Reputation Management Articles

Kent Campbell

Kent Campbell is the Chief Marketing Officer for Reputation X. He has over 10 years of experience in SEO, SEM, PPC, online reputation management, inbound marketing, public relations, and online brand strategy. He writes on various online marketing topics that are beneficial to readers.

Recent Posts

9 min read

Local Business Reputation Management

Published on 07/12/18 8:14 AM PST by Kent Campbell

Reputation matters, whether you’re an ordinary individual, an extraordinary individual, a crook, a saint, a political figure, or an entertainer. But reputation matters for more than just individuals. In the world of business, reputation has an ever broader impact.

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10 min read

How Political Reputation Management Works

Published on 09/27/18 1:50 PM PST by Kent Campbell

It’s hard to change someone’s mind. However, it’s easy to confirm one’s biases. And nowhere is this more true than in the world of political reputation management.

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10 min read

The Cost of Negative Corporate Reputation

Published on 09/27/18 1:42 PM PST by Kent Campbell

Corporate reputation refers to people’s collective opinion regarding a corporation or enterprise. It’s based on such features such as search engine results, news coverage, and the publicized actions of the company. There are there some corporate reputation humdingers out there. The news media loves a sizzling story of a corporation’s fall from grace and with good reason. The public is receptive, clicks ensue, money is made. This is because the human brain seems wired to generate copious amounts of curiosity when the topic is salacious or negative.

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11 min read

Measuring Corporate Sentiment

Published on 10/15/18 2:30 PM PST by Kent Campbell

Corporate sentiment, or business sentiment, is how people feel about your brand. In more technical terms, it’s the level of confidence that shareholders have in a corporation or business—the prevailing mood or attitude about that company’s success (or lack thereof).

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22 min read

What Is Reputation?

Published on 01/30/19 3:58 PM PST by Kent Campbell

What is Reputation? Reputation is the subjective qualitative belief a person has regarding a brand, person, company, product, or service. To put it mildly, it is the key to success.

Reputation is third-party perception of your, or your brands, character. It is a malleable thing. Malleable by others, or by you. This is because today, people depend on Google to make decisions for them. So, by changing how Google portrays a brand one can change one of the main ways people perceive reputation. 

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11 min read

How People Perceive Reputation

Published on 09/27/18 1:22 PM PST by Kent Campbell

A person or company’s reputation is based on information (of some kind or another). And every reputation is perceived by people (of some kind or another). Put information and perception together, and you have reputation. 

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13 min read

What Is Reputation Management?

Published on 01/30/19 8:40 AM PST by Kent Campbell

Left unchecked, your brand is portrayed on the internet by a machine. It may not have your best interests at heart. Reputation management enables a degree of message control specifically tailored to the online environment.

For all the effort and attention that we give to character, it’s reputation that really matters, especially in the business world. But today reputation is focused and distorted through the lens of artificial intelligence systems. That's why online reputation management services exist - to provide balance and a degree of control.

What is reputation management? Reputation management is the effort to influence what and how people think of a brand or person when viewed online. Put another way, character is who you are. Reputation is who other people think you are, and today it's based mainly on what artificial intelligence systems portray about you rather than first-person experience.

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4 min read

SEO / Online Marketing Tactics for Financial Services Firms

Published on 01/28/19 5:16 PM PST by Kent Campbell

Online marketing and SEO for the financial services industry is often heavily regulated by entities like FINRA. The rules financial firms must live by make SEO and content marketing more challenging for the industry. But there are still ways to craft effective campaigns. 
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4 min read

How Fake News and Influencers are Created and Promoted

Published on 05/25/18 9:19 AM PST by Kent Campbell

Remember when Donald Trump said "America should never have given Canada its independence"? Well, that was fake. Fake news has a long and storied history. Ben Franklin spread propaganda stories by creating a fake issue of the Boston Independent Chronicle. Today celebrities, politicians and everyday people are affected by it. Tomi Lahren of Fox News was recently quoted as saying "If you die in a mass shooting, it's not the fun's fault, or even the gunman's fault. It's your fault for not believing in God enough". She didn't say that either.

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4 min read

Great brand stories reduce online marketing costs

Published on 01/26/19 8:07 AM PST by Kent Campbell

Well-written but less-than compelling content won't generate user signals to improve branded search results.

A great brand story improves click-rates, increases dwell time, reduces bounce rate, helps branded content rank better in search results, and lowers the cost of promoting online content because it gets people to do much of the work.

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