A brand’s reputation can be built in a variety of ways, regardless of its ambitions and actual size. With the advent of social media and the Internet, companies now have the opportunity to increase their firepower with two, three, four, or even five online channels, all of which have their own distinctive grammar and language, and whose common goal, for each company, is certainly increased sales, increased traffic to the website or e-commerce, but also by strengthening its online reputation, which can also be achieved by publishing quality content that is able to attract the attention of the public and potential buyers, continually intriguing them and stimulating them to take concrete, real actions, such as buying a good or service proposed by the company.
Many companies still have a hard time believing that sales can be increased with content, but that is actually the case. What is needed is careful and painstaking planning, including different genres of content and the use of different languages for each platform, in order to attract different audience segments and thus maximize the number of users browsing (and likely to buy) within the company’s virtual spaces.
An extra weapon
Many companies, at some point in their existence, seem to reach a point where they also feel fully satisfied with their online communication, the performance of all their channels, and the number of unique users they are able to attract through all these online spaces. These brands normally have several thousand followers on Instagram, as many thousands of likes on Facebook, and maybe even a few million views on YouTube and the other platforms where company videos are posted, such as Twitch or TikTok.
All of these companies, therefore, believe that they have reached the pinnacle of their development and that therefore in the future they will have nothing to do but to calmly and competently manage their corporate channels, reaping the rewards of the good work done previously. These companies are ignoring the fact that even at these junctures when they seem to have reached their maximum communicative power, there is still something that could be done, and that could give a further boost to brand communication, giving it a completely different tone and appearance, especially in the eyes of consumers.
In fact, every brand should consider opening a corporate blog, a virtual space where it can gather the authoritative views of its internal experts, and its top figures, bringing to life textual content characterized by an informal and calm, even friendly tone, thus creating a clear distinction with the kind of static and official-looking content that is sometimes used in companies’ online communication.
The blog should not only be a valuable source of information for customers, but also a joy to the eyes: the font should be aesthetically pleasing so that it encourages reading, and the content pages should be enriched with quality graphic elements that know how to capture the consumer’s interest, prompting them to always return to take a look at the news published by the blog. The latter medium is also an extremely powerful means of building an online reputation of some sort, as it gives brands a way to create original, unique content that cannot be repeated elsewhere.
A strategic positioning
It is no coincidence that many companies have already chosen this path to position themselves effectively in their target market: architectural firms and healthcare professionals, for example, are already harnessing the power of the web to build a name for themselves online as well, creating added value for their business and attracting more and more clients interested in their services. In a sense, companies’ blogs and virtual spaces are to be seen as true amplifiers of visibility and reputation, propelling companies into new phases of success.
Those who already profitably employ this strategy are some of the best online portals dedicated to gambling, which for years have been proposing the best real money casino sites and an extremely wide selection of slot machines, including free ones, allowing each user to find the game of his or her dreams amidst all those proposed by the site (with the possibility of obtaining very rich bonuses as well). In addition to all this, the portal also offers guides and text content created by the site’s experts, who review all the games in a timely and honest manner and provide an insider’s perspective on the most interesting aspects of the games.
In the age of digital communication, the written word still manages to retain its importance, especially within blogs and virtual in-depth pages, where it is still the undisputed queen.
