mail@crispycontent.de
+49 30 208.989.780
Blog

Reputation Marketing and ROI

Ironically, the term “reputation management” doesn’t have the best reputation. Many brands and companies connect “reputation management” with “crisis management”. That doesn’t come from nowhere: as a brand owner, our reputation is conjured by forces outside of our control. All too frequently, we start dealing with our reputation when it is already too late, when the keyword “shit storm” is on its way. Standardized reputation management providers end up selling desperate solutions to desperate buyers. We could so much better if we actively shape our reputation ourselves. This article explains how this works.

What is reputation?

Through reputation, all values are manifested that our brand or company stands for. These values can be of a positive or negative nature. Reputation often manifests through “word of mouth”, through mentions, comments, recommendations, reviews, social media posts, blog posts – overall a constantly changing cycle of information. Our reputation is our biggest form of uniqueness in the market, even before we’ve decided to focus on certain products or services.

Reputation marketing instead of reputation management

Companies and brand owners alike will quickly recognize that reputation has the power to bring customers to our doorstep, the same as to competitors. To connect reputation management with crisis management is reactionary, because without a crisis, there is no action. Instead, we should view our reputation as a constant competitive advantage, as the fuel for growth and prosperity, as well as a strategic asset. We should focus on reputation marketing.

Reputation marketing is worth it

The reputation of a brand or company depends entirely on what others say (or don’t say) about it. The “voice of the customer”is not something that is buyable or controllable. Instead, it’s the result of reinforced persuasion.

But there are reasons why the car industry can build budget and premium vehicles based on a platform concept and sell them at different prices. In addition to vertical integration, it’s the investment in brand and reputation building measures that is the key factor. It’s for this reason that so many umbrella holders can be installed in a budget model, while the premium vehicle still wins people over and receives higher price points. Investing in building your own reputation is completely worthwhile.

Reputation is measurable  

Les Binet, the Head of Effectiveness for the London-based agency adam&eve DDB and Peter Field from Field as Freelance Marketing Consultant are pure proof. In 2013, they released their groundbreaking work on effectiveness and branding known as “The Long and the Short of It.”

The book summarizes the lessons learned from an analysis of campaign data collected in the IPA database. This database had been collecting data over 30 years, across 996 campaigns for 700 brands, which included more than 80 categories regarding efficiency and effectiveness. IPA campaigns however, were only taken into account as of 2007, which enhanced analyses further with digital data that was available as of 2010.

At that time, it was extremely difficult to individually measure the return on investment generated by branding measures without extensive amounts of time, a typical case for performance marketing. The conversions triggering brand improvements eventually found themselves within the minds of every consumer. Invisible, slow, yet still sustainable.

Get in touch

They came to the conclusion that brand building measures had a direct impact on the profitability of a campaign. Brand building measures were less efficient, yet more effective.

Reputation in content marketing

For decades, marketers have been trying to influence public opinion. What is new, however, is the spread and power of word-of-mouth in the digital age: it has become possible to measure it. And if the online reputation is measurable, can be communicated in any form of content and also has a positive impact on sales success, then it is part of the conversion funnel of ROI-oriented content marketing.

When we look at content marketing campaigns, despite the diversity of the measures and the diversity of the companies, usually only one message is played to the target markets: buy this product or service. But not without reason.

If we recall a conversion funnel, the pot of gold is not at the bottom of the rainbow, but in the bottom of the funnel where the transaction takes place between buyer and seller. Generally speaking, this transaction materializes in the form of a product or service. This transaction “is inherited through the funnel” up to the beginning.

At the top of the funnel, we generally deal with the problem of the user, positioning ourselves as a knowledgeable provider of an adequate solution, not as a seller of a product. In the middle of the funnel we develop the relevant context, and then bring our own product, or products in general, into play. The user should thoroughly evaluate our information in order to make the right decision at bottom of the funnel, and hopefully in our favor.

Return on reputation marketing invest

The argument that actually convince a user to purchase a product or service are not always rational in nature. During this time of transparency mindfulness, as well as hygiene and sustainability, customers want to be on the right side of the transaction, not just commercially but also morally.

Nowadays, we are stuck between convey product-related advantages with moral and emotional ties to the brand. Reputation as a topic for communication in general can be treated as a method to convert users into consumers, the same as with the funnel that uses product-centered types of communication.

We use the same tools and key performance indicators as with advantage communication: increase the visibility of PR, social media, search engine optimized content, paid advertising, all to convert users into a “Brand Ambassador” via dialogue in email and messaging. Once the user has gone through this shortened funnel, we can transfer it to the funnel at the bottom of which first only mentions the sale of a product or service. Case in point, the return on reputation marketing invest is generated.

Reputation marketing = content marketing

Reputation and product-oriented advantage communication go hand in hand with content marketing. Reputation alone is not a transactional good – the product actually even loses potential when sold on a purely factual basis. If we instead rebuild this product based on reputation, the sales price not only increase, but also cut production costs and maximize profit. Haven’t we already been doing this since the beginning of humanity?

Crispy Content Newsletter

Last updated on 06/03/2020 at 05:18 PM.


Gerrit Grunert Founder & CEO Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.

Stay up to date

Subscribe

Subscribe

More topics you might like

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

Successful blogging: 5 really effective examples

We have compiled five blogs that are really successful in very different segments.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.