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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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16. Content and Reputation Management

“The practice of online reputation management is based overwhelmingly on one practice: content marketing.”

What is online reputation management? The answer is twofold:

It’s the practice of monitoring the online reputation of a person, brand, product, or business.

It’s the practice of addressing negative mentions, either by eliminating or suppressing them or by decreasing their visibility on search engine results pages by pushing them lower; for example, it might involve making the negative content appear on page 15 of a Google results page rather than on page 1 or 2.

Online reputation has become a thriving business. Many companies and products offer services to manage online reputations. Although reputation ...

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