By Mike Templeman
Every business owner wants to have a good company image. Not only does this help you to get and retain your customers, it also helps to attract a different type of employee—someone who is committed to doing their best for the company. Plus, it helps to make sure that your company will do well in the long run, not just the short term.
Fortunately, it’s not that hard to develop your company image, especially in the digital realm. You might think that people who browse the internet have a very short attention span. In general, this is true. People read a piece of gossip on the internet today and forget about it tomorrow.
However, there are also websites that people have grown to trust in the long run, just like they trust certain magazines, newspapers and other forms of media. For example, Vogue magazine is always going to be one of the foremost names in the fashion world. Similarly, you can make sure that your company becomes known as one of the more reliable ones on in your field. Here are a few content marketing tips to help you do so:
Update Your Website
Your content might be great but what’s the point of posting it on a website which looks completely outdated? This is going to be a red flag to any potential customer who visits it. If the site has old-fashioned graphics and a boring layout, it’s going to lose the customer’s attention pretty easily. Plus, the customer will definitely assume that you’re not on the cutting edge of your field, which may not be true.
So, as per this article from Entrepreneur, your first step should be to “build a terrific website.” Make sure that you update your website at least once every two-three years. Keep an eye on what your competitors’ websites look like and make sure that yours is equally good or even better. You can also keep browsing the internet and note what types of innovations on various websites appeal to you. Then think about whether you’d like to include those innovations on your own website.
Write in Bite-Sized Chunks
Another thing that tends to turn people off is longwinded writing on the internet. You have to keep in mind that sitting at a computer is very different from relaxing on your favorite armchair. This is why internet articles need to be very different from magazine articles. Each article, blog post, company description or product description can’t be more than three or four short paragraphs. You can write as much as you like at first, but distill it down to three or four paragraphs that really stand out.
If you need to write more because the subject demands it, make sure that the article is divided into short paragraphs with subheadings. This will give the reader an overview of what the article is about and enable them to decide whether they want to read all of it or only parts. Just remember that there’s no point in writing long articles which keep repeating the same thing. If you’re going to write something long, it should provide more value to the viewer who is going to spend more time reading it.
Write About Your Company
You may think that people only come to your website or social media pages to learn more about your product, so you might not include any information about your company. But more and more people are becoming conscious of the values of the companies they are buying their products from. They’re much more likely to spend money on what you make if you present yourself in a way that appeals to them. So if you want to build a good company image, you need to write about what’s going on in your company. You can put this information on your blog or social media pages (preferably both).
If you’ve hired someone new who is well-known in their field, do a profile of them for the internet. If you’re introducing innovations in your products, write about those. If you’re making an effort to improve your company culture, people will be very interested in knowing about that. Make sure you consider all the topics that seem relevant to your business. Post the ones that will help to present your company in a good light.
As per this article from Forbes, “Simply blogging to have a blog or updating social media for the sake of it won’t cut it anymore. You need to engage with your audience and tell them a story.” Just remember that the story can be the story of your company—how it got started and what it’s going through at the moment.
Tell the Truth
Having a good company image isn’t simply about presenting a certain face to the world. It’s also about inhabiting that face. You need to be the type of company you say you are. If you don’t do this, then the truth is bound to come out sooner or later. Your content should be a reflection of who you are and not an exaggeration or a lie. This article from Inc. states, “you need to be in a committed relationship with content marketing” and everyone knows that honesty is the basis of any committed relationship.
For example, if your content states that you treat your employees well but you don’t give them very good benefits, then people are going to find out about this sooner or later. If you claim to be very innovative but you’re providing a one-size-fits all solution to all your customers, then people are going to start talking about this. Once word starts going around that you don’t have good customer service or that you’re not treating your employees well, it can be hard to counter.
Don’t become too focused on just presenting yourself in a certain way with content marketing. Instead, make sure that your company does actually have the qualities that it claims to have. It’s ok to focus more on your good points but don’t lie about the bad ones. Instead, just state that you’re working on improving the things that need improvement.
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