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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

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Sponsors and Partners

Housekeeping

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Everyone is

CREATING CONTENT

@mackfogelson@mackfogelson

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But instead of

CREATING CONTENT

@mackfogelson@mackfogelson

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Just for the sake of

CREATING CONTENT

@mackfogelson@mackfogelson

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You’ve gottaHAVE A

PURPOSE @mackfogelson@mackfogelson

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@mackfogelson@mackfogelsonBuild an authentic brand & community around your business

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But how the

HECK @mackfogelson@mackfogelson

do you do that?

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Start with

VALUE @mackfogelson@mackfogelson

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What do you mean by

VALUE @mackfogelson@mackfogelson

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Value =

CONTENT @mackfogelson@mackfogelson

in the form of...

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@mackfogelson@mackfogelsonBlog posts, white papers, infographics, video, images, etc.

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Value =

CONTENT @mackfogelson@mackfogelson

that’s not all about you

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@mackfogelson@mackfogelson

Your content needs to focus on your customer and provide value during their experience.

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@mackfogelson@mackfogelson

Your content needs to serve a need (not just because you want it to rank high in Google).

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@mackfogelson@mackfogelson

Your content needs to add value to your business (so you gotta make it really, really good).

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Your content also needs

BALANCE @mackfogelson@mackfogelson

so it helps your customer

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Create

TWO TYPES @mackfogelson@mackfogelsonRead this: http://bit.ly/15m6gC4

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@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).

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@mackfogelson@mackfogelson

The other thing about

Foundational Contentis that it’s inherently self-promotional because it is, in fact, about you.

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@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.

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Make it

ABOUT THEM

@mackfogelson@mackfogelson

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@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.

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@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.

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@mackfogelson@mackfogelson

You can use your

Community Building Contentto bolster your online reputation as an industry expert, build trust, credibility, and attract customers.

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@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.

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@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.

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@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.

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@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.

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@mackfogelson@mackfogelson

When you integrate valuable content you make foundational

pages more engaging, you keep customers on your website longer.

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@mackfogelson@mackfogelson

Lots of businesses do a great job with community building

content.

They really focus on value and the needs of the customer.

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@mackfogelson@mackfogelsonSource: http://bit.ly/107V5Kg

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@mackfogelson@mackfogelsonSource: http://bit.ly/107ViNC

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@mackfogelson@mackfogelsonSource: http://bit.ly/11D1pzO

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@mackfogelson@mackfogelsonSource: http://bit.ly/14pxfkf

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@mackfogelson@mackfogelsonSource: http://mz.cm/13qrxzh

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Once you have some

VALUABLE CONTENT

@mackfogelson@mackfogelson

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Time to

SHARE IT

@mackfogelson@mackfogelson

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@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.

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Try the

80/20 RULE

@mackfogelson@mackfogelsonRead this: http://bit.ly/W8pOWZ

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@mackfogelson@mackfogelson

80% of the timeShare valuable content that you did not actually generate. Share stuff that resonates with your values, passion, and approach.

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@mackfogelson@mackfogelson

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@mackfogelson@mackfogelson

20% of the timeShare your own remarkable content that you, yourself created (with intent and purpose). Use that content to build relationships.

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But how the

HECK @mackfogelson@mackfogelson

do you do that?

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@mackfogelson@mackfogelsonAll you gotta do is set some goals & create a strategy.

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@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.

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@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

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Build anEXECUTION

CALENDAR @mackfogelson@mackfogelson

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@mackfogelson@mackfogelson

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Here are some simple

TIPS @mackfogelson@mackfogelson

to ensure success

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@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.

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@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.

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@mackfogelson@mackfogelson

It’s important to plan for things like:

pre-outreachkeyword researchpost researchfirst draft feedback

revisionslaunchsocial effortsoutreachmeasurement

Read this: http://bit.ly/Te5Z18

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@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.

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And rememberIT’S NOTABOUT

YOU @mackfogelson@mackfogelson

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@mackfogelson@mackfogelsonCat photo source: http://pinterest.com/d4dryan/nine-lives/

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Thank you

@mackfogelson@mackfogelson

connect with Mack on

www.mackwebsolutions.com/blog

Link bundle: http://bitly.com/bundles/mackwebsolutions/1