What is reputation content and how to create it
Posted: Sun Jan 12, 2025 7:12 am
Texts, audio, images and videos used in ORM and SERM are all reputational content. Using such content helps influence the audience's perception of the company and product. To achieve the desired effect, you need to understand how the digital marketing tool works, choose the type of reputational content and create it. In this article, we will tell you how to do it correctly.
Reputational content is a set of text, audio and visual vnpay database materials that help shape the image of a brand or product in the eyes of the target audience.
Using it, businesses solve the following problems:
displacing negative material from search results;
expert testimony;
demonstration of the organization's reliability;
building trust;
demonstration of advantages over competitors;
increasing loyalty;
providing information about a product or service;
removal of objections;
bringing the client to the completion of the target action.
Types of reputation content
There are many options, but you don't have to use them all. You should only choose the types that meet the needs of your business.
Reviews
Reviews are user-generated content. Real customer reviews published on their own social media accounts, review sites, and geo-services are especially valuable. To increase trust, it would be great if reviews were supplemented with screenshots or copies of documents or receipts. Loyal users can also send thanks via personal messages or email.
It is important to encourage customers to leave positive reviews about the brand, product and service both on the company's official platforms and on other resources to maintain and improve the brand's reputation.
Ratings, awards, facts
If your company has achievements, be sure to share them with the public. Tell how many years you have been successfully operating, how many users use your product, and other important figures. If your company has made it into the best rating, share this good news. Present all the data creatively and excitingly.
Cases
This format gives users a clear idea of the quality of the products or services that the company offers. Demonstrate how your actions helped customers solve their problems, provide specific results and statistics. Focus on the unique features of your approach to cooperation to stand out from the competition.
Answers to frequently asked questions from users
Often users ask the same questions in the comments, over the phone, or in correspondence. Answer these questions in detail using the FAQ format or by writing a blog article on the site. Adding images, video reviews, and instructions will also help complement and strengthen reputational content.
Manufacturing process
Describe in detail the technologies used, internal work processes and professionalism of the staff when producing goods or providing services. Such information will help to overcome possible doubts of customers regarding the quality of the products.
Attendance at events
Use the company's success at industry conferences and other events as a news hook. Create a short news story about your speech, provide a brief description of the speech, add a video or photos. This way, you will emphasize the professionalism of your employees.
Team
Introduce your audience to your specialists who professionally and harmoniously solve any problems in a friendly atmosphere. To do this, you can conduct short interviews with employees, share reports on internal and other events where the team actively participates.
How to Choose the Right Reputation Content
Let's consider the criteria for selecting types of reputational content:
topics of interest to the target audience that are related to the company;
which topics and queries correspond to the stages of the user journey;
what are the audience's needs for information about a product, service, or business.
how to motivate loyal customers to create user-generated content and where to use it;
what formats your competitors are using effectively.
Conclusion
Before creating or modifying reputation content, it is necessary to analyze the target audience and identify its needs. It is recommended to start with traditional content formats, such as reviews, social media posts, articles. After a successful launch, you can expand the methods and experiment with new approaches.
Reputational content is a set of text, audio and visual vnpay database materials that help shape the image of a brand or product in the eyes of the target audience.
Using it, businesses solve the following problems:
displacing negative material from search results;
expert testimony;
demonstration of the organization's reliability;
building trust;
demonstration of advantages over competitors;
increasing loyalty;
providing information about a product or service;
removal of objections;
bringing the client to the completion of the target action.
Types of reputation content
There are many options, but you don't have to use them all. You should only choose the types that meet the needs of your business.
Reviews
Reviews are user-generated content. Real customer reviews published on their own social media accounts, review sites, and geo-services are especially valuable. To increase trust, it would be great if reviews were supplemented with screenshots or copies of documents or receipts. Loyal users can also send thanks via personal messages or email.
It is important to encourage customers to leave positive reviews about the brand, product and service both on the company's official platforms and on other resources to maintain and improve the brand's reputation.
Ratings, awards, facts
If your company has achievements, be sure to share them with the public. Tell how many years you have been successfully operating, how many users use your product, and other important figures. If your company has made it into the best rating, share this good news. Present all the data creatively and excitingly.
Cases
This format gives users a clear idea of the quality of the products or services that the company offers. Demonstrate how your actions helped customers solve their problems, provide specific results and statistics. Focus on the unique features of your approach to cooperation to stand out from the competition.
Answers to frequently asked questions from users
Often users ask the same questions in the comments, over the phone, or in correspondence. Answer these questions in detail using the FAQ format or by writing a blog article on the site. Adding images, video reviews, and instructions will also help complement and strengthen reputational content.
Manufacturing process
Describe in detail the technologies used, internal work processes and professionalism of the staff when producing goods or providing services. Such information will help to overcome possible doubts of customers regarding the quality of the products.
Attendance at events
Use the company's success at industry conferences and other events as a news hook. Create a short news story about your speech, provide a brief description of the speech, add a video or photos. This way, you will emphasize the professionalism of your employees.
Team
Introduce your audience to your specialists who professionally and harmoniously solve any problems in a friendly atmosphere. To do this, you can conduct short interviews with employees, share reports on internal and other events where the team actively participates.
How to Choose the Right Reputation Content
Let's consider the criteria for selecting types of reputational content:
topics of interest to the target audience that are related to the company;
which topics and queries correspond to the stages of the user journey;
what are the audience's needs for information about a product, service, or business.
how to motivate loyal customers to create user-generated content and where to use it;
what formats your competitors are using effectively.
Conclusion
Before creating or modifying reputation content, it is necessary to analyze the target audience and identify its needs. It is recommended to start with traditional content formats, such as reviews, social media posts, articles. After a successful launch, you can expand the methods and experiment with new approaches.