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Chelsea Blacker Account Director BlueGlass

What actionable steps need to be taken to become the content authority in your brand's niche?

A Content Marketing Institute survey found that 88% of B2B companies are already using content marketing. For content to consistently grow your business, it takes more than just a great piece of content.

It takes a comprehensive strategy involving your whole marketing team - from SEO and paid marketing to social media.

Long term content success depends on building an audience to engage.

Here’s how to build a strategy for creating content to build that authority. 

1. Establish your content strategy’s purpose and goals

As Simon Sinek would suggest, your strategy needs to start with why?

Clarify why and for whom you’re creating content in the first place. 

2. Research your industry’s best content

By using tools like BuzzSumo, you can easily find the most popular pieces and publications in your industry. Look at what resonates with your audience - topics, formats, placements…

After your research you’ll be able to create content they’ll love!

3. Find a creative environment

You want to set yourself up from the start to create great content. It takes so much creativity, focus, and reflection; you need to make sure you’re working on it under the best conditions possible. 

Think about which locations you work best at - is it at a desk in a quiet office or a table in a crowded, busy room?

4. Develop an editorial calendar

After your research, map out topics and content formats you’d like to apply

  • Blog posts
  • Landing pages
  • Videos
  • Apps
  • Emails
  • Press releases

Besides your publishing dates make sure you also think about timing (i.e: seasonal calendar, seasonal events) to leverage to your content.

Time to create your editorial calendar!

5. Craft content with top publishers in mind

This will really help when you pitch the content to them, offer them an exclusive and to help them promote the piece to increase its reach.

6. Include a shareable hook

Ask yourself - would I share this? Why? Why not? People share what’s personal and relevant to them - and what’s funny! That’s why interactive content like personality quizzes go viral - it’s all about the audience.

7. Add engaging visuals

Researchers found that colourful visuals increase the willingness to read a piece of content by 80%, and content with relevant images gets 94% more views.

Find stock photos with sources like:

And simple design tools like: 

let you create beautiful graphics quickly and easily.

8. Perform direct outreach

During your persona research in step #2, you identified people interested in similar content you later created. Use BuzzStream & Sidekick to reach out to press & individuals for more coverage.

9. Measure and learn from the results

You need to learn and improve before you start working on your next piece. Track your defined key metrics to document progress towards your goal. Look for trends and patterns in that data to determine the ‘why’ behind each number. What could you’ve done better? 

10. Build authority with focus

Developing a set process for creating content guarantees you cover all your bases to position yourself as an expert and your content as valuable. You’ll think of your goal and your audience at every step and stay in tune to what you want. 

Stay focused on your end game, and your content will get you there.