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Content Balance: Sharing Value vs. Self-Promotion


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Content is a powerful tool that can be used to accomplish big goals for your business, but it needs to serve a purpose and focus on your customer. Work to balance your foundational and community …

Content is a powerful tool that can be used to accomplish big goals for your business, but it needs to serve a purpose and focus on your customer. Work to balance your foundational and community building content and don't make it all about you.

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  • 1. Content Balance:Sharing Value vs. Self-Promotion Mackenzie Fogelson @mackfogelson Founder & CEO Mack Web Solutions 1
  • 2. Everyone isCREATINGCONTENT @mackfogelson 2
  • 3. But instead ofCREATINGCONTENT @mackfogelson 3
  • 4. Just for the sake ofCREATINGCONTENT @mackfogelson 4
  • 5. You’ve gotta HAVEA PURPOSE @mackfogelson 5
  • 6. Build an authentic brand & community around your business @mackfogelson 6
  • 7. But how the HECKdo you do that? @mackfogelson 7
  • 8. Start withVALUE @mackfogelson 8
  • 9. What do you mean by VALUE @mackfogelson 9
  • 10. Value =CONTENT in the form of... @mackfogelson 10
  • 11. Blog posts, white papers, infographics, video, images, etc. @mackfogelson 11
  • 12. Value =CONTENTthat’s not all about you @mackfogelson 12
  • 13. Your content needsto focus on yourcustomer andprovide value duringtheir experience. @mackfogelson 13
  • 14. Your content needsto serve a need(not just becauseyou want it to rankhigh in Google). @mackfogelson 14
  • 15. Your content needsto add value toyour business (soyou gotta make itreally, really good). @mackfogelson 15
  • 16. Your content also needs BALANCEso it helps your customer @mackfogelson 16
  • 17. CreateTWOTYPESRead this: @mackfogelson 17
  • 18. The stuff on your website isFoundationalContentThis is the more static stuff thatexplains who you are and what youdo (like your sales & about pages). @mackfogelson 18
  • 19. The other thing aboutFoundationalContentis that it’s inherently self-promotional because it is, in fact,about you. @mackfogelson 19
  • 20. So you’ve got to pack yourFoundationalContentfull of value so that it helps yourcustomer. Use video, audio, blogposts, case studies, info graphics. @mackfogelson 20
  • 21. Make itABOUTTHEM @mackfogelson 21
  • 22. The stuff on your blog isCommunityBuilding ContentThis is more dynamic. It’s less aboutwhat you do and more about whatyou know. @mackfogelson 22
  • 23. The thing about yourCommunityBuilding Contentis that it indirectly promotes yourbrand & earns links. It doesn’t needto even mention your company. @mackfogelson 23
  • 24. You can use yourCommunityBuilding Contentto bolster your online reputation asan industry expert, build trust,credibility, and attract customers. @mackfogelson 24
  • 25. Patagonia does a great job. This is foundational content that’s directly promoting Patagonia but they pack it full of value instead of just bragging about themselves. Those are videos. @mackfogelson 25
  • 26. Patagonia does a great job. This is community building content that’s doesn’t even mention their company name. It’s all about Tommy. His story resonates with the Patagonia customer. This indirectly promotes the Patagonia brand. @mackfogelson 26
  • 27. Foundational content before. This is a foundational content page before it had much value in it. It was just a bunch of text with bullets. @mackfogelson 27
  • 28. Foundational content after. Now this foundational page has case studies, video, and blog posts to provide value and a better experience for their customer. @mackfogelson 28
  • 29. When you integrate valuable contentyou make foundational pages more engaging, you keep customers on your website longer. @mackfogelson 29
  • 30. Lots of businesses do a great jobwith community building content.They really focus on value and the needs of the customer. @mackfogelson 30
  • 31. Source: @mackfogelson 31
  • 32. Source: @mackfogelson 32
  • 33. Source: @mackfogelson 33
  • 34. Source: @mackfogelson 34
  • 35. Source: @mackfogelson 35
  • 36. Once you have someVALUABLECONTENT @mackfogelson 36
  • 37. Time toSHARE IT @mackfogelson 37
  • 38. When you’re using content tobuild a communityaround your brandit doesn’t have to be your owncontent, it just needs to be valuable. @mackfogelson 38
  • 39. Try the 80/20 RULERead this: @mackfogelson 39
  • 40. 80% of the timeShare valuable content that you didnot actually generate. Share stuffthat resonates with your values,passion, and approach. @mackfogelson 40
  • 41. @mackfogelson 41
  • 42. 20% of the timeShare your own remarkable contentthat you, yourself created (withintent and purpose). Use thatcontent to build relationships. @mackfogelson 42
  • 43. But how the HECKdo you do that? @mackfogelson 43
  • 44. All you gotta do is set some goals & create a strategy. @mackfogelson 44
  • 45. Make sure youstart with yourcompany goalsand then build a strategy aroundthat. This will help to accomplishimportant stuff for your business. @mackfogelson 45
  • 46. Then, develop acontent strategy tomeet your goalsthat includes both foundational &community building content. Makeyour content about your customer. Read this: @mackfogelson 46
  • 47. Build anEXECUTIONCALENDAR @mackfogelson 47
  • 48. @mackfogelson 48
  • 49. Here are some simple TIPS to ensure success @mackfogelson 49
  • 50. Break your calendar down intoactionable,chewable piecesOtherwise, it’s easy to getoverwhelmed and not even getstarted. It helps with accountability. @mackfogelson 50
  • 51. Don’t plan out a calendar more than2-3 monthsat a timeYou’ve got to measure, listen, andbe agile. Analyze how your contentis doing and make some changes. @mackfogelson 51
  • 52. It’s important to plan for things like:pre-outreach revisionskeyword research launchpost research social effortsfirst draft outreachfeedback measurement Read this: @mackfogelson 52
  • 53. The most important thing isbe consistent anddon’t give upSuccess from content efforts cantake a lot of time. Commit to it100% and you will experience ROI. @mackfogelson 53
  • 54. And remember IT’S NOTABOUT YOU @mackfogelson 54
  • 55. Cat photo source: @mackfogelson 55
  • 56. Thank you connect with Mack bundle: @mackfogelson 56