Expert-led content is exactly what it says in the tin, content that is created (or supported) by industry experts. Using experts in the field boosts credibility, and this is great for SEO and not just on Google, but also on Search GPT (the way we use the AI driven software, Chat GPT).
How does it boost credibility?
With deeper insights and inspired viewpoints from experts, your Expert-led content is generally more data driven and fill of important citations, that help verify the information your are providing, than generic blog posts or articles.
If you want your brand to be seen as the “go to” place for reliable information, then you should be considering delivering content created by experts in their field. This content will resonate with the readers who also understand the industry sector, and this content often discusses the pain points that this audience may be facing.
The use of Ai to create and deliver content has meant that already this content is becoming samey. With AI picking out the repetitive facts as validation. Users are therefore looking for more original and valuable information.
So, content created with Google’s “Experience, Expertise, Authoritativeness, and Trustworthiness” (E-E-A-T) guidelines is more likely to rank in search results (SERPs).
How does a brand look for this type of content?
Working out your content plan is always important, but if you need a little help including Expert-led content into your existing plan and next years plan, then here are some useful tips:
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- Identify experts in your filed who have a strong authority and reputation that aligns with your brand’s values
- Focus on providing content that has in-depth knowledge, unique data that can be verified or other insights to your reader
- Choose formats that your readr wants to see, and will engage in
- Promote your content in collaboration with your experts, and across multiple channels to maximise its reach
- Optimise your content for the search engines
- Repurpose your content for different channels (e.g., social media, YouTube)
