AUTHORITY CONTENT: Week #4 of the 26-Week Digital Marketing Plan [Edition 3.0]

In this the fourth book in the 26-Week Digital Marketing Plan series I will be revealing to you the 5 key aspects of creating authority content. These are what you really need to take your website to a level that gets Google’s attention.
In the offline business world they say it is all about ‘location, location, location’. It could be said of the online business world that it is all about ‘content, content, content’.

These are:

1. Purpose

What is the purpose behind your content? What do you want your visitors to be doing after they read your content? What do you want them thinking? Where are you taking them? How valuable is your content? Is it worth their while?
If your SEO is good there will be people landing directly on a particular page of your site (Not your home page) because they are looking for an answer to something. You have to ask yourself if you are giving them the answer?

2. Design

This is becoming more and more important. Before, all you really needed to do was focus mainly on the text. Now, with more beautiful designs available your audience wants to see a good looking site as well as read quality content.
There are increasingly more mobile devices (iPads, smartphones, etc.) on which people view websites, so yours needs to be ‘responsive’ so that it can be found and read on all of them.
Also you need to think about the font used, its size and how does the site flow as a whole? Is it logical to follow?

3. Type

I am not necessarily talking about video, audio, or images as opposed to text. What I am talking about here is tailoring your written style to a particular type of person.

I am going to discuss when it’s the right time to create content like interviews, case studies, question and answer studies, etc. There are many different ways to publish your content so you never have to use just one method.

There are always new avenues to explore for your online industry. If you are not thinking this then you are not thinking broadly enough. I will be dealing with this issue further along in this book.

4. Writing

The actual writing of the content should partly be done in-house as you know your customers.

In this book I will be talking about the framework of your content to include what you need in terms of style and advice, etc. I will also tell you the best way to outsource your content to get it completed elsewhere.

The most important point is getting it done! Don’t say ‘I have too much to do’! If you are not writing content, you will never gain any ‘authority’ on search engines. (More on this later in the book)

5. Publishing

I am going to advise you on how often you should publish content, when the best time during the week is, and how to use the best mediums available on the internet.

There are the five topics of conversation in this book. We are also going to be looking at 5 case studies that will detail all this information.