Having a strong online presence and understanding content marketing is really important for businesses today. At the heart of this is good content, but how can you maximise this for the benefit of your business?
You may have heard about the principles of EEAT—Experience, Expertise, Authoritativeness and Trustworthiness, when it comes to digital and content marketing.
In this blog, we take a look at how businesses can maximise their EEAT through public relations campaigns, to ensure they can be seen as an authoritative voice in their respective sectors.
Understanding EEAT
EEAT is one of the tools that Google uses to evaluate the quality and credibility of web content. While it is not a direct ranking factor, it acts a guideline for content creators to enhance their online visibility.
So let’s look in a bit more detail at how you can maximise this through a digital PR campaign.
Experience
Firstly, your B2B business needs to be able to demonstrate first-hand knowledge of the subject. It should also demonstrate a high level of experience, with, for example, involvement in high profile projects. For example, a construction or building product company could share insights into building practices and techniques. This should ideally be by-lined to a technical expert, with architects, specifiers or contractors in mind. This ‘human touch’ not only enriches the content but also establishes credibility.
Expertise
Expertise involves demonstrating a deep understanding of a particular subject. For example, technical understanding, industry insights and specialist opinion that lend authority to the content.
Writing a series of blog posts about sustainable construction practices should be by-lined to a construction company’s Sustainability Manager or by a building product manufacturer. If this is keyword enriched it could help to enhance your rankings.
Authoritativeness
Demonstrating authoritativeness helps build credibility. If a company is consistently publishing high quality content and has a good presence in reputable publications, then this will boost credibility.
A company recognised for its contributions to the construction sector is more likely to be viewed as an authoritative source. This could be demonstrated by writing opinion pieces, thought leadership content, blogs or creating videos which address customer issues, or topical legislation, again demonstrating how your business is an authoritative voice of the industry.
Trustworthiness
Trustworthiness is perhaps the most critical aspect of EEAT. It relates to the reliability and honesty of the content provided and the brand behind it.
So what contributes to a brand’s trustworthiness? This could include a number of things such as well written thought leadership articles, good web content, high quality LinkedIn contacts and positive customer testimonials. Brands that prioritise ethical practices and customer satisfaction are more likely to build lasting trust with their audience.
The importance of EEAT
Public relations (PR) campaigns are instrumental in shaping a brand’s image and reputation. By focusing on EEAT, businesses can ensure that their messaging resonates with their target audience. Plus, positively impacting their search engine ranking.
There are a number of ways that construction and manufacturing brands can maximise their EEAT, as outlined below:
Engage with media
Engaging with journalists and media outlets is a vital part of all our digital PR campaigns. By showcasing our clients’ expertise and experience, brands can be positioned as go-to sources for industry comment when journalists are writing articles and features. If your expert is available for comment, to provide an opinion piece, be interviewed or respond to questions then this all increases the likelihood of positive media coverage, whilst reinforcing the brand’s authority in the field.
Thought Leadership
Thought leadership articles are an effective way to establish a brand as an authority in its industry. By sharing valuable insights and knowledge, companies can position themselves as leaders and innovators.
The first step in developing a thought leadership campaign is identifying key topics that are relevant to the target audience. This involves understanding industry trends, challenges and opportunities. For example, a construction company might focus on topics such as sustainable building practices, the impact of technology on construction, building regulations or safety standards in the industry.
Creating high-quality content
Once key topics are identified, the next step is that we create high-quality content that showcases the brand’s expertise and experience. This can take various forms, including blog posts, bylined articles, whitepapers and videos. The content should be well-researched, factually accurate and offer unique insights that add value to the audience.
Engaging with the audience
A successful PR campaign involves actively engaging with the audience. This can be achieved through social media interactions, webinars and industry events and exhibitions. We often put forward speakers to discuss industry issues at trade fairs and national exhibitions where they can engage with the build and build brand awareness.
Working with influencers
Partnering with industry influencers can amplify a brand’s reach and credibility. There are a growing number of b2b influencers across industry – and we already have a number of campaigns underway for clients in the construction and manufacturing sector.
Our role involves inviting influencers to industry events, or our clients’ own events, managing any associated expenses and ensuring they post sponsored content on behalf of our manufacturing or construction clients.
This is a rapidly growing area of digital marketing in b2b – and by working with Dragonfly PR, we can get you in front of the right people, spreading the word about your products!
Content marketing
Making the most of EEAT is really important in public relations campaigns for companies in the construction and manufacturing industries. By focusing on generating great content that demonstrates experience, expertise, authoritativeness and trustworthiness, B2B businesses can improve their online presence and establish themselves as an authority in the industry.
This not only improves search visibility but also promotes lasting relationships with the audience through the online and printed media, ultimately driving business success.
Contact the Dragonfly PR digital team to learn more about our content marketing services by calling 0114 349 5341 or email to set up an initial discussion, with no obligation hello@dragonflypr.co.uk.
Dragonfly Public Relations is a construction PR agency with over 20 years’ experience in business to business PR, with expertise in working with construction and manufacturing businesses. Check out our case studies.
