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.