Master Of Your Niche
Are you the go-to person in your niche? Are you one of the few go-to people in your niche? If not, then it’s going to be difficult to establish authority. Lack of authority will undermine a content marketing strategy as it’s only human to question if someone is worth listening to before we give our time to them.
There are many ways to establish authority. The hard way is to spend a lot of time challenging established competitors. An easier way is to go where there aren’t many – or any – competitors. One way to do this is to redefine your niche. Go more granular until you find some clear space.
Here’s a great example of this in action.
Craig focuses on a narrow niche – the quality score in Google Adwords. This is not to say Craig is not an authority in other areas, he may well be, but his detailed content and razor sharp focus certainly help establish him as the authority on the quality score. By doing so, he’s not competing directly with every other PPC expert. He’s created his own clear space.
If you want to compete with established authorities, then one good tactic is to associate yourself with thought leaders in that niche. You could guest post on their blogs, interview them, get links from them, be seen with them, and so on. Sometimes, we can even get away with not being an authority, but be considered one, simply by association. If you have a guest post published on no-nameblog.blogspot.com is not going to carry as much weight as having the exact same article published in the New York Times. Look to leverage the existing reputation of publishers.
There are many ways to establish authority. The hard way is to spend a lot of time challenging established competitors. An easier way is to go where there aren’t many – or any – competitors. One way to do this is to redefine your niche. Go more granular until you find some clear space.
Here’s a great example of this in action.
Craig focuses on a narrow niche – the quality score in Google Adwords. This is not to say Craig is not an authority in other areas, he may well be, but his detailed content and razor sharp focus certainly help establish him as the authority on the quality score. By doing so, he’s not competing directly with every other PPC expert. He’s created his own clear space.
If you want to compete with established authorities, then one good tactic is to associate yourself with thought leaders in that niche. You could guest post on their blogs, interview them, get links from them, be seen with them, and so on. Sometimes, we can even get away with not being an authority, but be considered one, simply by association. If you have a guest post published on no-nameblog.blogspot.com is not going to carry as much weight as having the exact same article published in the New York Times. Look to leverage the existing reputation of publishers.
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