In a sea of (often recycled) information, it can seem nearly impossible to position a client as a true industry leader.
With thoughtful consideration and tweaks to their content creation process, PR professionals can guide clients to a higher level of credibility
, which will bolster their stature and help them stand out from the pack.
1. Make it useful.
One way to make content authoritative is to make it action-oriented. How-to articles, numbered steps, and tips-related content will engage and inform your target audiences.
If you base the content on real needs and wants
, then audiences can test the words of wisdom for themselves.
2. Make it a conversation.
One way to boost the value of content is to bring in others who have demonstrated success in that area to comment and report on a specific topic, trend, or issue.
Consider hosting an interview as a way to welcome new voices and insights
into your client’s arena. By inviting multiple perspectives onto your pages, you also encourage comments and discussions among members of your online community.
3. Make it approachable.
You can have the best content in the world, but if it isn’t approachable, it is not going to attract a following.
Keep pages welcoming and inviting with easy-to-read articles and resources that are logically organized. H1 and H2 tags don’t just make your content pretty; they also help content rank high in industry-specific searches.
Subheadings and bold print that finalize points are essential. Go the extra step by including real, relatable examples to increase understanding; use pertinent pictures and videos to increase entertainment value.
4. Make it open-minded.
When crafting content, it is important to remember you don’t have to find likeminded opinions and support in order to sustain authority on a given topic. Simply highlighting and thoughtfully examining opposing opinions rounds out an argument.
Give equal consideration to other sides, possibilities, and varying viewpoints as much as possible. Audiences respond to a well-structured and well-reasoned argument that welcomes debate and discussion.
5. Make it relatable.
Add a personal touch. Find appropriate ways to incorporate real-life examples into written work. Anecdotes and personal stories can illustrate challenging and dense ideas in a digestible format that will resonate with your audiences. Start with common customer questions, and answer them as completely as you can.
Kelly Gregorio writes about a variety of small business topics while working at Advantage Capital Funds and contributes to Business Insider and the Huffington Post. A version of this post originally appeared on Spin Sucks.