Creating content to build your reputation

SERM will not work to its full potential if you do not publish high-quality content about the brand in parallel.

The content must be of different formats (text, video, images) and native, that is, not overtly advertising.

Articles by brand representatives on UGC platforms (Sostav, VC and others), client cases, comments from brand experts in the media, expert columns, video blogs, podcasts, courses, books – all this will help strengthen trust in the brand and its positive image.

The result of complex work with Yandex search results using the example of the personal brand of the company founder:

Source

Basics of creating brand content :

• Usefulness. The material should teach something or solve a problem.
• Consistency: Post content regularly and maintain a consistent style.
• Target audience. It is impossible to create in-demand content without studying the needs and interests of current and potential customers.

Getting Started: Online Reputation Management Tips

1. Connect mention monitoring . The easiest and most accessible way is manual search. To do this, open a search engine and see what is written on the network for queries such as “company name”, “company name + reviews”, “company name + employee reviews” and others.When monitoring manually, it is important to regularly check review sites, geo-services, marketplaces and other platforms where your brand may be mentioned.To save time and not miss mentions, we recommend using monitoring systems (Brand Analytics, Medialogy, etc.). Most of these services have free demo access.
2. Process the collected mentions : divide them into categories (for example, “Social networks”, “Marketplaces”, “Review sites”), then provide feedback and work on the negative.
3. Respond to both positive and negative mentions .How to Respond to Positive and Negative Reviews
4. Motivate customers to leave reviews . After the purchase, you can give the buyer a QR code with a link to a card on a review site or send a newsletter in a messenger.For feedback, give your customers gifts sales directors email lists and bonuses, such as a discount on their next purchase or a coupon for an additional service.
5. Publish content . Actively maintain accounts on social networks and UGC platforms – constant communication with the audience through various channels increases brand recognition and strengthens trust in it.Also, the company’s presence on various platforms will help fill search results with positive information about the brand.

How Reputation Management Helps Business. Cases

Case 1. Increasing customer trust and competitive advantage .

A major online educational platform was losing customers due to bad reviews.

Launched a campaign: students wrote engagement campaigns with email marketing positive reviews about the platform and received bonuses for it. Over 12 months, the campaign was supported by 1,000 students, more than 500 of whom whatsapp data left reviews.

In summary :

• The platform’s rating on major review sites has increased from 2.9 to 3.9 stars ;
• The number of platform service cancellations due to negative reviews has decreased by 60% .

Case 2. Protection from reputational crises .

A product from a major hygiene product manufacturer was featured on the Roskontrol portal as allegedly containing toxins. Although Roskontrol is a private organization, it is often confused with a state organization because of its name. The media picked up the information from the portal, and a wave of negativity arose.