creating trust with the power of online content
TRANSCRIPT
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Creating Trust
with
Pete Matthew
Creator of Occasional blogger at Managing Director of
through the power of online content
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Trust
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Trust is in short supply…
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A Brief Bio
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A Brief Bio
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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:
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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
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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
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Confirmers
Source: About.com
5. Awareness – Recommendation/Experience
6. Relevance – Like a knowledgeable friend
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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
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Buying Signal
Will you work with us?
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How – the section of threes
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3 things any content must do
Inform
Entertain
Inspire to action
(ideally all three)
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3 types of online content
Written Blog
Podcast
Video
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Written Blogs: 3 Pros
Low barrier to entry
SEO-friendly
Easily editable afterwards
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Written Blogs: 3 Cons
Lots of competition
Easy to start, hard to maintain
Writing is an art
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Podcasts: 3 Pros
Just like chatting
Little competition
Convenient for consumption
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Podcasts: 3 Cons
Technically more challenging
Difficult to edit once posted
Less SEO-friendly
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Video: 3 Pros
Consumers see the whole ‘you’
Using graphics for emphasis
Arguably the most engaging
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Video: 3 Cons
Most technically complex
Difficult to edit once posted
Quite attention-intensive
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Online Content: 3 Do’s
Be consistent
Write/talk about what you know
Stay on-message
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Online Content: 3 More Do’s
Use social networks
Engage via comments
Get your own domain
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Online Content: 3 Don’ts
Don’t spam your consumers
Don’t pitch too high
Don’t preach
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3 Examples: Written Blog – Informed Choice
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3 Examples: Podcast – Michael Hyatt
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3 Examples: Video – MeaningfulMoney
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3 Examples: Video – LearningDSLRVideo.com
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3 Objections
Online content = indiscriminate leads
I don’t have the time
There’s nothing new to say
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3 Great Resources: Copyblogger.com
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3 Great Resources: PLATFORM Book
PLATFORM:Get Noticed in a
Noisy WorldBy
Michael Hyatt
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3 Great Resources: CodePotato
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3 Final Ideas
Become a consumer first
Do a site for professionals
Start a podcast
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After-event Resources
petematthew.com/ifp2012
Video - Audio - Slides - Links
Email: [email protected]
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Thank You
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Q&A