Every business creates content, and for different reasons— exposure, commitment, authority, and sales, to name a few. But very few are doing it right. So, what secrets are there?
Content is King, says Knauff, the higher your sales, the more efficient you get exposure. The content needs to be fairly constant; it is also important that you get the kind of information they want in front of your prospective audience. Customers will know your principles and the personality of your company, and they will learn to trust and depend on you for the right expertise.
If you hit the right emotional buttons, your content will allow people to get engaged, trust you, and want to talk to you rather than you. Even polarizing content can serve a purpose if your company sells a product that can be considered controversial by some people, such as occupational drug testing, which can cause great reactions from people who see it, whether it is pro or con.
We have many employers who are in favor of testing for safety reasons or are even required to test for compliance with regulations. But others may consider the matter to be invasive and a breach of privacy or personal rights. None of the sides is likely to change their minds. Yet hopefully, though repelling the wrong ones, your content will push the right customers towards you. Your information may be available.
Whether it’s the material you write or the positions you appear as an authoritative source or a quoted consultant, the ability to share the point of view and knowledge about value added makes you a known and trusted authority. Free sharing of your information. It will force your customers to buy more from you, not less, and when they have a need to think of you first. He quotes Knauff as having an equation: expertise + social proof
What is the social evidence? When you’re associated with something, it’s the authority you gain by proxy, whether it’s a highly ranked publication or quote in the news or the speech you’re giving at an event. Google puts these findings together in a trail that gives you independent evidence (as the press or conference considers worthy of including) that your expert opinion is accurate.