Brand reputation management is something every business should closely pay attention to. And no, it’s not something you should leave to chance. You must proactively take steps to ensure that your brand reputation is intact.
And one of the things you can do to manage your brand reputation is content marketing.
Before we proceed, let’s briefly look at what these 2 terms mean and how they work together to help your brand reputation management strategy.
What is Brand Reputation Management?
Brand reputation simply means how your customers view your business. A good brand reputation can help your business grow while a poor brand reputation could sink you.
So what is brand reputation management?
Brand reputation management is the process of proactively shaping the way your customers view your brand. The ultimate aim is for your customers to view your brand the way you see it as well as to foster positive sentiments around your brand. Factors that impact your brand reputation include:
- Brand awareness
- Product or service quality
Thankfully, the internet can help you take care of the first 3 through content marketing.
What is Content Marketing?
Content marketing is the strategic creation and promotion of content your target audience finds relevant and valuable. It serves many purposes that include lead generation, customer retention, driving sales, brand awareness, and of course, brand reputation management. For it to achieve its purpose, you need to have a robust content marketing strategy that involves (among other things):
- Targeting the right keywords
- Developing a content calendar
- Creating valuable content
- Identifying relevant content distribution channels
So how exactly does a solid content marketing strategy help with brand reputation management?
Let’s take a look, shall we?
5 Ways Content Marketing Can Help Your Brand Reputation Management Strategy
When it comes to managing your brand reputation, one of the best tools at your disposal is the internet. With over 4.57 billion active users, the internet is a great place to publish content that will have a positive impact on your brand reputation. But how does, content marketing help your brand reputation management strategy?
Here are 5 major ways content marketing, specifically blogging can ensure that your brand reputation is positive:
1) Increases Brand Awareness
A critical pillar in brand reputation management is brand awareness – the level to which consumers know your brand. This involves recognizing your brand and associating your brand with certain sentiments and qualities.
And content making plays a huge role in this.
By publishing content that your target audience finds relevant, entertaining, and valuable, you build meaningful relationships with them. Not only will your customers keep coming back for more of your content, but they are likely to share it with their friends and families as well. As a result, you get free word of mouth marketing. And yes, that’s a big deal as research shows that 92% of people are more likely to trust brands their friends and family recommend. So, by creating content that resonates with your customers and helps them solve their problems, they’ll recommend your brand to their network. As a result, you’ll enjoy an increase in brand awareness.
2) Helps Build Authority
One of the benefits of blogging and content marketing as a whole is that it helps you establish your brand as an authority in your industry. By consistently publishing valuable content, you end up becoming a resource that customers (and other brands) refer to when they need answers to questions pertaining to your industry.
What does building authority have to do with brand reputation management?
People trust brands that are seen as authorities in their industries. And trust is another vital pillar of brand reputation management. Without trust, it’s virtually impossible to grow a strong customer base, and thus, a successful business.
On a side note, creating exceptional content will also aide your link building efforts, which in turn result in increased authority and better search engine rankings. Which brings us to our next point…
3) Better Search Engine Rankings
Yes, search engine optimization (SEO) plays a vital role in brand reputation management. With people having the power to leave reviews about your business on the internet, some of them may leave negative reviews. Whether they are genuine or not, they will still show up in searches.
And that’s where blogging and SEO come in.
By creating SEO optimized blog posts, you can outrank review sites and set your own precedence for how you want your customers to view your brand. And if you can make it to the first page of the search engine results page (SERPs), the chances of people seeing and consuming your content and not reviews are increased.
While it may require a bit of an investment and patience on your part, creating content for the sake of SEO is definitely worth it in the long run. The increased visibility will result in a positive impact on your brand reputation.
4) Gives Your Brand a Human Touch
A good content strategy also helps your brand reputation management strategy by giving your brand a human touch. With many brands competing for the same customers, one of the major differentiators is the human touch. And a blog can do just that for you by:
- Giving you a channel to communicate with your customers
- Affording you a way to express your brand’s personality
Executed well, a good blogging strategy will help make your brand feel friendly and approachable. That on its own is great for your brand reputation.
5) Build Trust Using User-generated Content
Another great blogging strategy you need to leverage as you work on your brand reputation management is user-generated content.
User-generated content is simply content created by your customers. By giving your customers the opportunity to contribute to your blog you not only give them a voice but also build deeper trust with other customers. This is because people trust content created by other people more than they trust content created by brands.
Brand Reputation Management – Content Marketing is Key
Brand reputation management need not be complex or expensive. A simple way to ensure you’re in control of your brand reputation without breaking the bank is to leverage content marketing. By implementing a blogging strategy, you not only help shape your customers’ perceptions of your brand, but you also increase brand awareness and drive sales. What can be better than that?