Authoritative (Viral) Content Explained
So you’ve taken the first step into breaking into the big time and invested in a website with all the bells and whistles; congratulations. Your next thought, once you can tear your eyes away from the screen long enough, is to open a blank word document and reflect honestly on your current content authority strategy. Content authority what, what? Authority is another buzz word in an arsenal of motivational calls to action and internet jargon, though completely essential to your lasting success. These days, it isn’t enough to be a brand on the web; search engines expect ambitious business owners and bloggers to create and update compelling content, publish it and send it out into the magical, though often brutal sphere of the internet. How can you tell if your current strategy bites the big one? You’ve sorted out your blog, installed a couple bits of SEO and churned out regular articles to follow the first, what else could you possibly do to further your success?
What is Content Authority?
Authoritative content speaks directly to the audience, capturing and holding their attention beyond the eight second grace period normally afforded most websites before a potential reader departs. The goal of authoritative content is to bewitch visitors and compel them to settle on your page, connecting directly with their goals, whether those goals cover research, browsing or possible purchase.
What Do You Mean By Bewitch?
It’s not enough to throw up a couple of posts a week and hope the best. Content must be interesting, it needs to educate and expand the knowledge of your audience without patronizing them, creating a relationship of respect and authority with the reader. A visitor knows they can return to your site for up-to-the-minute news or changes, and feel comfortable of your reliability before purchasing a product, booking a service or subscribing to find out more. Bewitching or seductive content educates, prospects, builds a relationship and converts.
What isn’t Authoritative Content?
Content authority isn’t available everywhere else; it isn’t carbon copy clutter developed for the sole purpose to drive SEO or almost verbatim articles recycled over a period of six months. The trick is to research what your potential audience need or want to see, tapping into social networks and starting conversations on forums or LinkedIn threads to generate conversation to feed your post development. Context is important, extremely important, if you’re pumping at five articles or blogs a week without a goal or target audience, it will appear to be a jumbled mess to the Google Gods. Nobody wants to a jumbled mess.
Developing content authority takes time, practice and determination. Contracting a digital marketing agency like Search Factory equips new and existing websites with an external skill set, passing the effort from left to right (as in, not you). While these poised professionals get the best out of your website early on, you can establish yourself as an authority in your own time, developing a converting though conversational voice.
Building authority, on the Web or off, commands a certain level of commitment to build genuinely meaningful relationships, providing great value to your audience. The whole point of writing authoritative content is to help your blog visitors solve a problem that they might be encountering.
Your site readers don’t read just for the fun of reading: they read because they want to learn and apply knowledge or information creatively in order to solve their day-to-day problems and as long as your content is going to provide them with that, it will also mean you are providing them with authoritative content.