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Creating Compelling
Content in Regulated
Industries
John Forth
Digital Optimisation Manager
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‘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
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‘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’
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‘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’
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‘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’
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‘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’
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‘Call me Ishmael.’
Herman Melville, Moby Dick
#brightonseo
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‘Call me Ishmael.’
Herman Melville, Moby Dick
Are other operators
available in the event that
Ishmael is unavailable or on
annual leave?
#brightonseo
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‘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
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Keeping your
friends close…
#brightonseo
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…or how I learned
to stop worrying
and love
compliance*
teams.
*And legal and regulatory and advertising standards etc…
#brightonseo
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Six steps towards
creating great content
(that keeps
compliance happy)
#brightonseo
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1
Know your
regulators
#brightonseo
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UK Europe US
Financial services
#brightonseo
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UK Europe US
Pharmaceutical
#brightonseo
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UK Europe US
Gambling
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2
Understand why
the regulations
are in place
#brightonseo
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#brightonseo
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It’s about
making sure we
do the right
thing.
#brightonseo
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3
Match your tone
to the topic
#brightonseo
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Build confidence
#brightonseo
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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.
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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.
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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.
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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.
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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#
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Provide support
#brightonseo
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• Why do I need this
product?
• Will it meet the key
drivers I have for
taking it out?
What are
the
benefits?
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• 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?
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• 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
?
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• Once taken out, can
the product change?
• If I no longer need the
product, can I cancel
it?
Is it
flexible?
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• Do I fully understand
the risk to my
finances?
• Are there any dangers
I need to be aware of?
What are
the risks?
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• Does this product have
any detrimental impact
on the environment?
• Does it align with my
personal values?
What’s the
social
impact?
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• Do I fully comprehend
all of the above?
• Do I need any advice
or support making this
decision?
Do I
understand
it?
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• How will the company
respond to any
queries or concerns
that I have?
What kind
of service
level will I
receive?
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4
Build
relationships
with the right
teams
#brightonseo
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Agency
brief
Content
author
Business
contact
Product
review
Compliance
#brightonseo
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Agency
brief
Content
author
Business
contact
Product
review
Compliance
#brightonseo
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Content
author
Compliance
#brightonseo
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5
Don’t think of
them as
warnings, but as
product features
#brightonseo
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#brightonseo
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Avoid: Crosses position the feature as a
negative before the user has even read
the content.
#brightonseo
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Dry: All the content here looks like it has
been ripped straight from the product spec.
#brightonseo
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Split: Rather than the tax content being
together, it’s split – putting the onus on
the user to make the connection.
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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.
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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.
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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.
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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.
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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.
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No content
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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.
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6
Don’t lose sight
of the
fundamentals
#brightonseo
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Empathy Imagination Research
#brightonseo
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I’ll leave the last words to the FCA…
#brightonseo
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I’ll leave the last words to the FCA…
Clear
#brightonseo
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I’ll leave the last words to the FCA…
Clear Fair
#brightonseo
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I’ll leave the last words to the FCA…
Clear Fair Not
misleading
#brightonseo
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Thank you for
listening
John Forth
Digital Optimisation Manager
#brightonseo