Content Marketing: Using Wikipedia to Build Your Brand with Bill Beutler, Beutler Ink (episode 232)
by Chloe ThomasBill Beutler is the President at Beutler Ink–a creative PR agency focused on enhancing the online presence of established and emerging brands by improving information on Wikipedia and creating compelling digital content.
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Dive in:
[04:42] Started Wikipedia-focused business, quit job in 2010.
[06:01] Ideal client is not from any particular industry.
[08:19] Wikipedia can drive traffic and clean up your search results.
[10:34] Marketing is the main reason for wanting to have a page.
[16:05] Create account, disclose conflict, request edit review.
[20:42] Understand Wikipedia guidelines, avoid conflict of interest.
[22:24] Help Wikipedia by donating or volunteering.
[23:27] Insider Tips from Bill!
Wikipedia’s Role in Brand Credibility and Trust
Bill says that having a Wikipedia page enhances a brand’s credibility and legitimacy. This is because Wikipedia has a reputation for being a reliable, neutral platform. People are more likely to trust what they read on Wikipedia compared to other sources. The real value of a Wikipedia page lies in its ability to shape public perception in a meaningful and trusted way. Established brands should consider having a Wikipedia page because it adds to their overall trustworthiness.
Notability and Conflict of Interest Guidelines
One key thing to understand is Wikipedia’s notability guidelines. A brand must be deemed “notable” based on media coverage from reputable sources to qualify for a page. Bill also adds the importance of adhering to Wikipedia’s conflict of interest guidelines. If you’re associated with a topic, it’s best not to edit pages directly but instead propose changes via the discussion page to maintain transparency and integrity.
Monitoring and Maintaining a Wikipedia Page
You should regularly monitor your newly created page. Wikipedia is a dynamic platform. Anyone can make changes on a page that can harm your brand if the information is inaccurate. Bill says they developed a tool called WikiWatch, which helps businesses track changes on their pages. This proactive approach ensures that brands can respond to changes and maintain accuracy of their content.
Listen to hear Bill’s Insider Tips on Content Marketing!
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