Thanks to the web, anyone can post their opinions about any brand, product, or service anywhere in the online space. That’s great! However, a single incorrect, misleading, malicious and negative piece of content online can dent the reputation of the brand; a reputation that has been painstakingly built over the years.
While you can’t control what’s said about your brand online, you can establish credibility and trust in your audience by using appropriate content marketing strategies.
3 Content Marketing Strategies to Build a Positive Online Reputation
Earned Media: Earned media refers to publicity gained through promotional efforts, press releases, journalists pitches and organically amplified content. It also includes the free coverage that your brand receives from external platforms such as third-party articles, press coverage, blogs and vlogs, industry forums, industry-specific third-party listings such Glassdoor, Trustpilot, etc.
Earned media should be a focus for all businesses as these create a positive outlook and build trust, credibility and connect with your target audience.
How to draft an earned media content?
- Ensure to keep the headline interesting and include the brand name in it
- Mention the most important information and keep it simple and short.
- Include some quotes of the company’s CEO, COO and other authoritative individuals.
- Provide links to content that you want your brand to rank for.
Paid Media: Paid media includes print ads, television commercials, sponsored content, and product releases. It also includes all your paid activities on channels like Google Ads, social media ads, Facebook sponsored posts, sponsored tweets, Outbrain, or promotions by influencers. This is an activity that you have full control over and therefore has to be planned very well.
How to draft paid media content?
- Ensure to include your brand name with positive content
- Avoid selling your brand but, educate the audience
- Maintain a consistent brand tonality and image
Owned Media: Owned media largely relates to your website and blog — the digital assets that you can completely control. Here, you have to you work on improving the ranking of the pages that are of utmost importance to your brand’s reputation and perception. The content has to be optimized for keywords that you want to highly rank for.
How to draft content for owned media?
- Conduct a thorough audit of your existing content
- Define clear content marketing objectives and quantum and forms of content to meet this objective.
- Optimize content to rank for specific keywords; develop authentic and credible content that your target audience will look forward to.
- Periodically, review performance and tweak content creation.
Well, these are just a few content marketing strategies to improve your online reputation. For a comprehensive ORM solution that includes content marketing, brand protection, social listening, review management, response management, crisis management, connect with us at AiPlex.
