How writing amazing content can protect your brand


It might not seem obvious, but when you write content, you are showing your level of proficiency for a particular subject. This is why when you are looking to either promote a brand, protect one or even bury negative press, it is imperative that you get this right. Content is a huge part of any online reputation management campaign. Without it, you will be limited to procedures that are not as effective on their own.

What should I write about?

This is the first question I always get asked – what should I say? And the answer isn’t always as straight forward as “what you are good at” because this depends on what issue you are trying to solve.

If you are trying to promote a brand, then you write about your own products, services, experience, etc. You are trying to make sure that people who read your content understand that you are a professional in your particular field.

If you are wanting to do some proactive work to protect your name / brand, then you take a similar approach to promotion, with the exception that you will be wanting to register lots of properties to help secure your place on the web.

Now comes the exception to these rules – what do I write about if I am looking to bury some negative search results?

This depends on what you are trying to bury and why. If it is a simple case of someone has left a bad review, that can still be tacked using the techniques above.

However, if it is something more than this, then if might be that you want to draw all attention away from your name. But please don’t think you are alone if this is the problem – it is more common than you’ll realise.

Burying Negative Search Results

I am going to assume that for this post, the issue is one that is having a negative impact on your life. Perhaps a past indiscretion that lead to a custodial sentence and is now hampering efforts to get a job?

The way I approach these is by creating a fake persona with your name. This new individual is going to become a professional in his/her chosen field. If you are interested in seeing how this is done, you can read my full step-by-step guide of how to bury negative search results, but for now, I want to concentrate on the content.

There are a few routes you can take here and it depends entirely on a few points:

  • How good are your writing skills?
  • How much time do you have to put into this?
  • How confident are you that you can write as a new individual?
  • How good are your research skills?

Each of these will play a part in the content that you write.

For example, if you are a skilled writer, but don’t have the time to write lots of content, then chances are, it will never get off the ground.

If you are not a skilled writer, but have the time or resources to put into research, then the content probably won’t be of a level that is going to really push down the negative results.

You need to know you can do this, and do it right. Google always wants to show the best results to everyone, so here are a few points to consider.

  • Decide if the negative results need a new persona or if you can continue to use your name.
  • If using a new persona, what industry will the work in? It needs to be something very different to yours.
  • Research the best content in this new industry. Think about how it can be tied in with this new persona.
  • What are people in this new industry sharing?
  • Write new content that is going to be of interest to this new industry.

How much content should you write? That depends a little on your time / budget as there are very few times where less than 10 articles will be required. You don’t want to swamp this industry with content, but you will want a steady stream of content ready to be produced on a weekly basis.

How long should the content be? Longer isn’t always better when it comes to writing, but if you want to write something really amazing, then you will need to have checked what the winners in that industry are writing about and sharing – this will give you a good idea to work with.

It is unlikely you will write something groundbreaking in 300 words, but it might be possible in 700 – or you might need 5000… Be guided by what is doing well in this new industry.

Remember that if you don’t have either the writing skills or time, don’t worry about outsourcing this task to someone else. There are many very skilled writers out there who are just waiting for opportunities to help.

If you do have any additional questions around writing content to help bury negative press, then please reach out and get in touch.


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