MANAGEMENT OF AN ENTERPRISE'S ONLINE REPUTATION WITH THE USE OF MODERN CONTENT MARKETING TOOLS

Abstract

The article is devoted to the research of the problem of enterprise reputation management in the context of high competition and dynamic changes in the market. In the process of the research, the place of online reputation in enterprise management was determined and the importance of its management at any enterprise was substantiated. In order to achieve this goal, the following issues were considered: defining the essence of the concepts of "reputation", "online reputation", "corporate reputation"; peculiarities of managing an enterprise's online reputation; analysis of the most effective tools for managing online reputation. Modern content marketing tools that allow an enterprise to form a positive image, attract and retain customers, increase brand loyalty and trust are considered. The features of using different types of content, such as text, graphics, video, audio, interactive, etc., as well as channels of its distribution, such as websites, social networks, blogs, podcasts, webinars, infographics, etc., are analyzed. Criteria for evaluating the effectiveness of content marketing, such as audience reach, engagement, conversion, reviews, recommendations, reposts, etc. are determined. A model of enterprise reputation management using modern content marketing tools is being developed, which includes the stages of analyzing the needs and expectations of the target audience, developing a content strategy, creating and publishing content, monitoring and measuring results, adjusting and optimizing content. To increase the effectiveness of enterprise reputation management using modern online content marketing tools, it is necessary to take into account the needs and expectations of the target audience, set goals and key performance indicators, use different types and formats of content and distribution channels, track and analyse results and feedback, and make changes and improvements to the content. The results of the analysis may be useful for companies seeking to optimize the processes of building and strengthening their reputation by creating a balanced portfolio of marketing tools.