Creating Compelling Content In Heavily-Regulated Industries

John Forth shares hints and tips on how to create useful, compelling and compliant content even within industries with strong regulatory oversight. As presented at Brighton SEO 2024.

Transcript

1. Creating Compelling Content in Regulated Industries John Forth Digital Optimisation Manager
2. ‘It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.’ Jane Austen, Pride & Prejudice #brightonseo
3. ‘It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.’ Jane Austen, Pride & Prejudice #brightonseo Provide evidence that this is ’universally acknowledged’
4. ‘It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.’ Jane Austen, Pride & Prejudice Is this the correct audience for this product? #brightonseo Provide evidence that this is ’universally acknowledged’
5. ‘It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.’ Jane Austen, Pride & Prejudice Plain English? Just say ‘Rich’. #brightonseo Is this the correct audience for this product? Provide evidence that this is ’universally acknowledged’
6. ‘It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife.’ Jane Austen, Pride & Prejudice Add the standard disclaimer to ensure that customers shop around before making a commitment or purchase. #brightonseo Plain English? Just say ‘Rich’. Is this the correct audience for this product? Provide evidence that this is ’universally acknowledged’
7. ‘Call me Ishmael.’ Herman Melville, Moby Dick #brightonseo
8. ‘Call me Ishmael.’ Herman Melville, Moby Dick Are other operators available in the event that Ishmael is unavailable or on annual leave? #brightonseo
9. ‘Call me Ishmael.’ Herman Melville, Moby Dick Are other operators available in the event that Ishmael is unavailable or on annual leave? Open 9am to 5:30pm, Monday to Friday. Call charges will vary. Calls may be recorded and monitored for training purposes. #brightonseo
10. Keeping your friends close… #brightonseo
11. …or how I learned to stop worrying and love compliance* teams. *And legal and regulatory and advertising standards etc… #brightonseo
12. Six steps towards creating great content (that keeps compliance happy) #brightonseo
13. 1 Know your regulators #brightonseo
14. UK Europe US Financial services #brightonseo
15. UK Europe US Pharmaceutical #brightonseo
16. UK Europe US Gambling
17. 2 Understand why the regulations are in place #brightonseo
18. #brightonseo
19. It’s about making sure we do the right thing. #brightonseo
20. 3 Match your tone to the topic #brightonseo
21. Build confidence #brightonseo
22. 33% Standard Life / AKG Report October 2023: https://www.standardlife.co.uk/about/press-releases/poor-financial-decisions# Feel they have made poor financial decisions in the last 2 years.
23. 13% Standard Life / AKG Report October 2023: https://www.standardlife.co.uk/about/press-releases/poor-financial-decisions# Feel alone when thinking about their finances.
24. 42% Standard Life / AKG Report October 2023: https://www.standardlife.co.uk/about/press-releases/poor-financial-decisions# Would value extra guidance and advice on their finances.
25. 12% Standard Life / AKG Report October 2023: https://www.standardlife.co.uk/about/press-releases/poor-financial-decisions# Are unsure where to go for support when thinking about their finances.
26. 0% 2% 4% 6% 8% 10% 12% 14% Savings Debt Investments Pensions % of users who feel they have made a poor decision by product type Standard Life / AKG Report October 2023: https://www.standardlife.co.uk/about/press-releases/poor-financial-decisions#
27. Provide support #brightonseo
28. • Why do I need this product? • Will it meet the key drivers I have for taking it out? What are the benefits?
29. • One-off cost or ongoing? • Are the payments fixed or not? • Will I be able to afford it in the future? What are the costs?
30. • How long is the term – a set period/age? • What actions do I need to take? When do I make payments? What is the commitment ?
31. • Once taken out, can the product change? • If I no longer need the product, can I cancel it? Is it flexible?
32. • Do I fully understand the risk to my finances? • Are there any dangers I need to be aware of? What are the risks?
33. • Does this product have any detrimental impact on the environment? • Does it align with my personal values? What’s the social impact?
34. • Do I fully comprehend all of the above? • Do I need any advice or support making this decision? Do I understand it?
35. • How will the company respond to any queries or concerns that I have? What kind of service level will I receive?
36. 4 Build relationships with the right teams #brightonseo
37. Agency brief Content author Business contact Product review Compliance #brightonseo
38. Agency brief Content author Business contact Product review Compliance #brightonseo
39. Content author Compliance #brightonseo
40. 5 Don’t think of them as warnings, but as product features #brightonseo
41. #brightonseo
42. Avoid: Crosses position the feature as a negative before the user has even read the content. #brightonseo
43. Dry: All the content here looks like it has been ripped straight from the product spec. #brightonseo
44. Split: Rather than the tax content being together, it’s split – putting the onus on the user to make the connection.
45. Open an account from just £10 You decide how you want to open the account – with a monthly £10 payment or a single deposit. What happens next? Your money is invested in stocks and shares, with the aim of growing its value over time. Of course, as with any investment, its value can go down as well as up and you could get back less than is paid in, so you should keep a close eye on when the right time is to withdraw your money. When it’s time to take your cash, it’ll be free from income tax and capital gains tax, depending on the tax rules at that point, and your personal circumstances.
46. Open an account from just £10 You decide how you want to open the account – with a monthly £10 payment or a single deposit. This is not a limit. It’s a customer option.
47. What happens next? Your money is invested in stocks and shares, with the aim of growing its value over time. Explain what we’re doing and its aim.
48. Of course, as with any investment, its value can go down as well as up and you could get back less than is paid in, so keep a close eye on when the right time is to withdraw your money. This is normal. Put the user at ease.
49. When it’s time to take your cash, it’ll be free from income tax and capital gains tax, depending on the tax rules at that point, and your personal circumstances. Tax information is together in one place.
51. Your money is invested in stocks and shares, with the aim of growing its value over time. 💩Of course, as with any investment, its value can go down as well as up and you could get back less than is paid in. 💩 However, similar investments over an 18 year period during the last 50 years have always shown growth.
52. 6 Don’t lose sight of the fundamentals #brightonseo
53. Empathy Imagination Research #brightonseo
54. I’ll leave the last words to the FCA… #brightonseo
55. I’ll leave the last words to the FCA… Clear #brightonseo
56. I’ll leave the last words to the FCA… Clear Fair #brightonseo
57. I’ll leave the last words to the FCA… Clear Fair Not misleading #brightonseo
58. Thank you for listening John Forth Digital Optimisation Manager #brightonseo