“Content is king” is a turn of phrase so often used in online reputation management (ORM) circles that you would think that it is practically a given that quality content is a part of any online promotion campaign. Yet there is reason for this omnipresence. Legitimate (“white hat”) ORM services rely heavily on bringing up pre-existing positive and neutral content on a search engine results page. The keystone of a successful ORM campaign, proactive or reactive, is the interplay between quality content and a wide online presence.
Recent updates in Google algorithms further favors quality content—that which is relevant, credible, and timely—in the rankings of search results. Gone are the days when all you needed were keyword-heavy text in order to rank. Today, in order to succeed in building and protect your online reputation, you have to create content that is not only informative, but compelling and accessible as well.
This does not mean, however, that you are completely safe from black propaganda, particularly if unscrupulous individuals have parked on your name or the name of your business and spread damaging content from there.
In managing your online reputation, having an online presence pre-empts third-party black propaganda by ensuring that people see your content when they search for your name or that of your business. This is done by having and promoting multiple social media accounts and profiles, integrating them with the official websites you may have, and periodically providing updates that are engaging for and helpful to your target users.
While it helps to make your content look as professional as possible, your content must, at its core, be worth the audience’s attention. Moreover, particularly good content becomes viral on its own, thereby boosting the positive results of the campaign over time—enough incentive for you to invest in specialists to handle your ORM campaign.