15. Establish A Reputation with Customer Testimonials and Case Studies

Concrete proof of your brand’s authority lies in the narratives of your satisfied customers. Customer testimonials and case studies offer real-world examples of how your products or services have positively impacted individuals or businesses. These stories aren’t just commendations but solid endorsements that validate your authority and establish you as a reliable solution provider in your industry. They play a significant role in shaping your brand’s authority, as 95% of customers read online reviews before buying a product, and 49% of consumers saying they trust online reviews as much as a personal recommendation from a friend or family member. 

16. Continue Learning and Adapting

To lead, one must continuously learn and adapt. The journey to brand authority involves staying at the forefront of industry developments. This entails immersing yourself in ongoing learning, tracking trends, and adjusting your strategies to match the evolving landscape. This commitment positions you as an industry pioneer who not only imparts wisdom but also practices what they preach, ultimately reinforcing your brand’s authority.

Grow Your Brand Authority with JS-Interactive

At JS-Interactive, we understand the intricate nuances of cultivating brand authority. Our tailored solutions encompass SEO optimization, content marketing, and more, all designed to position your brand at the forefront of your industry. 

Let us be your partner in elevating your brand authority, crafting a narrative of trust and expertise that resonates with your audience and sets you apart in the digital realm. 

Contact us today to discuss how we can amplify your brand with distinction.

Justin

Justin Staples

For 15 years, Justin has guided businesses on a transformative journey through strategic marketing and design to craft their unique online identity.

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