Now my final one and probably the one that most people struggle with is being agile and adaptive. What this means is that rather than trying to plan out an entire year of content, you give yourself space to be agile, to be adaptive to what is happening around you in your industry and create content for that.
And I’m going to use us, we at Moz as the 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, Andy Crestodina to come and talk about what is happening in the industry right now. For example, recently we brought in Lily Ray to talk about parasite SEO, site reputation abuse, and all the recent changes in search.
Programs like this allow us to be adaptive. We also do that with the blog. When the Google leak document happened, what did we do? Quickly, we got some people in the industry and asked them, “What’s your take on what’s happening right now with the Google leaks?” And then we pooled that into a roundup and we published that.
Again, I’m going to say this because I think this is very important. Do not create one year worth of content. It doesn’t allow you to be adaptive. Three months, six months, cool. But always stay flexible so that you can respond to changes as they are happening. Because from my experience, that type of content always performs really well, especially in an industry like SEO where people are always struggling to find resources to help them adapt to Google’s changes. If you get there first, you capture trust. And in this industry, that is everything.
Okay. I hope you’ve gotten everything here, nine steps to improve your brand’s authority. Thank you.
Originally published on the Moz Blog in February 2025.
