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​Making Authority Content​

Not all content is created equal.

Some content is Educational. Transactional. Selfish. Humorous. Persuasive.

Every type of content has its time & place.

What I want to talk about today is what I call Authority Content.

Authority content is content that positions you as an authority figure in your industry or at the very least on the topic the content is covering.

Authority content is one of the most valuable types of content you can use to establish your brand as a leader in the space.

While similar to "Thought Leadership" authority content is often more subtle.
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Let's cover what I believe are the 3 pillars of Authority content:

1. Experience
2. Perspective
3. Evidence

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Experience

To be considered an Authority on a topic, you must demonstrate that you have experience.

The best way to do this is to tell stories in the past tense.

For example, which of the following do you find more compelling:

A. "The best way to get more leads is to... "

B. "I started to get way more leads when I..."
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"A" is posturing. Telling others what to do.

"B" is a story. Telling others what you've done.

For most of you, I imagine B is far more compelling.

Why? Because it demonstrates experience & learning.

This is exactly the kind of content that establishes you as an authority.

Authority = Someone with the experiences needed to express learnings

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Perspective

Further, if you want to be viewed as an Authority you need to stand out from other authority figures.

The easiest way to do this is by expressing your unique perspective.

Lets take example B from the last section and expand on it:

B. "My ads copywriting business started to get way more leads when I..."

See the difference?

If you were working in ads copywriting this version is suddenly far more compelling than the last.

It not only shows experience, but also unique industry perspective.

Few others will have this combination.

Authority = Someone with specific experiences needed to express unique learnings

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Evidence

The final pillar of Authority content is evidence.

It's importance can't be understated.

When done right this will guarantee your content is a hit.

The easiest way to win over any naysayers from the previous two pillars is to bring forth direct evidence.

Lets take our continued example B from the last section and expand on it:

B. "My ads copywriting business saw a 432% increase in leads when I..."

See the difference?

By providing specific, measurable evidence, your content becomes far more compelling.

This is best executed when you attach a common form of measurement.

ie. Google Analytics or any other analytics dashboard

This proves to your audience that you're not just making it up.

Authority = Someone with specific experiences & demonstrable results needed to express unique learnings.

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Include these 3 pillars in your next piece of content.

I guarantee you will not only engage your audience, but establish yourself as an industry Authority in the process.

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