Here's Why With Mark & Eric - Episode 1: Authorship and Brands
Starting today Monday's are "Monday's with Mark and Eric" here at Stone Temple Consulting! Each Monday at around 10 am ET we'll introduce a new episode of Here's Why with Mark and Eric.
In each episode of Here's Why with Mark and Eric +Mark Traphagen
and +Eric Enge
of +Stone Temple Consulting
will take just 3-5 minutes of your time to explain to you some valuable aspect of digital marketing.
In today's premier episode Eric asks Mark to explain why brands might want to encourage their employee content creators to publish under their own profiles using Google Authorship. How and why can that be an advantage to a brand? Mark explains in the video below.Please share this video!
to our Here's Why Playlist on YouTube so you never miss a single episode. Subscribe today at http://stonet.co/stchereswhyTRANSCRIPT OF TODAY'S EPISODE:
Google Authorship - Here's Why with Mark & Eric Episode 1
Eric: Welcome to the premier episode of "Here's Why with Mark and Eric." I'm Eric Enge, the CEO of Stone Temple Consulting, and with me is...
Mark: ...Mark Traphagen, the Senior Director for Online Marketing for Stone Temple Consulting.
Eric: So I have a question for you, Mark. Why is it that brands should embrace Google Authorship?
Mark: Authorship is the display of an Author's photo in Google search, associated with their content. It's a way that Google can connect up with an author's content anywhere on the web.
Now, I think this can be a distinct advantage for a brand, to actually encourage its own employees who have the talent, ability, and willingness to produce good, authoritative content, to hook that content up with Authorship and have it go out on the search results with their name, their face associated.
Now of course a brand might say, "We want our logo, we want our brand name on that content." But here's the secret: People are attracted to other people. People trust people before they trust brands. If you develop these people within your organization, as good, authoritative authors who are creating content that's helpful to people, people will connect with that more easily. They see that face in the search results and they say, "Ah, this is something by a real person. I'm going to check that out."
They click through to the content, and in the process they're on your site, they're exposed to your brand. Perhaps they start seeing that person's content again and again, and they say, "That company's got it on the ball. They've got that expert; I'm going to trust them with my business."
So, I think that's the primary advantage, Eric.
Eric: So, the people who write for you, then, really become part of your brand.
Eric: So what happens then if they leave you later on?
Mark: Well, that would seem like a problem. If they're part of your brand and they depart, then don't you lose everything?
And you know in the old days, that would be the way it would go. But Authorship actually makes that not such a disadvantage anymore. Provided that person departs from you on good terms, they go out and continue to build their career out there; they continue to produce great content wherever they go; they continue to build that authority in their field related to your company. That continues to reflect back on you.
If you leave their Authorship connected to their content on your site, which I advise you do, people will still find that content in the search, still associate them with you. If they've begun to follow that person on Google+ or Twitter or LinkedIn, then that content still goes to work for your brand.
There are considerations in the article that's linked below, and there are other things that you may need to think about in this, but I think what I've shared are some real advantages that make this something that a brand should be looking into.
Hit the link below for more of Mark's thoughts on authorship:http://moz.com/blog/your-brand-shouldnt-fear-assigning-authorship