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Creating Trust    through the power of online content                      with             Pete MatthewCreator of        ...
Trust
Trust is in short supply…
A Brief Bio
A Brief Bio
Quote from a client: “  Having watched several of your videoswe feel like we know you and can trust you.           Will yo...
Defining Trust    Ten Elements, Three Categories1. Fundamentals – Must be in place2. Confirmers – Reinforce decision to tr...
Fundamentals1. Transparency – Clear motives2. Relevance – On-topic, clearly defined3. Format – Information is easy to appl...
Confirmers5. Awareness – Recommendation/Experience6. Relevance – Like a knowledgeable friend                              ...
Differentiators7. Expertise – Advances consumer towards goal8. Choice – Provides different routes/solutions9. Fairness – P...
Buying SignalWill 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-friendlyEasily editable afterwards
Written Blogs: 3 Cons     Lots of competitionEasy to start, hard to maintain       Writing is an art
Podcasts: 3 Pros     Just like chatting    Little competitionConvenient for consumption
Podcasts: 3 ConsTechnically more challengingDifficult to edit once posted     Less SEO-friendly
Video: 3 ProsConsumers see the whole ‘you’ Using graphics for emphasis Arguably the most engaging
Video: 3 Cons Most technically complexDifficult to edit once posted Quite attention-intensive
Online Content: 3 Do’s        Be consistentWrite/talk about what you know       Stay on-message
Online Content: 3 More Do’sUse social networksEngage via commentsGet your own domain
Online Content: 3 Don’tsDon’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 ObjectionsOnline 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 World         ...
3 Great Resources: CodePotato
3 Final IdeasBecome a consumer firstDo a site for professionals     Start a podcast
After-event Resourcespetematthew.com/ifp2012Video - Audio - Slides - Links Email: pete@petematthew.com
Thank You
Q&A
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Creating Trust with the Power of Online Content

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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

Published in: Business, Technology
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Creating Trust with the Power of Online Content

  1. 1. Creating Trust through the power of online content with Pete MatthewCreator 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 videoswe 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 Categories1. Fundamentals – Must be in place2. Confirmers – Reinforce decision to trust3. Differentiators – Set you apart Source: About.com
  8. 8. Fundamentals1. Transparency – Clear motives2. Relevance – On-topic, clearly defined3. Format – Information is easy to apply4. Accuracy – Information can be validated Source: About.com
  9. 9. Confirmers5. Awareness – Recommendation/Experience6. Relevance – Like a knowledgeable friend Source: About.com
  10. 10. Differentiators7. Expertise – Advances consumer towards goal8. Choice – Provides different routes/solutions9. Fairness – Pros/Cons, acknowledges weakness10. Exclusivity – Unique community Source: About.com
  11. 11. Buying SignalWill 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-friendlyEasily editable afterwards
  16. 16. Written Blogs: 3 Cons Lots of competitionEasy to start, hard to maintain Writing is an art
  17. 17. Podcasts: 3 Pros Just like chatting Little competitionConvenient for consumption
  18. 18. Podcasts: 3 ConsTechnically more challengingDifficult to edit once posted Less SEO-friendly
  19. 19. Video: 3 ProsConsumers see the whole ‘you’ Using graphics for emphasis Arguably the most engaging
  20. 20. Video: 3 Cons Most technically complexDifficult to edit once posted Quite attention-intensive
  21. 21. Online Content: 3 Do’s Be consistentWrite/talk about what you know Stay on-message
  22. 22. Online Content: 3 More Do’sUse social networksEngage via commentsGet your own domain
  23. 23. Online Content: 3 Don’tsDon’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 ObjectionsOnline 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 IdeasBecome a consumer firstDo a site for professionals Start a podcast
  33. 33. After-event Resourcespetematthew.com/ifp2012Video - Audio - Slides - Links Email: pete@petematthew.com
  34. 34. Thank You
  35. 35. Q&A

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