How CEOs Can Leverage Content to Strengthen Brand Authority

How CEOs Can Leverage Content to Strengthen Brand Authority

Everyone in the world has a brand, whether they are into a business or not.  It is because your brand is people’s perception of you.  It means what people in your network think about you.  Do they perceive you as a great leader, a successful entrepreneur, or an influencer, or do they consider you a recluse, shy, less social person?  Their perception determines how far they want to take their relationship with you.  Whether you are having a personal or virtual interaction with someone, you create a reputational narrative about yourself.

In a virtual world where (as of 2024, the estimated number of internet users worldwide was 5.5 billion) almost every second person is on the internet, you cannot possibly ignore the value of your brand.  If you are the organization’s CEO, having a strong brand authority is all the more important.

So, the question is, how can you, as a CEO, leverage content to strengthen your brand authority? As we discussed, your brand is already there, but do you want to shape your brand authority consciously, and if so, how can you leverage content?

Well, most of you will agree that it is beneficial for our business to be in conscious control of how people perceive us.

So, here are five steps to help you build a strong personal brand through content.

1. Share content that is of value to your target audience and drives organic traffic: The most important thing when it comes to content is sharing something valuable to your audience.  It is something that your audience wants to know about and is consistently searching for more information about it on the internet.  For example, if you are a company CEO who is into marketing food supplements, you need to share the content regarding how to have a healthy and fit body.  You should be looking for the keywords your audience uses to search in the search engines.  When you combine the interest of your audience with the keywords they are using to search, you not only drive a lot of traffic but you can establish credibility with your audience by giving them the information they are looking for.
2. Shortlist 30-50 keywords that are significant for your industry: After you have identified the area of interest of your audience, you need to identify the keywords they are using to search for the information they are looking for.  You can do a competitor search to identify the keywords but zero down on keywords with a difficulty level of less than 50 and a search volume greater than 500.  These numbers can vary by industry, but this is to give you an idea of what works for most industries.  You can then put these keywords in the headlines of your blog or article and write a blog and article using them to build your brand authority.
3. Keep posting consistently: When it comes to content marketing and building brand authority, posting your content consistently is the key.  Why so?  It is because the more you consistently share your knowledge with your target audience, the more they get to know you.  The more they know you, the more they trust you, which helps build your brand authority.
4. Stick to quality standards that define you: Your brand authority cannot simply be built by posting consistently. The quality of the content is what matters the most.   You can research what your competitors are posting and post something from your experience that is your take on the subject matter.  People are always looking for input that comes from your unique experience.  It is also a chance to showcase your unique perspective and knowledge.
5. Be present on all the important social media platforms: Your brand authority depends upon who sees you, and that depends on which platforms you are present.  As a corporate professional, you should be present on all important social media platforms, such as LinkedIn, Instagram, and Facebook.

Conclusion

Consistently releasing content that resonates with your audience can build your brand authority consciously and judiciously. If your audience matters the most to you and serving them is your goal, then you are sure to build a strong brand authority as a CEO by leveraging your content.