Online Reputation Management – Longevity a Recipe for Success

 

Another important part of your online reputation is your willingness and ability to keep contributing content and engaging in conversation over a long an extended period. The definition of an extended period is “longer than any of your competitors in the marketplace.” This time horizon will vary by industry and niche. While quality and quantity of content is extremely important, consistency and longevity are just as important to your overall success and your online reputation.

Figure 1.1: The relationship between online reputation factors

When we analyze every portion of the above illustration, we can better understand the creation of an online reputation.

Quantity of Content: The quantity of your content is very important in securing readership and recognition. No one likes to visit a website multiple times that promises regular updates only to find that the publisher delivers new content sporadically at best. You must focus on continual development of new and relevant content on a regular basis to be effective in your marketplace. You can use blogging software to help reduce your workload over time, but the act of creating new content should be a serious consideration while planning your daily work schedule

Quality of Content: The overall quality of your content helps to establish credibility and trust within your target market place. You must provide your readers with thought provoking and informational content in order to peak and keep their interest. The higher the quality of the information you provide the more you engage your target audience will be. The more engaged the target audience will ultimately dictate how much conversation and feedback you can generate over time. No one has time to read junk and people do not like to taken down the primrose path; keep this in mind.

Consistency: This part of the illustration is a multiplying factor for your online reputation growth and management. By showing your target audience that they can count on you for regularly scheduled content updates; you create trust and become a regular part of their everyday lives. When this happens, your target audience is likely to refer you to their friends and colleagues. Be careful that your consistency does not waiver over time. Once you have established publishing patterns, you can and should adjust the frequency of which you deliver over time but never all at once. Consistency implies that you care about your target audience and helps establish a feeling of trust and dependence.

Longevity: Longevity is a huge factor in the development and management of your online reputation. As you can see in the illustration, longevity is divisive by nature.  An example of this would be; you have large amounts of high quality content consistently published over a period of three months. Then, all at once, you stop publishing for an extended period. Your content gets stale and your traffic wanes. Your revenues drop and your site is dead. It is obvious to your target audience that your dedication has wavered and you lose what little trust you had built in them. The longevity of your campaigns should be your primary objective. Consider the reputation of Sears and Roebuck. They have had their difficulties but they still exist. When most people think about buying a major appliance, the longevity and reputation of Sears built over time will definitely play a role in their decision of where to shop. The same ideals apply to your online reputation. The longer you are around and the more dedicated you are to your target audience the better your reputation will become. Stability implies safety to your target audience and builds trust.

Sticking in for long-term success is the key to expanding and managing your online reputation. Your competition will come and go but if you remain in the game, you will succeed.

 

Written by: David C Skul - CEO

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