Tip #3. Content marketing

Updated: Mar 5, 2019

Create relevant content to boost your corporate reputation.

Find out what your diverse audiences search online

Content marketing focuses on creating, publishing, and distributing content that is relevant to a targeted audience.


Content marketing has been around for quite a while


Content marketing is not new. Benjamin Franklin himself may have been a forerunner of content marketing when he created Poor Richard's Almanack in 1732.

In the corporate world there are references to Johnson & Johnson in 1888, John Deere in 1895 with the The Furrow magazine - which is still published and now available online. Tyre maker Michelin’s Guide, launched in 1900, is another example of illustrious content marketing.

Content marketing links to corporate reputation


Reputation is basically what others think and say about us. So, how do we build a good reputation? Quite obviously, we must start by listening to what is being said about us.


Imagine this: you have identified two targets to whom you want to connect – one is a socially responsible investor and the other is a prospective employee. Your goal is clear – to attract their attention so they will follow your company. The problem is you are not really succeeding, and you wonder what you should do.

Firstly, you should figure out their needs. You need to know what makes them tick in order to offer them that exact content on their digital habitat – read channels.

Secondly, you publish that corporate information online. You need this information to be easily found. This means you should take care to post content in the right place under a clear label possible to reach with intuitive navigation.

Lastly, you start developing your content marketing materials. By now, you know the subjects that move your targets, so you publish the stories that will entice them.

3 examples of content marketing that boost corporate reputation


The Reputation Institute tells us that a one-point increase in a company’s reputation score translates into a 2.6% higher share price. Regardless of the existence of such an accurate relationship, a positive correlation between the two seems intuitive and is likely to exist.


Sanofi

The French healthcare giant shares on its homepage stories of its sector. Right now, the company displays an article about progress towards a polio-free world. In addition, the company features an entire page that holds the full stories behind its Instagram’s posts.



Continental

This German company, best known for its quality tyres, has in fact other business segments. This is what its video series The Garage aims to point out. The series, which is promoted on the corporate website’s homepage and shared on YouTube, shows off in a vivid way the company’s innovations, products and people in a way that speaks both to institutional and other audiences.



Wärtsilä

This Finnish energy and industrial services company launched a magazine named Twentyfour7 to share articles about the company’s technological prowess that mostly cover innovation and industry trends. The article series is a tool of choice to establish the company as a reliable business partner.




The upshot


Remember, hawking your products or services is taboo in content marketing. Instead, sharing relevant knowledge with your target audiences is your path to building trust and reputation. In the end, no one will blame you if this raises your company’s level of activity.



//Use the following contact to know more about C-Tracker:


André Nunes

andre.nunes@sinoptica.pt

Head of C-Tracker


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Sinóptica helps companies connect with online audiences by providing, on its own or with its partners, content advisory and tools that help companies share knowledge, inspire trust and build reputation. 

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