A positive brand image online requires the creation, optimization and dissemination of content. This content can take many forms from articles to press releases, blogs to video. The point is – the more relevant and engaging content you can generate and distribute that puts your brand in a positive light – the easier it will be to control the visibility of your brand and deal with negative sentiment if it pops up.

In addition to creating, optimizing and distributing content make sure your website is optimized to allow the search engines to find the content within your site. This allows for the content to be indexed and displayed when people search for your brand or company offerings. Besides being accessible, the content on your site should also be enabled to allow for your visitors to bookmark, email and submit your content to sites.

Articles and White Papers–The purpose of the article or white paper should be to entertain or educate the reader. The content can and should reference your brand, where applicable, but the primary focus should be on creating content that is relevant and engaging. Make sure to place this content on your website and allow your visitors to share it with their friends and colleagues, comment on it and add it to their bookmarks.

Press Releases – For each newsworthy event a press release should be created. Writing and submitting a press release to sites such as PRWeb or PRNewswire allow for positive information about your brand to be distributed to a multitude of sites quickly. Search engines tend to pick these releases up and incorporate them into their search results, which further bolsters your visibility.

Video/Podcasts – Content sharing sites like YouTube and Podcast Alley have large audiences that spend a long time online looking for and watching/listening to topics that interest them. You can get very creative with these channels and produce content that has the possibility of being sent virally to friends and family, thus expanding the reach and popularity of your brand.

Social Network Profiles – A cost effective and relatively easy way to build your brand awareness using highly popular and visible websites is to create a profile or group on sites like Facebook, Twitter, LinkedIn, forums, industry related forums and other social media.