About this Episode:

In this episode, Joseph is joined by our special guest Brandon L. Young,  Former Senior Consultant of Psynet Group, an Organizational Psychologist, he is an Assessment Scientist and Researcher, and also a ProMES Facilitator.

Brandon discusses the trust equation his company implements when working with clients who are working with him to vet the trustworthiness of job candidates. He explains how this equation works for both entry-level positions, as well as managerial and higher positions.

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Joseph introduces his guest, Brandon Young, a senior consultant of Psynet Group, and tells a story about buying a Rolex watch to introduce his theme of the episode, trust. He explains how many people in digital marketing do not take the time to build a relationship of trust with clients, as they tend to only focus on presenting their product to you. Joseph brings up the E.A.T. technique related to search engine optimization (SEO), which stands for expertise, authority, and trust. While the E. and A. help one’s product rank higher through SEO, the product can not rank at all without trust. Joseph also brings up the trustworthiness of one’s website, gives examples of how to make one’s site trustworthy and how if one’s website is not trustworthy, they will not be able to get as many sales and clients. Joseph discusses the need to not only make your platform trustworthy, but you have to make your content trustworthy as well, as well as giving tips for how to make your content trustworthy.

Joseph and Brandon discuss an article that Brandon wrote recently about trust in the United States, and they discuss the state of trust that is currently in the United States. Brandon discusses a study that was recently released that interviews people about trust across varying institutions in twenty-eight different countries, with businesses receiving only 54% of people having trust in businesses. The two also discuss trust between employers and employees, how that trust is implemented throughout the Covid-19 pandemic throughout businesses. Brandon also explains how as recently as May of 2020, American’s trust in the United States government has plummeted. Joseph and Brandon discuss how trust in a CEO relates to trust in an organization, and how the CEO’s reputation affects someone’s trust in the organization as a whole. Brandon discusses how trust is very localized, and people are often put more trust in their own employers and businesses, rather than outside businesses and other institutes such as government and media. The two explain how trust is important to organizations.

Brandon explains the trust equation his company implements when working with clients who are working with him to vet the trustworthiness of job candidates. He explains how this equation works for both entry level positions, as well as managerial and higher positions. The two discuss trust in the company, not only through the business model, but also through the culture of the company, and without trust in both, the company will not be as successful as it can be. Joseph and Brandon discuss how E.A.T. and Brandon’s trust equation overlap and also contrast. Brandon gives out advice from a behavioral perspective to how to best earn trust through marketing.

Joseph and Brandon discuss the different ways a company or organization can attempt to earn back trust after losing trust in a big way. Brandon explains how before trust can be effectively restored, a company or organization must publicly admit their fault in the event that caused the loss of trust. Brandon brings up the examples of Nike in relation to protests exposing their use of child labor in the 1990s and in more recent years Chipotle in relation to the outbreak of E. coli, and how both companies publicly stated that they are guilty of the accusations put against them, and how they then rebuilt trust in themselves. Joseph introduces his helpful tool of the day, Link Research Tools.com, which shows which websites link to your website, and helps you detox these bad links that link to your website.


00:00:30.300 –> 00:00:41.880 Joseph McElroy: Hello thanks for joining us on this week’s episode of wise kind of 10 creates wealth podcast you heard that content is king well wise content rules, the world.

00:00:42.450 –> 00:00:52.200 Joseph McElroy: This podcast is about understanding how you can make and utilize wise content for you to improve your financial success in your company’s bottom line.

00:00:53.100 –> 00:01:03.900 Joseph McElroy: I am Joseph Franklin McElroy and I’m a marketing technology expert who has built a multimillion-dollar company and I’m also an award-winning content producer.

00:01:04.860 –> 00:01:14.430 Joseph McElroy: My company is Galileo tech media a leader in providing wise content for SEO content marketing and digital PR.

00:01:14.970 –> 00:01:35.100 Joseph McElroy: Our wise content is content that incorporates semantic science behavioral science Ai and data to make marketing and promotional content that is smart that converts better and gets better rankings Galileo helps companies achieve scale and effectiveness with their SEO and content marketing.

00:01:36.330 –> 00:01:47.220 Joseph McElroy: our agenda today is trust I’ll have today a little bit later my guest is Brandon Young a senior consultant of the sign at the group and an organizational psychologist.

00:01:47.670 –> 00:01:56.880 Joseph McElroy: And he is an assessment science and researcher and also a pro me as a facilitator, but first a little story imagine.

00:01:57.600 –> 00:02:08.790 Joseph McElroy: Your head into a jewelry store to purchase a Rolex watch you’re walking along maybe you can’t really afford one, but just imagine on your way to the store you see a man in the street.

00:02:09.270 –> 00:02:30.720 Joseph McElroy: He silos up to rolls up the sleeves shows you his arm and strapped with a watch up to watches up to his elbow hey man want to buy a Rolex he matters, unless you are temporarily insane you will bite why because you don’t trust the guy there’s no way those rolodexes are real.

00:02:32.280 –> 00:02:39.480 Joseph McElroy: This may seem a little bit odd example, but many digital marketers today are the equivalent of the watch salesman.

00:02:40.230 –> 00:02:53.490 Joseph McElroy: They connect with a potential prospect through social media or email from search engines and immediately begin pushing their products are taking any time to develop a relationship of trust.

00:02:54.540 –> 00:03:06.510 Joseph McElroy: Trust is really important for selling online establishing that trust in your content is incredibly important, but not only is it important for selling it’s important for getting found in the first place.

00:03:08.220 –> 00:03:20.310 Joseph McElroy: it’s different than the the world of the street in that regard, you can walk down the street and you something that you can just stand there and be able to knock somebody up and say hello, but you know.

00:03:20.640 –> 00:03:31.980 Joseph McElroy: On search engines, they actually are smart enough to figure out who’s the sellers that should be standing along the street Google, in fact, introduced an acronym to represent how it evaluates.

00:03:33.030 –> 00:03:38.130 Joseph McElroy: websites, to give them positions in the search engines it’s called eat he at.

00:03:38.640 –> 00:03:53.190 Joseph McElroy: He stands for expertise which you have to demonstrate authority, you have to be an authority is represented by multiple factors, and you have to be trustworthy you have to show you have to be somebody that people trust, and if you don’t.

00:03:54.960 –> 00:04:11.820 Joseph McElroy: You don’t get access, if you don’t establish that you don’t get ranked the first two expertise and authority are really for how you get higher rankings but trust if you’re not trusted you don’t get rankings at all so it’s really important.

00:04:13.320 –> 00:04:22.830 Joseph McElroy: And it’s an it’s an it’s there are several factors many factors that go into that and some of them some of that is behavioral which we’ll talk about.

00:04:24.240 –> 00:04:32.310 Joseph McElroy: A little bit later, but right now i’m going to tell you that the few the fundamental things that that you have to do one is is your reviews.

00:04:32.700 –> 00:04:41.160 Joseph McElroy: If there’s negative negative sentiment about your business Google will figure it out, so you have to pay attention to the reviews you’re getting from people on.

00:04:41.400 –> 00:04:54.210 Joseph McElroy: All the different places that you might get reviews and this could be if you’re in Britain travel, it might be Tripadvisor there’s other there’s others for other kinds of businesses, look at trust pilot, of course, Facebook Google my business.

00:04:55.110 –> 00:05:04.440 Joseph McElroy: Multiple directories and if you’re operating in the in the United States, you better be have good reviews on the on the better business bureau site.

00:05:05.910 –> 00:05:14.730 Joseph McElroy: And so you have to pay attention to those those sentiments and address them and try to build enhance your separate record your reputation.

00:05:15.360 –> 00:05:27.900 Joseph McElroy: Also important is just the trustworthiness of your site and there’s a lot of technical aspects to that besides just the nature of the content, you have to have a clear way to make contact with your with the website owner.

00:05:28.920 –> 00:05:32.460 Joseph McElroy: It has to its best it can be associated with the physical location.

00:05:33.630 –> 00:05:36.930 Joseph McElroy: While it’s not impossible it is a good it’s increases.

00:05:38.040 –> 00:05:48.000 Joseph McElroy: trustworthiness, if you can list them an address if you have a terms of service and privacy policy on your page and accessible and the footer is important.

00:05:48.900 –> 00:05:58.560 Joseph McElroy: Making sure that you use a secure domain and https and that’s it or what’s called an ssl certificate, if your site is not using now https.

00:05:59.580 –> 00:06:16.470 Joseph McElroy: As its default protocol, then you are actually out of the game and, in fact, Google and chrome browsers know start giving started giving warnings to people saying this is not necessarily trustworthy site, so if you’re not doing it you’re going to eventually just totally lose the game.

00:06:17.880 –> 00:06:24.780 Joseph McElroy: You should and you should have you should have if you have if you accepting money, then you need to be having clear refunds and returns policy.

00:06:26.220 –> 00:06:34.020 Joseph McElroy: You should if you’re doing if you’re selling products, you need to have a comprehensive specifications of the product and any necessary safety by.

00:06:34.380 –> 00:06:43.560 Joseph McElroy: And then, in general, if you’re sharing knowledge it’s a good idea to have an author biography included and decide external resource sources were relevant.

00:06:43.980 –> 00:06:54.240 Joseph McElroy: leaking out linking out to authority sites is a good thing, so Those are some of the technical aspects to make Google think you know represent you as being trustworthy.

00:06:54.750 –> 00:07:08.280 Joseph McElroy: But you know it’s not only Google and technical things it’s also content marketing for most of your brand’s content pieces your goal to be create shareable content that your customers will pass out on their network.

00:07:10.380 –> 00:07:10.800 Joseph McElroy: and

00:07:12.930 –> 00:07:25.710 Joseph McElroy: And it’s an interesting statistic is that nine out of 10 customers consumers want brands to share content online and and when we talk about branding it’s also interesting that.

00:07:26.460 –> 00:07:39.780 Joseph McElroy: That content from businesses are now as trusted as much, if not more than news media and the government, and so the interesting to point our society where people actually trusting businesses.

00:07:40.590 –> 00:07:47.220 Joseph McElroy: Quite a deal and and when we talk with brandon there were some aspects of that but I thought we could point out.

00:07:48.870 –> 00:07:57.750 Joseph McElroy: But you know, in order for content to be sure, shared, it has to be considered trustworthy so you just can’t slap a logo on a corner and have a quote.

00:07:59.280 –> 00:07:59.940 Joseph McElroy: From one.

00:08:02.310 –> 00:08:08.580 Joseph McElroy: From one sort of source you gotta build trustworthy shareable content, and I mean he’s a reflect your brand.

00:08:09.780 –> 00:08:15.210 Joseph McElroy: It means that needs to address your customers interests and values and authentic way.

00:08:15.630 –> 00:08:25.740 Joseph McElroy: You can’t you can’t you can’t really lie to your customers and get away with it, you know the day of hiding things behind the brand no longer work brands are transparent now.

00:08:26.100 –> 00:08:34.560 Joseph McElroy: Then you have to understand that it’s a pass through you’re not going to hide anything so you need your culture and everything that you do needs to represent your brand.

00:08:35.610 –> 00:08:41.610 Joseph McElroy: it’s best if your content is inspirational and educational were to be trusted and.

00:08:43.440 –> 00:08:43.770 Joseph McElroy: But.

00:08:45.180 –> 00:08:58.620 Joseph McElroy: But it and an interesting statistic is that while 58% of consumers will trust just playing editorial content when they when it’s inspirational education or jumps to 74% will trust the content.

00:08:59.190 –> 00:09:14.070 Joseph McElroy: originality don’t be copying other people, you know there’s there’s right now there’s this one minute i’m speaking 347 word but press blog posts or just published what’s going to make your your your your stand out.

00:09:15.660 –> 00:09:34.980 Joseph McElroy: Some things that I just learned and i’m and yeah i’ve been doing this for a while, is, if you use stock photos photography it reduces trust or if you use charts from other researchers, it reduces trust you want to try and be original, as you can people will actually notice those shortcuts.

00:09:36.420 –> 00:09:48.870 Joseph McElroy: And you will lose you know one piece will lose 30% of its readership can drive away 30% of readership if you hold blog if it’s really has a lack of credibility, so you have to do this for every post.

00:09:50.370 –> 00:09:59.520 Joseph McElroy: Again, and then showing your sources, where you are getting your information is is really important, and increases trust.

00:10:00.840 –> 00:10:09.450 Joseph McElroy: And you know that half of customers will say that trust is is is lost when there’s no verifiable external sources.

00:10:11.760 –> 00:10:12.510 Joseph McElroy: So.

00:10:13.710 –> 00:10:20.940 Joseph McElroy: So when you’re another thing is when you’re caught when you’re when you get people to share your content that word of mouth.

00:10:21.420 –> 00:10:37.770 Joseph McElroy: creates more trust so sharing itself, you know building content that’s trustworthy the causes people to share it builds even more trust, and in fact there’s a lot of trust, for your brand so word of mouth trust is is incredibly important.

00:10:40.920 –> 00:10:49.500 Joseph McElroy: And then, so at the end of day before customers trust you they need, they need before they share you they need to trust that you’re a reputable source.

00:10:49.920 –> 00:10:57.180 Joseph McElroy: And so you can by incorporating these various trust signals and there’s more than what I just mentioned, there is a lot of behavioral stuff that can go into.

00:10:57.480 –> 00:11:13.350 Joseph McElroy: A content to make it speak to the person there’s personalization that world’s coming where everybody will get a different piece of content, but it still has to be personal trustworthy to them individually and that’s going to take a lot of understanding of behavior and Ai and data.

00:11:14.520 –> 00:11:22.140 Joseph McElroy: But incorporating various trusts little signals into your content and staying true to your brand new audience and just can create content, where your.

00:11:22.470 –> 00:11:32.520 Joseph McElroy: Customers trust enough to give the ultimate endorsing Dorset sharing it with their network, so that brings me to our guest Dr brandon l young.

00:11:32.940 –> 00:11:46.410 Joseph McElroy: brandon is an industrial organizational psychologist who partners with organizations to identify and build sustainable solutions to the most pressing behavioral businesses challenges.

00:11:46.950 –> 00:11:56.910 Joseph McElroy: He makes teams and organizations smarter by measuring what matters and more productive through evidence based assessments and feedback processes hello, Dr brandon.

00:11:57.630 –> 00:11:59.280 Brandon: hello, thank you for having me.

00:12:00.240 –> 00:12:13.800 Joseph McElroy: it’s good to read, I read that article called follow the trust and out of full disclosure brandon works with a good friend of mine, Dr Dave poppel who’s going to be on next week.

00:12:14.910 –> 00:12:21.930 Joseph McElroy: And i’ve been talking to Dave about him being on the show for a different purpose but he’d sent this this.

00:12:22.200 –> 00:12:28.590 Joseph McElroy: blog posts across the transom and I read it and i’ve been thinking about trust in the terms of the what we do in marketing and.

00:12:28.890 –> 00:12:35.970 Joseph McElroy: There was some points in that article I thought were really great, and I said well some of this could translate into what people could do to make content better.

00:12:36.240 –> 00:12:48.780 Joseph McElroy: So you know, I think that we could talk about some of the aspects of that article, and then see if we can find some apple applicability to a marketer trying to make their content, more trust very soundly a good idea.

00:12:49.290 –> 00:12:49.980 Brandon: Absolutely.

00:12:50.070 –> 00:12:51.630 Brandon: I think there’s definitely some.

00:12:52.320 –> 00:12:54.960 Brandon: Some some play there first for people in the marketing world.

00:12:55.320 –> 00:13:01.290 Joseph McElroy: yeah so you talked about well, we only have a minute here for until the break so.

00:13:02.700 –> 00:13:08.160 Joseph McElroy: dude why don’t we just take the break now and we’ll come back and we’ll talk about the state of trust in the United States.

00:13:08.610 –> 00:13:09.780 Brandon: sounds great right.

00:16:13.170 –> 00:16:19.710 Joseph McElroy: hi this is Joseph Franklin McElroy back with the why Why is content creates wealth podcast.

00:16:20.610 –> 00:16:35.400 Joseph McElroy: With my guest Dr brandon young so brandon I read your article about following the trust in in it, you talked about the state of trust in the US, can you expand upon that what is the state of trust in the United States.

00:16:35.910 –> 00:16:46.320 Brandon: yeah first I first, I just want to make a comment on one thing from the intro so I can’t think of a more New York analogy to trusting digital marketers than the Rolex.

00:16:48.240 –> 00:16:51.780 Brandon: Maybe maybe the Louis Vuitton handbag salesperson as well.

00:16:52.950 –> 00:17:08.940 Brandon: But I can you know that definitely speaks to New York when I heard that, so the state, the state of trust and he has back to your question, you had you actually highlighted one of the points that from the edelman trust index, they just put out there.

00:17:10.590 –> 00:17:19.200 Brandon: results and they had about over 33,000 respondents from 28 different countries and they look at trust across various institutions, so they look at.

00:17:19.710 –> 00:17:26.190 Brandon: Businesses governments, NGOs and media and and the point that you highlighted was that.

00:17:26.880 –> 00:17:36.690 Brandon: Business seems to be more trusted than than any of those other institutions now it’s only 54% of the respondents who said that they trust businesses so.

00:17:37.350 –> 00:17:42.510 Brandon: just keep that in context and that tells you how poorly the other institutions are trusted.

00:17:43.320 –> 00:17:53.640 Brandon: But business was also the only one that was looked at, as seen as both ethical and competent so NGOs were seen as ethical you know, think about Doctors Without Borders.

00:17:54.540 –> 00:18:01.650 Brandon: World Wildlife federation those types of organizations so they’re seen as ethical, but not necessarily competence and then.

00:18:02.220 –> 00:18:13.470 Brandon: Governments and government governments and media are not seen as either, so the bright spot in this, you know, nearly 75% of the US respondents at least.

00:18:14.250 –> 00:18:24.570 Brandon: said that they could trust their own employers to do the right thing, so, at least at least employees are trusting their leaders, the folks that employ them the people they work for.

00:18:25.470 –> 00:18:38.730 Brandon: And some of those the top trust building activities or actions that they see from employers are things like guarding their information and making sure that they’re getting the Guardian information quality, so they feel like they’re getting.

00:18:39.900 –> 00:18:47.640 Brandon: trustworthy information from their employers versus from media from government from these other institutions, they also.

00:18:49.230 –> 00:18:54.930 Brandon: Make they feel like they’re getting reliable information from their managers and you think about the time we’re living in right now.

00:18:55.470 –> 00:18:59.070 Brandon: When everything shut down people move to remote work spaces.

00:18:59.580 –> 00:19:08.130 Brandon: Other people who weren’t able to do that, how to trust that their employers were going to be mindful of their safety and that sort of thing we’re taking information from the correct places and and sharing that.

00:19:08.580 –> 00:19:25.080 Brandon: In a trustworthy way and so it’s it’s good that they at least can trust their their employers to do the right thing, because really that’s the most proximal relationship and probably the most important to their their own personal safety and health.

00:19:27.240 –> 00:19:27.720 Joseph McElroy: Is that.

00:19:29.430 –> 00:19:38.010 Joseph McElroy: Is that go to I mean, in some ways we’ve become a lot more tribal and polarized is that related to that, I mean How did we get here.

00:19:38.670 –> 00:19:50.220 Brandon: It could be in some ways in other ways, I think you know that what we saw is that trust really eroded since May of 2020 and government in these other places.

00:19:50.220 –> 00:19:51.900 Joseph McElroy: So perhaps that reason.

00:19:52.050 –> 00:19:53.070 Brandon: Why that recent.

00:19:53.760 –> 00:19:59.850 Brandon: There was a huge deep a fall since May and then, when we had the election.

00:20:00.960 –> 00:20:17.280 Brandon: Especially for trump voters that trust fell even further, and so I think people, it may be some of that travel, but people are grasping for who can we trust in this environment in some cases it’s not the media social media is the least trusted institution that we see so.

00:20:18.780 –> 00:20:24.660 Brandon: So there may be some tribalism but it’s also just like who is who’s really treated me best here, maybe.

00:20:25.680 –> 00:20:41.610 Brandon: Out of these institutions and and I think managers really did step up their game in terms of communicating being transparent checking in making sure employees were okay as they’re working from home, whereas they were working on the front line so in some ways, I think.

00:20:42.660 –> 00:20:52.080 Brandon: The things that managers and leaders should have it should be doing all the time they’ve had to really step up their game and it’s it’s paying off in the in that trust world.

00:20:52.890 –> 00:20:53.340 So.

00:20:54.480 –> 00:21:01.980 Joseph McElroy: Was there any indication about whether that is employees that extend to consumers as well you know people buy into.

00:21:03.600 –> 00:21:07.170 Brandon: It it certainly I think shows up when.

00:21:08.340 –> 00:21:17.430 Brandon: When when employers and organizations are doing good things for the broader society or for their communities, so you you’ve seen.

00:21:18.600 –> 00:21:26.430 Brandon: Or you get good press about leaders who took a pay cut or they didn’t take any salary to make sure that they could pay employees.

00:21:27.060 –> 00:21:34.440 Brandon: or Amazon has helped in terms of distributing goods to help in the pandemic efforts so.

00:21:34.830 –> 00:21:43.740 Brandon: There are companies that have been doing those sorts of things along being socially responsible having good corporate social responsibility and they cared about the climate, they do things like that they.

00:21:44.340 –> 00:21:51.930 Brandon: display they’re filling Tropic activities, but I think, but certainly in this environment when there are a lot of people that.

00:21:52.470 –> 00:22:05.460 Brandon: are just they need and hurting I think that some of those activities are really paying dividends, but they have to act for snatches say we’re going to do these things act first then talk about it.

00:22:05.550 –> 00:22:07.080 Joseph McElroy: have to be authentic like I said.

00:22:07.470 –> 00:22:08.490 Brandon: Right right.

00:22:08.550 –> 00:22:17.370 Joseph McElroy: So a lot of those companies, you mentioned have a pretty big names CEOs How does trust in CEOs effective trust in the organization.

00:22:18.810 –> 00:22:26.370 Brandon: The CEO really I mean they’re they’re often the face of the organization right everybody knows who the CEO is.

00:22:27.870 –> 00:22:31.620 Brandon: If you know if a company they you know the CEO and anytime that they.

00:22:32.820 –> 00:22:44.730 Brandon: are involved in any sort of transgression that obviously impacts, the organization in a negative way they’re going to get negative publicity off of that you may lose advertising advertisements.

00:22:45.780 –> 00:22:52.650 Brandon: or advertising spots and consumers, you think about think about some of the organizations that.

00:22:53.400 –> 00:23:02.760 Brandon: You know we’ve seen in the news lately it’s it’s often maybe i’m not psychic just last year in the last five years, maybe it’s often not necessarily because they’re doing great things right.

00:23:03.090 –> 00:23:12.150 Brandon: it’s because they’ve done something that violated trust I just read an article about McKinsey and the partners just recently voted out.

00:23:12.990 –> 00:23:27.360 Brandon: Their top leader due to some blowback that they were receiving from their work with pharmaceutical companies because of the opioid crisis projects that they’ve had with scandal scandal is companies in South Africa that.

00:23:28.710 –> 00:23:32.850 Brandon: There were power providers in South Africa, also in their dealings with ice.

00:23:34.500 –> 00:23:35.910 Brandon: United States immigration.

00:23:37.200 –> 00:23:44.940 Brandon: Enforcement so I mean they had some blowback there and and the person who took the fall for that was was the CEO.

00:23:45.420 –> 00:23:54.030 Brandon: And it just seems like every month we we have something like that, and it and it may not be that high profile, but you know, there are all kinds of different kinds of.

00:23:54.720 –> 00:24:07.290 Brandon: There are types of transgressions that could cause somebody to lose trust and see things like the meat to movement and and how high profile or high status, maybe not the CEO but but high status folks have.

00:24:07.830 –> 00:24:15.000 Brandon: been fired or forced to resign due to to transgressions because people do not want that image or publicity for their firms.

00:24:15.540 –> 00:24:16.620 Joseph McElroy: So do you think that.

00:24:19.980 –> 00:24:22.920 Joseph McElroy: interesting if there’s a distrust that say the CEO level.

00:24:24.150 –> 00:24:40.920 Joseph McElroy: Would that translate into that at the micro level somebody reading an article or reading a blog post and and whether they would trust the information on that, if it was you know, based upon the company with the CEO and a bad the bad light, or even the company itself in a bad light.

00:24:41.760 –> 00:24:49.140 Brandon: Absolutely, and I think that you know the CEO is the kind of the the flame or the torch bearer for the whole organization so.

00:24:49.440 –> 00:24:59.820 Brandon: If if the CEO is seen in a bad light everybody else down the chain can be seen in a bad light because they’re they may not be holding other people up to the standards that they should be held up to.

00:25:01.110 –> 00:25:09.660 Brandon: You know, a glimmer of hope is that in that edelman trust barometer people more likely to trust their own employers.

00:25:10.050 –> 00:25:19.260 Brandon: CEO so they trust their own business, they trust their own it’s very localized their own CEOs and and some of that is due to that some of the factors we were talking about is that.

00:25:21.120 –> 00:25:27.630 Brandon: Because there’s a void in with government and trust in government and media employers have been asked to step up to.

00:25:28.050 –> 00:25:36.990 Brandon: take on some of the societal challenges and and employees, respond to that and employees follow that that model of the CEO.

00:25:37.800 –> 00:25:51.540 Brandon: And so, consumers see that that that leads to more credibility in their character we’ll talk a little bit about the trust equation, and those are a couple of variables that go into that and I think i’m going off on a tangent here but.

00:25:53.340 –> 00:25:54.510 Brandon: was answering your question.

00:25:55.260 –> 00:25:58.140 Joseph McElroy: is yes, and why do you think press maddest organization.

00:26:00.480 –> 00:26:08.370 Brandon: Well it’s it certainly matters in terms of their reputation in terms of how they reach their consumers but as we’ve been talking about, but it also influences.

00:26:09.120 –> 00:26:16.440 Brandon: How employees act how they how they manage their customer service transactions, whether or not they’re engaged in the workplace.

00:26:17.190 –> 00:26:33.900 Brandon: You see higher retention rates when trust is high and you see high overall greater financial performance for organizations that are doing more trustworthy and obviously that’s that’s the goal for most most organizations is to have have good financial outcomes.

00:26:34.830 –> 00:26:36.090 Joseph McElroy: So yeah you know that.

00:26:37.110 –> 00:26:48.930 Joseph McElroy: You know, I wonder if the online world and start measuring you know things like it’s an interesting adventure, they can start measuring employee retention, they can start men measuring.

00:26:49.380 –> 00:26:58.350 Joseph McElroy: Those kinds of signals to see if the organization is trustworthy to determine whether the content is trustworthy because they’re doing some really interesting things in that regard.

00:26:59.550 –> 00:27:09.180 Joseph McElroy: So organizational trustworthiness could have an impact, about whether the blog post the marketers writing will actually show up in the search engines don’t see.

00:27:10.260 –> 00:27:16.350 Brandon: It absolutely I mean trust is the foundation for for everything that an organization puts out there, so.

00:27:17.580 –> 00:27:33.780 Brandon: It would influence how somebody might take a marketing approach which could influence the credibility or the character behind what it is that you’re doing, and if you’re not building trust within your organization’s it’s difficult to build trust outside of your organization yeah.

00:27:34.350 –> 00:27:37.920 Joseph McElroy: cool so when we come back we’ll talk about that trust equation you just mentioned.

00:27:38.340 –> 00:27:39.480 Brandon: Okay sounds good.

00:27:41.640 –> 00:27:44.790 Listening to talk radio nyc.

00:30:27.210 –> 00:30:36.090 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the wise content creates wealth podcast with I guess brandon young so brandon.

00:30:37.440 –> 00:30:50.160 Joseph McElroy: You know the way I understand the signing group essentially does for large corporations helps identify the trustworthiness of employees for the positions are going to fail correct.

00:30:51.000 –> 00:30:52.260 Brandon: that’s one of the things that we do.

00:30:52.350 –> 00:30:54.180 Brandon: Yes, we can we can assess for that sure.

00:30:54.540 –> 00:31:03.780 Joseph McElroy: So that sort of maps to the employee being the the resume and then being the the blog page or the product page.

00:31:04.170 –> 00:31:13.620 Joseph McElroy: And then the big company being the consumer, and you have sort of this trust equation that you use don’t you so tell me about that there may be some ways to map that in a different way.

00:31:14.370 –> 00:31:22.770 Brandon: Absolutely, so of course when you’re when you’re a job candidate you’re trying to sell yourself, so it is your marketing yourself with with the resume or whatever it might be and.

00:31:24.210 –> 00:31:29.160 Brandon: What, let me just ask you a question, real quick just what what is an organization at its core.

00:31:30.240 –> 00:31:41.700 Joseph McElroy: What is it at its core it’s a depends upon where you’re coming from it, but it’s a unique selling proposition it’s a mission statement and a community of people following that.

00:31:42.270 –> 00:31:45.960 Brandon: The community of people as well, thank you for getting to that so.

00:31:46.560 –> 00:31:47.310 Brandon: Other pieces.

00:31:47.520 –> 00:31:52.890 Brandon: there’s other pieces that important but it’s it’s people coming together and they’re working toward.

00:31:53.490 –> 00:32:04.320 Brandon: Something shared right a shared mission shared vision, like you mentioned as well and, from the moment it’s an employee engages with an organization so even on that on that website before they.

00:32:04.830 –> 00:32:17.520 Brandon: submit their application, they are already making judgments about an organization, so you mentioned earlier that the website is important right and it lends to the credibility and trustworthiness of an organization and so.

00:32:17.880 –> 00:32:27.750 Brandon: they’re making judgments from the second thing engage for the second day leave that organization and they’re making judgments and perceptions about certain things, and so that, with the trust equation.

00:32:28.470 –> 00:32:33.510 Brandon: We talked about, there are four variables in the trust equation, so there are three variables.

00:32:33.990 –> 00:32:41.550 Brandon: In the numerator and those those variables are capability character and cultural alignment, so people are making perceptions about these things.

00:32:41.910 –> 00:32:57.300 Brandon: And they’re multiplicative so if if any one of those is zero that there’s the perception of the capabilities zero the perception of character is zero the perception of the cultural alignment is zero, what do you get if you multiply something time zero.

00:32:57.720 –> 00:32:59.100 Brandon: Right zero right.

00:32:59.370 –> 00:33:08.340 Brandon: Right yeah so when we’re talking about capabilities really when you when you’re trusting others begins with trusting yourself and your capabilities, but it’s not.

00:33:08.880 –> 00:33:25.830 Brandon: it’s being confident, which is a strength, but not overconfidence which then becomes a weekend weakness so often, what we see our people are promoted into managerial or leadership types of positions because they were really good at the technical capability part but.

00:33:27.300 –> 00:33:34.860 Brandon: They may have never let anybody or maybe they’re not good at leading people but they’re good at the technical piece so they’re putting this leadership position.

00:33:36.240 –> 00:33:42.900 Brandon: When they get that promotion they they feel that sense of validation often can lead to sense of over confidence.

00:33:43.830 –> 00:33:50.040 Brandon: In their ability to do other things like lead people, and when you have that overconfidence it tend you tend to have mistakes.

00:33:50.430 –> 00:34:02.970 Brandon: And when you have mistakes or errors in judgment you don’t trust other people or bring them into the conversation you don’t build a an advice culture people start losing trust in you, if they had any trust in you, in the first place.

00:34:04.260 –> 00:34:17.760 Brandon: Often we see people get promoted and we say I do not trust this person as a leader they’re very good at what they did, but I don’t trust them and inspiring and inspiring me and motivating me and getting this team to do the right things.

00:34:18.810 –> 00:34:29.190 Brandon: The other piece of that is character and so that’s really a function of of reliability integrity and intent and so reliability comes from consistency between actions and words.

00:34:30.030 –> 00:34:37.680 Brandon: You want people to be able to predict what you’re going to do, based on what you said right So if I set an expectation based on something I said.

00:34:38.280 –> 00:34:45.090 Brandon: I should follow through on that integrity is about being honest and and it stems from having an alignment again between.

00:34:45.540 –> 00:34:49.410 Brandon: behavior and not just what you say you’re going to do, but your stated ethics and values.

00:34:49.950 –> 00:35:01.620 Brandon: And then that intent pieces that are first for our motives, so what was the intent behind her motive is people see us in terms of in a good light and they feel like our intentions are good or do they feel like they’re self serving.

00:35:02.850 –> 00:35:14.520 Brandon: And then the last component on the in the numerator is that cultural alignment and that really boils down to likeability and and that definitely crosses over into that marketing world how likable is the company.

00:35:15.570 –> 00:35:23.190 Brandon: Some companies are less likable than others and some companies just have certain communities or tribes like we were talking about earlier.

00:35:23.550 –> 00:35:35.910 Brandon: And so it’s it’s building that likeability that cultural alignment when you’re talking about with the consumer building some alignment with their interests and needs right the final piece of that equation is egocentrism.

00:35:36.690 –> 00:35:37.290 Brandon: And so.

00:35:38.430 –> 00:35:38.880 Joseph McElroy: that’s the.

00:35:39.060 –> 00:35:50.520 Brandon: denominator right right and so somebody who’s egocentric they’re they’re very they’re looking at things from how does this benefit me it’s very much personal focus versus the needs of others.

00:35:51.570 –> 00:36:00.720 Brandon: You know, you know somebody who’s who’s more egocentric if they’re constantly talking over interrupting others are saying things like I and me versus we in us.

00:36:01.680 –> 00:36:14.760 Brandon: And they generally don’t focus on their commitments to others, I think we can see why trust in government is a is that a low here because I can think of several people in our government right now that are very egocentric.

00:36:15.030 –> 00:36:20.460 Brandon: Right and so i’m not going to go into who those people are, but I think we all can picture those people.

00:36:21.780 –> 00:36:25.830 Brandon: And so, when that’s high other people feel dismissed they feel unheard they don’t feel cared about.

00:36:26.430 –> 00:36:38.310 Brandon: And they don’t feel like they have an advocate that they can trust and so within an organization that’s important but also when you were communicating externally to engage consumers it’s important to think about those things as well.

00:36:38.520 –> 00:36:39.720 Joseph McElroy: Well, I think that this.

00:36:40.740 –> 00:36:48.000 Joseph McElroy: I think that we should write a blog post about this from marketing blog because this is actually it, this is the trust equation, you know, in terms of.

00:36:48.690 –> 00:37:00.150 Joseph McElroy: You know that somebody comes to a piece of content they got it’s got they got they got to be convinced the capability and character and the cultural alignment of the company, essentially in that content right.

00:37:00.450 –> 00:37:15.150 Joseph McElroy: And then it can’t be overwhelmed by the company trying to sell itself right right if it’s too much about buying the product buying the product buying the product, right now, especially in the B2B space right, then the trust is going to go way down.

00:37:15.540 –> 00:37:24.630 Joseph McElroy: Right, so I think there’s a great equation, you know, and this is, this was a lie, I said no, this, I think this does have a lot of applications.

00:37:24.930 –> 00:37:41.400 Joseph McElroy: To developing marketing and content more and content is your you have to be aware of that, when you’re writing the content that you’re expressing these the both the numerator is and and and downplaying the cell or the denominator right.

00:37:41.700 –> 00:37:42.330 Absolutely.

00:37:43.770 –> 00:37:51.690 Brandon: And I think we can you know I don’t want to jump the gun here on the on your questions, but I think we can all think of you know, marketing is an extension or.

00:37:52.920 –> 00:38:01.140 Brandon: there’s an interplay with sales and so people think of sales and marketing together quite often right and we all have that picture of that sales person.

00:38:01.740 –> 00:38:13.890 Brandon: That telemarketer that used car salesman that guy selling Rolex is you know, whoever it is and and we don’t trust we don’t inherently trust sales and marketing.

00:38:14.760 –> 00:38:25.770 Brandon: hubspot actually actually did a survey and they found that only about 3% of people surveyed considered marketers and sales people is trustworthy.

00:38:26.070 –> 00:38:28.590 Brandon: Only 3% 3% that was less.

00:38:28.590 –> 00:38:28.740 Joseph McElroy: than.

00:38:28.800 –> 00:38:31.350 Brandon: A professional lesson professional musicians.

00:38:32.880 –> 00:38:36.390 Brandon: We have to establish that credibility first is, you know this, what we’ve been taught.

00:38:37.800 –> 00:38:45.780 Joseph McElroy: You got to make sure that the blog doesn’t seem like it’s written by the marketer, it has to be written by somebody that’s authentic the engineer or something like that right.

00:38:46.110 –> 00:38:56.910 Brandon: yeah yeah somebody who has that expertise or they’re looked at as an expert at credible and also you know talking to people as if they’re human because they are human right, putting.

00:38:58.320 –> 00:38:58.800 Brandon: fenix.

00:38:58.920 –> 00:39:03.180 Brandon: Making it authentic make it putting a human face on the Corporation.

00:39:04.320 –> 00:39:07.470 Joseph McElroy: We think that’s the best way for the organization to earn consumer trust.

00:39:09.390 –> 00:39:12.450 Brandon: Absolutely, and I think the trust equation.

00:39:13.350 –> 00:39:26.250 Brandon: build that character build that credibility and that likeability piece, and so it’s speaking to their needs it’s making them feel like they’re getting some value before you try to sell them on something I think that’s the best way to.

00:39:26.700 –> 00:39:35.610 Brandon: To build a following and then at some point, as you build that following you can that’s when you’re only when you establish that trust is when you’re going to make that so that sale.

00:39:36.120 –> 00:39:44.070 Joseph McElroy: Or we will see you a little deeper down into the content and the marketing here, we talk about eat expertise authority and trust.

00:39:44.490 –> 00:39:58.080 Joseph McElroy: And how is important for seo and I think, frankly, for most mark content marketing, you know, did you have to think about where eat and and and your artist this discussion in the trust equation might overlap.

00:39:58.890 –> 00:40:07.410 Brandon: That expertise and authority pieces, you know that’s credibility that I think that that’s the credibility the character and the end the.

00:40:08.040 –> 00:40:18.480 Brandon: Cultural alignment or the likeability factor, so I think that he a piece is is that numerator in the trust equation, the trust is a broader.

00:40:19.050 –> 00:40:26.700 Brandon: concept to me, so you have to have those other two things if establishes other two things before the trust comes but you’re establishing all three right.

00:40:27.720 –> 00:40:42.510 Brandon: So do we trust the ability of the marketer the organization to deliver on the message right there trying to sell me this do I trust that they’re going to be able to deliver on that are they are they lying to us so they making stuff up people.

00:40:43.980 –> 00:40:59.850 Brandon: In some ways they’re becoming better consumers of information and millennials for sure they don’t trust any advertisement they don’t maybe, maybe, let me even ask you when’s the last time you clicked on a banner ad or or bought something off of a TV commercial.

00:40:59.940 –> 00:41:01.080 Joseph McElroy: yeah they don’t but.

00:41:02.460 –> 00:41:05.640 Brandon: And so, so you have to establish that trust piece.

00:41:07.020 –> 00:41:12.870 Brandon: Because they just don’t inherently trust that that messenger was coming through through it, that that advertisement.

00:41:13.440 –> 00:41:24.720 Brandon: And then the piece we’ve been talking about today, the other question you’re asking is do does this messenger does this company really wants to help me or do they just want to make a buck off of me right.

00:41:25.290 –> 00:41:32.700 Brandon: And so people look at the the greater societal impact of organizations and Is this something that’s helpful, or is it just turn a bug.

00:41:33.180 –> 00:41:40.380 Brandon: You know and and again if any of those things are zero people aren’t going to trust that marketing message I buy.

00:41:40.920 –> 00:41:50.730 Brandon: You buy i’m sure most people buy from organizations, they like, and trust and often that like and trust comes through communities of interest.

00:41:51.120 –> 00:41:58.230 Brandon: You know if an organization can build up a community of interest that solicits feedback from their consumers listens to it actually.

00:41:58.710 –> 00:42:09.300 Brandon: Post replies when they get the feedback if their friends are part of that community you’re more likely to trust that organization isn’t you know and buy from that organization over and over again.

00:42:10.080 –> 00:42:21.000 Joseph McElroy: So do you have any any quick advice for content marketer from behavioral side to get people to engage with marketing content or or establish trust.

00:42:21.540 –> 00:42:29.700 Brandon: yeah I mean i’m definitely not an expert in marketing, but some some things that i’ve read or things that influence me.

00:42:30.840 –> 00:42:36.990 Brandon: Are when I especially if it’s an organization that’s very new to me, you know, a slogan isn’t going to do it.

00:42:37.800 –> 00:42:53.520 Brandon: or paragraph isn’t going to do it, I need to be able to engage in some longer form content, where they can establish the credibility and the character and it also needs to be something that’s a value to me that’s actually helpful to me so maybe it’s maybe it’s, not even a.

00:42:54.810 –> 00:43:03.060 Brandon: You know law long White Paper blog maybe it’s just a tool, or you know some sort of a questionnaire or something that helps me think through a problem.

00:43:03.840 –> 00:43:13.560 Brandon: infographics are nice because they’re very digestible but I love data, and so I can’t remember the guy I think it was I think it’s Sam Baraka or something he was the CEO of.

00:43:15.360 –> 00:43:24.540 Brandon: Sara Lee and he had a on his desk of plaque that said in God we trust all others, bring data, so, if I can see data, and I can verify those data.

00:43:25.050 –> 00:43:38.430 Brandon: Those are the types of things that are that speak to me if you think about longer longer content that you can actually engage with and think about when you search for something online what’s one of the websites that often comes up in a search engine.

00:43:38.940 –> 00:43:45.570 Brandon: Wikipedia Wikipedia right long form more recent references like you were talking about earlier.

00:43:47.310 –> 00:43:51.240 Brandon: It may not be the most credible by at least there are references that you can you can check into.

00:43:52.380 –> 00:43:54.360 Brandon: down the line, they use a lot of references so.

00:43:55.380 –> 00:44:02.460 Brandon: I think more of that more of engaging in that Community aspect and building those customer advocacy groups online with social media.

00:44:03.240 –> 00:44:18.720 Brandon: Even though social medias isn’t overall that trusted people do get involved in their ECHO chambers and they trust the people that they talk to you, and they believe in so for good or bad it’s a it’s a good way to use social media right yeah.

00:44:19.290 –> 00:44:31.020 Joseph McElroy: So um we will we will be back in a minute, we will be talking about what to do if you really screw up your trust trust, and I will be talking to you about a tool to help you, with your your own style your website trust.

00:46:48.990 –> 00:46:57.060 Joseph McElroy: hi this is Joseph Franklin McElroy back with the wise content creates well podcasts with my guest brandon young so.

00:46:57.480 –> 00:47:10.320 Joseph McElroy: brandon somebody puts out a commercial that inadvertently is offensive or does something like that and creates distrust for an organization or what are the ways they go about re establishing trust.

00:47:11.130 –> 00:47:19.320 Brandon: yeah, and I mean that can cause huge issues right it wasn’t the intent behind it wasn’t to cause that kind of an issue but.

00:47:20.340 –> 00:47:31.410 Brandon: People people’s perceptions of that intent is what’s important right, and so the first thing that organizations have to do is to really publicly admit to a mistake that immediately.

00:47:31.980 –> 00:47:38.310 Brandon: improves one’s credibility may not proven a lot, because you need to follow that up, you need to take responsibility.

00:47:39.240 –> 00:47:54.510 Brandon: And you need to outline some sort of a plan to protect in the future so trust can be effectively restored, but people need to observe consistent series of trustworthy actions from the organization and so.

00:47:55.920 –> 00:48:00.570 Brandon: That you need to make that promise that you’re going to make changes, but you also need to follow that up with the action.

00:48:01.200 –> 00:48:09.570 Brandon: And so, think about companies like like this is beyond an offensive advertisements but companies like Nike.

00:48:10.080 –> 00:48:19.710 Brandon: Back in the 90s when protesters expose that in their agent factories there were sweatshops and child laborers and they were abusing workers and paying.

00:48:20.400 –> 00:48:29.760 Brandon: paying them next to nothing right, and so, at first, they were a little bit hesitant to admit that they were responsible for this, I didn’t know what was going on that sort of thing.

00:48:30.420 –> 00:48:39.630 Brandon: But then they came out publicly and they made it an acknowledgement of negligence there and they began to rebuild trust in the brand and today, you can see that they’ve.

00:48:40.110 –> 00:48:43.620 Brandon: done things like raising minimum wage, that they pay their workers they’ve improved.

00:48:44.130 –> 00:48:50.940 Brandon: oversight of the Labor practices they also take on a lot of social initiatives right social justice types of initiatives they.

00:48:51.570 –> 00:48:57.390 Brandon: don’t always focus on just their products they focus on their athletes right, so they do a lot they’ve done a lot.

00:48:58.260 –> 00:49:06.120 Brandon: to reestablish I mean it’s been several years since they happen, but to re establish trust more recently AAA they had the equalizer.

00:49:06.660 –> 00:49:16.950 Brandon: outbreak and so AAA was it, I think, very trustworthy company before that happened, but they lost a lot of trust, when that happened I don’t know how many people.

00:49:17.970 –> 00:49:26.700 Brandon: were involved in that, but too many, but they you know they did a bunch of by kissing and they gave coupons and free meals and stuff like that at first, but they’ve also.

00:49:27.480 –> 00:49:39.630 Brandon: took out prominent ads in major publications to admit wrongdoing they posted a video from their CEO on the on their Twitter page saying here’s where we went wrong what we’re going to do better.

00:49:40.650 –> 00:49:47.670 Brandon: How they brought their standards up for their food safety program so it’s it’s really about the first step is you need to acknowledge you screwed up right.

00:49:48.030 –> 00:49:50.130 Joseph McElroy: acknowledgement and action and content.

00:49:50.490 –> 00:49:52.050 Brandon: Again yeah exactly.

00:49:52.080 –> 00:49:58.740 Brandon: And we can go back to a government again, you can see why I trust is eroded there there’s not much acknowledgement.

00:50:00.090 –> 00:50:00.510 Brandon: But.

00:50:00.660 –> 00:50:09.300 Brandon: cool yeah it’s important to go through those steps to really reform and then you have to make sure to consistently evaluate whether or not we’re living up to those standards that we’ve said.

00:50:10.020 –> 00:50:19.470 Joseph McElroy: Alright, great well i’m I have to I got a couple other things to do so, do you want to tell us a little bit about what sign it does and then how they get Ahold of you or find out more.

00:50:20.400 –> 00:50:30.600 Brandon: yeah absolutely so at sign out we we do a number of things, but we use assessment and almost everything we do so we’re assessing individuals and organizations are trying to help.

00:50:30.990 –> 00:50:39.330 Brandon: Organizations select and organize their talents and ways to optimize performance we help facilitate change initiatives using those data.

00:50:40.770 –> 00:50:44.730 Brandon: We identify who your influencers are within your organization because.

00:50:45.330 –> 00:50:58.470 Brandon: When you’re going through some sort of a change initiative, we want to make sure that we’re tapping into those folks because they can take that change initiative to greater levels, or they can take it in a minute, so we also work with a lot of PE firms to help them.

00:50:59.850 –> 00:51:09.150 Brandon: select their talent and develop their talent, we offer coaching and we also help them with human capital due diligence before they go out and invest in an organization, we want to make sure that.

00:51:09.810 –> 00:51:19.170 Brandon: The leaders of the organization are in the right places and and can provide guide rails in case there are some areas where we didn’t there’s some perhaps trust issues.

00:51:20.280 –> 00:51:22.110 Joseph McElroy: And how they get home and find out more.

00:51:22.740 –> 00:51:26.190 Brandon: They can get Ahold of us said sign@group.com.

00:51:27.720 –> 00:51:40.290 Brandon: And i’m I think I don’t know if I if you’re posting to social media or anything we’re going to post this on our social media as well, but it can contact me directly through my linkedin page.

00:51:41.850 –> 00:51:45.240 Brandon: Just brandon young so Twitter at Dr brandon young.

00:51:45.960 –> 00:51:48.570 Joseph McElroy: All right, great Thank you so.

00:51:49.860 –> 00:51:59.430 Joseph McElroy: We are the tool tip of the day, so if you got bad links to your website, did you know that can affect your trust with the search engines.

00:52:00.420 –> 00:52:10.920 Joseph McElroy: Which means that they can be depreciated in the rankings sometimes not even shown in the rankings you can get a spam score they’ll show up and tools like nas that.

00:52:11.340 –> 00:52:21.030 Joseph McElroy: While this not necessarily affect directly if something else slightly happens to your site, the compounding of both that and the bad.

00:52:21.660 –> 00:52:23.760 Joseph McElroy: links to your site can actually get them bad.

00:52:24.090 –> 00:52:32.220 Joseph McElroy: So you want to be aware of what is the link profile to your website that’s external links pointing to you, and why you don’t necessarily have control.

00:52:32.430 –> 00:52:44.070 Joseph McElroy: Of who’s linking to you, there is tools to help you identify them and then to take action to make sure they don’t hurt you the tool we use is link research tools.com.

00:52:44.910 –> 00:52:53.040 Joseph McElroy: It will find all the bad nasty links to a create the report and will also create what’s called a detox bought.

00:52:53.490 –> 00:53:05.700 Joseph McElroy: A detox file is a file that you can upload to Google through the search console telling them that you disavow all these bad links that you made your best efforts to identify them that you made the best.

00:53:06.180 –> 00:53:18.510 Joseph McElroy: Efforts to contact them to get them removed which the leak research to have will do for you, they have a built in little CRM to manage that process, and so, then you can.

00:53:19.620 –> 00:53:26.910 Joseph McElroy: Let Google know that that you’ve had nothing to do with that, and you did your best to try to get rid of them, they will then over time.

00:53:27.750 –> 00:53:44.460 Joseph McElroy: remove those links from your profile discount them and not penalize you at all so link research tools, a great tool to use for that I think it’s the best in the business is one of the one of the few that actually will build a leak link detox profile for you.

00:53:45.810 –> 00:53:50.760 Joseph McElroy: Some other shout outs, I am all this, the parameters on the talk radio dot nyc.

00:53:51.480 –> 00:54:09.270 Joseph McElroy: Network and following us is JEREMY Jeremiah fox posted the entrepreneurial web I actually might be before us and that’s a very good podcast to go watch for go to talk radio dot nyc to find all the products they have on this network I think they’re very interesting.

00:54:10.860 –> 00:54:18.450 Joseph McElroy: I have another podcast called gateway to the smokies about my interest in the smoky mountains and business.

00:54:18.870 –> 00:54:30.420 Joseph McElroy: going down on down there, so please follow that on Tuesdays from six to seven on the same network, you can find us at this podcast and wise content creates wealth.com.

00:54:31.110 –> 00:54:36.660 Joseph McElroy: there’s you can subscribe to our newsletter will keep you informed, but who upcoming guests circle or.

00:54:37.530 –> 00:54:47.550 Joseph McElroy: also have a Facebook page where the streams live as well facebook.com slash wise content creates well and again my company’s Galileo tech media.

00:54:47.880 –> 00:54:58.590 Joseph McElroy: You go to Galileo tech media.com if you need assistance to scaling up your content marketing efforts or search engine optimization or just having great blog posts that are.

00:54:59.160 –> 00:55:08.730 Joseph McElroy: Smart and written for converting people into your customers reach out to us that’s what we do, we do it on scale and we can.

00:55:09.300 –> 00:55:21.030 Joseph McElroy: Make sure that your seo your content marketing is affected, I appreciate everybody coming up here next week my guests will be Dave poppel Dr de Papa also assign that group.

00:55:21.510 –> 00:55:31.440 Joseph McElroy: And we will be investigating interesting things and sociopathy and other kinds of things that affect your content so next week.

00:55:32.520 –> 00:55:32.880 Joseph McElroy: bye.