Harnessing Content to Build Reputation and Combat Risk
by Andrew Lane, Vice President, Content + Platforms at Weber Shandwick Canada on Apr 24, 2012
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Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the ...
Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
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