15 Ways To Build Your Brand’s Authority

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15 Ways To Build Your Brand’s Authority

These days, authority matters.  Not only will building your brand’s authority help create the necessary SEO signals to improve your site’s natural search performance, it’ll also create additional streams of traffic to your website and create the kind of consumer goodwill that leads to conversions.

If your brand recognition is lacking, then any of the following ideas will help to jump start your authority.  They aren’t easy, but they are worth it!

Idea #1 – Run an informative blog

Any good authority building campaign should start with a business blog, as a regularly updated blog gives customers a reason to visit your site over and over again.  Just be wary of falling into the trap of bland, easy-to-write blog posts.  If your content isn’t exciting, inspiring or memorable in some other way, then it won’t stand out in the minds of your readers.

Idea #2 – Respond to your blog’s comments

Once you’ve established your blog, expand your authority further by responding to every legitimate comment that’s left on your site.  Doing so gives you the chance to highlight your subject matter knowledge while also providing value to your readers.

Idea #3 – Regularly update your social profiles

Social profiles that have been left for dead don’t scream “authority.”  Instead, they say, “I’ve given up and don’t care about my followers.”  To prevent this from happening, create an editorial calendar that involves checking in with your profiles at least once a day to provide helpful, interesting or funny updates.

Idea #4 – Use search filters to answer questions on Twitter

While you’re updating your Twitter feed, run a few search queries for tweets containing words that indicate a potential customer has a question about your industry. Taking a few minutes to post a quick reply to the tweet will turn you into a go-to source of knowledge in your field.

Idea #5 – Guest blog on industry websites

Guest blogging is a powerful and well-known approach to authority building, as it allows you to get your name in front of an established audience.  Depending on the caliber of the site you’re able to post to, the implicit endorsement of the peer website hosting your guest blog can go a long way towards building your brand’s perceived authority.

Idea #6 – Start a “how to” YouTube channel

YouTube is huge. With over six billion hours of footage watched every month, publishing quality content to this video sharing site is a great way to get your brand noticed.  For best results, consider posting “how to” content that provides instruction on common questions in your industry.  These videos may not have the flash of would-be viral contenders, but their evergreen nature ensures that they’ll refer interested viewers to your website for the foreseeable future.

Idea #7 – Distribute a whitepaper

According to Wikipedia, a whitepaper is an authoritative report or guide that helps readers understand an issue, solve a problem, or make a decision. Definitions aside, whitepapers are a great way to build your brand’s authority.  At an average of 6-8 pages, they’re relatively easy to compile (or to outsource), but they convey an air of professionalism and authority that can be difficult to achieve using blog posts alone.

Idea #8 – Create an infographic

There’s no arguing with the fact that infographics are highly shareable – and the more shares a piece of content receives, the more a company’s brand recognition grows.

Creating an infographic isn’t cheap and it isn’t easy.  If you don’t have the money to outsource infographic creation, then it’ll be up to you to source all the necessary facts, organize them into a cohesive outline and then create an eye-catching design using tools like Piktochart. Either way, the investment into a high quality infographic will be well worth it when it comes to authority building.

Idea #9 – Deploy a mini site

Mini sites are a relatively new addition to the digital marketing world, but they’re powerful! Basically, mini sites are small web properties that complement a company’s main site in some fun or informative way.

As an example, take a look at “Old Glory 2012”, a cute mini site that allowed Dollar Shave Club readers to vote on potential presidential barbers in exchange for site coupons.  Again, this type of thing isn’t cheap to create, but when it comes to brand building, the investment may be well worth it.

Idea #10 – Conduct industry research

Industry statistics get cited over and over again on different websites, creating an ideal opportunity for businesses to get their names out by conducting their own research.  To do this, you’ll need a sizeable sample pool (which you can either generate from your own website or buy from a market research firm) and a series of well-designed questions to ask.  You’ll also need to compile your results into an engaging and easily-digestible format to be picked up by the news outlets that will build your authority for you.

Idea #11 – Release a podcast

All you need to record a podcast is a microphone and something interesting to talk about. Once you combine these two elements and publicize your podcast amongst your website’s followers and podcast directories, you’ll create an attention-generating machine that’ll have your brand name on the tip of your audience members’ tongues.

Idea #12 – Host an industry event

Want to bring out the big guns when it comes to building branded authority?  Try putting on your own conference or industry event!  This type of promotion isn’t for the fainthearted, but if you have the money, time and connections to pull it off, running an industry event will get you major press and major brand recognition.

As an example, take Art of Non-Conformity blogger Chris Guillebeau’s “World Domination Summit”.  Though the event only formally started in 2011, the value it provides became so widely-known that the 2012 event sold out five months ahead of schedule with a waiting list of 800 people.  While it’s certainly a massive undertaking, the event’s ability to reinforce Guillebeau’s brand and authority can’t be understated.

Idea #13 – Sponsor an event

Not ready to pull off something this big on your own? Piggy-back on the efforts of others by sponsoring a popular event in your field!  Nearly all major events offer paid sponsorships that allow companies to place their logos on banners, giveaway bags, and conference sessions.  Buying in to one of these programs can be a great way to reap the branding rewards of industry events without the effort required to start something new from scratch.

Idea #14 – Apply for industry awards

Depending on your field, you may also be eligible to apply for certain industry awards.  While you’ll have to offer something noteworthy to get nominated and win, this avenue can be an easy way to build authority quickly, especially if you’ve been unsuccessful gaining traction using other advertising techniques.

Idea #15 – Tie your brand to a cause

Tom’s gives away a pair of shoes for every pair sold in stores. Warby Parker does the same thing with glasses.  What can your company do to give back while also building awareness and authority?

To be clear, I’m not recommending that you engage in charitable works for the sole purpose of gaining brand recognition. Instead, dig deep to uncover your passions and look for ways that you can give back to these causes through your business.  It’s a win-win for both your business and for the world at large.

Of course, these are only a few of the different ways that your business can build its brand authority. If you have other techniques that have worked for your company in the past, then share your recommendations in the comments below!

image credit: Shutterstock

Sujan Patel
Sujan Patel has over 12 years of digital marketing experience and has helped hundreds of clients increase web traffic, boost user acquisition, and grow their businesses. He’s currently the VP of Marketing at When I Work, the top rated employee scheduling software. In addition to his role at When I Work Sujan co-founded ContentMarketer.io and wrote the book on Growth Hacking titled 100 Days of Growth.
Sujan Patel
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  • http://www.webtrafficroi.com zubin kutar

    Thanks Sujan , i would add one more here. The Google Authorship tag, its gives signals to google of your website being genuine and authoritative.

  • William

    About to host an industry event in the coming months, what are some suggestions to get the most ‘SEO’ bang for your buck from the event?

  • https://twitter.com/Koozai_Tom Tom Howlett

    Useful post – Two of the most powerful in my opinion is to build an informative blog and to back that up with a strong social media presence on the right platforms.

  • http://niceblogging.com/ Siddhartha Sinha

    These 15 tools are commendable and I would like to say it is most useful when you are trying to build your brand authority over internet.

  • http://www.JetOptionsJetCharter.com Gus Lira

    Very informative post. The greatest aspect of Mr. Patel’s list of ideas to build brand authority is that about 11 of the ideas he propses are low or no budget ideas which is importan to those of us who aren’t able to increase our marketing budget. We have implemented several of the ideas on the list but found 3 or 4 more ideas that we need to follow up on. Thanks!

  • http://www.195seo.co.uk Thomas Smith

    Great post, I like how you differentiate between online and offline marketing methods and even more so considering online marketing is all people seem to care about these days. It’s a nice reminder to show that on top of managing social profiles, blogs and blog comments, we can also make an active impression at conferences, events and award ceremonies.

  • http://www.195seo.co.uk Thomas Smith

    Great post, I like how you differentiate between online and offline marketing methods and even more so considering online marketing is all people seem to care about these days. It’s a nice reminder to show that on top of managing social profiles, blogs and blog comments, we can also make an active impression at conferences, events and award ceremonies.

  • http://techtikus.com Fauzul

    Those are really noteworthy ideas and I could do each one of them little by little. Right now I’m more focused on the first three points in the article.

  • http://www.towermarketing.net Sean Salamone

    Great post! These are all great suggestions to help make your company known as an industry authority, but you are also creating great content to help boost your SEO in the process. One project I have personally worked on and seen success in is to deploy a mini website. It is a great way to reach out and communicate with your audience.

  • http://www.eyeflow.com Kristina

    Great advice I agree, marketers need to focus on building their online brand as a personable first impression of themselves. Online presences need to be a conversation starter with consumers.

    Which one of these tips do you think is the most ROI as far as time and effort to implement?

  • http://geekltd.com/ Ayush Gupta

    Thanks for those 15 tips. I’ll am surely going to follow them. Applying for Industry Awards will really help out. This way you can increase interaction with others and will also increase your value in industry.

  • http://resultplanet.org Shruti

    one more point over her to add in this topic is : Write an Ebook

    Either write your own ebook or hire a ghostwriter to develop something you can put your name on. Give it away for free and watch your brand’s authority soar.

    Kindly Regard’s

  • http://www.projectgraphics.com Tyler Bell

    Where does Facebook rank in this mix? Or does it have any relation to brand authority at all?

  • http://www.abvsecurity.com/ arnie

    Sujan, Thanks for this write up. There have been so many times I have wondered how to develop authority and these are all total gems! A friend of mine had recently released a podcast outlining his practice (he’s an MD), and his phone has been rining off the hook now for months. I am going to employ these tactics in my business as well and see what happens. Thanks again.


  • http://www.memorycross.com/ Tonia Sellai

    Hey this is a great list. Trust and credibility are where it’s really at now. Features and functionality are not what they used to be. Thanks for this post Sujan and I look forward to your future work.

    Thanks 🙂