One of my childhood friends has a great quality.
Talk to him on any subject – politics, sports, fashion, celebrities, gossip, science – and he’d always know more about it than you.
When he’s around, he controls conversations and adds value with his thoughts, no matter what the topic.
He’s no Einstein, not a bookworm and he’s certainly not a nerd.
So how does he know so much?
He gave me his little secret recently – he doesn’t!
Instead, he hacks topics.
Yes, that’s right.
He hacks topics just like we hack niches.
His formula is simple – talk confidently, engage with positive body language, rephrase other people’s arguments and cite experts (or make your own when you don’t know any) frequently.
This is not a flawless formula and he often makes up things to back his arguments.
But, most of the times, it works.
As a niche marketer who’s always looking for new, unique and profitable niches, this is exactly what you need to do as well.
Being knowledgeable and passionate about a niche is great, but you’d always come across highly profitable niches that you know nothing about.
So how do you create high-quality authority content in that niche?
If you have some money, you could hire freelance writers who know your niche well. Depending on their expertise, they could charge you anywhere between $10 to several hundred dollars for a blog post.
But what if you don’t have money, and want to create the content yourself?
That’s the problem I’m going to solve for you in this post, by giving you a simple formula that’ll make your blog posts more actionable, trustworthy and highly engaging.
(P.S. If you'd like to download a free list of 1,781 profitable niches click here or the image below)
What You'll Learn in this Post
- How to find proven content ideas that your audience is already looking for
- Making your content 200% more engaging with a simple change
- How to look trustworthy by borrowing authority
- The simple trick to make your content more authentic
Influencers may be marketing’s next “golden goose,” as people no longer trust ads, but they do trust people. More accurately, they trust a voice of authority. - Daniel Newman
What is Authority Content and Why Should You Care
You should care because establishing authority and delivering value is the core idea behind content marketing.
You can’t make sales in any niche unless people actually value your advice. When your readers start considering you an authority, they don’t question your recommendations – they just follow.
That is why influential bloggers are able to generate twice as much sales for brands as compared to direct advertising.
When you target a small niche, you can build influence quickly and drive much more action as compared to a broad target market.
A study by Technorati revealed that more than 54% consumers agree that the shorter the community size, the greater the influence.
All this brings me back to my original point.
To build trust and influence in any niche, you need to create high-quality content that establishes you as an authority.
Every expert tells you three core components of high-quality content.
- Detailed and In-depth
Such content is hard to create, especially in a niche you know nothing about.
But don’t worry, I’ve got you covered.
You can make your content appear high quality simply by making a few changes to your writing style.
Let me show you how.
1. Analyze Your Competitors To Understand the Niche
Before you start creating content in a new niche, you need to spend some time researching your potential competitors.
Start by identifying the most popular blogs and the most influential marketers in that niche. Study their writing style, look at their most popular posts and see if there’s any niche specific jargon that they use.
Use BuzzSumo and Ahrefs to find the blog posts with the highest shares and backlinks.
Go through some of the top posts to understand why they found so much success.
You can find more valuable content insights on Quora and niche specific forums. You can also look at the report, 1781 Profitable Niches by Stuart, to find more angles while researching your competitors.
When you analyze different discussions and blog posts, you’ll see that some topics are more popular than others. People are more interested in learning about those topics.
List down all such topics in a separate sheet and come up with your own list of titles that address the same topic from a different angle.
Most importantly, target small and specific topics, and go deep when writing them.
Don’t try to cover a lot of different topics in the same post.
You’re new to this niche and you’ll have to spend a lot of time researching if your title is too broad.
"Writing in a conversational tone makes you look like an authority and encourages people to read your content and even participate by commenting." - Neil Patel
2. Use Lots of Snapshots and Visuals to Keep Your Readers Engaged
One of the easiest ways to make your content look professional and trustworthy is by using snapshots and visuals frequently.
It not only makes your content look good but also helps your readers understand and consume information much more effectively.
Research shows that our brains process visual information almost 60,000 times faster than plain text. A reader is much likelier to remember visual based content as compared to simple text.
In fact, a separate study shows that colored visuals increase people’s willingness to read a piece of content by almost 80%.
Roger Dooley, a neuro-marketing expert, recommends using images and snapshots with your content even when they add no apparent value.
Because images and snapshots make your content look more credible.
When you’re writing a blog post or product reviews, create snapshots and explain things in detail to your readers.
To make your snapshot even more effective, use Evernote Web Clipper . It allows you to add text, arrows and symbols to your snapshots. You can also highlight any area that you want your readers to see.
Even when you’re taking snapshots from other websites, you can add your own comments or highlight things for your readers.
This makes the image much more useful and makes your content look credible and more like authority content.
To add more originality to your content, and engage your readers even more, you can create your own animated gifs.
You can use them to demonstrate a small product function, for example, opening and closing of a bottle or jar (or any other product feature).
Or you can simply use them to add a bit of fun to your content.
You can create your GIFs yourself by using Giphly. Just paste a video link and select the frames to convert into a GIF file.
Also consider adding videos, especially in your product reviews. According to Internet Retailer, viewers are 85% more likely to purchase a product after watching a product review video.
Videos not only engage visitors much more effectively but also increase your web site’s average time on site which directly benefits your SEO.
Brian Dean, Backlinko, uses videos as a part of his blog posts. For example, if he writes a list post that has 15 or 17 points, he would describe 1 or 2 points using video content.
Again, this makes the content look really good and adds a lot of credibility giving you authority content.
You can apply this technique to your blog posts and product reviews.
3. Quote Other Experts and Thought Leaders to Look More Trustworthy
The quickest way to establish credibility and make your content trustworthy is by quoting and mentioning the already established niche experts in your content.
You’re in a new niche, so people don’t know you.
But they know the other influencers.
You can simply borrow their credibility to look credible yourself.
You can do this in a number of ways.
- Find the most popular blogs in your niche using Google search. Just search a few popular niche keywords on Google, and the most popular blogs will show up.
- Find a quote from any popular blog post and mention it in your own content. For example, I know very little about psychology, but when I need to look smart in front of my audience or add weight to my arguments, I quote consumer psychology experts like Sean D’Souza
- Or you could go to Amazon, look for the most popular books on Kindle store related to your niche and note down the author’s name.
- Then you go to Google and look for quotes by this author or reviews on his book, or see if he owns a blog. When quoting an expert, use snapshots as well, just to add an extra layer of credibility.
If you think about it, people like Larry King, Oprah and countless other television hosts and journalists use this same approach. They become trustworthy themselves by interviewing other influencers and celebrities.
This is the power of associating yourself with the right people.
"People feel like they need someone to ‘knight them’ before they can provide value to others.I’m telling you to knight yourself." - Glen
4. Add Numbers, Data and Research Findings to Appear Knowledgeable
Start using numbers in your content.
Wherever you put them, numbers create an immediate impact and make your content stand out. For example, a study by Conductor found that headlines with numbers were significantly more eye-catching for social media users as compared to simple text headlines.
Having your own voice and opinion is important. But it’s even more important to back your opinions and arguments with data.
For example, which of the two statements sound more credible
- Using numbers in your headlines make them more effective and increase conversions
- Using numbers in your headlines can increase click-through rates by 73%.
Here’s another example,
- Longer and more in-depth content attracts more backlinks and social shares
- Content that is longer than 2000 words typically attracts 71% more backlinks and almost 150% more social shares.
A similar way to look good is to quote credible research sources or new findings in your niche.
You can find stats about almost anything on sites like Statista and Pew. In case you don’t, simply search Google using
- your main niche keywords + stats
- your main niche keywords + statistics
- your main niche keywords + research
- your main niche keywords + infographic
Infographics, in particular, are an easy source of stats in any niche. In fact, you can use them as snapshots in your posts as well, and link back to the original source (like this)
Source: Frugal Dad
Using established research and studies by other experts is another easy way to make your content look reliable. When you’re new to a niche, you need to regularly refer to such studies and numbers to look trustworthy. With time, however, your readers will start trusting you even when you don’t go into too much detail.
5. Write in a Conversational, But Authoritative Tone to Position Yourself Higher
Remember my friend from the start of this post? Here’s what you need to learn from him.
The so-called “expert status” is a relative term.
Nobody is going to crown you as an expert.
You need to crown yourself.
You’re an expert for anyone who knows less than you. And that’s not very hard to do. In fact, if you spend a couple of hours researching a niche, you’re likely to learn more about it than most people.
Your only challenge is to deliver that information in a confident manner that makes your readers believe whatever you say.
Your authority and confidence should reflect in your writing. When writing blog posts, talk directly to your reader and look him in the eye.
- Instead of using words like “we” and “us”, use “me”, “you” and “I”.
- Use decisive words, give them instructions and tell them what to do. People like to be guided by experts. When you tell them to do something with confidence, they’ll follow your advice.
- Use short paragraphs and sentences.
- Ask questions and seek feedback just like you do while talking to someone.
By running a few split tests on his blog, Neil Patel found that readers spent nearly 200% more time reading his content when he intentionally used a conversational tone.
The conversational tone works so well because it makes the reader feel like someone is actually talking him through his problem.
A research published in the Harvard Business Review shows that blog posts written in a conversational tone produce more oxytocin in the reader’s brain.
Oxytocin causes the brain to feel empathy and trust for the other person and helps in building more positive engagement.
You can use the conversational tone to your advantage even when you’re writing product reviews. It silently builds a bridge between you and the reader, and makes him trust you more.
(P.S. If you'd like to download a free list of 1,781 profitable niches click here or the image below)
Wrapping Up The Authority Content Issue
There are several other ways to make your authority content look more trustworthy, for example by sharing more examples and case studies.
However, the key thing to do when you’re entering a new niche is to follow the already proven success stories.
Instead of reinventing the wheel, just research the already established content creators and learn from their success.
With time, you’ll be able to create your own distinct voice and following, ultimately making you an expert yourself.