View
216
Download
0
Category
Preview:
Citation preview
1
Content Balance: Sharing Value vs.
Self-Promotion
Mackenzie Fogelson@mackfogelsonFounder & CEO
Mack Web Solutions
Reasons You Should Belong to SEMPO
• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
3
Sponsors and Partners
Housekeeping
6
Everyone is
CREATING CONTENT
@mackfogelson@mackfogelson
7
But instead of
CREATING CONTENT
@mackfogelson@mackfogelson
8
Just for the sake of
CREATING CONTENT
@mackfogelson@mackfogelson
9
You’ve gottaHAVE A
PURPOSE @mackfogelson@mackfogelson
10
@mackfogelson@mackfogelsonBuild an authentic brand & community around your business
11
But how the
HECK @mackfogelson@mackfogelson
do you do that?
12
Start with
VALUE @mackfogelson@mackfogelson
13
What do you mean by
VALUE @mackfogelson@mackfogelson
14
Value =
CONTENT @mackfogelson@mackfogelson
in the form of...
15
@mackfogelson@mackfogelsonBlog posts, white papers, infographics, video, images, etc.
16
Value =
CONTENT @mackfogelson@mackfogelson
that’s not all about you
17
@mackfogelson@mackfogelson
Your content needs to focus on your customer and provide value during their experience.
18
@mackfogelson@mackfogelson
Your content needs to serve a need (not just because you want it to rank high in Google).
19
@mackfogelson@mackfogelson
Your content needs to add value to your business (so you gotta make it really, really good).
20
Your content also needs
BALANCE @mackfogelson@mackfogelson
so it helps your customer
21
Create
TWO TYPES @mackfogelson@mackfogelsonRead this: http://bit.ly/15m6gC4
22
@mackfogelson@mackfogelson
The stuff on your website is
Foundational ContentThis is the more static stuff that explains who you are and what you do (like your sales & about pages).
23
@mackfogelson@mackfogelson
The other thing about
Foundational Contentis that it’s inherently self-promotional because it is, in fact, about you.
24
@mackfogelson@mackfogelson
So you’ve got to pack your
Foundational Contentfull of value so that it helps your customer. Use video, audio, blog posts, case studies, info graphics.
25
Make it
ABOUT THEM
@mackfogelson@mackfogelson
26
@mackfogelson@mackfogelson
The stuff on your blog is
Community Building ContentThis is more dynamic. It’s less about what you do and more about what you know.
27
@mackfogelson@mackfogelson
The thing about your
Community Building Contentis that it indirectly promotes your brand & earns links. It doesn’t need to even mention your company.
28
@mackfogelson@mackfogelson
You can use your
Community Building Contentto bolster your online reputation as an industry expert, build trust, credibility, and attract customers.
29
@mackfogelson@mackfogelson
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.
30
@mackfogelson@mackfogelson
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.
31
@mackfogelson@mackfogelson
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.
32
@mackfogelson@mackfogelson
Foundational content after.
Now this foundational page has case studies, video, and blog posts to provide value and a better experience for their customer.
33
@mackfogelson@mackfogelson
When you integrate valuable content you make foundational
pages more engaging, you keep customers on your website longer.
34
@mackfogelson@mackfogelson
Lots of businesses do a great job with community building
content.
They really focus on value and the needs of the customer.
40
Once you have some
VALUABLE CONTENT
@mackfogelson@mackfogelson
41
Time to
SHARE IT
@mackfogelson@mackfogelson
42
@mackfogelson@mackfogelson
When you’re using content tobuild a community around your brandit doesn’t have to be your own content, it just needs to be valuable.
43
Try the
80/20 RULE
@mackfogelson@mackfogelsonRead this: http://bit.ly/W8pOWZ
44
@mackfogelson@mackfogelson
80% of the timeShare valuable content that you did not actually generate. Share stuff that resonates with your values, passion, and approach.
45
@mackfogelson@mackfogelson
46
@mackfogelson@mackfogelson
20% of the timeShare your own remarkable content that you, yourself created (with intent and purpose). Use that content to build relationships.
47
But how the
HECK @mackfogelson@mackfogelson
do you do that?
48
@mackfogelson@mackfogelsonAll you gotta do is set some goals & create a strategy.
49
@mackfogelson@mackfogelson
Make sure you
start with your company goalsand then build a strategy around that. This will help to accomplish important stuff for your business.
50
@mackfogelson@mackfogelson
Then, develop a content strategy to meet your goals that includes both foundational & community building content. Make your content about your customer.
Read this: http://bit.ly/16Tsn6q
51
Build anEXECUTION
CALENDAR @mackfogelson@mackfogelson
52
@mackfogelson@mackfogelson
53
Here are some simple
TIPS @mackfogelson@mackfogelson
to ensure success
54
@mackfogelson@mackfogelson
Break your calendar down into
actionable, chewable piecesOtherwise, it’s easy to get overwhelmed and not even get started. It helps with accountability.
55
@mackfogelson@mackfogelson
Don’t plan out a calendar more than
2-3 months at a timeYou’ve got to measure, listen, and be agile. Analyze how your content is doing and make some changes.
56
@mackfogelson@mackfogelson
It’s important to plan for things like:
pre-outreachkeyword researchpost researchfirst draft feedback
revisionslaunchsocial effortsoutreachmeasurement
Read this: http://bit.ly/Te5Z18
57
@mackfogelson@mackfogelson
The most important thing is
be consistent and don’t give upSuccess from content efforts can take a lot of time. Commit to it 100% and you will experience ROI.
58
And rememberIT’S NOTABOUT
YOU @mackfogelson@mackfogelson
59
@mackfogelson@mackfogelsonCat photo source: http://pinterest.com/d4dryan/nine-lives/
60
Thank you
@mackfogelson@mackfogelson
connect with Mack on
www.mackwebsolutions.com/blog
Link bundle: http://bitly.com/bundles/mackwebsolutions/1
Recommended