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

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Housekeeping

6 Everyone is

7 But instead of

8 Just for the sake of

9 You’ve gotta HAVE

10 Build an authentic brand & community around your business

11 But how do you do that?

12 Start

13 What do you mean

14 Value in the form of...

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

16 Value that’s not all about you

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

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

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

20 Your content also so it helps your customer

21 Create Read this:

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

24 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 Make it

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

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

34 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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40 Once you have some

41 Time to

42 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 Try the Read this:

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

@mackfogelson

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

47 But how do you do that?

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

49 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 Then, develop a content strategy to meet your goals that includes both foundational & community building content. Make your content about your customer. Read this:

51 Build an EXECUTIO

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53 Here are some to ensure success

54 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 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 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:

57 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 And remember IT’S NOT

59 Cat photo source:

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