Our use of content shouldn’t be about publishing for the sake of publishing-- it should always be strategic. Why is it so important to leverage your content to increase your authority? What are the aspects of authority that you have to earn with your audience? How does it benefit your business as a whole? On this episode, I talk about the power of making your content work for you. If you want to build authority through your content then you have to be strategic about the content you create. -Dana Malstaff   3 Things We Learned Have your content lead to your core paid programs. It’s about guiding people to your content and your expertise. Words can work for us, against us or they can do nothing. We want them to work for us. Authority is building trust, connection, and a sense that they want to know more from you.   If you want to build authority, content should be leveraged. You want to create and publish the kind of content that makes you the go-to source for solving the relevant problems of your audience. The mission is to make your online assets a sacred place for them that they can trust, know and connect with at a deeper level. You want them to feel led by you, such that they want to be with you. This should be the underlying goal of everything you put out.