In the Anglo-Saxon world, Authority Marketing is an established concept and sophisticated discipline. Basically, it’s about making a profit out of one’s reputation as a progressive thinker and thought leader. In this series, we’ll introduce the idea, impact, and ingredients of Authority Marketing.
Which trends sustain Authority Marketing?
The concept of Authority Marketing is rooted in online and content marketing. Here the page or domain authority is one of the most important criteria for ranking high or even number one in Google. With the Google Hummingbird algorithm changes in 2013 though, expertise, authoritativeness, and trustworthiness (E.A.T.) of content and context were considered more important than single keywords.
However, there are other influences describing and explaining the success of Authority Marketing as a concept and discipline. The most important trend: With social media and online publishing possibilities and positioning opportunities, people themselves turn into media and eventually create personal brands.
With this combination – people as media and brands – the approach becomes auspicious. Surveys like Edelman Trust Barometer have been demonstrating for quite some time that institutions and corporations continuously lose trustworthiness in their communication practice. The professional you can see, hear, and experience as a person, however, builds credibility and gains influence – to an even greater extent when considered an expert or authority. This is facilitated and promoted by Authority Marketing.
What is Authority Marketing?
Authority Marketing encompasses two major aspects and objectives:
- To generate attention and awareness as a designated professional and distinct authority in a precisely defined area of expertise with a relevant target audience;
- To generate economic advantage and profit out of one’s reputation and network.
Immediate economic advantage, for instance, is achieved when an expert uses his/her capabilities as consultant, public speaker, or product developer. An employee may also be acknowledged and take material or immaterial, internal or external advantage of his/her concepts and ideas – being awarded prestigious projects, functions or career advancement.
What is the impact of Authority Marketing?
With Authority Marketing:
- The personal and professional value proposition is defined and developed, specified and enhanced based upon recognition and reputation;
- The high-profile expert will maximize publicity and thus experience and enjoy a shift from push to pull marketing;
- The attribution of competencies, credibility, and influence creates myriads of advantages.
Unlike content or product marketing, Authority Marketing is focussed upon individuals, their knowledge and personality.
What are the ingredients of Authority Marketing?
In this series, we will highlight the following aspects of Authority Marketing:
