How To Build Brand Authority With A Content Marketing Strategy
                     How To Build Brand 
Authority With A 
Content Marketing 
Strategy
https://goodmanlantern.com/
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Branding is an integral part of any business’s content marketing strategy. It’s a 
way for an organisation to distinguish itself from competitors and is a tool for 
creating a company personality that resonates with potential customers. Most 
importantly, it’s a step towards establishing a business as an expert in the 
industry.  
Brand authority is the trust, credibility, and expertise a business has 
established in its industry or market. It measures how well-regarded a 
company is by its customers, peers, and competitors. A business with high 
authority looks like a leader in its field and potential customers may come to 
them for advice or recommendations. High brand authority can 
lead to higher customer loyalty, sales, and customer lifetime value. 
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For instance, a skincare company posts helpful, research-backed advice on 
why their products work and how to use them. Armed with this information, 
a customer is more likely to buy from this business than a competitor 
without relevant content. 
Content marketing tactics can help businesses build their brand authority. 
With original, helpful content, brands can position themselves as credible 
sources of information. This blog will explore the power of a content 
marketing strategy and how to use content marketing tactics to 
build brand authority.
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What is a 
Content 
Marketing 
Strategy?
A content marketing 
strategy is indeed a plan 
for creating engaging 
information to reach and 
engage the target 
audience. It outlines 
business goals and what 
content marketing 
tactics are best suited 
for the business. With a 
strategy in place, brand 
content creators can 
better engage and 
educate their audience. 4
Strategies can vary depending on the type of deliverables the business 
needs and the platforms used. For example, a content marketing strategy 
for a blog post may include keyword research, copywriting, and editing. A 
similar plan for a social media campaign may consist of post curation, 
promotion, and engagement.
No matter what format a business is putting out, content marketing tactics 
can ensure the smooth execution of any branding campaign. 
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Why Do You Need a Content Marketing 
Strategy?
A content marketing strategy helps align various marketing efforts with 
the overall business goals. The process is a definitive plan made up of 
smaller, actionable steps. Having a brand development strategy before 
creating deliverables can ensure that every step gets the business closer 
to the end goals. 
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Here are some other practical reasons why brands need a content 
marketing strategy:
1. Create a consistent calendar: 
A content marketing strategy can help create a consistent calendar. A 
calendar will ensure that new material is regularly published, so the 
business stays top-of-mind for the target audience.
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2. Help identify the right channels: 
A helpful content marketing tactic is identifying the proper channels for 
distributing content. Communication channels include social media, 
emails, and other media most likely to reach potential customers.
3. Measure the impact of marketing efforts: 
A content marketing strategy also helps businesses measure the impact 
of their efforts. It allows brands to track metrics such as website traffic, 
engagement, and conversions. They can also make adjustments to the 
strategy as needed.
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4. Stay ahead of the competition: 
By having a pre-decided strategy, brands can stay ahead of the 
competition. It can help brand content creators understand the type of 
material resonating with the target audience. Then, they can create 
similar or better content.
5. Craft a brand’s voice and personality: 
Content marketing tactics can help craft a brand’s voice and personality. 
By experimenting with different formats, brands can undoubtedly develop 
a consistent tone and style for the content. An easily recognisable brand 
voice makes it easier for the target audience to identify and connect with 
the company. 9
Building Brand 
Authority With a 
Content Marketing 
Strategy
Content marketing is 
an effective way to 
build brand authority. 
When done correctly, 
content marketing 
tactics can help you 
establish your business 
as a reliable source of 
information. It can aid 
brands in reaching 
more people, building 
relationships, and 
generating leads.
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Every organisation has their way of navigating brand strategy 
development. However, there are some general steps that most 
brands follow. Here are seven ways to create a solid content 
marketing strategy for building brand authority. 
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1. Identify the Target Audience
This is the first step. Successful marketers understand who the target 
audience is and specifically what their needs and interests are. They learn 
which platforms their potential customers use and how they engage with 
different formats. 
All this information helps brands create tailored material that resonates 
with potential customers. Having specific deliverables saves brand 
content creators valuable time and resources. They aren’t throwing 
information at their audience and hoping something will stick. They can 
focus their efforts on customised pieces that have the best chance of 
engagement and success.  
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2. Define Specific Objectives
Defining specific objectives involves identifying what a brand wants to achieve 
through its content. It also includes deciding how to measure success. Broad goals 
can generate leads, drive sales, or build brand authority. However, it’s essential to 
break down the more general goals into narrower objectives to have a clearer 
sense of what you’re trying to achieve. 
For instance, perhaps the broader goal is building brand authority. Specific 
objectives include getting higher engagement on blogs or associating with trusted 
brands. Since there are many ways of reaching a goal, defining what that goal 
actually means to you is essential.
Brands can also form SMART goals: specific, measurable, attainable, relevant, and 
time-bound. An example of a SMART goal is “increase website traffic by 15% in 
the next quarter”. Defining specific objectives can help brands create focused and 
compelling deliverables. It also ensures that the published material aligns with th13e 
overall brand strategy. 
3. Pick Content Marketing Tactics
Once brand content creators have identified the target audience and defined 
their goals, they must pick the right content marketing tactics. Brands need to 
find content marketing tactics best suited for the decided goals. Different tactics 
include determining formats, distribution channels, and key performance 
indicators. Brand content creators also need to choose which type of 
deliverables to create, what platforms to use, and how to promote the published 
material.
A worthwhile content marketing tactic is deciding what formats to share. It’s 
essential to focus on creating valuable copy for the target audience. Options 
include but are not limited to blog posts, videos, infographics, and ebooks. For 
instance, case studies and whitepapers might work well if a brand is trying to 
appeal to business owners. These documents share technical information that 
can appeal to industry experts. Alternatively, a brand could use less formal 
mediums like social media to engage a larger audience.  14
Another important tactic for brand strategy development is search engine 
optimisation (SEO). SEO involves techniques to improve the ranking of a 
website on search engine result pages (SERPs). It involves using relevant 
keywords, optimising titles and meta descriptions, and adding backlinks.  
A high search results page ranking is helpful because it increases the 
visibility and likelihood of a user visiting a webpage. Websites at the top of 
search engine results pages (SERPs) get more clicks. More clicks can lead 
to increased traffic and potentially more conversions or sales. Additionally, 
having a high ranking on SERPs can establish credibility and trust. Users 
are more likely to perceive websites at the top of the SERPs as more 
relevant and authoritative.
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4. Focus on Creating High-quality 
Material
Creating high-quality deliverables is essential for a successful content 
marketing strategy. When writing copy, it’s important to focus on creating 
material that resonates with the target audience. It pays to focus on topics 
that interest the target audience, write stimulating text, and use attractive 
visuals.
High-quality content is valuable, informative, and well-written. It’s also 
important to focus on creating copy consistent with your brand. Your text 
should reflect your brand voice, values, and mission to help create a 
consistent brand identity and build trust with the audience. High-quality, 
brand-aligned web pages are more likely to rank higher in search queries. It’s 
also more likely to raise engagement rates and inspire action.
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5. Promote The Content
Building brand authority through content marketing tactics isn’t a 
one-way street. Engaging with customers through comments, social 
media, and other channels can build trust. Once you have created 
high-quality deliverables, you must promote them to your target 
audience through various channels, such as social media, email, and 
paid advertising. There are different creative promotion methods, 
such as podcasts and in-person events. It’s essential to use the right 
content marketing tactics for each platform. It also helps track results 
to ensure that your information reaches the right people.
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Promotion tactics are vital because it helps to increase visibility and 
reach. Strategic promotion can lead to more traffic, engagement, and 
conversions. For instance, it can be easier for an Instagram post to 
engage a large audience with some boosting. Millions of posts are can 
also help establish the brand as an authority in its field, leading to 
published online daily; promotion ensures that your posts reach your 
audience. Promotion increased brand awareness and reputation. 
Additionally, promoting blogs, articles, and other website material can 
help drive backlinks to the company website. Backlinks can improve 
search engine rankings and drive organic traffic.
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6. Engage With the Target Audience
Engaging with your audience is an integral part of building brand 
authority. It helps you foster relationships and trust, and keeps your 
audience engaged with your brand. When engaging with your audience, 
it’s essential to respond to comments and questions promptly and in an 
authentic and genuine way. You can also use social media to connect with 
your audience and create conversations around your brand.
Finally, brands can use customer feedback to understand their target 
audience better. Feedback can include conducting customer surveys and 
focus groups to better understand the audience’s needs and wants. 
Brands can also use customer feedback to measure their marketing 
material’s success and make improvements if needed.
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7. Measure and 
Analyse Results
Once you have created 
and promoted your 
deliverables, measuring 
and analysing your 
results is essential. 
Measuring key 
performance indicators 
(KPIs) will help you 
determine what is 
performing well, which 
content marketing 
tactics are working, and 
where you can improve. 
The results will help you 20
fine-tune your strategy 
and ensure that your 
efforts deliver the 
desired results.
Tracking your results can also help you understand your audience 
better. You can use the data to get insights into your audience’s needs 
and interests and to create information that resonates with them.
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Let’s Connect for Content Marketing 
Strategy Services
Content is an essential part of any brand strategy. At Goodman Lantern, 
we help companies create deliverables that resonate with their audience 
and build brand authority. We offer various services, including 
brand strategy development, copywriting, and content promotion. We 
also provide SEO services to help brands optimise their copy for search 
engines.
Book a discovery call today if you’re looking for a tailored content 
marketing strategy for your business.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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