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What is the E.A.T. Approach to Effective Content Creation
Nov 10, 2020
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If you’ve begun researching strategies for effective content creation, you’ve likely seen all sorts of suggested strategies, ranging from incredibly simple to unbelievably complex. Choosing the right strategy for you and your business is an important task, but often feels overwhelming. Is it better to “keep it simple, stupid” or develop your plan alongside something more in-depth and time consuming? Balance is best. The E.A.T. approach combines the best of both worlds, resulting in an easy to understand strategy that your entire team can work with effectively, while allowing complex strategies to blossom organically from within your business.
E.A.T.
stands for Expertise, Authority, and Trustworthiness
. While each of these strategic staples are intertwined to each other, they represent important, separate staples of the strategy.
Expertise
is the communication of your knowledge to clients both new and returning. When applied to content creation, to display expertise is to display your knowledge in professional language that is not just jargon. Knowledge should be shared in terms that your clients can understand easily without being industry professionals, allowing them to both grasp the breadth of your knowledge and trust you to utilize said knowledge on their behalf.
Authority
is rooted deeply in your display of expertise, as the more knowledge you display, the more of an industry staple you are likely to become. Authority is displayed by cataloging your work through the content which you create. Being able to self-reference between articles and combine themes that may not be apparent to your clients displays your command for your industry – this builds trust in your company as an authority.
Trustworthiness
is the oldest staple of content creation. It is also the portion of the E.A.T. approach which you will have the least direct control over. Trust is built over time with clients and other audience members based on your ability to engage with your expertise and authority in appropriate ways. One of the best ways to build trust quickly is to be transparent in your content creation – provide links to sources, make your statements and claims clear and easy to follow up; be honest! While you cannot force consumers to trust your content directly, consistently engaging with your audience and showing them from where you source your information will help build your trustworthiness.
The E.A.T. approach to content creation is not a step-by-step guide to creating content for your company. It is, however, a system by which you can set goals for your content team in order to build campaigns with which your audience can regularly engage. These campaigns will display your expertise, authority, and trustworthiness to potential and returning customers.
Content management is a difficult task, but one that is vital to building your business’s audience. Alongside the E.A.T. approach, MysticMedia.com is dedicated to helping build your company’s potential client base. For more information about how we utilize your expertise, authority, and trustworthiness to engage with audiences all over the world, please contact us for more information or visit our content creation services
page!
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