When you're new to online marketing, where do you start when you want to build authority on a given subject?

In reality, Authority Building is a process ... a linear process for the most part. This means that there are steps and stages, and perhaps even a natural evolution of actions. Within each stage, there are some tactics that will typically work much better than others.

Winding Stairs - Stages of Authority Building

The key here is to look for a process that can be replicated ... and will consistently produce great results.

In my last post on Authority Building Authority Building - Tools of the Trade I looked at some of the tools available, and suggested that some are better used at certain stages than others.

Obscurity Stage: Stage 1, Step 1:
One of the tools mentioned as a good strategy in the 'Obscurity Stage' (beginning stage) was blogging. This is the absolute first step! A blog will tell people (potential friends and clients) a great deal about you, your knowledge, interests, strengths and weaknesses. It also acts as a homebase for you. All of your activities ultimately drive people back to your blog, and they'll always know where they can find you. A blog therefore has a way of bestowing some degree of instant credibility.

In this post, I'm not going to discuss how to use a blog strategy to build authority. There are already many great posts to this effect out there already. Instead, I'll provide a link to posts I think are exceptional. This post will be short, but highlights the importance of blogs as a first step in the Authority Building process.

Great Posts About Blogging:
Here are some really great posts about blogging. I suggest reading and internalizing each of these posts if you're just getting started.
a. How To Sell Your Client on a Blog Strategy by Jenn Osborne
b. How To Create a Blog Strategy by Jenn Osborne
c. How To Become an Authority in Your Niche: 8 Content Development Tactics by Maki
d. The 5 Barriers to Blogging Success Series by Skellie
e. Beginner's Guide to Blogging by Darren Rowse
f. Diggbait, Linkbait, Flagship Content, and Authority by ChrisG

Why Start With a Blog?
My point is to get a blog going before embarking on the Authority Building journey ... it is the first step. Having an operational blog is the springboard from which all other Authority Building tactics are launched. In fact, I'll argue that authority is near impossible (though not completely impossible) to develop without being perceived as an expert first. As I mentioned in the post What is Authority and How Do You Build It, there are 3 primary approaches to be seen as an expert:

    a. be amongst the best at a particular niche
    b. simplify and explain complex industry issues
    c. break new grounds with respect to a subject

And each of these are most often made possible by blogging!

Once a blog is launched, use it to:
a) display your area(s) of expertise
b) promote your social media profiles
c) engage like minded individuals (to hopefully become friends) via:

    - responding to comments
    - linking out to others you want to befriend (hint ... if you link to one of their blog posts, they're likely take notice)
    - use your blog roll to reciprocate friendships

Moving Onto Stage 1, Step 2:
Once the blog is launched, and a number of good quality posts are shown, then we can move to the next logical step in the process of Authority Building, which involves commenting, networking, and social media strategies ... building industry friends essentially. Of course, these will be the topic of next week's post.

What are your thoughts about a person's ability to be perceived as an Authority without having a blog or a means of publishing their thoughts?


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10 Responses to “Blogging – Step 1 of the Authority Building Process”

  1. Dave says:

    By far the best way to be perceived as an expert without using a blog is to start writing high quality articles and submitting them to Ezine Articles. But its even better if you create a blog and link those articles to it. This will quickly improve your Page Rank and increase your traffic.

  2. Angela says:

    It's MUCH harder to be seen as an authority without a blog, even if you have a book that's just been (traditionally) published. Of course, if you're Stephen King that's not a problem, but it is for the rest of us.

    People Google you to see who you are. With a blog, they'll find find out quickly. Use your blog's "About" page to tell people who you are.

    Yes, articles etc work, but the dinky little resource box just allows a mini-ad, hardly a full bio.

  3. Will you cover stage 1 part 2 as well? Because in my eyes you cannot establish yourself as an authority just by blogging. Commenting and networking has to go hand in hand with maintaining your blog.

  4. Jeff Quipp says:

    @ Dave – articles are a great stategy too Dave … they're another way of getting your ideas and knowledge out there, and to position someone as an expert in the minds of others.

    @ Angela – I agree whole heartedly. A blog is key, especially if we're looking to create a repeatable process.

    @ Matle – great question, and you are 100% correct. Absolutely … next Wednesday's post will look at blog commenting and networking. As you noted, its all inter-related.

  5. […] At this point in the game, you've finally got a blog up (see the first post in the series – Blogging – Step 1 of the Authority Building Process), and have posted a number of pieces of content that you feel pleased with. You've also […]

  6. […] Blogging – Step 1 of the Authority Building Process […]

  7. Vishnu says:

    Jeff.., sure that these tips are useful for many.. thanks for that dear..

    (pss.. am sure that am gonna read the series : )

  8. chineseguy says:

    There are on page things and off page things which effects the perception of the people about the authority about a blog.
    On page things are including, size of the blog, number of the people participating it, frequency of gnerating the new contents, design of the blog. Off page factors are such as it is position on the search engine,(many people believe rdible websites are always on the top of the SERP), page rank of the blog, trackbacks, links from other blogs.

  9. MOin says:

    Very thoughtful artice Jeff and yeah its always good to start with a blog and turn it to company futher after. and the blogging link you provided are awesome and ultimately they are enough to start with good blogging techniques if you are new. And posting good content from the start is best because you can't move a shell with you and hope it to be likable.

  10. Nas says:

    Jeff.. This article is really good to me..

    This is useful tips.. Newbie like me must follow the whole article..