Bestselling Author Of “Authority Content” David Jenyns talks About How Any Business Can Create Authoritative Local Content Marketing Systems. Founder of Melbourne SEO Services, David’s sold off parts of the MCG, presented TED Talks, founded software company System Hub and is currently working with Michael Gerber on the new edition of the wildly successful E-Myth book.
David is also the founder of systemHUB.com – the secure, cloud-based software to help manage your business systems, processes, and SOPs.
5 Questions You Can Answer After Listening To This Episode On Local Authority Content Marketing With David Jenyns:
What is authority content?
If I want to create authority content for my brand, where do I begin?
What did David Jenyns do as a kid, that David Eddy still does today?
What are the benefits of authority content for location based businesses?
David Jenyns rates his singing voice a 6.5/10, what’s your opinion?
If David Jenyns can’t convince you of the importance of authority content marketing for local businesses, then one of you is in the wrong industry. Author of Amazon Bestselling book Authority Content and founder of Melbourne SEO Services, David’s sold off parts of the MCG, presented TED Talks, founded software company System Hub and is currently working with Michael Gerber on the new edition of the wildly successful E-Myth book.
Today you’ll learn how to put systems in place within your business to produce creative and authoritative content with a localised lens. Itching to begin creating unique authority content but don’t know where to start? Let’s begin at the beginning…
INTERLUDE! If you’ve just discovered Vicinity Marketing, below is a short video about who we are and what we do. If you just came for the article, you can simply skip past the video and keep reading 🙂
What is Authority Content Marketing?
Authority content marketing is the act of consistently creating and distributing helpful information and stories to gain attention, engagement and trust for a clearly defined audience.
Good Authority Content Does Three Things:
Capture Attention — cut through the noise by being relevant to them or what they’re searching for.
Encourage Engagement — good content will naturally deliver audience engagement, whether it be views, comments or leads.
Build Trust — authority isn’t earned with one-off pieces of content; build trust by being consistent.
In every step of the authority content marketing process, we must be conscious of exactly who we’re creating that content for, having a very clearly defined audience in mind.
Why Produce Authority Content?
The objective of creating authority content is to:
- Identify those who will benefit from your products and services, and
- Engage them by being helpful.
The nature of authority content marketing is such that if someone engages with it, listens to it and follows it over a period of time, they’ve self-selected themselves as someone who is a good candidate for your product or service.
While every business is different and there is no one-size-fits-all solution to creating quality authority content, David recommends a local content strategy that works to empower almost any business to be able to put authority content creation procedures into practice.
The Three Stages of Authority Content Production:
Present, Product & Promote
This stage is about batching all the content creation into one day. Needless to say it’s the most labour intensive for everyone involved.
Most business owners are too busy with their day-to-day operations to find time for writing blog posts or creating videos for their website. The problem is that having a noticeable online presence means you must make time for these things, or be left behind on page 7 of Google.
Who Should Be Involved In Production?
The further content creation gets from the subject matter expert, the more it loses its essence. This is why the expert on whatever you want to talk about should be the one talking about it. Often it’s the business owner, but it might also be a team member.
It shouldn’t mean the poor business owner with zero time on their hands has to create all the content themselves, but they do need to sit down for a bit while somebody extracts their valuable knowledge and tone of voice, because nobody can talk about their business better than they can.
When Planning Content Production:
Be proactive — Just like ripping off a bandaid, prepare yourself and do it quick. Pump out large batches of content in one go, like recording 30 videos in a single day.
Save time — When conducting videos or interviews for your content, organise an audience. Whether it be a small workshop of colleagues and clients or just one or two staff members, this forces you to keep going and do it all in one take so you don’t waste time.
With businesses that offer a service, it is possible to turn your content into a home study course as a down-sell for those customers who might not be able to afford your service. Turning your content into a product can force you to articulate and clarify the content, improving the way in which it is delivered and at the same time, demonstrating your value.
Of course not every business can benefit from creating a home study course. Even if you can’t monetise your information directly and decide to stick with open resources such as a blog, vlog or podcast, you’re still building trust with potential customers, which is the main purpose of authority content marketing.
Now that your authority content is created and website-ready, it’s time to chop everything up into bite-sized pieces and feed them to your audience on whatever platform they’re using.
When repurposing each bit of content, it is important to have your specific target audience in mind throughout the whole process. Ask yourself:
Who Is Your Target Audience?
The format of content you’re creating should be tailored for a specific target market. For example, a series of detailed videos might work better than Boomerangs or Gifs to engage 35-55 year old professionals.
Where Is Your Target Audience?
While you’re obviously planning on fishing where the fish are, be aware that just because you can share certain forms of content on a particular platform, doesn’t mean it’s the best place to find your audience. For example, if your DIY tutorial is targeting middle-aged mums doing their Christmas shopping online, Pinterest could be a better option than YouTube.
What Does Your Target Audience Respond To?
Once you’ve released the content, take note of what works and what doesn’t, then boost the best bits. There might be a few pieces of content which are out-performing the rest in terms of engagement and you’ll want to make the most out of these, whether it be paid advertising or perhaps creating more in-depth content on those particular topics.
How Can Authority Content Benefit Businesses With A Short-Term Buying Cycle?
Content works especially well with those products and services that have a longer buying cycle, although if approached in the right way, it can still be very effective for immediate purchases.
If your business has a short term buying cycle and customers generally only need your product once or twice, how will creating a catalogue of authority content benefit you?
Search Engine Optimisation (SEO)
Even if not a single potential customer is interested in reading your blog, Google will be. Search engines take notice of authoritative, useful content and reward websites for it with higher rankings.
Expanding Your Business
If you’re at all interested in growing your business and aiming for bigger and more profitable clients, a well-presented website with a suite of informative content will position you as the authority in your field.
Creative Content Marketing Systems For Live Video
Having a system in place for detailed, planned content is all well and good, but we mustn’t forget the rising popularity of documentation-style social media content, such as live video and photo stories. How can local businesses tailor the content marketing process to cater for things like Facebook Live and Snapchat?
The only difference between live content and pre-produced content is that you’re not batching the production all in one go, but the Product and Promote phases should still remain the same.
If you’re getting good results from a particular piece of live or “off the cuff” content it can still be shared on other platforms, but you might want to edit it first. For example, if you’ve created a Facebook Live video that’s getting lots of engagement, you could polish it up a bit with an intro and call to action, then share it on your website and YouTube.
Is Authority Content Sustainable?
There will very likely come a day when you think you may have exhausted your creativity, but you only have to look as far as your current stock of authority content for inspiration. Look at all the authority content you’ve released over the past few months or years, pick the best performers and subjects and expand on them.
“Creativity is 99% perspiration, 1% inspiration”
By selecting your furthest-reaching branches and feeding them, your tree of authority content will continue to grow and be fruitful.
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