Creating content creates control

by Carl Natale on December 7, 2010

Become a Publisher

Early American Content Management System

It has been said that the Internet has made everyone a publisher.

Which is great for the whole golden age of information concept. But what if one of those publishers decides your business is its favorite topic? And by favorite, I mean in a love-to-hate kind of way.

Yeah they’re using all those social media and SEO best practices to say what they want about you.

Most of the time you can fix this by addressing the problem and publishing your own content. Start with teaching your customers to be reviewers.

The problem with that is that you’re at the mercy of the writing ability and ambition of people beyond your control. No this is not the reality of the golden age of information.

You apply some control by creating your own content.

I need to credit Monica Wright for explaining this to me. She advocates creating enough content that pushes down the negative reviews and posts.

What you need to do is create content that helps customers and publish it:

  • In your blog
  • On review sites
  • On your Facebook page
  • In community forums
  • With article marketing

Please let me clarify something. It is NOT smart or right to post customer reviews about your business. You could review the kinds of products you and your customers need.

Make sure everything is relevant to your business and what your customers need. The goal is to expose your business name to as many people and search bots as possible. The more content you control, the less impact the negative content will have.

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