Articles Are A Very Effective Authority Building & PR Tactic That Has Many Advantages.
In the next few paragraphs I’ll explain those Authority Building advantages and some of the tips and tricks you can use to ensure plenty of readers to ensure rapid Authority Building.
Authority is more than being able to force or coerce people. It’s about authority building because you are an acknowledged authority due to your knowledge or skill
Articles Create Authority & A Following
Well-written articles in the right place can create authority. But you need to ensure you research the topic well and write something that adds value. It’s no good just repeating someone else’s ideas. People crave new insights into old problems so what can you add to the issue that is new and insightful? Once you have this sorted you are on your way.
A good article needs a few friends to help it along. So posting it to social media where more people will see it, read it and boost it to their followers makes a huge difference.
And that means having a tribe of people that follow you, comment or like your posts.
Likewise having the post curated into an online “magazine” with a huge following can help immensely. Most curated posts are found via Google or a tool that searches Google. So your article needs to be well optimised. SEO rules in this context!
Authority means people will quote you, interview you, etc and that in turn promotes you to a much bigger audience. In my own case being a regular interviewee on the BBC means millions of people hear me each year. That means that more people then quote me, link to me, etc. And that is all free marketing! It’s an important part of my Authority Building Strategy and is how I’m constantly Creating Authority.
Authority Building: Getting Articles Noticed
Provided you put the article where the right people will see it. A well-researched article published in the wrong place is never going to get noticed. For example, great articles on LinkedIn get little traction because of recent date, LinkedIn doesn’t put them in your followers’ timeline nearly frequently enough and they remain hidden.
But if you can identify a site where there is a good level of traffic that matches the audience profile you need then that is magic. In my own case, because I work in the education sector I want to be seen where my prospective audience hang out. Profiling my audience tells me they attend the AOC conference each year and read the TES, FE Week and/or FE News. So articles and mentions in these magazines are gold dust.
Being in the right media is important but not enough. Even if you get an article in the right media you need to stand out from the crowd and be read. My favourite online education magazine gets c250 articles a week. It’s easy to remain hidden.
So a good headline helps. It’s got to be compelling. It has to make people want to read the article. Making it funny, interesting, controversial, provocative, thought-provoking or just plain unusual all work.
For example, my latest article has a title that starts with “Congratulating Vertically challenged Colleges” …. it’s designed to pique interest and get people to investigate by clicking and reading. Ethical Clickbait? … maybe. But that is what sub-editors have been doing in newspapers for over a century. It works!
If you have a following they will search for your stuff anyway. That also helps. A few days ago a CEO phoned me and said, “I’ve been reading your stuff for years.”
“It resonates with me,” he said, “and I now need your help”. Marketing can be a long slow burn sometimes. People only buy when they need what you have. This CEO was now ready to buy.
More Article & PR Visibility Tactics
Hashtags help people find your articles, especially if you use them on social media.
And if influencers comment/like/share your social media posts their followers then get to see your stuff and can also read it, comment, share etc. At worse you get a few more readers. At best it goes viral.
Influencers such as editors, conference organisers, podcast owners etc are ideal people to see your articles and related posts. Because, not only can they share it to their audience, they can also invite you to work with them. It could be a commission to write an exclusive article, speak at a conference, appear on a podcast or video. The options are wide-ranging.
Website SEO is also key. Do it well enough to get ranked high on the search engines and your post can be found for years or even a decade or more.
Your current article may not interest a journalist right now but they may well recognise your value enough to list you in their contacts list, “little black book”. Then when they want an expert or authority they have your details and will ring (this happens to me most months and results in huge amounts of media coverage).
Video being used in an online article makes the article more attractive as it gives the visitor the option to read the full article or watch the video.
Where Infographics are added to an article to tend to be shared, and linked to, more often. This encourages even more readers and further builds authority.
Signposting the search crawlers to your article is essential. That means ensure your post is detectable by the search engines. So enable the post visibility, add links from other pages, post on social media and any other tactics you can think of to ensure Google finds your post.
Consistency helps. By this I mean consistently writing artilces or posts that resonate with people. For example I occasionally write for the TES, but frequently write for FE News.
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