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