Whether you aim to develop your new
startup’s reputation or reinforce public trust in your eCommerce business,
brand reputation can effectively make or break your company. According to Igniyte, 70% of
consumers will actively avoid products of a company with bad online reviews and
comments, with 49% of them stating that a brand has to have a rating of at
least 4/5 stars for them to make a purchase.
This fact might come as a surprise
to small business owners or eCommerce resellers;
however, it makes sense from the consumer’s point of view. Hard-earned money
should only be invested in products and services of companies with a positive
brand reputation which poses an interesting challenge to companies around the
How can you power your brand reputation through content marketingwith so many competitors fighting for the same piece of publicity and customer loyalty? We will explore that question in several steps and guidelines while also listing some benefits of doing so, as well as potential pitfalls of content marketing worth keeping in mind.
Benefits of Positive Brand Reputation
Before we tackle the ways to
increase your brand reputation through content marketing, let’s take a look at
why you should care about brand reputation in the first place. Like any
business in the global market, yours should make revenue in order to sustain
itself and grow over time. Brand reputation can facilitate several improvements
in regards to your company, including but not limited to:
Viral Brand Awareness
Brands with appealing content
marketing are regarded as approachable and easy to understand by the general
public. After all, what separates your product portfolio from others on the
market is your brand’s vision, culture as well as beliefs and social issues you
stand for or against. Customers will find it much easier to come across your
brand through word of mouth or organic search if you integrate the brand image
into content marketing going forward.
High Conversion Rates
It’s one thing to have someone
engage with your content marketing pieces but another matter entirely to have
them convert. High conversion rates come as a benefit of integrating your brand
standards, visuals, and statements into every piece of content you publish. As
we’ve previously mentioned, it will make it much easier for people to identify
with the brand behind your products or services if you give them concrete info
on what you stand for.
Lastly, content marketing is often
seen as the black sheep of in-house production pipelines due to its necessity
for time and resources. However, brand reputation can only be reinforced if you
take time to craft original, relatable content marketing pieces for your
existing and future stakeholders. Every minute and penny you invest in content
marketing will net a positive return over time, not to mention add to your
overall brand reputation as well.
Powering Brand Reputation through Content Marketing
Redefine your Website
The first order of business in
terms of growing your brand reputation through content marketing should be to
redesign your website. Whether you sell in-house developed services or resell
eCommerce goods, your landing page and sitemap should always links contain
Make sure that casual onlookers and
frequent visitors have an insight into your business’ blogging activities,
active marketing campaigns, and any ongoing sales. Highlight the content you
create for your business, make it easy to access and the brand reputation it
carries will grow exponentially.
Brand your Content
It should be clear at first glance
that a piece of content marketing material came from your company. This effect
can be achieved in several ways, including the implementation of distinct
formatting or tone of voice. You can also implement your internal website links
into content marketing in order to make it easier for readers to follow up on
their reading by visiting your product pages or contact forms.
Avoid posting plain content with
your company’s name on it without diving into deeper stylistic, visual and text
customization choices. The best way to approach content branding is through the creation of a
style guide for your content creators to follow. This will achieve the intended
effect of growing your brand reputation and it will facilitate further growth
of engagement and conversion rates.
Original Topics & Messages
If a popular industry leader comes
out with a new, trend-setting innovation, most companies and brands in the
field will report on it. While it is important to stay in touch with recent
events, happenings and innovations within your industry, you should always look
for ways to add an original spin to the story. Don’t treat your content
marketing as a news media outlet – instead, try to tackle fresh points of view
and discussions on familiar topics.
Brand reputation growth through
content marketing isn’t a time-limited sprint – it is an industry-wide
marathon. Take your time to examine what goes on in your industry and niche.
Find interesting ways to look at publicly-known facts and information to come
off as a provider of original, relevant information in order to grow your brand
Deliberate Content Targeting
For better or worse, no two
consumers will react the same way to a piece of content marketing you produce.
This will allow you to craft targeted content for different demographics and to
segment your audience going forward. For example, you can dedicate a content
marketing cycle to millennials and focus on the latest industry trends in a
casual and approachable manner. The next cycle can revolve around in-depth case
studies and industry phenomenon analysis which will attract new B2B
stakeholders to your brand.
Differentiate your content
marketing in order to grow your brand reputation with different audience bases
and demographics. This will not only affect your intentions in a positive way
but also keep things fresh and interesting for your content creators with
varying topics and content types.
Implement Multimedia Content
Speaking of content
differentiation, there are no rules stating that you are limited to written
content exclusively. You can share discussion videos, podcasts, infographics
and a plethora of other content types with your consumers.
The more varied your content cycle
is, the better your brand reputation will be as a result of showcasing your
ability to mix things up. Tools such as Trust
My Paper and Evernote can help
you organize and edit your content based on what your writers and designers
work on at the moment. Make sure to explore different types of multimedia and
find the ones that suit your brand and communication style the most.
Consider the SEO
Brand reputation growth can and
should be facilitated through technical content marketing optimization. Search
Engine Optimization (SEO) plays a large role in how brands tread on search
engines such as Google, Yahoo, and Bing. Elements such as keywords, trending
phrases and general multimedia and website optimization all fall under SEO
In order to make the most out of
the global SEO, you can refer to tools such as Google Keyword Planner and SEM
Rush. These tools are designed with the intent to help websites
fight to the top of Search Engine Result Pages (SERP) with their real-time data
and analysis capabilities. Don’t create content blindly without adhering to
global search standards and you will add to your chances of ongoing brand
Share on Social Media
You should share your content
marketing materials through as many platforms and channels of communication as
possible. The easiest way to do so is to utilize
social media platforms to your benefit. Sites such as Facebook, Twitter,
Instagram, and LinkedIn enjoy a multi-billion following, which makes them the
perfect playground for your brand reputation growth.
Create business pages on each of
these platforms and make sure that a social media management team is readily
available for publishing and customer engagement. Grow your brand reputation by
answering questions, discussing content-related comments with followers and
otherwise being present on social media. These communication channels can be
used for both B2C and B2B purposes, so make sure to use industry hashtags in
your posts to spread your content’s reach as much as possible.
Back Claims with Research
Brand reputation can be lost just
as quickly as it can be built up. In order to avoid that and focus on upward
growth, make sure that your content marketing materials contain truthful,
research-backed claims. For example, if you claim that a third of the
population prefers using laptops to desktop computers, you will have to back
that claim up with an empiric research done by a prolific source.
You can conduct your own research
through polls, A/B testing, interviews, and other test group methods as well.
The most important part of content marketing in terms of using industry data
and statements is always to justify your claims. If done consistently, your
brand reputation will grow considerably, especially in the B2B networking
Engage the Audience
There is no denying that a
business’s main goal is to gain revenue on a constant basis. However, that
doesn’t mean you should focus all of your marketing efforts on customer-centric sales pitches without
Your social media managers and
sales representatives should always be available for potential outreach and
lead generation. Make sure to answer any questions, concerns or feedback
diligently as it comes. Don’t ignore your consumer base or B2B stakeholders
willing to extend a collaborative hand. Business growth is closely tied with
brand reputation and stakeholder servicing – create a brand image which you can
be proud of.
Look Out for Growth Opportunities
Speaking of growth, the best way to
positively affect your business’s brand reputation is to expand your service portfolio
and operational capacities consistently. Dedicate resources and manpower to
business development and make good use of your B2B network. Industry
collaboration can often lead to massive income gains which can be invested in
territorial expansions, R&D of new products and other long-term benefits
for your brand reputation.
Don’t let your business stagnate in
terms of service portfolio and make sure to offer as much if not more to your
consumers than your competition does. Combined with other methods listed previously,
you will be able to achieve consistent organic growth which will open new
content marketing opportunities for your writers and designers to utilize.
Content Marketing Mistakes to Avoid
Marketing without Strategy
In order to build the brand
reputation that you truly want for your business, you will have to approach the
process with a plan in hand. Create a content
calendar for several weeks and months in advance while instructing
your content creators to focus on specific highlights of your business.
Creating content without rhyme or reason might raise public awareness of your
company but it won’t help you build up a brand reputation worth the effort.
Repetition of Known Information
Businesses with smaller resource
pools and industry influencer are bound to follow the leading companies in
their niche. However, repeating already published information without added
comments, opinions or thought-provoking questions won’t add to your brand
reputation. Avoid content marketing for the sake of monotonous, robotic
advertisement with no goal in mind. Try to add as much original content to any
marketing piece you publish in order to strive on the global market.
Giving up Prematurely
Lastly, brand reputation takes time
to build, not to maintain. Make sure that your staff and resources can handle
the long-term commitment to content marketing if you decide to build up public
awareness of your company. Leaving your content marketing pipeline for weeks or
months on end will make it very difficult to pick things up again without an
unnecessary loss of momentum. Don’t give up on marketing your business
prematurely and your brand reputation will become that much better for it.
Every industry consists of brands
fighting for their moment in the spotlight. Content marketing can indeed help
your business thrive and grow as time goes on. Test the waters in terms of
content types, target audiences as well as themes and topics worth exploring.
Before you know it, you will have found a
content pipeline which suits your brand image and staff members’ marketing
sensibilities. Once that happens, the right audience will always find their way to your
product portfolio and affect your brand reputation unlike any other form of
paid advertisement ever could.
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