Practical details

When:
Thursday, 15 October 2026
15:00–15:30 Aarhus / 9:00 Toronto
Where: Online
Format: 30 minute conversation + Q&A
Free registration below

How do you make sure the trust you’ve earned through your work is visible to the people who need it?

Many organisations have valuable stories to share: successful customer projects, knowledgeable colleagues, trusted partnerships and years of experience. Yet that credibility can remain scattered across conversations, presentations and other people’s memories. How can content help bring it into view?

Matt McQueeny calls his approach Earnfluencing, bringing together earned media, storytelling and influencing. He launched the idea at our CMS Kickoff conference a few years back, in 2024.

Matt McQueeny is our North American peer group leader who coined Earnfluencing as a term a few years ago

In this member’s call, we’ll revisit it together and hear how his thinking has developed since then.

His latest work explores how earned trust becomes discoverable through AI. It raises a useful question for anyone working with content and digital experiences: how can we make our expertise and relationships easier to recognise, while keeping the human substance behind them?

Sign up below and we’ll send you the calendar invite within 24 hours. If you can’t make it, we will record the session so that you can enjoy it later. Everyone who has signed up will get notified when the recording and summary are published.

Finally, feel free to share this call invitation with a colleague or friend who’d enjoy it too.

Free registration for the 15 October member call

The conversation continues

If reading and being a part of an online call is not enough, you’re very welcome to join us more actively. Our community is built around learning together, comparing notes, and exploring how theory meets practice across roles, industries and regions.

You can also:

become a digital member and enjoy a wide range of benefits
find a peer group that matches your role and challenges
attend our unique conferences, designed for deep discussion rather than surface-level inspiration
read more in the 2023 article on Earnfluencing: Bridging the Gap Between Earned Media and Influencing

However you choose to engage, we’re glad you’re here and part of the journey.