building content and an online brand
TRANSCRIPT
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
• 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
Alison Cox
Oncor
Megan Magana
Freeman