Whatever your level of marketing understanding, you’ve likely heard that “content is king”. But when everyone in your network is blogging, podcasting, posting, and publishing, what does that even mean?

The truth is that authority doesn’t come from more content. It comes from the right content. Strategic, consistent, well positioned content that’s unmistakably yours. Content that prevents your brand from blending into a sea of sameness and starts building real credibility.

Here’s how to do it well, and an honest look at how we do exactly this at House of Comms.

 

1) Nail your point of view

Before you write a single word, ask yourself: What do we believe that others don’t?

Whilst that might sound confrontational, it’s actually about clarity. If you’re trying to be all things to all people – offering vanilla insights on generic topics – you’ll get the engagement you deserve (silence).

Real thought leadership means standing for something. A fresh take on regulatory changes. An unapologetic approach to pricing. A smarter way to tackle inefficiencies. Whatever your domain, you need a point of view that feels informed, current, and a little bit provocative.

If your content could have been written by your competitors, go back to the drawing board.

At House of Comms, we believe that spending time outdoors can help to reduce the stress caused by too much time indoors (i.e. work!). That’s why most of our marketing solutions involve nature, specifically, walking. Yes, there are many ways for marketers to reduce stress caused by the high-pressure nature of this industry (yoga, wild swimming, running, saunas, etc.) but walking is the one we will promote over and over again.

 

2) Be relentlessly consistent

Not just in how often you post, but in the quality of what you say, the tone in which you say it, and the visual identity you wrap it in.

Content marketing isn’t a one-and-done campaign. It’s a discipline. That means setting a rhythm you can sustain (weekly, fortnightly, monthly), and turning up every time. Think of it like showing up to networking events. You wouldn’t walk in wearing a different outfit, tone of voice, and job title each time. Don’t do that with your content either.

Once you’ve established your key messages, create a content calendar for one month, then repeat again and again, tweaking the narrative each time so that the content is fresh, but the message is consistent.

At House of Comms, we have one piece of long-form content ‘How to map your marketing strategy’, then we write one blog post per month (like this one you’re reading), and we run one free netwalk per month. Our promotional content is in the form of one social media post per week on both LinkedIn and Instagram, which cycles through the same four items each month – new blog post, new netwalk, downloadable guide, and a recycled blog or idea. That’s it!

 

3) Create content with your experts, not just about them

Your partners, directors and senior consultants are fountains of insight. But they’re often too busy (or too modest) to put themselves out there. That’s where a solid content process comes in. Interview them. Ghostwrite for them. Turn their ideas into polished formats they’re proud to share. When your firm’s senior leaders show up consistently with value-led content, that’s when you start to build trust at scale.

Not only will you build your pipeline, but your brand too.

At House of Comms we only have one Director, so this is easy to say and do! We write from first-hand experience across nearly two decades of marketing, as well as being inspired by the latest challenges being faced by clients today. Sharing new experiences in the outdoors helps to build the narrative around marketing and walking.

 

4) Play the long game

Building authority isn’t an overnight goal. It’s not supposed to be quick and dirty. You’re not trying to go viral, you’re trying to become the first name that comes to mind when your ideal client has a problem you solve. That takes time, and trust, and showing up over and over again with substance, not stuff.

So be patient, but be intentional. Keep the quality high, the tone human, and your positioning clear.

House of Comms is nearly two years old and it’s fair to say that we haven’t magically created a ‘big brand’ in that time, but by remaining consistent, showing up authentically, and trusting the process, we’re confident the long game will be won eventually!

 

In a market where everyone’s “leading”, “strategic”, and “client-centric”, the brands that win are the ones that stop speaking in clichés and start creating content that actually reflects who they are and why it matters.

If you’re ready to create content that builds real authority, not just traffic, we should talk.