Writing in the 1st century BCE, the Roman author Publilius Syrus observed that “a good reputation is more valuable than money” (Honesta fama melior est pecunia). That sentiment remains true over two millennia later. In the Internet Age, our online personas contribute a great deal to our reputation, and they are particularly important for those who seek to position themselves as authorities. Simply producing authoritative content isn’t enough (for a refresher on what, exactly, is authoritative content, check out this post). You also need to have an online persona that bolsters your credibility.
How can I build a strong online persona?
There are three facets to a strong online persona:
- Credibility. Readers need to trust you. You need to cut through the fog of Internet bloviation by emphasizing your knowledge and expertise. One way to do this is by highlighting your (relevant) credentials, but giving readers a window into your content-creation process and your values can help, too.
- Consistency. This isn’t just about maintaining a regular schedule of updates. You also need to make sure that all of your content aligns with your mission. In other words, make sure you stay within the lane you’ve chosen for yourself.
- Authenticity. As any sitcom parent will tell you, it’s important to be yourself. Putting on airs in the hope of impressing people rarely works out (just ask Hyacinth Bucket). Authenticity will help you build stronger relationships with your readers, not to mention the fact that it’ll enable your content to stand out from AI-written material. For more about the importance of authenticity, check out this post by Nathalie Lussier.