Being perceived as an authority boosts sales. Think about it. Consumers trust authorities, and look to them for advice before making purchasing decisions.
Look at the influence Pantone has on which colors go in and out of fashion. Or Oprah Winfrey and her book club (in 2011 it was estimated that 55 million book sales could be attributed to the club). How about the influence bloggers (and more recently vloggers) have on buying habits? Research Now found that “84% of consumers make purchases after reading about a product or service on a blog”.
If you’re able to propel yourself to “authority” status, you too can reap the benefits of being able to influence consumer behavior.
So what makes someone an “authority”? Is it being the smartest mind in their field? The biggest innovator in their industry? While those credentials certainly help, the short answer is… no.
The people that succeed at becoming authorities are those that excel at marketing themselves and their abilities. One way to do that, as you might have guessed already, is through content.
Knowledge plays a part in building authority, but is it enough? Not even close. Let’s take a look at a few ways that you can use content to create perceived expertise. Continue reading Authority-Building Through Content: How to Create Perceived Expertise