The first in a series of presentations on identifying and developing engaging and informative business content. This presentation looks at the relationship between business reputation and the content it publishes.

1. Get Inspired
H o w c o n t e n t
h e l p s b u i l d
r e p u t a t i o n

2. Your business’ most valuable asset is its reputation.
Reputation is all about perception.
Perception of your
services/products
Perception of your
experience
Perception of your
knowledge
Perception of your
company culture

3. But a reputation can be fragile.
It takes 20 years to build
a reputation and five
minutes to ruin it.
If you think about that,
you'll do things differently.
WarrenBuffet
The most successful
investor of the 20th Century

4. What is the reputation you want for your business?
What do your clients think of your business?
What do your suppliers think of your business?
How do your staff feel about working for your business?
Doesthisalignwithhowotherpeopleperceiveyourbusiness?

5. What creates a reputation?
Company history
Company knowledge and skills
Company culture
Customer service
A brand is the set of
expectations, memories, stories and
relationships that, taken together,
account for a consumer’s decision
to choose one product or service
over another.
SethGodin
Author, Marketer and
Entrepreneur

6. Now consider this:
Content creation is about reputation building.
Content is about highlighting knowledge and understanding.
Content is about promoting company culture.
Content is about adding value to your services.

7. This is the starting point for
creating engaging content.
What is the knowledge that you hold?
How can that knowledge help others?
How do you want to deliver that knowledge to others?

8. communicationtree.com.au