creating trust with the power of online content
TRANSCRIPT
Creating Trust
with
Pete Matthew
Creator of Occasional blogger at Managing Director of
through the power of online content
Trust
Trust is in short supply…
A Brief Bio
A Brief Bio
Having watched several of your videos
feel like we know you and can trust you.
Will you work with us?
Mark & Chris Meakings, Bexhill-on-Sea
“
“
we
Quote from a client:
Defining Trust
Ten Elements, Three Categories
Source: About.com
1. Fundamentals – Must be in place
2. Confirmers – Reinforce decision to trust
3. Differentiators – Set you apart
Fundamentals
Source: About.com
1. Transparency – Clear motives
2. Relevance – On-topic, clearly defined
3. Format – Information is easy to apply
4. Accuracy – Information can be validated
Confirmers
Source: About.com
5. Awareness – Recommendation/Experience
6. Relevance – Like a knowledgeable friend
Differentiators
Source: About.com
7. Expertise – Advances consumer towards goal
8. Choice – Provides different routes/solutions
9. Fairness – Pros/Cons, acknowledges weakness
10. Exclusivity – Unique community
Buying Signal
Will you work with us?
How – the section of threes
3 things any content must do
Inform
Entertain
Inspire to action
(ideally all three)
3 types of online content
Written Blog
Podcast
Video
Written Blogs: 3 Pros
Low barrier to entry
SEO-friendly
Easily editable afterwards
Written Blogs: 3 Cons
Lots of competition
Easy to start, hard to maintain
Writing is an art
Podcasts: 3 Pros
Just like chatting
Little competition
Convenient for consumption
Podcasts: 3 Cons
Technically more challenging
Difficult to edit once posted
Less SEO-friendly
Video: 3 Pros
Consumers see the whole ‘you’
Using graphics for emphasis
Arguably the most engaging
Video: 3 Cons
Most technically complex
Difficult to edit once posted
Quite attention-intensive
Online Content: 3 Do’s
Be consistent
Write/talk about what you know
Stay on-message
Online Content: 3 More Do’s
Use social networks
Engage via comments
Get your own domain
Online Content: 3 Don’ts
Don’t spam your consumers
Don’t pitch too high
Don’t preach
3 Examples: Written Blog – Informed Choice
3 Examples: Podcast – Michael Hyatt
3 Examples: Video – MeaningfulMoney
3 Examples: Video – LearningDSLRVideo.com
3 Objections
Online content = indiscriminate leads
I don’t have the time
There’s nothing new to say
3 Great Resources: Copyblogger.com
3 Great Resources: PLATFORM Book
PLATFORM:Get Noticed in a
Noisy WorldBy
Michael Hyatt
3 Great Resources: CodePotato
3 Final Ideas
Become a consumer first
Do a site for professionals
Start a podcast
After-event Resources
petematthew.com/ifp2012
Video - Audio - Slides - Links
Email: [email protected]
Thank You
Q&A