Welcome back to the Content That Grows. This week, Nate spoke with Ryan Baum about his approach to creating content that uses authority to drive added value and trust for readers/viewers. In this episode, Ryan gives us a first-hand look into why he believes authority is so vital for SaaS content and the ways he's been able to implement it into his strategies. This episode is for people who love getting a front-row seat into how other content marketers are processing the fast-changing digital marketing landscape. Key moments in the conversation: 3:11 - Ryan's "Aha moment for prioritizing authority in content 6:50 - Different SMEs for different responsibilities and products 16:15 - Understanding authority and trust's impact on the reader 27:50 - Exploring the relationship between trust and authority 41:41 - Having multiple leaders with different goals