Stay on the right path by managing multiple brands.
It happens to everybody.
You’re in the groove and generating a steady stream of article ideas in your primary business-related niche, when suddenly you realize there are a ton of other unrelated niches that you know a lot about and you’d like to explore more.
You’re not alone. We each have a very diverse range of knowledge based on our work life, hobbies and other interests. You write about health insurance because of your business, but you’ve also owned a dog most of your life, so you want to share what you know about them. Oh, and you’ve raised two kids so you have some parenting advice to pass on, as well.
Coming to the Crossroads
That brings us to the “crossroads” that many people reach during their journey as an Expert Author. You can either (A) stick to your primary niche and continue to climb toward becoming the top author in that niche or (B) spread out your talents in new niches and promote other web properties.
If you’re an expert, feel free to go for option “B”. Just be sure to research and understand all the niche(s) you’re writing in. You won’t help your credibility if you’re writing with no experience.
Once you reach the point to where you want to branch out, use alternate author names to separate each brand of expertise you launch. Each niche you write about is basically a different brand. Confusing your brands hurts your credibility as an Expert Author, so the alternate author names can be brands connected to each new niche.
- Launch each separate brand under a new alternate author name (e.g. Joe Article writes about insurance, J. Article writes about dogs and Joe A. writes about parenting).
- Use variations of your real name as your alternate author names. You create strength, confidence and credibility when you write articles under your own name, especially if you’re driving visitors directly to your primary website. You can build even more credibility if you upload an author photo for each alternate author.
- Be cautious of sharing an account and login information with business partners. If the partnership doesn’t last, you could lose access to the account. Instead, have one account per human author.
- Create the alternate author name yourself. Don’t let anybody else, like your ghostwriter, choose your brand for you.
- Don’t adopt an alternate author name that appears similar to another notable expert in the niche unless it’s your actual name. Build your own credibility instead of stealing the credibility of others.
- Don’t put descriptor words or puns in your author name, such as “Suzy Homemaker,” “Gary Pipewrench” or “Ivanna B. Rich.”
- Don’t try to get more than 50 alternate author names. Some authors representing multiple clients will put all of the clients under just one account. The best practice is for each client to have their own account, so it’s clear exactly who owns the content.
- Don’t use a screen name or “handle.” All author names should be real human names and comply with all of our other author name guidelines posted in our Editorial Guidelines (Section 2)
Once you’re ready to expand your account across multiple niches, use these Do’s and Don’ts to stay on the right path and solidify your brand with alternate author names. Also, let us know if you currently use alternate author names in your article writing and marketing strategy and, if so, how you do it.