Why is content useful to develop your digital branding


June 15, 2021


To develop a strong corporate or personal brand, we need to learn to manage our online reputation. At a day and age where social media and search engine are people’s preferred shortcut to learning who you are, and if they can trust you, the use of content marketing can prove to be a great asset.

Before reading the rest of this eBook, run a standard Google Search on your industry. Don’t look for the product, but ask yourself your prospect’s possible questions.

Look at the related searches. Now think…is there anybody answering that question properly?

Content Marketing to build digital branding

HubSpot contributor  Corey Wainwright explains that content marketing centers on "creating, publishing, and distributing content for your target audience -- usually online -- the goal of which is to attract new customers.”

In the end, content is the message the marketing strategy delivers, says HubSpot.

  • Helps empower potential customers
  • Builds a relationship with the audience
  • Creates content that entertains and educates

Perhaps you attracted leads but, before turning into a client, they want to make sure you can deliver. Does your brand convey that capacity?

To Nielsen, a brand name “can be one of the most valuable assets a company possesses. It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product.”

The late branding expert Walter Landor wrote:

“A brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality (...) A brand is a collection of perceptions in the mind of the consumer.”

Marketing vs. reputation

According to the Content Marketing Institute, whether“you manage a brand, business or yourself, your online reputation matters, particularly if you’re serious about creating a meaningful content strategy or engaging with potential customers.”

Professor Cristina Ribas from Barcelona's Universitat Pompeu Fabra asks companies to understand social media to nurture this.

  • Regarding contacts, marketing, and communications focuses on segmentation and personalization. But in reputation management, you ought to ask yourself the question, who’s following you?
  • Regarding conversation, marketing promotes transparency and a sense of complicity. But, regarding reputation, whom do you relate to?
  • In spreading messages and content, you want to increase traffic, access, and visibility. But, regarding reputation, are you sharing content? What’s your online presence?

Gaining a reputation with content

The most important factor for your company’s digital marketing success is trust. A business that is gradually constructing reputation on trust not only will get new leads, but nurture recurrent followers and promoters.

The director of the Reputation Institute, Charles Fonbrun associates reputation to five traits:

  • Visibility
  • Differentiation
  • Authenticity
  • Transparency
  • Strength

How is content marketing help you develop these attributes?

  • It helps you become visible online, spreading not only the technical capacity of your product or service but the values that are behind it.
  • It lets you differentiate from the rest. If there are hundreds of SaaS software that run the same features, what makes you stand out from the rest?
  • It allows you to become more authentic to your leads eyes, which gives you transparency. A company is as good as the people behind it. Well, let’s meet them!
  • You strengthen the value of your company based on your knowledge. Let’s say you run specialized legal services, complex heart surgery or manage an application in the cloud.  Leads will ask: "Do you even know what you’re talking about?"

The 2016 Edelman Trust Barometer is straightforward: every voice matters online to construct trust.

 content marketing and reputation

Knowledge is power, and content is strength .

  •  Search engine marketing and social media are today’s most trusted information shortcut. Be sure to build an online presence.


content marketing and reputation

content marketing and reputation

Source: 2016 Edelman Trust Barometer

Since they’re the ones who first entered the website, they’ll feel the results and earnings obtained from this search were the product of their own research. Because of this, Search engine marketing and social media are today’s most trusted. Be sure to build an online presence.

Do you use content marketing to help you develop your brand and foster your reputation? 

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