building content and an online brand

BUILDING CONTENT AND

AN ONLINE BRAND

Visibility, identity and reputation management for B2B companies

Agenda • Introductions

• Where should you start?

• Set goals

• Facebook vs. Twitter vs. LinkedIn … and more!

• Make a reasonable plan

• What is content and how to create it

• Making content work: “10-4-1”

• Stuff happens: online reputation management

• Discussion

Who we are

Teresa Henderson

Pierpont Communications

Alison Cox

Oncor

Megan Magana

Freeman

• Step One: Google

• Step Two: Twitter

• Your company

• Your executives

• Yourself

• Your competitors

• Step Three:

• Determine your existing awareness

• Honestly assess your reputation

Where should you start?

• Goals will depend on your existing brand

awareness and reputation, but might

include:

• Page one in Google search results

• Articles by your executives posted on

LinkedIn

• ReTweets of your Twitter posts by influential

followers

• Hits to landing pages on your website

Set goals

Plus YouTube and Pinterest and Instagram and …

• Not every business needs a Facebook page

• Is there a reason for your company to use Twitter?

• Don’t forget YouTube

• Pinterest and Instagram: can they benefit B2B companies?

• LinkedIn: today’s business search engine, mini- website and content vehicle

Facebook vs. Twitter vs. LinkedIn

• Who owns online media?

• Who can create content?

• Who can maintain the momentum?

• Who can link to SEO?

• What can you do WELL in

• 30 days

• 90 days

• 1 year

Make a reasonable plan

• Text, visuals, applications, videos, infographics and other data

created by your company or about your company or industry

• Text content is particularly important for SEO

• In most cases, content should be created with your specific

audiences in mind

• It takes a village: you’ll be more successful if multiple people are

creating content

• Assign content creation by topic and with deadlines

• Edit content into your company’s brand voice before uploading

What is content and how to create it

The “10-4-1 Rule” makes you a source of information

regarding your industry; not just a “sales machine”

• 10 Links to third-party articles

• 4 Links to company blog posts

• 1 Link to a landing page (an overt sales pitch)

Where can you find third-party articles worthy of posting?

• Trade articles from well-respected publications in your field

• National business publications: HBR, Forbes, NPR, etc.

• Your vendors and clients

Making content work: “10-4-1”

• Work hard to ensure that your brand values are reflected in all

content

• Google lives forever, and so does almost all posted content

• If you make a mistake online (and you probably will), correct it and

note the correction. The same with information posted by

someone else. Respond with concise accuracy

• If you don’t correct misinformation, you are tacitly approving it

• There’s no place on the Internet for sarcasm or tongue-in-cheek

humor. Don’t try it

Stuff happens: online reputation mgmt

Ask us anything!

Discussion

Thank you

Teresa Henderson

Pierpont Communications

thenderson@piercom.com

Alison Cox

Oncor

alison.com@oncor.com

Megan Magana

Freeman

megan.magana@freemanco.com