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It used to be that the website was the hub of our authority as brands. It is where our content authority began and radiated from, and any other establishment of authority was just a nice extra. \u00a0The routine was a fixed one. Publish content. Share it on social media. Wait for the search engines to find it. Rinse and repeat.<\/p>\n
Now, things are different. The old model is still true, but we need to add another truth on top of that. Brands need to be visited in the AI engines, as well, and for that, it’s necessary to pay attention to content that represents your brand outside of the website. Visibility requires an entire digital ecosystem. Here’s more information.<\/p>\n
Digital visibility, and therefore your content authority, as mentioned above, extends far beyond your now digital ecosystem, It exists everywhere your brand is mentioned, included other websites, directories, social media, and more. This information is part of the public internet, and it is fair game. Information that is correct and informative is crucial here, and it needs to be written by your brand whenever possible to ensure accuracy.<\/p>\n
Sure, this helps you gain visibility in AI engines. However, it also helps your digital marketing as a whole and has a positive impact on every part of it. This means that if you are getting a lot of engagement on social media, for example, this will impact other parts of your marketing, as well. If you are getting mentions in AI results, this will also have a positive impact.<\/p>\n
It is important to note that you don’t want to populate brand in places that won’t serve you. You want to be in a visible way that pleases your audience. If you take an audience-first approach, you will align and you will get the visibility and authority that you are looking for.<\/p>\n
It’s true that content is the core of your digital marketing, and these days, it is essential for creating authority for your brand. We mentioned above that your brand needs to be visible in a variety of places, not just on your website. That is because in this day and age, visibility in the AI engines requires that you be visible in what we refer to as “the public internet”. However, if you think about it simply in terms of visibility, you won’t effectively serve your audience.<\/p>\n
Where does your audience want to see you? Where can you be visible outside of your own eco system that will showcase you as an authority? This means doing things like making sure your business profiles are updated, making sure your branding and messaging is cohesive, and posting content in authority spaces for your industry. Content will always be the core of your digital marketing, it’s just that visibility outside of your own website is more important than it’s ever been.<\/p>\n