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