Now my ultimate goal and probably the one most people struggle with is to be agile and adaptive. This means that instead of trying to plan an entire year’s worth of content, you give yourself the space to be agile, to adapt to what’s happening around you in your industry and create content for that.
And I’ll use us at Moz as an example for this. We have something we call The Practical Marketer Series. It’s a webinar series where we invite people like Lily Ray, Mike King, and Andy Crestodina to come and talk about what’s happening in the industry right now. For example, we recently brought in Lily Ray to talk about parasitic SEO, site reputation abuse, and all the recent changes in search.
Programs like this allow us to be adaptive. We also do it with the blog. When the Google document leak happened, what did we do? We immediately called up some people in the industry and asked them, “What’s your opinion on what’s happening right now with the Google leaks?” And then we collected it into a roundup and published it.
Again, I’ll say this because I think it’s very important. Don’t create content for a year. It doesn’t allow you to be adaptive. Three months, six months, fantastic. But always remain flexible so you can respond to changes as they happen. Because from my experience, that type of content always works very well, especially in an industry like SEO where people always have trouble finding resources to help them adapt to Google’s changes. If you get there first, you gain trust. And in this industry, that’s everything.
All right. I hope you got everything here, nine steps to improve your brand authority. Thank you.
Originally published on the Moz blog in February 2025.
