“I fight authority and authority always wins”
So says the song by John Mellencamp.
In the digital marketing world, why fight authority when you can become authoritative yourself?
Today there are more tools and resources than ever for individuals, startups and even nimble divisions within large organizations to become an authority in their industry.
In the context of business and marketing, I like to think of authority as “being the best answer” wherever customers are looking. Ubiquitous in presence, contextually relevant, useful above all others and a focus on something specific – all of these traits combine in a meaningful way to create authority.
Authority that wins.
But how do you create authority? What are the practical integrated marketing steps needed when it comes to design, content, traffic and conversion?