Is it possible to position your brand only with content? Build a place in the mind of your audience? Create engagement? Generate loyalty? Improve brand reputation with content? The answer is yes … of course, to be, you need to appear … And remember: popular is that they talk about you … reputation is what they say about you. Are you in control of your brand? A good content marketing strategy should serve to create an image, a positioning, generate connections and awaken desires … but as a consequence, also to build and improve the brand reputation. Sweden Phone Number List And in such a reality, where any event runs like wildfire on social media, your brand reputation can vary from one second to another and this means that people continue to buy your products … or not. Do you remember when the scandal of the Samsung Galaxy Note 7 phone that caught fire in airplanes ran on the networks? These events happen … to large and small brands, all the time … but if you have enough content on the web that speaks well of your brand, these cases will not be able to harm you or at least not to the same extent. Likewise, negative reviews on review sites or social networks will not cause as much impact because you will have defenders of your brand.
That is why thinking about managing and improving your brand reputation should be an important part of your content marketing strategy. How to improve brand reputation from the web? Online reputation management starts with having a content strategy. A company cannot afford to wait until there is a blazing fire to assemble the tools it needs to calm things down. Rather, you don’t just need to use tools to handle a reputational crisis; it requires having fortifications in the form of optimized content on the web, on your blog and on your social networks. It is also very important that all online content and digital communications are optimized to be found in your audience’s searches. This includes any digital content available on the web, anywhere: optimized text, optimized images, optimized video and / or audio so that the content generates better results in search engines. Think about this, have you googled your brand name? What appears? What content? What videos? What images? What networks? If any of the results on the 1st page of Google is negative, you have a problem … and if none is relevant, you also have one … because that means that you will not be able to impact the audience that interests you. Go ahead, do the exercise! This appears when we do with our brand … which means that we are in control. Many consider that managing online reputation consists of deleting negative references or comments about a brand. In fact, many companies often contact SEO specialists to do just that. Surprise! It’s not possible. It is only feasible to downplay it before the search engine, positioning strong and consistent content. Reputational problems can arise suddenly and without warning. Dell learned this the hard way in 2005, when it decided to cut its customer service. Of course, I didn’t count on blogger Jeff Jarvis having an incident with one of his teams. Frustrated with the company’s refusal to repair or replace his faulty computer, Jarvis posted an open letter to CEO Michael Dell on his BuzzMachine blog .
The letter became one of the most widely read, discussed, linked and viral articles… with more than 700 comments in an era where social networks were not so explosive! Imagine what it would be like today! The country’s newspapers and magazines carried the story of what came to be called the Dell Hell. Dell renewed customer care and began creating content on its blog. When Twitter was launched, it was one of the first brands with a presence on the platform. The company has at least nine different Facebook pages, various blogs, and community sites for clients. It took a crisis of this size to get Dell to react. Once the company did, they realized the value of entering into a dialogue with customers …The fact that the company is committed to continually publishing content that discusses its concerns, challenges, innovations, and efforts, serves today to mitigate any customer dissatisfaction. This is an image of their content site, where you can see that they publish about innovations and trends in the market where they participate …And also on its commitments as a brand, which pays directly to build a corporate reputation with responsibility initiatives. Sweden Phone List The event happened on national TV and social networks exploded as expected … but thanks to the fact that Nike has been concerned about generating tons of all kinds of content and having good engagement marketing, the crisis did not affect it. So far we have talked about content on the site, so that it appears on Google, but what about social networks …The content strategy for social media includes 3 elements: creating a content calendar, content rules, and editorial standards. A content calendar is used to plan content distribution in advance, to take into account seasonal content, new products or services being offered, promotions, brand initiatives on responsible issues, events or world days to which that you want to add, etc. That way the brand always has the right content ready.