Successfully reported this slideshow.
Your SlideShare is downloading. ×

Creating Trust with the Power of Online Content

Ad

Creating Trust
    through the power of online content



                      with

             Pete Matthew

Creator o...

Ad

Trust

Ad

Trust is in short supply…

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Upcoming SlideShare
Blogging for Educators
Blogging for Educators
Loading in …3
×

Check these out next

1 of 35 Ad
1 of 35 Ad

Creating Trust with the Power of Online Content

Download to read offline

This is Pete Matthew's Wednesday morning track session from the UK Institute of FInancial Planning conference, 1-3 October 2012. Find out more at http://petematthew.com/ifp2012

This is Pete Matthew's Wednesday morning track session from the UK Institute of FInancial Planning conference, 1-3 October 2012. Find out more at http://petematthew.com/ifp2012

Advertisement
Advertisement

More Related Content

Advertisement

Creating Trust with the Power of Online Content

  1. 1. Creating Trust through the power of online content with Pete Matthew Creator of Occasional blogger at Managing Director of
  2. 2. Trust
  3. 3. Trust is in short supply…
  4. 4. A Brief Bio
  5. 5. A Brief Bio
  6. 6. Quote from a client: “ Having watched several of your videos we feel like we know you and can trust you. Will you work with us? “ Mark & Chris Meakings, Bexhill-on-Sea
  7. 7. Defining Trust Ten Elements, Three Categories 1. Fundamentals – Must be in place 2. Confirmers – Reinforce decision to trust 3. Differentiators – Set you apart Source: About.com
  8. 8. Fundamentals 1. Transparency – Clear motives 2. Relevance – On-topic, clearly defined 3. Format – Information is easy to apply 4. Accuracy – Information can be validated Source: About.com
  9. 9. Confirmers 5. Awareness – Recommendation/Experience 6. Relevance – Like a knowledgeable friend Source: About.com
  10. 10. Differentiators 7. Expertise – Advances consumer towards goal 8. Choice – Provides different routes/solutions 9. Fairness – Pros/Cons, acknowledges weakness 10. Exclusivity – Unique community Source: About.com
  11. 11. Buying Signal Will you work with us?
  12. 12. How – the section of threes
  13. 13. 3 things any content must do Inform Entertain Inspire to action (ideally all three)
  14. 14. 3 types of online content Written Blog Podcast Video
  15. 15. Written Blogs: 3 Pros Low barrier to entry SEO-friendly Easily editable afterwards
  16. 16. Written Blogs: 3 Cons Lots of competition Easy to start, hard to maintain Writing is an art
  17. 17. Podcasts: 3 Pros Just like chatting Little competition Convenient for consumption
  18. 18. Podcasts: 3 Cons Technically more challenging Difficult to edit once posted Less SEO-friendly
  19. 19. Video: 3 Pros Consumers see the whole ‘you’ Using graphics for emphasis Arguably the most engaging
  20. 20. Video: 3 Cons Most technically complex Difficult to edit once posted Quite attention-intensive
  21. 21. Online Content: 3 Do’s Be consistent Write/talk about what you know Stay on-message
  22. 22. Online Content: 3 More Do’s Use social networks Engage via comments Get your own domain
  23. 23. Online Content: 3 Don’ts Don’t spam your consumers Don’t pitch too high Don’t preach
  24. 24. 3 Examples: Written Blog – Informed Choice
  25. 25. 3 Examples: Podcast – Michael Hyatt
  26. 26. 3 Examples: Video – MeaningfulMoney
  27. 27. 3 Examples: Video – LearningDSLRVideo.com
  28. 28. 3 Objections Online content = indiscriminate leads I don’t have the time There’s nothing new to say
  29. 29. 3 Great Resources: Copyblogger.com
  30. 30. 3 Great Resources: PLATFORM Book PLATFORM: Get Noticed in a Noisy World By Michael Hyatt
  31. 31. 3 Great Resources: CodePotato
  32. 32. 3 Final Ideas Become a consumer first Do a site for professionals Start a podcast
  33. 33. After-event Resources petematthew.com/ifp2012 Video - Audio - Slides - Links Email: pete@petematthew.com
  34. 34. Thank You
  35. 35. Q&A

×