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.

1. Content Balance:
Sharing Value vs.
Self-Promotion
Mackenzie Fogelson
@mackfogelson
Founder & CEO
Mack Web Solutions
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2. Everyone is
CREATING
CONTENT
@mackfogelson
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3. But instead of
CREATING
CONTENT
@mackfogelson
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4. Just for the sake of
CREATING
CONTENT
@mackfogelson
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5. You’ve gotta
HAVE
A PURPOSE
@mackfogelson
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6. Build an authentic brand & community around your business @mackfogelson
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7. But how the
HECK
do you do that?
@mackfogelson
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8. Start with
VALUE
@mackfogelson
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9. What do you mean by
VALUE
@mackfogelson
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10. Value =
CONTENT
in the form of...
@mackfogelson
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11. Blog posts, white papers, infographics, video, images, etc. @mackfogelson
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12. Value =
CONTENT
that’s not all about you
@mackfogelson
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13. Your content needs
to focus on your
customer and
provide value during
their experience.
@mackfogelson
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14. Your content needs
to serve a need
(not just because
you want it to rank
high in Google).
@mackfogelson
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15. Your content needs
to add value to
your business (so
you gotta make it
really, really good).
@mackfogelson
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16. Your content also needs
BALANCE
so it helps your customer
@mackfogelson
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17. Create
TWO
TYPES
Read this: http://bit.ly/15m6gC4 @mackfogelson
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18. The stuff on your website is
Foundational
Content
This is the more static stuff that
explains who you are and what you
do (like your sales & about pages).
@mackfogelson
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19. The other thing about
Foundational
Content
is that it’s inherently self-
promotional because it is, in fact,
about you.
@mackfogelson
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20. So you’ve got to pack your
Foundational
Content
full of value so that it helps your
customer. Use video, audio, blog
posts, case studies, info graphics.
@mackfogelson
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21. Make it
ABOUT
THEM
@mackfogelson
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22. The stuff on your blog is
Community
Building Content
This is more dynamic. It’s less about
what you do and more about what
you know.
@mackfogelson
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23. The thing about your
Community
Building Content
is that it indirectly promotes your
brand & earns links. It doesn’t need
to even mention your company.
@mackfogelson
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24. You can use your
Community
Building Content
to bolster your online reputation as
an industry expert, build trust,
credibility, and attract customers.
@mackfogelson
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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
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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
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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
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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
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29. When you integrate valuable content
you make foundational pages more
engaging, you keep customers on
your website longer.
@mackfogelson
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30. Lots of businesses do a great job
with community building content.
They really focus on value and the needs of the customer. @mackfogelson
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31. Source: http://bit.ly/107V5Kg @mackfogelson
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32. Source: http://bit.ly/107ViNC @mackfogelson
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33. Source: http://bit.ly/11D1pzO @mackfogelson
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34. Source: http://bit.ly/14pxfkf @mackfogelson
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35. Source: http://mz.cm/13qrxzh @mackfogelson
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36. Once you have some
VALUABLE
CONTENT
@mackfogelson
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37. Time to
SHARE
IT
@mackfogelson
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38. When you’re using content to
build a community
around your brand
it doesn’t have to be your own
content, it just needs to be valuable.
@mackfogelson
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39. Try the
80/20
RULE
Read this: http://bit.ly/W8pOWZ @mackfogelson
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40. 80% of the time
Share valuable content that you did
not actually generate. Share stuff
that resonates with your values,
passion, and approach.
@mackfogelson
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41. @mackfogelson
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42. 20% of the time
Share your own remarkable content
that you, yourself created (with
intent and purpose). Use that
content to build relationships.
@mackfogelson
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43. But how the
HECK
do you do that?
@mackfogelson
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44. All you gotta do is set some goals & create a strategy. @mackfogelson
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45. Make sure you
start with your
company goals
and then build a strategy around
that. This will help to accomplish
important stuff for your business.
@mackfogelson
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46. 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 @mackfogelson
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47. Build an
EXECUTION
CALENDAR
@mackfogelson
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48. @mackfogelson
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49. Here are some simple
TIPS
to ensure success
@mackfogelson
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50. Break your calendar down into
actionable,
chewable pieces
Otherwise, it’s easy to get
overwhelmed and not even get
started. It helps with accountability.
@mackfogelson
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51. Don’t plan out a calendar more than
2-3 months
at a time
You’ve got to measure, listen, and
be agile. Analyze how your content
is doing and make some changes.
@mackfogelson
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52. It’s important to plan for things like:
pre-outreach revisions
keyword research launch
post research social efforts
first draft outreach
feedback measurement
Read this: http://bit.ly/Te5Z18 @mackfogelson
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53. The most important thing is
be consistent and
don’t give up
Success from content efforts can
take a lot of time. Commit to it
100% and you will experience ROI.
@mackfogelson
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54. And remember
IT’S NOT
ABOUT YOU
@mackfogelson
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55. Cat photo source: http://pinterest.com/d4dryan/nine-lives/ @mackfogelson
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56. Thank you
connect with Mack on
www.mackwebsolutions.com/blog
Link bundle: http://bitly.com/bundles/mackwebsolutions/1 @mackfogelson
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