The 80/20 rule is incredibly useful. As marketers, for example, it can help show us what we should be focusing our efforts on and what we should either automate or ditch altogether.
While convenient, there’s also an uglier side. For instance, when it comes to content marketing, many marketers spend 80% of their time crafting the perfect piece of content, while only 20% of their time distributing it.
As an occasional and quite dreadful guitar player I have a vague interest in what goes on over at Gibson and Fender.
The marketers at these two iconic brands could probably rest on their laurels to a certain extent but both do a great deal in the way of content marketing and community management.
No brand should underestimate the importance of its digital reputation, especially in this era of Google-first, buy later culture, not to mention the prevalence of review sites and social recommendations.
Although it is practically impossible to completely avoid negativity (just look at the comments of any YouTube video), it is how a company controls its surveillance of and response to these mentions that will help determine how it is perceived. By confronting issues as they arise, the impact that negative mentions online will have can be contained, helping to prevent a snowball effect from occurring.
Ensuring a brand is seen in the most positive light possible is essential for establishing and maintaining trust for customers, regardless of what the brand sells.