creating trust with the power of online content

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: pete@petematthew.com

Thank You

Q&A