When it comes to online reputation management, my clients often ask me why I recommend a corporate blog. It is time consuming to put an editorial process in place. Some sectors do not have many things to say or comment on. Other sectors are simply more quiet about their line of business. Often, it is a question of internal resources for both content production and content verification.
Note: In case you have missed what I said about the lines of action all companies should take when it comes to online reputation management, please feel free to take a look.
But there are more reasons why you need to have a corporate blog for your online reputation management than not having one:
1. A blog is an essential owned channel for any company to manage its online reputation
When it comes to occupying the search results of either your company name, your brand, your products and services, your prominent staff members or your sector in general, owned channels are vital to ensure you are in total control over your content.
There are lots of room for negative content when you leave it to the reporters, to commentators, to bloggers or to malignant users to create content in your place.
The last thing you want, is to have bad press constantly there when one conducts a search on you.
2. Fresh content gets you the required online visibility
It is not easy to generate constant news for your company website, at least for most companies.
It is the fresh news and those that generate a lot of resonance that gets your channels on the ranking.
Therefore, a corporate blog is an ideal platform on which you can have a larger scope for content production than you have for your company website. It can serve as a platform for news not just about your company, your products, your people, interviews, reviews, celebrity endorsements etc.
With good support from your social media channels, this is a great way to drive traffic to your channels and this will help in occupying the first pages of the search results.
3. You should recycle old but evergreen content
Running out of ideas for content? There are several ways to maintain high ranking to your corporate blog.
One is the recycling of old content. Go through your blog to identify evergreen content: articles that are never outdated, explanations, guidelines. These can be updated, and repeated enter your social media cycle.
4. Use Guest Blogging and Staff Blogging to build your online reputation
Also, your communications team should not be the only ones generating content. It helps when you get staff and celebrity endorsements. Depending on your line of business, get an influencer in to help write a blog. This will make use of his or her influence to drive traffic to the site.
Also, staff members get a chance to take part in this process and it helps to build a sense of affiliation to the company.
5. Build up your backlinks by having a good mailing list
Once you have an editorial cycle running smoothly, it is time to push it out via email. Build up a mailing list of loyal subscribers and produce interesting articles on your blog for them.
And if they have websites, there is a high chance that they will link back to you, and help up your search ranking organically.
These are five good reasons why you need a corporate blog to help manage your online reputation. If you think there are more reasons, feel free to comment below or send me an email.
If not, please look at other of my Eureka Moments. If you are interested in choosing the right channels you and your company should be on, here’s another read.
Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’.