Secrets of Content Preparation

Content must, first and foremost, be useful. Any content should provide value to the audience. The best advertisement is a demonstration of expertise and usefulness.  

This can include engaging informational collaborations with publications, expert opinions, and comments on global or market situations.  

You need to make people want you! This is the principle I always incorporate into any communication. It is essential to distinguish between selfish and altruistic motives.  

You will always be tempted to slip into advertising. After all, publishing material in the media can be a rather costly part of ORM. You may want to compensate for these expenses by promoting your product, service, or whatever your company profits from.  

Alternatively, if it’s a free publication or blog, you might be tempted to use the opportunity for selfish motives and focus on advertising.  

But this is not about reputation. Image communication should have an altruistic foundation.  

Consider what helpful information you can share with the audience and how to help them. It is from selflessness that a strong positive reputation for a person or brand begins. Trust will naturally create attractiveness to the product.  

Thus, content management should be:  

• Systematic  
• Meaningful  
• Technically perfect – consider SEO principles when creating content. If it is not indexed and seen by Google, it will not have the impact it could have.  

Choose the right media based on the results of the analysis. Respond to reviews about the brand on specialized platforms. Communicate with the audience on social media.