At Charlotte Content Marketing, we provide reputation management solutions, and a big part of reputation management involves driving adverse content down by promoting positive content. To do this, we first need to recognize that this puzzle has two distinct parts. First is reputation planning, also sometimes referred to as reputation marketing. This is where we know that some negative news may be headed our way, so we get out in front of it. Essentially, we’re frontloading positive content to tamp down the negative.

Updating content on your website may not be something you think about often. After all, you’re always being told by digital marketing companies to focus on creating new and engaging content. While it’s true that your business does need new and engaging content on a continual basis, updating older existing content can actually be really beneficial. Updating older content is a cost-effective way to use existing assets to boost search engine rank and engage customers and leads.