Building credibility plays a critical role in a company’s success. But what exactly does that mean?

Anyone can start a blog, but far fewer people create a successful blog that others turn to, again and again, as a learning resource.

The difference is their credibility. The authors of these successful blogs do four things right:

    • Establish their knowledge base
    • Cite the right sources
    • Build trust through a coherent argument
    • Publish content regularly

If you can do those things well, your blog will be ahead of the competition. You’ll impress readers and boost your SEO. Other websites will start linking to your page, which will enhance your position in the search engine rankings.

How to make sure you get each of these four strategies right? We’ll dive into that next.

Establish your own knowledge base

Through your blog, you can establish your depth of knowledge in your areas of specialization. Create a robust body of work that reveals your expertise. Rather than focusing strictly on your product or service, explore related topics your audience will want to learn about.

Then make up a content calendar with different subtopics to write about. For example, if you’re an interior design company, plan posts centered on aesthetics for different regions, tastes, and types of architecture. 

A word of caution: Be careful not to use jargon in an effort to impress readers. That will backfire. Instead, explain concepts in clear terms that non-experts can understand. 

Cite sources that boost your credibility

Leveraging strong sources will demonstrate your credibility. Weave in quotes from experts, current research, and eye-opening statistics. Here are a few examples of reputable sources to use:

  • Industry reports. Subscribe to email lists of organizations that publish them, so you can be the first to leverage new data.
  • Websites of industry organizations. Don’t rely on just any website—choose those of authorities in your field. For example, the American Psychological Association, the Centers for Disease Control and Prevention, and the Society for Human Resource Management are credible sources. 
  • Business publications. News sources like Harvard Business Review offer a wealth of thoughtful analysis.
  • Academic journals. Peer-reviewed scholarly sources are highly credible. Scan the listings on Google Scholar about a topic of interest. 
  • Books. Reading new works by respected authors will enhance your knowledge base. 
  • Conferences. If you attend an industry conference, take notes! Then draw from information shared by presenters.

Now, let’s discuss how to blend this all together into a compelling blog post.

Build trust through a coherent argument

Making a clear, coherent argument will build trust with readers, branding you as rational and relevant. Center your post on a key issue at stake for them. That’s what will hook and engage them. What problem or question are you addressing in the post? 

Begin by clearly describing a challenge that your audience may be experiencing. Then explain how to move beyond it and provide them with the necessary tools to take action.

Here are a few more tips for structuring your argument into a great blog post:

  • Use headings and subheadings to organize your post. They’ll help you create a clear structure and make it more readable. As a rule of thumb, make sure you have at least two subheadings at each level that you use. A solid structure will reflect your professionalism and capability.
  • Use strong examples of your points. Make a statement, back it up with a fact or citation, and illustrate it with an example. 
  • Include clear action steps. Vague advice will leave people feeling confused and questioning your credibility. Clear directives show you’re confident and knowledgeable.
  • End with a concise summary, coupled with a relevant call to action. Here, state how your product or service can help with the issue at hand.

Finally, let’s look at how becoming a reliable source of information will build your credibility week after week.

Maintain a consistent stream of content

We know it’s easier said than done. If you’re a one-person marketing team or agency, writing weekly posts that nail all of these elements can prove tricky. The good news is that you can outsource content writing to a dependable partner. Working with a white-label content agency can help you consistently deliver valuable content to your customers. 

For example, as the HR software company Primalogik began working with Content Pros, they noticed a rising percentage of visitors arriving to their website via organic search. Social media engagement also increased. They don’t just write about their software—they focus on numerous aspects of talent management that busy HR managers will find useful and interesting.

Good agencies have industry-specific writers with a thorough understanding of your field. They’re experts in establishing a strong knowledge base and impeccable credibility. They’ll handle the tedious tasks of researching, writing, and editing your content, all while working in bits of wisdom you want to share. Explore our writing services to learn how partnering with Content Pros will deliver the engaging, high-value content your audience is craving.