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GETTING CLEAR ON
THE PURPOSE OF
YOUR CONTENT
1
LETS TALK ABOUT
PASSION
2
EARLY YEARS
3
COMPUTERS
BBS (COMMUNITY)
MP3
4
COLLEGE YEARS
5
BUSINESS
MEDIA
R&D
COMMUNITY
6
7
8
NOW
9
COMMUNITY
BUSINESS
DEVELOPMENT
TRAVEL
10
11
THIS YEAR, I
DOUBLED MY
WEBSITE TRAFFIC
12
WITH A PLAN, IT’S
SIMPLE TO DO
13
I’M
MENDEL
14
Community outreach at GoDaddy
From Austin, Texas
Passionate about community,
business, development, and travel
Blogs frequently at mendel.me
@ifyouwillit on Twitter
BUILDING BLOCKS
OF GREAT CONTENT
15
EVERY ENDEAVOR
SHOULD HAVE A
MISSION
16
YOU SHOULD BE
PASSIONATE ABOUT
YOUR MISSION
17
YOUR CONTENT
SHOULD REINFORCE
YOUR MISSION
18
CONTENT =
POSTS &
TAXONOMIES
19
MY SITE MISSION: 

BLOG ABOUT
PROFESSIONAL
PASSIONS TO HELP
OTHERS
20
MY PROFESSIONAL
PASSIONS:
DEV, BUSINESS,
COMMUNITY
21
WHAT HAPPENS
WHEN YOU CREATE
A SITE WITHOUT
PLANNING?
22
I LEARNED THE HARD
WAY
23
24
blog about professional passions to help others
25
blog about professional passions to help others
26
blog about professional passions to help others
27
blog about professional passions to help others
28
blog about professional passions to help others
29
blog about professional passions to help others
THIS TOOK YEARS
OF RELENTLESS
RE-EVALUATION
30
AND REMOVAL OF
POSTS,
CATEGORIES, AND
TAGS
31
LET MY JOURNEY
HELP YOU
32
WHERE TO START
33
START WITH
PASSION
34
UNDERSTANDING
YOUR PASSIONS
HELPS YOU CREATE
BETTER CONTENT
35
WHAT DO YOU CARE
ABOUT?
36
WHAT TOPICS ARE
YOU PASSIONATE
ABOUT?
37
TOPICS / IDEAS
38
39
FROM KONSTANTIN’S WEBSITE, WE GET…
40
• Presentations
• Beer
• Travel
41
FROM PETYA’S WEBSITE, WE GET…
42
• Chocolate
• Project management at
Human Made
• Open Media Foundation
• Polyglots
WHAT DOES YOUR
BUSINESS CARE
ABOUT?
43
WHAT DOES YOUR
BUSINESS STAND
FOR?
44
WHAT SERVICES DO
YOU OFFER?
45
46
47
NOW THAT WE HAVE
THE BUILDING
BLOCKS, LETS GET
TO WORK!
48
OSSM
49
ORGANIZE
50
CREATE
CATEGORIES
RELATED TO MISSION
51
WHAT DISTINGUISHES A CATEGORY?
52
• Hierarchical
• Topical


ex. 

Development -> WordPress -> Themes
Community -> Event -> Conference
Business -> Marketing
CREATE TAGS
53
WHAT DISTINGUISHES A TAG?
54
• Non-Hierarchical
• Descriptive


ex. 

Development -> WordPress -> Themes | CSS, JavaScript
Community -> Event -> Conference | Awesome, WordPress
Business -> Marketing | Optimization, Workflow
SIGNAL
55
56
STREET SIGNS
57
58
BREADCRUMBS
59
60
SOLVE PROBLEMS
61
WRITE ABOUT
QUESTIONS YOU
GOOGLE
62
GOOGLE SEARCHES
63
• 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”
WRITE ABOUT
COMMON CLIENT
QUESTIONS
64
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?
MAKE
66
WHAT DO YOU
STAND FOR?
67
WHAT ARE YOUR GUIDING PHILOSOPHIES?
68
• Kindness
• Compassion
• Learning
• Exploration
• Improvement
WRITE
PASSIONATELY &
SOLVE PROBLEMS
69
GOOGLE SEARCHES
70
• 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”
OSSM
71
BE BOLD
72
RE-STRUCTURE
73
CREATE A MISSION
74
REFLECT YOUR
MISSION AND
PASSIONS ON YOUR
SITE
75
THESE ARE
CHANGES YOU CAN
MAKE TODAY
76
I’M
MENDEL
77
@ifyouwillit
mendel.me/presentations

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Getting clear on the purpose of your content (and how I missed the mark)