How to execute this strategy: After doing the first tip and analyzing questions, zoom out a bit and consider what general questions in your industry still need answers. How can you answer them with data? Once you’ve created a report that reveals new information, utilize digital PR to pitch writers.

Some brands are built entirely around a particular persona, like Steve Jobs with Apple, but those examples can intimidate people. Smaller companies and newer companies alike can benefit from a similar strategy if they have subject matter experts (or SMEs) who can show their authority.

A great example of this is Headspace and how it features its founder, Andy Puddicombe. There’s a page all about him on their website where they explain his credentials but also provide what are called authority signals (which I’ll explain more in the next section) and embed his Ted Talk, so you can see for yourself what he knows.