If you’re a business owner, it’s crucial to establish authority in your industry. Being an authoritative leader tells customers you’re trustworthy and that your products and services are a solid investment.

One way to establish authority is to produce helpful, relevant and interesting content for your target audience. Whether you’re B2B or B2C, great content can attract your audience and eventually persuade them to convert.

Let’s look at some of the types of content you can create to establish authority in your industry.

  1. Case studies

Case studies illustrate how you helped a client solve a problem. For instance, “Bob’s Clothing Store wanted to bring in more sales. Through local search marketing, email marketing and reputation management, we improved sales by 200% in one month.”

These studies are meant to inspire potential customers and show your company’s effectiveness. According to Higher Visibility, 78% of buyers will look at case studies before making a purchase. Place the case studies in a prominent section on your website and include calls-to-action for prospects at the end of each one.

  1. Guest blogs

Publishing guest blogs on trusted and authoritative websites demonstrates that you produce top-quality content. You earn credibility simply by being on websites that people already trust.

When you’re looking for guest blogging opportunities, target the websites with authority and loyal followers, as well as sites frequented by your target audience. For instance, an entrepreneur would want to get published on sites like Entrepreneur, Forbes and Business Insider.

Your guest blogs should highlight issues in your industry or delve into topics your audience cares about, as well as include calls-to-actions so they can learn more about what you do.

  1. Company blog

When your audience visits your website, they may see pages about the products and services you offer, who is on your team and customers or clients you’ve helped in the past. But how do they ensure you know what you’re talking about? How do they know you can deliver the goods?

Along with case studies, publish blog posts that are helpful to your audience. According to HubSpot, B2B marketers that use blogs garner 67% more leads than those who don’t, and businesses that blog receive 97% more links to their websites. In addition, blogs are the fifth most-trusted source of information on the web.

When publishing blog posts, make them long-form. Online marketing expert Neil Patel recommends 2,000+ words to rank high in searches and show you can cover a topic in-depth. Post as frequently as possible without sacrificing quality for best results.

  1. Social media posts

By having LinkedIn, Twitter, Facebook and other social media accounts, you’re already establishing authority, because you’re showing that you’re active online. Use social media to showcase relevant information for your audience. Your posts should include links to your own content and content from other experts in your space. Respond to your customers’ messages and comments promptly, and be sure to use your brand’s unique voice to connect with your audience.

Additionally, build relationships with industry influencers who will retweet or repost your content to further boost your credibility and authority.

  1. White papers

White papers are longer versions of blog posts that provide an in-depth focus on industry topics. They show your audience that you’re an excellent source of information to improve their professional practices. Creating white papers establishes your knowledge on a certain topic and can establish you as a subject matter expert.

Let’s say you provide computer hardware and services to small- to medium-size businesses. Producing a paper on how to evaluate your hardware and plan for compatible upgrades gives readers valuable information while exhibiting your expertise on the topic. When it comes to B2B, 76% of buyers said they would register for and give away information about themselves (such as an email address and company size) in exchange for white papers.

Research what topics people in your industry want to learn more about and then post the white papers on your website and social media channels. Remember to include expert quotes and statistics from trusted sources.

  1. Webinars

Webinars are condensed video versions of white papers; they establish authority because they show you can teach a certain topic. The advantage of a live webinar is that you can interact with your audience as well as educate them.

Webinars are most effective when you follow these best practices:

  • Collect emails when people sign up
  • Keep webinars between 30-45 minutes long
  • Host them at 10 or 11 a.m. on a work day (specifically, Tuesdays are ideal)
  • Offer a Q&A and call-to-action at the end of each.
  1. Printed books

Printed books are still the most popular medium for reading. According to a 2018 Pew Research Center study, 67% of Americans have read a book in the past year. Today, people trust print media more than digital, and a book is an effective way to establish you as a trusted expert. It allows you to go more in-depth on topics, and you can use it to get speaking gigs and press coverage — both of which add to your credibility.

Establishing your authority with content

In the past, companies used advertisements, commercials and other forms of outbound marketing to establish their authority. Today, inbound marketing, and specifically content marketing, dominate.

If you’re ready to show prospects and customers that you’re a trusted authority in your field, content can help drive home your message while also helping drive traffic to your business.

Want to learn more about how to put on the perfect webinar? Read our ebook, 28 Secrets to a Perfect Webinar!