Managing Hotel Reviews

Protecting your online reputation through reputation management depends on your ability to create relevant, optimised content. That’s why this week Igniyte discusses the role of content marketing in reputation management.

Reputation Risk

Deloitte’s 2014 Global Survey on Reputational Risk revealed that companies around the world are coming to recognise the importance of reputational risk.

A Deloitte survey revealed that 87% of company executives believe that reputational risk is the most important issue facing businesses right now, while 88% revealed their company had set strategies in place to manage this risk. However only 47% of those questioned felt prepared to deal with risks posed by third parties.

Online Reputation Management

As such, businesses across the world are turning to online reputation management. The process is helping companies to manage the risk that third parties pose to the reputations of their businesses’ online.

Online reputation management strives to rehabilitate a less than positive reputation online by focusing on page one on Google for the search term in question. A 2010 study by Chitika, an online ad network, revealed that page one on Google gets 92% of all search traffic. Another study from Chitika revealed that the top position on page one of Google gets a third of all search traffic alone.

Google Likes Relevant Content

Therefore, online reputation management acts to safeguard online reputation by populating page one for a particular search term with a number of online assets such as websites, social and professional media profiles and blogs. These assets are optimised with the search term in question to ensure they rank on page one.

Yet it is difficult to rehabilitate a reputation online just by populating page one with websites and online profiles. Google likes relevant content – content which is useful to the users employing its search capabilities. The search engine rewards websites and online profile that capitalise on relevant content, making these vital to any effective online reputation management strategy.

What is Content Marketing?

This is where content marketing comes in. Content marketing can be defined as a marketing strategy which hinges on the creation and distribution of consistent, valuable, relevant content. Said content is designed to catch the attention of a specifically defined audience to drive profitable customer action.

In other words, content marketing is producing content with one goal. To attract and retain a customer base. The most effective way to do so is to write about subjects customers want to know about, and answer the questions they’re asking.

The Rise of Content Marketing

The value of a relevant marketing strategy has led the corporate world to one conclusion. If companies use content marketing to provide customers with the information they believe is valuable, those customers will reward them with their loyalty and their business.

This has seen content marketing become a valuable tool in the arsenal of marketing professionals over the past few years. Data from the Content Marketing Institute showed that 92% of marketers surveyed employ the use of a content marketing strategy; up from 91% in 2012, and this number grew throughout 2014.

The Role of Content Marketing in Online Reputation Management

As such content marketing has come to play a critical role in online reputation management. When it comes down to it, reputation management in the online forum relies on search engine optimisation (SEO). This is the process of lacing content with the key words it needs to rank on Google for a particular search term.

When writing content for online marketing purposes, you should use your chosen search term or terms as the basis for your article. Create your content around the particular search term you wish to promote. Therefore content marketing provides the relevancy Google requires to assure news, articles and blogs rank highly on page one for a particular search term, making it an effective tool in the fight to promote reputation online.

Greenpeace vs. Nestlé

All we have to do is look at the battle between Greenpeace and Nestlé to see what happens when you neglect content marketing in a bid to protect your reputation online.

2010 saw Greenpeace launch a campaign on Facebook to draw attention to Nestlé’s sourcing of palm oil in Kit-Kat bars; which was destroying Indonesian rainforests. Facebook erupted. Nestlé responded by posting take down notices. The story hit the headlines and Nestlé stock plummeted.

How Should Nestlé Have Handled Greenpeace?

The company did go on to reveal that they were investigating new sources all the time. If they’d recognised the value of this information they could have used it to blunt the Greenpeace campaign.

Nestlé could have used this information to create relevant content. The benefits of such a strategy would have been two-fold. It would have shown the protesters that the company was listening to concerns, and it would have turned the attention into a positive for Nestlé’s reputation online.

The Bedrock of an Effective Online Reputation Management Strategy

With this we see the role content marketing has come to play in effective reputation management. By focusing on creating content that address the needs and concerns of your customer base, you create the kind of content that ranks highly on page one of Google for your search term. As such, content marketing is the bedrock upon which an effective online reputation management strategy is based.

For more information about content marketing in reputation management please contact Simon Wadsworth on email: [email protected] or phone: +44 (0) 203 542 8689 for a confidential discussion.