Download Now!
What is authority content? Nate Woodbury and Valerie Morris talk about what it is exactly in this episode.
What is authority content? Did you know that there are 3 ingredients? We’re going to show those with you today. Okay, this relates a lot to influence that’s why we’ve got expert Valerie Morris here. She wrote the book on influence. It’s definitely an expert. Talk about it at the end. So, first of all, what is the authority content? Let’s start there. -So, Authority content is really designed to position you as the foremost expert in your field. So, you are the authority in your industry simply because you are telling the world through your content that you know what you’re talking about. So, any authority building content is designed to help send those signals to your audience and help people understand whether they realize it on a conscious level or not that you are the expert. -Okay. So, if we want to build an influence, we really need to create authority content. -Yes. And that content can look very different. And keep you videos, like YouTube videos. It could be blog content. It could be podcasts. It could be books. All of these things are things that allow you to present yourself as an expert. Because if you’ve taken enough time to make hundreds of YouTube videos or to write a book, you must know something about that subject. All the types of videos that I film for me and my clients, I’ve just called educational content or I’ve called how-to videos. But authority content sounds better. -Doesn’t it? -I think. That’s what we’re trying to do. -Yeah, you ultimately are. -I do like that. -Yeah. And it’s true. Educational content is a great way to think about Authority building content. Because you are essentially sharing your knowledge with the world so that they get this little taste of what you know. And you’re giving them signals that you know something about that topic at large. And when you do that enough times, people start to learn and associate you with those keywords that you’re wanting to be known for. So, just like you do keyword research for your YouTube videos, you need to be thinking about what keywords are people going to attach and hold on to from whatever content that I’m putting out there in the world. -Okay, that makes sense. So, when we talked about 3 ingredients, education is one, right? -Yes. Education is a huge piece of authority building content. It’s really important because you can really explain your expertise in nuggets in small bite-size chunks of information. You don’t necessarily have to flood someone with every little detail. But you want to give them enough where they can tell that you know what you’re talking about. And they get something out of the process and they also then build trust with you. Because if you’ve given them some sort of piece of information that has been helpful and makes sense to them, they are much more likely to trust you in the future with other content. -That fits in perfectly with our model here of filming videos in bulk. We’re almost a 40 episodes a week today and yesterday. And obviously, there’s a lot of information that we’re covering. But we’re filming it in bite-sized chunks. Average of 10 or 12 minutes. Some have gone 18 minutes. But you know, my company is called Be The Hero Studios because when people are doing these searches online, they find the video or if it’s my Video, they see me as the hero or they see you as the hero really gives that position of authority. So, I like that. -Yeah. -So, what is the second ingredient? The second ingredient is that authority building content has to send subconscious signals. Really, it’s not an ingredient because it’s going to be there regardless. But you want to pay attention to what subconscious signals you’re giving. So, I might give some explanations about how to use YouTube for digital marketing success. That’s because I want people to know that, “Hey, you could maybe work with me to improve your YouTube presence.” Or if I want to talk about blogging. Sending that subconscious signal to someone that I know about these specific topics. And that they’re in line with other key services that I offer. So, I’m not going to go and create content around home contracting. Because I don’t want people hiring me to build out their basement. I want people to hire me to have me help them with digital marketing. I want them to walk away with an impression that is strategic. And so, whenever you’re creating any sort of content you want to think through, what is that underlying subconscious message that someone is going to walk away with? -So, if I make a video featuring a healthy cereal… -Yes. -I did the other day. Hey, it’s fine. It’s got to fit into my brand. -Yeah. Well, most of your content is centered around YouTube. So it makes sense because your core service offering is around YouTube. If you were to shift gears and make a ton of videos about Instagram marketing that might feel a little out of place. Especially if you didn’t offer any services in Instagram marketing. -Well, part of the reason why we’re talking so much about influence or why I’ve invited you onto the show is because it is more than just YouTube. You know, I helped influencers grow their following and grow their YouTube channel. But if YouTube goes away, it’s like I still… There’s other ways of doing it. So we’re looking at LinkedIn we’re looking at podcasts. Other ways: Right now YouTube is still the number one platform because of the search in it and because YouTube will really promote you better than any other platform. -Mm-hmm. -But there are other platforms that have value and some that are easier than video. -So, those might be some things if you haven’t already, those might be some topics that you would want to sprinkle in and make YouTube videos about so that you’re priming your audience to know that you’re an expert in LinkedIn and podcasts as well as YouTube. You’re sending those subconscious signals. I’m sure you’ve probably already done some of that. -A little bit. -A little bit. Nice. -Alright. So what is the third ingredient for authority content? -The third main ingredient for authority building content having a call-to-action. And this is something that a lot of people forget about. They get so excited about creating the content itself but they forget to add that call-to-action and that can be soft. You know, I’ve seen you do this where it’s just asking people to subscribe to their channel. It could be a little bit more forceful or more strategic. Well, it could be more proactive by saying, “Hey, here’s this offer that I have. Here’s this program you can purchase.” And that’s actually asking someone to invest a little bit more than just their time and interest but it’s also requiring them to maybe pull out a credit card. So, having that call to action is really important because if you’re going to take the time to create content which you and I both know takes some time and some energy. You want to make sure that it’s working for you. And so, make sure that you have some sort of way for someone to do something more with that content. You know, I’ve got a friend who she writes grants. And it’s kind of a specialized career and professional direction. There aren’t a ton of grant writers out there. She has done really well on Pinterest of all places. Because she has just a few pieces of core content that people are searching for. And every single piece of content has a call to action to opt-in to her email newsletter. She’s gotten hundreds of people just from passively having about 6 to 10 blog posts. It’s amazing what you can do with just a little bit of content but some strategy behind it with that call to action. -Pretty cool. So, I just want to add to that because my channel I film with Kris Krohn, we’re getting millions of views every month and we’re getting multiple thousands of leads coming in. I don’t know the exact number but I believe that we’ve even had over 10,000 leads coming in in a single month. -Wow. -That’s equated to $600,000 per month in sales. So, I just wanted to put some bigger scale to it because that what we’re doing in our videos. They’re educational videos. In his case on real estate investing that have a call to action at the end that sends people to his funnel, sales funnel. -Yeah. There’s a lot of things that you can do if you put that call to action whether you’re just starting off or you’ve got a really machine. Very cool. So, I think I’m going to start calling what we create authority content. That’s really cool. Thanks for that. -You’re welcome. -Okay, I’ve got 2 things that I want to recommend to you guys. One is my keyword research guide. Valerie talked about keyword research is an important thing to find the titles of your videos. So, if you click the link below, you get access to that entire guide for free. Also of course, I got to plug your book. We’re All Ears. You can find it on Amazon look for Valerie Morris and it’s an amazing book. It’s all about influence. Be sure to subscribe. We’ll see you tomorrow.