How to make sure your audience and potential clients trust the content you create and see you as a thought leader.

1. How to create trusted content
if you are not
Joe Pulizzi

2. 121.000 Twitter followers
3.471 Facebook followers
201.194 LinkedIn followers
478 YouTube followers

3. But we are not Joe,
wearing an orange shirt.

4. We are average Joe,
wearing a blue shirt.

5. The content game has
changed

6. 1
Customers
trusted you
Content creators
were experts
Easy to become
thought leader
2 3

7. Customers don’t
trust everything
they read
Everyone can
create content
There’s no control
on credibility
1 2 3

9. Tsunami of
information

10. “ Trust can not be bought.
It must be earned. “

11. Creati
on
Dist
ribution
C
onsumptio
n
The Content
Walhalla

12. CREATION

13. Through co-creation.
1.

14. “ 55% of visitors read your
articles for 15 seconds or
less. “
Buffer

19. It’s about the wisdom of the crowd.
‣ Ask your target audience what
they would like to read
‣ Involve clients, employees,
influencers, fans, …
‣ Get to know your audience
‣ Let them co-create with you

20. Through testimonials.
2.

21. “ 88% of respondents said
they trust online reviews
as much as a personal
recommendation. “

22. “ Within our ambassador
program, a staggering 25%
wrote a testimonial when
being asked. “
CATHERINE
EYGENRAAM
Community Manager
Smartbox Group

23. write your
MOST PERSONAL
Bongo story
Publish rates
with incentive: 22,7%
without incentive: 22,9%
1/4
creates a story

30. “ Comparison websites
are the new SEO juice. “

31. How to collect reviews for
your business?
‣ Ask! Don’t wait for them to write
but approach them pro-actively
‣ Don’t push them
‣ Activate them when they have a
positive experience about your
product
‣ Be patient

32. DISTRIBUTION

33. People are
fed up
with intrusive ads

34. Both
14%
Mobile
17%Desktop
32%
Don't use
36%
emarketer.com
US Millenial internet users
who use
ad blockers

35. Hubspot

36. Hubspot

38. Brand messages are shared
when distributed by employees
24 times
more frequently
MSL Group

39. of consumers trust
recommendations from
people they know
whilst only
of buyers trust the brand
83%
33%
Nielsen

40. Brand messages reached
further when shared by
employees versus the
same message via the
official channels of a brand
561%
MSL Group

41. of employees’ Twitter
followers are new to a
brand
92%
Cisco

42. Employees have
on average
social connections than
a brand does
10x
more
Social Chorus

43. How to measure the value of your
content?
‣ Amplification metrics - Does your content get shared?
‣ Engagement metrics - Do people engage with you?
‣ Business metrics - Does your content generate new revenue?

44. “Authentic content is
your company’s G-spot. “

45. CONSUMPTION

47. “ Content is king critical,
but relevance is king.“

48. but follow a
process

49. How strong is your
Brand Advocacy Index?
Your FREE tool @
bai.ambassify.com

50. Trusted by
international brands like