Written on July 12th, 2009 at 12:07 am by Darren Rowse
How to Build Credibility
How do you rate when it comes to credibility? But more importantly, how do you go about getting credibility if you don’t have any or not much of it? Important question for bloggers – Andrew Rondeau from We Build Your Blog shares some tips on building credibility as a blogger.
There are some interesting theories around this topic. One such exponent of a theory is Graham Jones who writes about the credibility pyramid.
This pyramid is made up of four key elements.
1. Knowledge (10%) – At the bottom of the pyramid is a band of knowledge. Although this only represents 10% of a credibility score, it is nevertheless the foundation. If you don’t know what you are talking about, you have no credibility no matter what else you might bring to the mix.
Focus (15%) – The next level up according to Mr Jones is focus which constitutes 15% of the total score. Focus describes the process wherein people do not deviate or go off at tangents. This is when we come across people who seem to be single minded in their opinions, approach and knowledge.
This does not mean that you need to bombard other people with huge amounts of details and information in order to be considered credible. It is more the clarity and enthusiasm as well as the consistency of the information that is being presented that allows people to assess the credibility factor.
In some instances it is even possible that providing far too much information can undermine the credibility score. Perhaps this is where the popularity of the ‘elevator speech’ comes into play. You have two minutes to present your information. You have to be focused and only provide the most important points.
3. Enthusiasm (25%) – The next component on this pyramid of credibility is enthusiasm. This has an allocation of 25% which is fairly high. We probably call this passion more often than not. We view enthusiastic people as being far more credible than those who are not.
Perhaps it is because we feel that if the person can’t be enthusiastic about their own topic then he can’t be believing in his own words. Of course this can be unfair. There are some people who are too shy to speak up never mind appear enthusiastic.
4. Care and Concern (50%) – Possibly the most surprising component of credibility is the top part of this pyramid. It shows that 50% of your credibility is associated with your care and concern. If you show that you care about your audience you will be able to gather up half of the score towards a strong credibility rating.
This means that when building up your online credibility you have to show a huge amount of caring and concern for the interests and well-being of your audience. No matter what you are trying to do online, whether build a blog, communicate with readers, sell a product or even just hold a conversation on a social media platform such as Twitter or Facebook, if you care for your audience you build credibility.
It seems that a small percentage of your credibility is knowledge, add to that focus and enthusiasm and you only have half of what makes up your credibility. The other half is all about caring and concern for the other person’s well-being.
That could almost sound right.
100 Responses to “How to Build Credibility” - Add Yours
Philip Nowak
July 12th, 2009 1:03 am
Andrew, interesting points from Graham Jones. I think that this credibility model is broken down to its simplest form and is something that comes naturally. You can’t fake knowledge, enthusiasm and care/concern.
TwinToddlersDad
July 12th, 2009 1:26 am
Although I do not disagree with the Care and Concern part, I think Knowledge will probably be more important than a mere 10% for knowledge-intensive topic. Problogger is credible because he knowledgeable about the latest technology related to blogging and social media.
Another thing missing from this picture is Creativity. You could argue that it is lumped into Knowledge, but I think it should stand on its own. Creativity is important to get your message across in the right form, at the right time and to the right audience.
I am afraid that this pyramid model gives a false impression to people that they can get away with little knowledge if they just project an image of “care and concern”.
HealthFragger
July 12th, 2009 1:26 am
Building credibility can be difficult, however I propose that another huge factor in this process is the frequency of your posts. If you throw up a blog every single day, then you are increasing the probability of deviation from a particular topic (especially if your topic is unusually specific, which my blog tends to be).
Anthony Parkes
July 12th, 2009 1:29 am
Excellent, cornerstone post Andrew. I like to see how the elements of credibility were quantified…
I think that having concrete focus deserves more than 15%… establishing credibility requires to be extremely attentive to what you do and say. Branding is something hard, and long-term.
Isaac Yassar
July 12th, 2009 1:30 am
Care and Concern, that’s absolutely right. I like this part the most.
Mark Kachigian
July 12th, 2009 1:33 am
Thank you for the wonderful insight Andrew. What made this post even more interesting for me was after I re-looked at Maslow’s Heirarchy of Needs (http://www.union.umd.edu/GH/basic_needs/index.html).
Seeing the striking similarities between the top half of this pyramid and Maslow’s makes this post that much more credible (pardon the pun).
Particularly, these basic human needs outlined in Maslow’s Heirachy:
Esteem
Needs
Self-Esteem
Recognition
Status
Social Needs
Sense of Belonging
Love
Ben Goulding
July 12th, 2009 1:35 am
Nice display. Focus, i.e. quality over quantity, is a must.
Sue
July 12th, 2009 1:37 am
Very well stated on 50%. Agree with you completely. Thanks for the post-sue
Jai Maru
July 12th, 2009 1:38 am
You have captured the very essence of building online credibility; Big message in simple terms. Great post!
Lee Milthorpe
July 12th, 2009 1:39 am
I have to agree with care and concern being up there as the most important aspect of building credibility. Every blogger that I trust and am loyal to cares about what I say on their blogs, they reply to my comments and emails and they are always happy to help with any problems.
I also think being personal is an important factor, I need to feel like I know someone before I trust what they preach.
tall blogger
July 12th, 2009 1:39 am
I’m surprised care and concern are so important, but I’m glad it is. I always care about people too and readers started writing and asking me for advice or encouragement.
Jason Comely
July 12th, 2009 1:40 am
Not sure what exactly compelled me to read this article, but I agree with it. I might add another element: consistency.
It’s critical to fulfill promises you make and follow through, every single time. A parent who is inconsistent in teaching or being an example to a child will lose credibility and respect.
An adult who is inconsistent in delivering what he or she says will lose credibility and appear like a hypocrite.
Businesses that don’t deliver the same level of quality and experience to the customer consistently lose credibility as well, and customers.
Tom Long
July 12th, 2009 1:44 am
While I agree that care and concern are important, I have to disagree that they make up 50 percent of what makes you credible. I mean is 50 percent of the reason bloggers in the top 100 blogs credible because they show a lot of care and concern?
I think I would bump up knowledge and focus each 10 percent and bump care and concern down 10 percent. I realize you were trying to make a point that bloggers need to show care and concern about their audience, but I think it was a bit overstated. Enjoyed the post though. Thanks!
Thehorrorpress
July 12th, 2009 1:44 am
Excellent post very helpful points. We are starting a horror blog/magazine and found this very useful :)
Joshua Elliot
July 12th, 2009 1:45 am
I think that in any thing you do (especially in business), you will need credibility. It is because people are risking to do business with you.
Do all means to build your credibility, so that your path to success will be coming to light, as credibility is the foundation of your character.
stephen
July 12th, 2009 1:51 am
Thanks for showing us this Darren. It’s good to be reminded of all the core attributes required to remain credible in our life, work and online choices.
Haris
July 12th, 2009 2:05 am
It indeed sounds very good to me. i think the last point ‘cares and concern’ for audience is very important. and it can be shown through down-to-earth articles, which are based on experience.
Salman
July 12th, 2009 2:14 am
I like the enthusiasm topic and I am focused on it.
Regards
Salman
http://www.tips4blogging.co.cc
J hill prints
July 12th, 2009 2:16 am
I would say that the care and concern is important. But you will not get it unless you have got the other 3 in place
Marcus @ Online Bookies
July 12th, 2009 2:46 am
Huh interesting, personally I disagree somewhat with how much of your credibility stems from knowledge, but I really like where care and concern for your users sit. Anyway excellent post.
Rita
July 12th, 2009 2:52 am
It’s really surprising that only 10 percent of the credibility score is for knowledge.
I’ve been writing about consumer issues since 1977 and have had training in consumer economics. It helps me sort through the vast amounts of materials to pick out items to help consumers.
I also have a degree and experience as a journalist, which is extremely helpful in writing a blog.
My blog is The Survive and Thrive Boomer Guide at http://boomersurvive-thriveguide.typepad.com.
Rita
Casey
July 12th, 2009 2:52 am
I think you have it right but I think you could add being consistant because that is also very important.
Thanks for the post.
Ankur Jain
July 12th, 2009 2:52 am
This is a nice article. Undoubtedly care and concern is & will always remain at the top be it any profession.
Andrew - WeBuildYourBlog
July 12th, 2009 3:07 am
@Philip. I think you can fake knowledge, enthusiasm and care/concern but only in the short-term. If you are a ‘faker’ you WILL be found out because you won’t be able to keep up the pretence.
@Anthony. I think you could be right as long as your focus is on the care and concern
@Issac. And I think care and concern is the easiest to do but so many of us get it wrong!
@Ben. Isn’t it a shame so many think ‘quantity over quality’?
@Lee. Love your point “also think being personal is an important factor, I need to feel like I know someone before I trust what they preach.” Perhaps that should come under care/concern?
@Joshua. And being a blogger there is nowhere to hide, so you are right everything we do can be seen by others. But I do think different types of credibility attract some people. Some people will respond to the ‘in your face’ type others…a more laid back type. Any preferences?
@Harris. Totally agree. Too many theory type articles (guilty myself of that one!).
Andrew
The crazy suburban mom
July 12th, 2009 3:08 am
Very interesting and I’ve never really seen it put that way. I think that perhaps this may be almost 100% correct 100% of the time… of course there will always be exceptions. Always are but from a practical stand point this makes a lot of sense to me
tracy
The crazy suburban mom
July 12th, 2009 3:10 am
As an aside the what I just wrote – I have wondered if popular blogs that used to comment and interact can or will lose some of their popularity IF they stop most or all of the interaction.. This kind of implies, yes.
HAVOC MARKETING
July 12th, 2009 3:17 am
I liked the way you broke it down in percentages. Very inspiring post.
Nicholas Z. Cardot
July 12th, 2009 3:35 am
That’s a great way to look at the credibility pyramid. I’m constantly thinking about ways to increase my credibility at my site and your article here makes it very clear what I need to be focusing on in order to accomplish that.
Charles - Big Idea Blogger
July 12th, 2009 3:35 am
Interesting post. I always knew caring about your audience was important, but I think to give it 50% might be too much. Perhaps the best point about this model is showing the priorities of bloggers, first being knowledge, then focus, then enthusiasm, then care and concern.
Tinu
July 12th, 2009 3:49 am
This pyramid looks about right. The care and concern one has for both the topic and the people they look to help drives everything else. The most credible person isn’t necessarily the most knowledgeable, the most focused or the most enthusiastic. The person who cares the most is going to make sure you get helped *even if it’s not by them*.
So if we’re talking about being CREDIBLE, not the smartest, not the nichiest, and not the most gung-ho, that pyramid is spot on.
Jossef
July 12th, 2009 3:53 am
Very interesting, If i was asked this question I will answer by
50% knowledge and 50% honesty and that shows you how wrong any one can be
Robby G
July 12th, 2009 4:33 am
That’s a great post I must say. Once your blog has some recognition in the blogosphere, credibility is what separates you from the rest and gives your blog that push to go to the next level.
Clark Thompson
July 12th, 2009 4:46 am
I’ve enjoyed this article and find it very useful.
vaibhav
July 12th, 2009 5:04 am
Perfect distribution
i think i lack 4th point
i dont care properly about my blog, so it reflects with low hit counts daily
thanks
teratips
July 12th, 2009 5:30 am
what a cool article, thanks to Darren, its really solve my problem
Blogging, SEO and Money Making Tips by http://teratips.com
John Arnold
July 12th, 2009 5:43 am
Darren:
There is an old maxim, “People don’t care what you know, until they know that you care.” I think that pretty well sums up the fact that 50% of this pyramid is about care and concern. I would add that personal experience is outrageously important in terms of credibility. May be that is just a subset of knowledge, but I think worth noting. I find there is a radical and recognizable difference between people who are spouting second hand knowledge and folks speaking from their own personal experience.
Perhaps, part of that difference is that there is something more powerful and persuasive about a story rather than just facts, figures, theories and principles. A person’s personal experience is much easy to relate to and connect with than a principle or idea. Credibility at some level comes down to connection.
Along those lines I find the posts that seem to get the most response from people and that build the most trust are those posts where I share myself somehow within the post. If I can tell a story of something that I have struggled with and made progress on, people are moved to trust me.
Lastly, one piece of this pyramid that seems lacking is credibility that is literally given to us. Word of mouth has classically been the best form of advertising. Frequently, our initial credibility is granted to us by the recommendations of others. We then either live up to that credibility or fail to meet it.
Thanks for this post. It has given me pause to think about my own credibility. The bottom line we bloggers might ought to take from this is, “Do I care as much about my readers, as I do my blog?”
John Arnold
July 12th, 2009 5:45 am
There is an old maxim, “People don’t care what you know, until they know that you care.” I think that pretty well sums up the fact that 50% of this pyramid is about care and concern. I would add that personal experience is outrageously important in terms of credibility. May be that is just a subset of knowledge, but I think worth noting. I find there is a radical and recognizable difference between people who are spouting second hand knowledge and folks speaking from their own personal experience.
Perhaps, part of that difference is that there is something more powerful and persuasive about a story rather than just facts, figures, theories and principles. A person’s personal experience is much easy to relate to and connect with than a principle or idea. Credibility at some level comes down to connection.
Along those lines I find the posts that seem to get the most response from people and that build the most trust are those posts where I share myself somehow within the post. If I can tell a story of something that I have struggled with and made progress on, people are moved to trust me.
Lastly, one piece of this pyramid that seems lacking is credibility that is literally given to us. Word of mouth has classically been the best form of advertising. Frequently, our initial credibility is granted to us by the recommendations of others. We then either live up to that credibility or fail to meet it.
Thanks for this post. It has given me pause to think about my own credibility. The bottom line we bloggers might ought to take from this is, “Do I care as much about my readers, as I do my blog?”
John Arnold
July 12th, 2009 5:47 am
Oops! sorry somehow I double posted.
Sudeep
July 12th, 2009 6:28 am
@Joseff ,To be frank I would have thought the same , but it is funny that in this post knowledge is given only 5 % and Concern is 50% which I think is must necessary .
Do you email your old comment writer some times .. do it , that would show your concern too.
what is cash gifting
July 12th, 2009 6:46 am
Focus is trying to make an impact with as little information as possible. It’s like concentrating the power of your message and delivering it in bite-sized form.
Zemalf
July 12th, 2009 7:39 am
I like the 50/50 split, I love the technical side of blogging and continue to clarify the focus of my blogging existence. I am blogging to share my thoughts and experiences with others, hopefully helping them with the same issues I’ve been through already. And I think that’s the essence of blogging, helping others and being enthusiastic and passionate about it
Evan
July 12th, 2009 8:31 am
For me enthusiasm helps me relate to the blogger but isn’t relevant to authority.
Hooshmand Moslemi
July 12th, 2009 8:46 am
Thanks Darren for the article containing valuable tips.
Knowledge is indeed the core of website content that attracts the attention of a visitor.
By focusing on what you are talking about, you would specify the mentioned topic more and avoid diversification.
People would get more interested in your knowledge specially if you show them your passion and view them enthusiasm.
Finally, you need to communicate with your readership and show them you care about them. Get involved in the conversation, reply to the comments, answer their questions. These are only a few examples of caring and showing concern specially if you own a blog.
But, like you said, this pyramid of credibility can be defined in any field of online business. Whether you sell your own products or other people’s, you need to gain people trust.
High credit gives more trust, the only factor that turns a prospect into a customer. So, considering these points are really crucial for business owners in order to succeed online.
Once again, thank you for providing such a wonderful post.
All the Best!
Hooshmand Moslemi
Nathaniel
July 12th, 2009 11:23 am
Excellent points. You need every aspect of this pyramid in order to build credibility but it is also true that the fact that care should be emphasized the most since showing you care is the first step in getting people to care about the knowledge you are trying to share.
Keep up the great work.
-Nathaniel
james oh
July 12th, 2009 12:33 pm
Excellent and relevant points.
I am agree with you that you need every aspect of this pyramid in order to build credibility.
However, I feel that how we present the knowledge and its application is equally important so as the readers may grasp it with full attention. This effectiveness of the content is highly relevant to credibility as far as I am concern.
I do hope to hear other visitors’ point of views.
Keep up with your great work.
Todd Wallace
July 12th, 2009 1:13 pm
I have to stay conscious of information overload. I tend to dig deep sometimes when the audience doesn’t need or want the depth. I try to realize where my stopping point needs to be before the eyes glaze over.
Louis
July 12th, 2009 1:40 pm
I have 1 more point to add, that is “Showing Results”.
Flat Baby
July 12th, 2009 2:50 pm
its kinda hard to focus when we have free internet access in our laptop …
Grace
July 12th, 2009 2:52 pm
I’ve also found that showing statistics and results help a lot; people like to see what you’ve done with your talent in the past which reflects what you can do for them in the future. They also like to know what you’re capable of before they join your bandwagon!
Thanks for sharing!
Manrevo
July 12th, 2009 3:02 pm
I don’t know, I would say that your knowledge creates a lot of credibility. Care and concern is totally important, but knowledge is more important than anything. Like it’s said, it IS the foundation.
I don’t care if a person cares about me or not..if he knows his stuff and I need to learn it, I will consider him an expert regardless of his personality.
Focus is probably important as well.
Paramendra Bhagat
July 12th, 2009 4:03 pm
The final 50% did surprise me, but on second thought I think it just makes sense.
Graham Jones - Internet Psychologist
July 12th, 2009 4:19 pm
Thank you for highlighting my ideas in this article and I am glad so many people have enjoyed reading it. I see that some people think knowledge is more important than I suggest. That is a common reaction; but the fact of the matter is all of the items in the pyramid are inter-related. True you need knowledge, but the care aspect can help people determine whether or not that knowledge is actual or false.
Often people say things like “it doesn’t matter if someone cares, what matter is they know their stuff”. That is almost an instinctive reaction. But when we measure such individuals’ ratings of credibility, care features highly – even if they consciously think it does not affect them, it does at a subconscious level.
Having said all this, the reason knowledge is at the base of the pyramid is because it is the foundation upon which the rest us built. Without knowledge, credibility is very hard to build.
Bijay Rungta (@rungss)
July 12th, 2009 5:51 pm
I lack the Focus Part of them..
In the other 3 parameters I seem to do good..
My inability to Focus is proving to be the single most RoadBlock in my Career and in gaining Credibility…
I am trying to overcome that..
@rungss at Twitter
Andrew - WeBuildYourBlog
July 12th, 2009 5:54 pm
@TwinToddlersDad. I don’t think it is a matter of “getting away” with little knowledge. Research just shows that in the overall scheme of things, you don’t need a lot of knowledge to become credible. However what knowledge you do have must be factual
@ Mark Kachigian. Great connection with Maslow – insightful!
@ Jason Comely. Spot-on! Consistency is of utmost importance. Without that you will be found out.
@ Tim Long. I think we could debate the percentages all day, couldn’t we? I just find it interesting what makes us credible and whatever percentages we individuals think are right, we all should put effort into each category.
@ John Arnold. “Along those lines I find the posts that seem to get the most response from people and that build the most trust are those posts where I share myself somehow within the post. If I can tell a story of something that I have struggled with and made progress on, people are moved to trust me.”
Great point John. Something that I have seen in my own posts….and I need to do it much more often!
@Grace. Great point…as long as it is all factual! What’s been your best sharing of results?
@Graham Jones – great to see you here. And I like your final sentence, “Without knowledge, credibility is very hard to build.”
smartvergin
July 12th, 2009 8:44 pm
Thanks Darren for the article containing valuable tips.
Knowledge is indeed the core of website content that attracts the attention of a visitor.
By focusing on what you are talking about, you would specify the mentioned topic more and avoid diversification.
Steve Rosenbaum
July 12th, 2009 10:39 pm
Great article about how to market yourself and draw attention. Knowing the facts is not enough. 75% of the formula comes from caring about your audience and how you express it. Develop your voice, be unique, don’t just parrot what everybody else is saying. Great work Andrew and Graham.
Dean Saliba
July 12th, 2009 11:02 pm
I could not give a crap about gain credability to be honest.
People with no credability (John Chow springs to mind) still manage to make at least $40,000 a month from their blogs.
Blogger Make Money
July 12th, 2009 11:27 pm
This does not beggarly that you charge to assail added humans with huge amounts of data and advice in adjustment to be advised credible. It is added the accuracy and activity as able-bodied as the bendability of the advice that is getting presented that allows humans to appraise the believability factor.
fas
July 12th, 2009 11:54 pm
Care and concern includes being good with your readers, asking them their problems and talking to them.
Kristina Summers
July 13th, 2009 1:43 am
Good post. I think that as bloggers you have an inherent responsibility to be transparent and honest, to truly represent your topic so I was a little surprised knowledge was only 10 percent of the score. However you are right inthat it is definitely the
Foundation for a good blog/online persona. If I had to add anything it would be consistency since that aways helps. People like routines and knowing what they are getting. Very helpful and informative as always.
Denise Lee Yohn
July 13th, 2009 1:47 am
interesting post, graham — “focus” really resonated with me — if you try to be all things to all people, you end up being nothing to no one!
Lee Ka Hoong
July 13th, 2009 1:56 am
Excellent post Andrew! I believe that caring audience is the most important in building loyal readers. Reader will come back to read your following post, they concern about your caring on them, you have to actually reply to their comment or communicate with them.
Regards,
Lee
David Stillwagon
July 13th, 2009 1:57 am
Terrific post. But I would think that the knowledge would play a bigger role in credibility.
thanks
Steven
July 13th, 2009 2:21 am
Care and Concern is most important!
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BloggerDaily
July 13th, 2009 3:41 am
Yeah. Bloggers need credibility too!
Yes, enthusiasm is the most important part. From this enthuasiasm we got the feeling to explore more and more. From that point we will bring ourselves to endure the knowledge.
And then it becomes passion where care & concern will take place =)
teratips
July 13th, 2009 4:11 am
Thanks for this amazing article
Game Site Builder
July 13th, 2009 9:11 am
Good post, though I think Knowledge should be more than 10%. Care, Enthusiasm, and Focus are things that anyone can have, but Knowledge is what really separates the high earners with lots of credibility from the 99%.
Miss Edie
July 13th, 2009 9:42 am
Nice post, I also believe knowledge is important and caring and understanding..
I would want someone that is willing to share their knowledge in a nice way.
krissy knox
July 13th, 2009 9:55 am
I knew care and concern comes first. I am surprised at the order of the others. I was always under the impression that knowledge came next and then focus. That is perhaps what society has told we young people for a long time in my society. Very interesting. Thanks for sharing, Darren.
krissy knox :)
follow me on Twitter
http://twitter.com/iamkrissy
Online MLM
July 13th, 2009 1:37 pm
Awesome post and very true. Most people think that knowledge makes people follow them where in reality it’s the connection that matters – this post calls it “Care and Concern”.
As an online network marketer, I believe that keeping in touch with my network is the most important thing that keeps us bonded together. Then there’s the challenge of staying enthusiastic and focused but not to neglect knowledge as well.
Awesome post!
Mike – http://PositivelyRich.ws
Art Of Approaching
July 13th, 2009 7:28 pm
75% of the formula comes from caring about your audience and how you express it. Develop your voice, be unique, don’t just parrot what everybody else is saying. Great work Andrew and Graham.
Kat Eden
July 13th, 2009 7:55 pm
This is great, particularly the last point about caring for your readers. I definitely care about helping people but I don’t keep this uppermost in my mind when I’m writing. I become so focused on making my point and backing it up that I sometimes forget to speak as I would to a real person.
A great piece of advice I once heard is to always write with a certain person/client in mind as the respondent. I was just about to publish a new ‘high-info’ post, now I don’t know whether I should edit it a little!
Ebony Jones
July 13th, 2009 9:23 pm
Most of that was right on point. However, I don’t know if I agree with the focus item.
Not every blog benefits from that approach. For some blogs, the lack of focus and wandering is part of the appeal…humor blogs in particular.
Great tips, but one size does not fit all.
Peter
July 13th, 2009 9:34 pm
Hi I have two problems with this article(no offense)
Who is Andrew Rondea? Someone who doesn’t seem very famous and doesn’t seem to have credibility is talking about how to have it?
Second point is that I think you forgot the most important point and that is RESULTS.
If you are buying some product, what do you want to know? What results could this product bring you.
If you are buying ebook about blogging you want to know about result which you will make after reading it.
If you are buying some self help book, you want to know how it will affect your life.
This applies to people too.
Why is Tonny Robbins so famouse and sucessful? Because he has results. He worked with one of Williams sister with Andre Aggassi and he helps them.
Why Roger Federer has credibility? Because he won 15 grandslam and break many many tennis records.
You don’t even need real results, thats why scams work so well. You just need to make people believe that you or your product have some results.
There are many smart people, many focuse people, enthusiastic people and people who loves and care about other people, but until they aren’t able to show some results they won’t have crediblity.
Jacob Stoops
July 13th, 2009 11:03 pm
I also think have a unique voice & personality is something that can set you apart as a blogger. Also, the ability to conduct and present effective research behind your content.
Scott Gould
July 14th, 2009 12:03 am
I’m off the opinion that Focus is more important than 15%.
To have clarity on a subject – in an age where content is a commodity and we are drowning in it – is a defining factor of credibility.
I don’t need someone spewing content – I need them to communicate it with clarity, in order to rouse that most precious human resource – action.
Mikes Sumondong
July 14th, 2009 12:27 am
Darren,
You don’t know how this has helped me. There had been a time that in my search for credibility I was focusing on being popular by adding friends from there and everywhere by joining a lot of forums, by leaving comments everywhere. I know these are important but really this doesn’t give me any credibility. after giving back by visiting my site, they forget me. they forget the site. I start the whole cycle again. I especially love the caring and giving. and I’m guilty of this. a lot of times i forgot to reply to the comments of my readers. i forgot to reply to customer’s queries and in my blog’s case “prayer requests”. *sigh* thanks for the reminder. I shall do a 180-degree turn and do what’s RIGHT. Enthusiasm, Focus and Knowledge are intact so my goal is to just maintain them.
Thanks again and God Bless!
Tumblemoose
July 14th, 2009 2:11 am
Darren,
Really, how could one argue with this strategy? I think it not only speaks to credibility but to overall success in most any venture, including (and especially) blogging.
I know that I’m not the most knowledgeable person on my blogging topic, but I work hard to engage my audience by having and giving guest posts, by commenting on blogs and by responding to those folks who comment on my blog. Showing my concern and caring through these methods has worked well for me.
Cheers
George
Jason Su
July 14th, 2009 2:12 am
This post is all about how important it is to have self restrictions, all the most important things are the things that you can control!!!
As Darren mentioned:
1. The most important thing is to have care and concern, that alone takes up 50%. Thing thing you can do yourself, it is not hard to give care and concern to your audience; it does not cost a penny.
2. The second most important thing is to be have enthusiasm. This takes up 25%, and it is just writing a blog that you are interested in or have passion. Again this is something that you can change without costing anything.
3. The third is focus and this is 15%: focus is pretty much doing what you are good at doing, Improving what you are bad at. And not doing things that does not work; this is trial and error; keep your eyes on your goals.
4. The least in the pyramid is the knowledge, this you cannot really control, but knowledge is not as important as other aspects that can contribute to your credibility.
Andrew - WeBuildYourBlog
July 14th, 2009 3:41 am
@ Dean. John Chow not credible? Interesting! Wonder what John would think?
@ Lee Ka Hoong. Sometimes it is the easy tasks that provide customer care, isn’t it?
@Kat Eden. That is great advice – thanks.
@Peter. Sorry but I don’t think you need to be famous to be credible.
Andrew
Peter
July 14th, 2009 5:34 am
Andrew I didn’t say you need to be famous at all. I told you need have some results. Being famouse is just result of that + some other things of course.
rjleaman
July 14th, 2009 5:48 am
I’m interested in the various reactions to your 10% allocation for knowledge, Andrew: my own first reaction was to question it, but thinking back on some recent disscussions with new bloggers still trying to find the ‘perfect niche’ — it makes sense.
Some reasonable amount of knowledge is necessary as the foundation: any blogger trying to write in totally unfamililar territory is sure to make credibility-killing gaffs before too long. But it’s not necessary to be a complete ‘expert’ on a topic in order to begin to blog about it — any more than a journalist must know all about a feature story before he begins to research and write it. You do need to know enough to know what questions to ask and to process the information you come up with, however…
So, yes, 10% of the Credibililty Pyramid sounds about right. After that, the other three factors kick in, and that’s what empowers the blogger to present information in a way that makes sense and solves problems for the readers.
Alex
July 14th, 2009 6:15 am
Another good one. It’s great to know that Enthusiasm and Care alone put you at 75% of the equation. One of the best things I read today, for sure.
Christian
July 14th, 2009 7:14 am
10% for knowledge is interesting. I can’t argue with it though, because as a sales trainer, I teach people all the time that so many other things matter more than what you know…when it comes to getting results.
You HAVE to know what you’re talking about to be credible, but you also have to know how to present yourself and get your message across. It’s the whole package that matters.
It’s also fair to point out that without that 10%, you’d be at 90%, which might sound good, except that being in the top 90% of blogs really isn’t saying much :)
helixia
July 15th, 2009 5:28 am
I am surprised on your ranking. I would only follow a blog if it has something interesting to say. But care and concern does not rate high for me as a consumer. I felt that would be reserve more for forum, ask xxx, advice website, etc.
helixia
http://finding-life-direction-life-purpose.blogspot.com
Andrew - WeBuildYourBlog
July 15th, 2009 7:08 pm
Thanks everyone for taking the time out to comment – turned out to be a great debate.
I do like what Graham (creator of the pyramid) wrote:
“The reason knowledge is at the base of the pyramid is because it is the foundation upon which the rest us built. Without knowledge, credibility is very hard to build.”
And thank you Darren for letting me post here on this awesome site.
Andrew
Ruchi
July 15th, 2009 10:24 pm
I agree with you Care and Concern is the most important aspect.
JOE
July 15th, 2009 10:52 pm
how about advertising, doesn’t help ? :D
Wakas Mir
July 16th, 2009 1:51 am
Concern for users is the one that stands quite high on my list, but very nice post indeed darren..
Erika Wirfield
July 16th, 2009 1:53 pm
Lately credibility has become synonymous of the friends you have in the guru’s inner circle. Each day is becoming increasingly harder to create credibility if you don’t know anybody who vouches for you. Then everybody start listening to you and buying your products even though they are pure garbage most of the time.
Stephanie Valentine
July 17th, 2009 4:13 am
An excellent post, and one that makes you go, “Hmmmm…” Care and concern making up 50% of the credibility score makes sense to me. I see this emerging primarily as an effort to truly understand the problems your target readers are experiencing, and then directing your online efforts towards solving those problems with valuable information, insights, and tips. I see some bloggers following a ‘formula’ that they’ve been taught in some internet marketing course, but never really individualizing those steps based on their own knowledge and experience. I don’t really get “caring and concern” in a sentimental way, not being that kind of gal, but in terms of investing my focus and research into useful valuable information — I get that. A thought-provoking post.
Anja Merret
July 18th, 2009 4:18 am
Great article. Seems quite a heavy weighting in favour of showing care. But it does seem the internet kind of runs on that. If you don’t show enough you don’t make it.
aöf
July 18th, 2009 6:21 am
Excellent, cornerstone post Andrew. I like to see how the elements of credibility were quantified…
I think that having concrete focus deserves more than 15%… establishing credibility requires to be extremely attentive to what you do and say. Branding is something hard, and long-term.
SURVEYS FOR MONEY
July 19th, 2009 2:57 pm
I agree with all four points when gaining credibility. Personally, I would say enthusiasm would be the first key element, followed by knowledge and focus. Its takes passion to continuously blog, Showing that you care about your reader and write to please them definitely is the highest key element to gaining credibility.
radyo dinle
July 19th, 2009 11:48 pm
I would say that the care and concern is important. But you will not get it unless you have got the other 3 in place
cell phone lookup
July 20th, 2009 11:23 am
thanks , I agree with all four points when gaining credibility.
neonegyptian
July 21st, 2009 7:55 am
This is kind of confusing. Part of the care and concern factor embraces all of the other factors. That is, by showing the audience that you’re giving them the good and rare info that they need (knowledge), tailoring to their specific interest(s) (focus) of the subject, and updating and expanding the blog/site regularly (enthusiasm/passion) all express the same end result, care and concern. So, I think really the pyramid is composed of three different factors which produce credibility. And for most, credibility simply is another way of saying, I care about you, I’m not wasting your time. A little bit more simplified. Makes it easier to grasp.
thigiru
July 30th, 2009 6:22 pm
Its true that any business is all about credibility.
Hong Kong Travel
August 24th, 2009 6:03 pm
thanks for sharing! credibility is not easy to build but easy to be destroy. the key to build it I think is writing good stuff over time and time.
jeux pokemon
September 30th, 2009 9:12 pm
I can use these on my blog; they do help you to connect with your audience and build trust. Last week, I rewrote my about page with these goals in mind.
One thing I can add is this: always use your real name. Even on MySpace, Facebook, YouTube, etc. Most people are afraid to back put their name and reputation behind everything they write, but you should because it really demonstrates authenticity. It’s also easier to keep track of one name rather than a dozen aliases, and you’ll build brand (name) recognition.
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