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Use the ECC Method to Become Seen as an Authority in Your Field
This week’s 5 Minute Marketing Tip is about the “ECC Method”, one of the fastest approaches I know to becoming seen as an authority in your field.
If you’re a regular reader of my blog posts or watch my videos then no doubt you’ll have heard me banging on about how powerful it can be to be seen as an authority in your field.
It’s not for everyone, of course. The majority of services that most people buy don’t need world class expertise to deliver them, just a good service at a good price.
But if you want to get access to some of the highest paying, most interesting work, then being seen as an authority is a real shortcut. And the ECC method can position you as a leading expert without needing to spend years writing a best-selling book, leading a major research program or becoming a celebrity of some sort.
Watch this week’s video to find out how it works…
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Websites mentioned in the video:
All of these sites have excellent examples of encyclopaedic content. Some of it they create themselves, other times it’s curated based on detailed case studies, examples, raw data, and research from other sources. In all cases it’s impressive high quality material that gets shared, gets links, gets visitors, and positions them as authorities in their field.
Hi, it’s Ian here. Welcome to another 5 minute marketing tip.
This week’s tip is about the ECC method which is one of the fastest ways I know of becoming seen as an authority in your field. I explain it all after the break.
Welcome back. If you’ve been reading my blog or watching my videos for any length of time, you’ll know that I often bang on about how important it can be to become seen as an authority in your field. To get clients coming to you, wanting to work with you instead of having to go out knocking on their doors.
Now it’s not for everyone. I would probably say the majority of service professionals, what people are looking for from them is a good job done at a good price. If you want to get access to the really lucrative high end work, some of the interesting work available, then being seen as an authority in your field is a great route to that.
Normally when people think of authorities, they think of people who are coming up with brilliant new ideas all the time like Seth Godin or who’ve written a bunch of best selling books like Michael Porter or Tom Peters or they’ve headed up a big research project into something like Jim Collins who published Good to Great.
It doesn’t have to be that way and one route for becoming seen as an authority that’s emerged over the last couple of years that works particularly well online is to use what I call the ECC method which is to create Encyclopaedic Curated Content.
What do I mean by that? What I mean is content or articles, blog posts. Things on your site or even LinkedIn posts, for example, that become seen as a reference work on a particular topic within your field. Typically encyclopaedic content will not just be a point of view like traditional blogs where you have a short blog post where saying I like this, I don’t like this, you should do this, you shouldn’t do this. It really is a reference work so it’s got lots of case studies and examples. It’s got quotes from research papers. It’s got diagrams. It really proves its case and gives a very clear logic. In many ways it’s like the articles you might have read in Harvard Business Review or Strategic Management Journal or whatever it is that’s a big journal in your particular field. The content itself is usually quite long, a couple thousand words or more, and it’s full of external examples that really backs up and proves the case.
Studies have shown that when people have looked at blog posts and articles like that that are long that include lots of difference reference material like that, that typically they get shared more than other blog posts. They get more comments, more social media interaction and they get links to them from other websites and of course they get more visitors because having the sharing and the links really helps your SEO so on an ongoing basis those blog posts get more visitors. Of course once people are visiting that blog post because it’s so encyclopedic you become seen as a real expert in your field. I remember the first time I saw one of Neil Patell’s blogs for example. He was on SEO. I was kind of blown away. I thought, wow, this the most comprehensive piece I’ve seen on this. This guy really knows his stuff and then of course I shared it on all the social media I could.
Sharing works in an interesting way when you get a piece of encyclopaedic content. Partly you’re sharing it because you’re just so impressed with it and partly you’re sharing it because if you share something encyclopedic and really smart, it makes you look a little bit smart as well. Well worth producing encyclopaedic content. Some good examples in the marketing field that I use as reference works are people like Neil Patel at Quicksprout.com, people at Conversionexl.com, Brian Harris at Videofruit.com, Jon Loomer at Jonloomer.com for Facebook stuff. All of them have great examples of really encyclopedic posts on their website that show how it should be done.
The good news is you don’t have to create all that material yourself. As you’ll see in many of the cases, they’ve curated material from across the web. They’ve found the very best case studies, the very best examples, the very best research studies, the very best data, diagrams on a particular topic. They’ve brought it all together with references to the original sources of course, they’ve brought it all together in one place. That’s really great for the reader because it means you don’t have to go scouring the web to find out all the best sources on this particular topic and it’s great for the curator because it brings all the visitors to them and the authoritative nature of the original sources rub off on the curator as well who becomes seen as an authority for bringing all that content together.
You need to write your own spin to it as well. You need to interpret what you’re seeing on there. Add your own conclusions. Make sure you really are bringing the best case studies and examples from across the web. Make sure that if you do bring case studies they are valid to what you’re trying to prove. It works really well. It means that you can become seen as an authority relatively quickly because you don’t have to go off in a darkened room for a year and write a book, become a tenured professor at a business school, carry out a 5 year research study into anything. You can bring together the best of what already exists and therefore become seen as an authority for having curated it and the great news is online that it does those two things for you. It gets you a lot more visitors because people are more willing to share and you get more links and what people do come and see it, it establishes you as an authority.
There’s no published data on this but what I’ve seen from my own experience as well is that I get more opt ins on my encyclopedic content. Where I’ve published something like my blog post on the best subject lines for getting opens on emails or my best resources for website conversions, really long blog posts, lots of examples, lots of external case studies, lots of external references, those have always got me higher opt in rates for my emails from people who visit than when they visit the shorter blog posts. It’s well worth doing for that third reason as well. Have a thing about how you can use encyclopedic content in your business. There’s no denying it takes work. That’s why most people don’t do it. That’s why it can really help you stand out from others because most people don’t go to the effort, then just write a quick short blog post with their particular point of view on something and that’s fine but it’s the encyclopedic blog posts that really make the difference so do try them.