content balance: sharing value vs. self-promotion
DESCRIPTION
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.TRANSCRIPT
Content Balance: Sharing Value vs. Self-Promotion
Mackenzie Fogelson@mackfogelsonFounder & CEO
Mack Web Solutions1
Everyone is
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CREATING CONTENT
@mackfogelson
But instead of
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CREATING CONTENT
@mackfogelson
Just for the sake of
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CREATING CONTENT
@mackfogelson
You’ve gotta
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HAVE A PURPOSE
@mackfogelson
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@mackfogelsonBuild an authentic brand & community around your business
But how the
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HECK
@mackfogelson
do you do that?
Start with
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VALUE
@mackfogelson
What do you mean by
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VALUE
@mackfogelson
Value =
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CONTENT
@mackfogelson
in the form of...
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@mackfogelsonBlog posts, white papers, infographics, video, images, etc.
Value =
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CONTENT
@mackfogelson
that’s not all about you
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@mackfogelson
Your content needs to focus on your customer and provide value during their experience.
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@mackfogelson
Your content needs to serve a need (not just because you want it to rank high in Google).
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@mackfogelson
Your content needs to add value to your business (so you gotta make it really, really good).
Your content also needs
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BALANCE
@mackfogelson
so it helps your customer
Create
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TWO TYPES @mackfogelsonRead this: http://bit.ly/15m6gC4
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@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
The other thing about
Foundational Contentis that it’s inherently self-promotional because it is, in fact, about you.
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@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.
Make it
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ABOUT THEM @mackfogelson
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@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
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
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
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
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
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
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
When you integrate valuable content you make foundational pages more engaging, you keep customers on
your website longer.
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@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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@mackfogelsonSource: http://bit.ly/107V5Kg
Once you have some
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VALUABLE CONTENT
@mackfogelson
Time to
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SHARE IT
@mackfogelson
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@mackfogelson
When you’re using content to
build a community around your brandit doesn’t have to be your own content, it just needs to be valuable.
Try the
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80/20 RULE
@mackfogelsonRead this: http://bit.ly/W8pOWZ
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@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
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@mackfogelson
20% of the timeShare your own remarkable content that you, yourself created (with intent and purpose). Use that content to build relationships.
But how the
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HECK
@mackfogelson
do you do that?
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@mackfogelsonAll you gotta do is set some goals & create a strategy.
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@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
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
Build an
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EXECUTION CALENDAR
@mackfogelson
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@mackfogelson
Here are some simple
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TIPS
@mackfogelson
to ensure success
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@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
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
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
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.
And remember
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IT’S NOTABOUT YOU
@mackfogelson
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@mackfogelsonCat photo source: http://pinterest.com/d4dryan/nine-lives/
Thank you
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@mackfogelson
connect with Mack on
www.mackwebsolutions.com/blog
Link bundle: http://bitly.com/bundles/mackwebsolutions/1