How 360 Crue Uses Engagement to Take Control of Brand Narrative

Engagement is essentially the act of taking control of your brand messaging. When you own your narrative, your branding reflects to your audience the image you want to portray.  Below are the steps we take to properly engage wth your audience to build positive sentiment of your brand*: 

1. Strategy Foundation

• Define Goals
  • Improve brand perception
  • Push down negative content in search results
  • Increase trust and visibility
• Identify Target Audiences
  • Existing customers
  • Potential customers
  • Industry stakeholders (media, partners, investors)
  • Employees and job seekers
• Message Framework
  • Core brand messages and values
  • Tone and voice guidelines (e.g., professional, friendly, authoritative)

2. Positive Content Creation

• Owned Content Development
  • Website Blog Posts: Educational content, case studies, company news
  • Executive Thought Leadership: Articles or posts authored by key people
  • Video Content: Testimonials, behind-the-scenes, product explainers
  • FAQs and Knowledge Bases: Helpful, SEO-friendly responses to common concerns
• Social Media Content
  • Share success stories, customer wins, community involvement
  • Use visuals (infographics, branded graphics) to boost engagement
  • Celebrate team achievements and milestones
• Third-Party Content
  • Guest posts on industry sites
  • Interviews and podcast features
  • Press releases and media coverage (via PR outreach)
• User-Generated Content (UGC)
  • Encourage and feature customer reviews, stories, and images
  • Run campaigns that ask users to share their experiences

3. Engagement Planning and Execution

• Engage With Your Audience
  • Respond to comments and questions promptly
  • Show appreciation for mentions and reviews
  • Participate in relevant discussions (social media, forums, LinkedIn groups)
• Influencer and Community Partnerships
  • Collaborate with trusted influencers to co-create content
  • Partner with local communities or causes aligned with brand values
• Internal Advocacy
  • Encourage employees to share content and contribute to a positive image
  • Feature employee testimonials and success stories

4. Content Distribution and Amplification

• SEO Optimization
  • Use targeted keywords and link strategies to rank positive content
  • Optimize metadata, images, and site structure for visibility
• Social Media Scheduling
  • Use tools to consistently post engaging, value-driven content
  • Adapt content per platform (e.g., short-form for Instagram, long-form for LinkedIn)
• Email Newsletters
  • Highlight success stories, blog posts, and media coverage
  • Drive traffic to owned content and increase audience loyalty
• Cross-Promotion
  • Share positive content across multiple channels (web, social, email, etc.)

5. Measurement and Optimization

• Track Engagement Metrics
  • Likes, shares, comments, CTRs, traffic, time on page
  • Review growth and sentiment analysis
• Adjust Content Strategy
  • Double down on formats/topics that resonate
  • Drop or revise underperforming approaches
• Maintain a Content Calendar
  • Plan consistent publishing
  • Align content with campaigns, seasonal events, and PR pushes

*  360 Crue may change the tools and methods used as deemed necessary or sufficient given the specifics of each case.