1. 1 Content Balance: Sharing Value vs. Self-Promotion Mackenzie Fogelson @mackfogelson Founder & CEO Mack Web Solutions

2. Reasons You Should Belong to SEMPO Expand Your Knowledge Engage With Industry Leaders Maximize Your Career Growth Grow Your Business Save Money

3. 3 Sponsors and Partners

4. Housekeeping

6. 6 Everyone is CREATING CONTENT @mackfogelson @mackfogelson

7. 7 But instead of CREATING CONTENT @mackfogelson @mackfogelson

8. 8 Just for the sake of CREATING CONTENT @mackfogelson @mackfogelson

9. 9 You’ve gotta HAVE A PURPOSE @mackfogelson @mackfogelson

10. 10 @mackfogelson @mackfogelson Build an authentic brand & community around your business

11. 11 But how the HECK @mackfogelson @mackfogelson do you do that?

12. 12 Start with VALUE @mackfogelson @mackfogelson

13. 13 What do you mean by VALUE @mackfogelson @mackfogelson

14. 14 Value = CONTENT @mackfogelson @mackfogelson in the form of...

15. 15 @mackfogelson @mackfogelson Blog posts, white papers, infographics, video, images, etc.

16. 16 Value = CONTENT @mackfogelson @mackfogelson that’s not all about you

17. 17 @mackfogelson @mackfogelson Your content needs to focus on your customer and provide value during their experience.

18. 18 @mackfogelson @mackfogelson Your content needs to serve a need (not just because you want it to rank high in Google).

19. 19 @mackfogelson @mackfogelson Your content needs to add value to your business (so you gotta make it really, really good).

20. 20 Your content also needs BALANCE @mackfogelson @mackfogelson so it helps your customer

21. 21 Create TWO TYPES @mackfogelson @mackfogelson Read this: http://bit.ly/15m6gC4http://bit.ly/15m6gC4

22. 22 @mackfogelson @mackfogelson 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).

23. 23 @mackfogelson @mackfogelson The other thing about Foundational Content is that it’s inherently self-promotional because it is, in fact, about you.

24. 24 @mackfogelson @mackfogelson 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.

25. 25 Make it ABOUT THEM @mackfogelson @mackfogelson

26. 26 @mackfogelson @mackfogelson 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.

27. 27 @mackfogelson @mackfogelson 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.

28. 28 @mackfogelson @mackfogelson You can use your Community Building Content to bolster your online reputation as an industry expert, build trust, credibility, and attract customers.

29. 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. 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. 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. 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. 33 @mackfogelson @mackfogelson When you integrate valuable content you make foundational pages more engaging, you keep customers on your website longer.

34. 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.

35. 35 @mackfogelson @mackfogelson Source: http://bit.ly/107V5Kghttp://bit.ly/107V5Kg

36. 36 @mackfogelson @mackfogelson Source: http://bit.ly/107ViNChttp://bit.ly/107ViNC

37. 37 @mackfogelson @mackfogelson Source: http://bit.ly/11D1pzOhttp://bit.ly/11D1pzO

38. 38 @mackfogelson @mackfogelson Source: http://bit.ly/14pxfkfhttp://bit.ly/14pxfkf

39. 39 @mackfogelson @mackfogelson Source: http://mz.cm/13qrxzhhttp://mz.cm/13qrxzh

40. 40 Once you have some VALUABLE CONTENT @mackfogelson @mackfogelson

41. 41 Time to SHARE IT @mackfogelson @mackfogelson

42. 42 @mackfogelson @mackfogelson 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.

43. 43 Try the 80/20 RULE @mackfogelson @mackfogelson Read this: http://bit.ly/W8pOWZhttp://bit.ly/W8pOWZ

44. 44 @mackfogelson @mackfogelson 80% of the time Share valuable content that you did not actually generate. Share stuff that resonates with your values, passion, and approach.

45. 45 @mackfogelson @mackfogelson

46. 46 @mackfogelson @mackfogelson 20% of the time Share your own remarkable content that you, yourself created (with intent and purpose). Use that content to build relationships.

47. 47 But how the HECK @mackfogelson @mackfogelson do you do that?

48. 48 @mackfogelson @mackfogelson All you gotta do is set some goals & create a strategy.

49. 49 @mackfogelson @mackfogelson 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.

50. 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/16Tsn6qhttp://bit.ly/16Tsn6q

51. 51 Build an EXECUTIO N CALENDAR @mackfogelson @mackfogelson

52. 52 @mackfogelson @mackfogelson

53. 53 Here are some simple TIPS @mackfogelson @mackfogelson to ensure success

54. 54 @mackfogelson @mackfogelson Break your calendar down into actionable, chewable pieces Otherwise, it’s easy to get overwhelmed and not even get started. It helps with accountability.

55. 55 @mackfogelson @mackfogelson 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.

56. 56 @mackfogelson @mackfogelson It’s important to plan for things like: pre-outreach keyword research post research first draft feedback revisions launch social efforts outreach measurement Read this: http://bit.ly/Te5Z18http://bit.ly/Te5Z18

57. 57 @mackfogelson @mackfogelson 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.

58. 58 And remember IT’S NOT ABOUT YOU @mackfogelson @mackfogelson

59. 59 @mackfogelson @mackfogelson Cat photo source: http://pinterest.com/d4dryan/nine-lives/http://pinterest.com/d4dryan/nine-lives/

60. 60 Thank you @mackfogelson @mackfogelson connect with Mack on www.mackwebsolutions.comwww.mackwebsolutions.com/blog Link bundle: http://bitly.com/bundles/mackwebsolutions/1http://bitly.com/bundles/mackwebsolutions/1