Managing different types of content and where they fit into an integrated marketing mix across customer segments and stages of the buying cycle can be overwhelming. Amongst all the content that brands, publishers and consumers create, only the most authoritative sources are able to capture consumers’ attention.
Why is authority important in content marketing? Authority engenders trust, confidence and can motivate people to take necessary next steps.
Becoming authoritative in an age of information overload requires more than simply creating additional content. It requires content that attracts relevant audiences and engages readers to take action. Creating content authority also requires strategy, process and the right tools.