Harnessing authority to amplify your content creation

By Anders Björklund

Harnessing authority to amplify your content creation

Harnessing authority is paramount to distinguishing oneself amidst the masses and captivating greater interest in one's content. However, what would you speculate to be the most advantageous tactic?

Most decision-makers and B2B companies involved in content investment understand the vital importance of distinguishing themselves to achieve success. With millions competing for attention, even in the vast expanse of the internet with billions of potential content consumers, standing out remains challenging.

Embracing the influence of authority stands as one of the foremost approaches to rising above the masses and garnering increased attention for your content. But what strategy would you consider the best way to achieve this standout position?

The significance of content authority

In content marketing, authority encompasses an individual's perceived proficiency and trustworthiness. It is important to note that the term "perceived" holds significance, as there are methods to enhance one's perceived authority on a subject, even if one may not be an expert. Establishing authority will influence people to engage in actions that align with your content strategy.

Reduced bounce rates and increased time-on-page

When individuals perceive a need for increased relevance, credibility, or authority from a content creator, they tend to discontinue consuming the content. Individuals must perceive the content as relevant, credible, and valuable to minimise bounce rates and encourage longer time spent on the page.

Achieving competitive advantage

What makes your content stand out? It only happens if they perceive you as more authoritative or credible on the subject.

The relationship between increased links and enhanced web traffic

When you're viewed as an authority on a subject or topic, you'll garner increased links, amplifying referral traffic and improving your position on, for example, search engines and SERPs.

Increased audience loyalty

Once readers recognise your authority, they'll be more inclined to continue consuming and recommending your content to others.

What is content authority?

Content authority goes beyond merely fulfilling the demand for information about your products and services online; it is a proven methodology that enhances the long-term effectiveness of your content. By implementing an effective content authority process, your content will improve visibility in search engines, social media platforms, and relevant websites and strengthen your company's online presence.

How can content be created to establish authority and amplify its impact?

Developing content authority involves adopting a flexible marketing approach to content production and implementation, where purposeful and measured content is created consistently.

Enhancing your authority

There are several ways to enhance your perceived authority, including:

Gain extensive experience

People often associate authority with substantial experience. If you have considerable experience in a particular field, such as 20 years in digital transformation, you will be taken more seriously than someone just starting. When you possess relevant knowledge, explicitly communicate it, as it may not always be immediately evident.

Write eloquently and accurately

Your ability to articulate your thoughts accurately and concisely is good for your perceived authority. Maintaining eloquence adds value to your content.

Cite your work

When appropriate, provide citations and links to other authoritative sources that support your statements. Alternatively, offer original research that verifies your claims. The more data you have to back up your content, the more credible you become.

Include counter-evidence and refute it

Surprisingly, providing counter-evidence can be effective in persuading your audience. You can frame arguments against your main point and refute them, rather than disregarding their existence entirely.

Be sure to take accountability for mistakes

Admitting your mistakes demonstrates power and trustworthiness. Regardless of your experience or authority, there will be times when you need to correct errors. However, if you want people to continue following you, it is crucial to acknowledge your mistakes, take responsibility, and move forward.

Borrowing from others' authority

Building online authority requires time, prioritisation, and effort. In some cases, it can be equally effective to leverage the authority of others. Here are a few ways to borrow from others' authority:

Curated content

Consider creating content on your knowledge hub or social media platforms that feature curated content from authoritative experts. This can involve contacting online authorities and inviting them to publish guest posts on your site or sharing and promoting valuable content created by others.


As you establish yourself as an authority, you will have opportunities to collaborate with other authoritative figures. Working with an online authority on a joint piece of content can be more influential than working alone, benefiting both you and your target audience.


Could you incorporate quotes from authoritative figures throughout your work to leverage their authority? Could you, for instance, use a cited quote from a subject-matter expert to support a key point you are making?

An authority-focused content strategy can be successful if it is properly planned and executed. Focus on providing high-quality, relevant, and authentic information to your audience. Be willing to collaborate with established authorities in your field and embrace opportunities to leverage their expertise.

Want to know more? You'll find much more to read through our content creation guide.

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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