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A blog without a well-planned strategy won’t do much to improve brand image. You’ve got to strategically create and amplify your content so the right people discover you when they’re actively searching online.
It used to be that only big businesses needed to maintain active blogs to keep customers informed on new products and company updates. Now every business, big and small, should be using their blog to help tell their story. Think of your blog as your own personal public relations firm.
Here are some tips on how to create and amplify brand-boosting content on your blog, and in Google’s search engine results.
Create Original, Actionable, Useful Content
I know, it seems obvious. But, honestly, Google is hyper-focused on high-quality content that solves users problems. Yet, most businesses still crank out bland copy packed with stock photos just to hit a monthly quota.
If you want your content to make the first page of your search results where it can impact brand image, it must be fresh and original. If your writing is too similar to other content on the web, Google will register your posts as repetitive and your website will sink in the search engine results.
Think beyond written words, too. Create unique branded graphics for blog content so you can earn valuable real estate in Google and other search engines.
When it comes to building your brand, blog posts are a perfect way to display your thought leadership and knowledge of your industry. Beyond that, they’re also an excellent networking tool. Mention and link to other businesses in your industry, and let them know you featured them. They may share the content on their social media channels and tag your company which boosts brand love and might even earn you a few more customers!
Finally, providing useful tips, insights and data from your industry is a great way to earn natural media mentions which further amplifies your brand reach and strengthens your online reputation.
Feature Brand Mentions and Awards
If you really want your brand to shine online, sing your own praises by including awards and third-party mentions on your blog. Not only will you be building out conversion-boosting content, you’ll also be showcasing your thought leadership and expertise across the internet which are excellent forms of social proof.
What’s more, when you link to those positive brand mentions from your blog, they will have a better shot at ranking well in search engines. And as favorable content rises up, it pushes down negative search results and builds up immunity against future issues.
Think of it this way: the first page of your Google results is like your digital business card. You’d probably prefer that customers discover content that paints your brand in the best possible light rather than negative content.
Target Important Keywords
Detailed keyword research is the foundation of any good blog strategy, especially if you’re trying to improve brand awareness. Keyword research helps you map out your opportunities in advance so you can effectively cover the most important topics. If your goal is to improve brand reputation through your blog, you should research keywords that include your brand name, products or services.
For example, if you’re in the insurance space, you might want to rank for “your brand vs your competitor” searches. Or, if you operate a restaurant or hotel, you probably want to rank for “your brand + reviews.”
Why are these types of search queries important? When people search for your business name, they’re in the consideration or purchase phase of the buyer’s journey. That means they just need one last nudge to convince them to buy from you — or someone else. That could be a testimonial, a positive review, or even a side-by-side comparison article.
On the other hand, if a prospective customer searches for your financial services company and they discover a negative article about a legal issue, they’ll probably start thinking about your competitors instead.
Own the Search Landscape with Your Content
Your blog is a powerful tool for building a positive online reputation for your brand. However, it’s just one piece of the puzzle you’ll need to forge a bulletproof digital image. To truly own your search landscape, you’ll need to build out and manage social media profiles, review platforms, visual content, and increase third party mentions through press releases, quotes and bylines.
It may seem like a big lift. But remember, it’s your brand, so you have the upper hand. The more content you control in Google, the harder it is for negative information to creep into your search results and hijack your narrative.