Editor’s note: This essay is the Grand Prize winner of the first-ever Copyblogger Media Essay contest, for which writers had 250 words to discuss “why it’s essential to be an online authority.”
Imagine you’re 30,000 feet in the air.
You and the Copyblogger team are flying to SXSW, listening to Brian Clark talk about the upcoming presentations and everybody’s pumped up.
But before you land at AUS, the plane crashes and everyone’s stranded in the middle of nowhere.
As the CEO and content marketing expert, everyone looks to Brian for direction.
Unfortunately, marketing knowledge isn’t going to be much help here.
Do you have what it takes to survive?
When the shit hits the fan, titles don’t matter.
People listen to the person that can help them. The expert on the subject.
So, when the plane goes down, if someone else on the Copyblogger team is a survival expert, to heck with Brian, you’re going to listen to them.
Why? They’re the authority.
Many marketing folks want you to think the tactics they promote will make people pay attention to you. The truth is, in today’s marketing environment, the tool doesn’t matter as much as the trust.
It’s essential to be an authority because …
You need people to know, like, and trust you to be successful online.
The best way to do that is to be seen as a trusted resource. An expert on the topic. Someone who answers people’s questions and helps solve their problems.
Survival is only possible with one weapon … authority.
Later today at 12:00 CT, join Jerod and Demian for the Copyblogger Essay Contest Wrap-Up. They will discuss why this essay was chosen as the winner plus other observations after reading the 270+ essays that were submitted.
About the Author: Anthony Sills specializes in writing about the SMB sector, marketing, and HR/employment trends. His work can be found in blogs such as TribeHR, Infusionsoft’s Big Ideas, as well as American Express OPEN Forum. Connect with him on LinkedIn.