How to Use Content to Win at Online Reputation Management
It takes only a few hours for bad customer experience to become famous online (go viral) and affect a brand’s image. What’s awful? The brand being ignorant or clueless about the negative publicity that’s happening. So, the online reputation management must be strong whether it’s a brand or a business.
What is Online Reputation Management
It is everything that people think, write and say about a brand and how they perceive it online. In a nutshell, online reputation management is:
- Marketing your brand through content.
- Registering your all brand or personal domain names.
- Maintaining and updating all social network accounts associated with the brand.
- Ensuring all your websites and blogs are fast, properly-structured, categorized, SEO and mobile optimized.
- Promoting your own business, photos, and videos, etc. with comprehensive tagging.
The online reputation management for your brand is based on the type of content that is present on the website, blogs, and social media. The content should be focused on the website’s goal and targeted audience to draw visitors and capture their attention. Engaging content can work wonders when you are trying to boost your brand’s online reputation.
So, if you’re serious about building your brand’s online reputation, you must create a meaningful content strategy. Following are various steps that can help in building an online reputation.
An engaging blog showcases your domain centric knowledge. It should be frequently updated which is crucial in maintaining a connection with your audience. You need to create quality content and update the website frequently. By generating ideas and wisely publishing them you can easily inform and interact with your end users.
It is an important strategy to pick up footing among web crawlers. Being ranked at the top will give your brand or business the much-needed authority. The entire write-up on Wikipedia must be informative and verified by checked sources. Any exaggeration may lead to a bad reputation as it can be edited by the readers or taken down by the administrators.
If you need to forward the declaration of your expertise in a field, the most ideal way is to compose a whitepaper. However, it should not be promotional but informative. Once done, post it on a high authority site and try to make it social media friendly.
An infographic should have a clear and graphical representation of the information you are trying to depict. The data must have a flow including every possible metrics along with sources to make it more enlightening. You need to choose a topic that is relevant to the audience rather than just being popular.
Communities and Forums
Communities and forums connect users from all over the world. You should post or comment on relevant online communities and forums specific to your industry. You should engage with other users and put some thoughts in your comments in order to make your presence felt. Be sure of sharing relevant rather than spammy content and always share informative links whenever is possible.
Writing guest posts or articles can increase the value of your online presence. However, make sure you are posting them on high authority websites. An ideal way to do that is by following the blogs and pitching them to post and get backlinks to your site. Make sure the information reaches to the right consumers.
Press Releases (PR)
The motivation behind the press release is to declare something which is newsworthy. It helps in delivering news related events to your audience. There are a huge number of paid as well as free to use PR sites that are available online. The most imperative thing to consider when writing a press release is the target audience.
Images, Videos, and PPTs
Share your content on media channels like YouTube, Dailymotion, Pinterest, SlideShare, Flickr, AuthorStream and more. It helps boost your storytelling and also helps engage your audience. It also furnishes you with additional channels to upgrade your online presence. Instead of being hesitant always ensure to be creative. The focus must be on the quality of information as opposed to quantity when posting on these media channels.
Social Networking Sites
Last but not least, stay socially connected. Consistently post relevant content on social media platforms and make sure they are not purely promotional but engaging as well.