7 Ways to Earn Authority through Content Marketing

At my SEO Rockstars 2025 keynote in Las Vegas last month, I walked the audience through a series of case studies showing how to create content that not only ranks but also garners media coverage. Here are the key takeaways and strategies that can transform your content game.

1. Solve a Problem No One Else Has Tackled

The first case study involved a small winery in Sonoma County. Coming out of the pandemic, wineries were competing for attention, yet no one had answered simple but crucial visitor questions:

• Which wineries accept dogs?

• Which are family-friendly?

• Where are the best wine tasting deals?

We launched the Sonoma Wine Tasting Report—a comprehensive resource that filled an existing content void. Using government data and manual research, we produced insights that were both useful and media-friendly. This tangential content, while not directly promotional, brought massive traffic to the client’s site and earned media attention, including a feature in the San Francisco Chronicle.

Key Lesson: Don’t race to the bottom with “skyscraper” content (e.g., “Top 20 best…”). Instead, identify gaps in your niche where buyers need critical information to make decisions—and create it.

2. Think Like a Journalist, Not a Marketer

Journalists won’t cover content that screams “sales pitch.” To succeed in media relations:

• Start with a neutral tone and avoid self-promotion.

• Present your content as an exclusive opportunity.

• Lead with data-driven insights and human stories.

For instance, while producing the Sonoma Wine Tasting Report, I ensured the blog was positioned as an independent third-party media outlet. The blog had its own identity, “The Sonoma Wine Tasting Blog,” rather than being branded as a company mouthpiece. This credibility earned me the title of “editor” in media introductions, a subtle yet powerful detail that set the content apart.

Pro Tip: Always separate advertising and editorial visually. If your content doesn’t look like a legitimate news source, visitors will bounce, and media won’t bite.

3. Data is King—But So is Storytelling

While raw data provides credibility, it rarely excites the public. For every data-driven report:

• Partner with PhDs or data analysts to ensure accuracy.

• Use data visualization to make insights digestible.

• Add human stories to bring your findings to life.

In another case study, I built a report analyzing complaints from military service members using the Consumer Financial Protection Bureau database. Despite uncovering shocking trends about predatory lenders, the story lacked service members willing to speak on record. Without a human element, the pitch failed to gain traction.

Key Lesson: Numbers get attention, but stories win hearts—and headlines.

4. Master the Art of the Pitch

Your media pitch can make or break your effort. The pitch that landed us a feature in Business Insider about black hat SEO included these critical elements:

• Lead with exclusivity: “This report hasn’t been released yet…”

• A newsworthy angle: Tie your story to a hot topic (e.g., inflation, military issues).

• Urgency: “Please advise by noon today if you’re interested.”

Journalists receive hundreds of pitches daily, so cut through the noise. Establish relationships in advance by attending events, sharing their content, or interviewing them for your own platforms, like I do on the Earned Media Podcast.

5. Local Media: Your Secret Weapon

If you’re new to content marketing, start with local news. Many local outlets are resource-strapped and eager for quality content. Examples include:

• “How to get your roof ready for winter” (for HVAC or roofing companies).

• “Tips to save on energy bills” (for home service businesses).

Negotiate a byline with links as your “payment” for contributing valuable local insights.

6. Pitch with Authority: Build Your Media Identity

Journalists validate your credibility before running with your pitch. Avoid linking back to your agency site, which screams “self-serving PR.” Instead:

• Use platforms like Muck Rack to build a writer portfolio.

• Pitch as an independent expert or editor of a specialized blog.

The right identity can transform you from “just a PR guy” into a trusted source of information.

7. The Power of Consistency: Content That Builds Authority

Winning at content marketing isn’t a one-and-done effort. The Sonoma Wine Tasting Report is now in its third year, cementing itself as an annual industry benchmark. Regular reports, white papers, and studies can position you as a thought leader and generate ongoing media coverage.

Final Thoughts: Content That Drives Results

To succeed in content marketing and media relations:

1. Solve meaningful problems for your audience.

2. Prioritize journalism over marketing fluff.

3. Use data, but don’t forget the human story.

4. Pitch like a pro—be exclusive, concise, and credible.

5. Build a long-term content strategy that earns trust and authority.

In an age where Google’s algorithm increasingly resembles a media company, content that combines usefulness, authority, and storytelling will not only win clicks but also headlines.

Ready to build content that earns trust and links? Let’s talk.