Getting Clear on the Purpose of Your Content (and How I Missed the Mark)


The Presentation inside:

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GETTING CLEAR ON THE PURPOSE OF YOUR CONTENT 1


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LETS TALK ABOUT PASSION 2


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EARLY YEARS 3


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COMPUTERS BBS (COMMUNITY) MP3 4


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COLLEGE YEARS 5


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BUSINESS MEDIA R&D COMMUNITY 6


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NOW 9


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COMMUNITY BUSINESS DEVELOPMENT TRAVEL 10


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THIS YEAR, I DOUBLED MY WEBSITE TRAFFIC 12


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WITH A PLAN, IT’S SIMPLE TO DO 13


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I’M MENDEL Community outreach at GoDaddy From Austin, Texas Passionate about community, business, development, and travel Blogs frequently at mendel.me @ifyouwillit on Twitter 14


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BUILDING BLOCKS OF GREAT CONTENT 15


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EVERY ENDEAVOR SHOULD HAVE A MISSION 16


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YOU SHOULD BE PASSIONATE ABOUT YOUR MISSION 17


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YOUR CONTENT SHOULD REINFORCE YOUR MISSION 18


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CONTENT = POSTS & TAXONOMIES 19


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MY SITE MISSION: 
 BLOG ABOUT PROFESSIONAL PASSIONS TO HELP OTHERS 20


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MY PROFESSIONAL PASSIONS: DEV, BUSINESS, COMMUNITY 21


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WHAT HAPPENS WHEN YOU CREATE A SITE WITHOUT PLANNING? 22


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I LEARNED THE HARD WAY 23


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blog about professional passions to help others 24


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blog about professional passions to help others 25


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blog about professional passions to help others 26


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blog about professional passions to help others 27


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blog about professional passions to help others 28


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blog about professional passions to help others 29


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THIS TOOK YEARS OF RELENTLESS RE-EVALUATION 30


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AND REMOVAL OF POSTS, CATEGORIES, AND TAGS 31


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LET MY JOURNEY HELP YOU 32


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WHERE TO START 33


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START WITH PASSION 34


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UNDERSTANDING YOUR PASSIONS HELPS YOU CREATE BETTER CONTENT 35


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WHAT DO YOU CARE ABOUT? 36


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WHAT TOPICS ARE YOU PASSIONATE ABOUT? 37


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TOPICS / IDEAS 38


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FROM KONSTANTIN’S WEBSITE, WE GET… • Presentations • Beer • Travel 40


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FROM PETYA’S WEBSITE, WE GET… • Chocolate • Project management at Human Made • Open Media Foundation • Polyglots 42


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WHAT DOES YOUR BUSINESS CARE ABOUT? 43


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WHAT DOES YOUR BUSINESS STAND FOR? 44


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WHAT SERVICES DO YOU OFFER? 45


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NOW THAT WE HAVE THE BUILDING BLOCKS, LETS GET TO WORK! 48


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OSSM 49


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ORGANIZE 50


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CREATE CATEGORIES RELATED TO MISSION 51


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WHAT DISTINGUISHES A CATEGORY? • Hierarchical • Topical 
 ex. 
 Development -> WordPress -> Themes Community -> Event -> Conference Business -> Marketing 52


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CREATE TAGS 53


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WHAT DISTINGUISHES A TAG? • Non-Hierarchical • Descriptive 
 ex. 
 Development -> WordPress -> Themes | CSS, JavaScript Community -> Event -> Conference | Awesome, WordPress Business -> Marketing | Optimization, Workflow 54


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SIGNAL 55


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STREET SIGNS 57


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BREADCRUMBS 59


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SOLVE PROBLEMS 61


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WRITE ABOUT QUESTIONS YOU GOOGLE 62


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GOOGLE SEARCHES • Community - “WordCamp Switzerland 2015” • Business - “How to write a marketing proposal” • Development - “How do I create a responsive gallery?” • Travel - “Best coffee in Austin texas” 63


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WRITE ABOUT COMMON CLIENT QUESTIONS 64


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COMMON CUSTOMER QUESTIONS • • • • • 65 How do I create a new post? How can I add an item to the menu? Can I copy and paste from Microsoft Word? How do I upload an image to my website? What’s the process to recover my password?


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MAKE 66


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WHAT DO YOU STAND FOR? 67


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WHAT ARE YOUR GUIDING PHILOSOPHIES? • • • • • 68 Kindness Compassion Learning Exploration Improvement


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WRITE PASSIONATELY & SOLVE PROBLEMS 69


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GOOGLE SEARCHES • Community - “WordCamp Switzerland 2015” • Business - “How to write a marketing proposal” • Development - “How do I create a responsive gallery?” • Travel - “Best coffee in Austin texas” 70


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OSSM 71


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BE BOLD 72


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RE-STRUCTURE 73


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CREATE A MISSION 74


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REFLECT YOUR MISSION AND PASSIONS ON YOUR SITE 75


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THESE ARE CHANGES YOU CAN MAKE TODAY 76


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I’M MENDEL @ifyouwillit mendel.me/presentations 77


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