Brand reputation management, or maintaining and managing a consistent, impactful and effective online brand name, is no longer simply about describing your products or services ad nauseam to potential customers, nor is it only about inundating those consumers with countless ads and hype that continuously highlight your company as the go-to option in your industry.
To really reach and hold onto that oh-so-coveted target audience, you need to present your company as one that can offer value outside of the products you sell; something that allows you to more effectively manage and protect your brand while demonstrating your willingness to help consumers outside of the traditional buyer/seller relationship.
What may have once been regarded, or dismissed, as a way to vent about politics, one’s employer or the topic-du-jour, is now an important, if not essential, part of online brand reputation management strategy. A well-written and well-curated blog page is now an important building block in any brand development project. Budgeting time and effort for a company blog is definitely worth it, and can have enormous benefits for you and your bottom line well into the future.
Improved Search Engine Visibility
Fresh, high-quality content provides search engines like Google more pages on your site to index, leading to better search engine visibility that could eventually translate into increased traffic on your site. “The more hooks you have in the water,” says Forbes contributor Jayson DeMers, “the more likely you are to catch a fish.” Blogging provides your company a golden opportunity to organically enhance online visibility, putting your brand in front of more eyes than ever before.
Enhanced Brand Authority
“Awesome content will show fans of your industry that you know your stuff and therefore are the brand to go with for their business needs,” says Kristi Hines, blog marketing blogger and Kissmetrics.com contributor. Blogging offers your company the chance to establish itself as an expert within the industry, helping to set your brand apart from the herd through informative and engaging content that demonstrates why your firm can and should be trusted over the competition.
The generation of high-quality, trusted content may soon translate into the generation of more links to your company’s website. As your content becomes a looked-to and authoritative source if information on certain subject-matter, it will likely be referenced and cited by others, quoted, referenced and linked to within pieces by bloggers, columnists, authors and even journalists throughout the Web. Enhanced brand authority could soon generate considerable traffic to your site.
Increased Brand ‘Share-ability’
With each new blog on your site comes yet another opportunity for your brand to reach a large and varied audience of potential customers. By sharing each new post via updates on the company’s Twitter, Facebook and Google+ accounts, you’re taking advantage of a powerful marketing tool that heightens awareness and visibility of your brand at minimal effort and cost. By sharing word of your blog on social media, you’re working to both create and spread discussion of your brand throughout the Web.
Better Brand Likability
By providing a source of helpful industry-related information and insight to visitors, your blog is working to humanize your brand; to show a willingness to assist others without the practiced sales pitch and to establish more of a personal connection and trust with the audience. “Blog posting allows you to show a personal side of your business that perspective,” says Openvine.com contributor Kelly Mango, “that current customers won’t see through outbound marketing techniques.” Blogging helps to exhibit brand personality, and to add the human touch not commonly found in traditional marketing strategy.
The Bottom Line
Your ultimate goal as a business is, of course, to make money. By incorporating a well-cultivated blog into your brand reputation development and management strategy, you’re working to garner the heightened visibility and customer connections needed to boost that ever-important bottom line. The more authoritative content you have out there, the better you’ll begin to appear in Google search results.
When combined with the relationships and trust you build through your blog, that heightened visibility has the potential to convert into higher sales, more profitability, etc. More traffic means more potential leads, better sales numbers and higher profits, helping your business work towards the next level of success.
Professional Brand and Online Reputation Management
Blogging can quickly become an indispensable part of both your online content management approach and your overall brand reputation
management strategy, and can be an integral piece of your brand’s online puzzle for many years to come. Should you or your brand, however, ever face the threat of an online attack, we are here to help.
Visit InternetReputation.com today to learn more about professional, comprehensive and effective online reputation management solutions.