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Authoritative Branding

Authoritative Branding

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Authoritative Branding

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  1. Authoritative Branding How to leverage your educational value to become your industry’s authoritative voice, and why you need to.

  2. …the act of mobilizing your best educational content to become the foremost resourceto a targeted marketplace. Authoritative branding

  3. Workbooks and Number 2 Pencils Turn to Page 2 please

  4. Grant’s talk to Executives about Authoritative Branding… • Why content is so important • The importance of editing • How users absorb content – first impressions • How to capture real content • How educational content can be used across an organization

  5. Authoritative Branding Lesson 1: Capture, don’t invent. You already offer this service

  6. The most Credible people are the least Visible

  7. THE INTERNET STINKS For those seeking your knowledge, anyway…

  8. The “Name” Search

  9. The “Expert” Search

  10. The “Question” Search “70% of all searches completed on the web currently are long tail.” Source: Hittail.com, March 2013

  11. Research queries: “How to” questions:

  12. Is this familiar?

  13. Authoritative Branding Lesson 2: We are researchers. Respond to your audience’s desire for knowledge

  14. Authoritative Branding Lesson 3: Want to know how long camels live? You do now. Editing and formatting are critical

  15. Components of an Authoritative Brand 5 1 Online Hub 4 2 Authoritative Content SEO 6 Brand Strategy Focus & Planning 7 Analytics & Insights 3 CRO Leveraging Brand

  16. To the Authority go the spoils…

  17. Leveraging an Authoritative Brand • Sales • Marketing • Front-Line Service • Human Resources

  18. Leveraging your Brand: Sales • Networking • Provision of educational materials • New client “training” • Assisting referral process • Proposals

  19. Leveraging your Brand: Marketing • Online Lead Generation • Organic Search Traffic • Marketing Materials • Newsletters (Educational Resources) • Magazines • Print Ads • Media outreach: • “Featured article” publication • Radio/TV appearances • Speaking engagements

  20. Leveraging your brand: In-house • Content as a service • Absorption of complex data by customers • Implementation or usage instructions • Stakeholder education • Human Resources • Evaluation during hiring • Training new hires • What are your own ideas? Box J