Content Marketing with Guest Posts


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These are the slides from my talk at WordCamp Toronto 2013. I saw a lot of people in the audience taking photos of my slides and the ones with idea lists in particular. So, I made it easy to find out about my book, "Content Marketing Ideas" by adding a link to a few slides. A sincere thank you goes out to everyone who gave me such incredible feedback on the talk. I'm glad to have helped and given back to the WordPress and marketing community.

This is the session description as posted on the WordCamp Toronto website: Content marketing is a hot buzzword right now and for good reason. An effective content strategy can have a profound effect on search engine optimization (SEO), social media marketing, visibility, brand awareness, and conversions. Properly implemented, the use of guest posts is one of the best ways to take advantage of WordPress for online marketing and promotional purposes. This holds true for bloggers as well as the business world. This is an introductory session that will highlight several important concepts, plugins, and best practices that should be considered when using WordPress and guest posting as part of an inbound marketing plan.

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  • Content Marketing with Guest Posts

    1. 1. Content Marketing with Guest Posts (Blog) (SEO & Internet Marketing) (Web Design) Brian Rotsztein WordCamp Toronto 2013 @brianrotsztein
    2. 2. The Latest Industry Buzzword Content Marketing
    3. 3. In Content Marketing, the Content IS the Ad (Not to be confused with the content of your ad)
    4. 4. Content Marketing is NOT New
    5. 5. “3 Ways to Kill Buffalo” Published on Cave Walls The Original Content Marketers: Early Humans!
    6. 6. Fast Forward to the early 1980s…
    7. 7. Hasbro Used Cartoons & Comics To Sell More Toys
    8. 8. Google is the World’s Most Powerful Content Distribution Engine
    9. 9. Content Marketing On-site SEO Off-site SEO ? Content Code Layout Internal Links Inbound Links Social Signals
    10. 10. There’s a Problem… Simple Linking is Not Enough Anymore
    11. 11. Authorship Author Rank (Google+) Credibility Subject Matter Expert Personal Branding Longevity Inbound Link Inbound Link Link Building vs. Content Marketing
    12. 12. Content Marketing Can Reinvigorate Blogging… With Guest Posts
    13. 13. Steps to Better Content Marketing with Guest Posts
    14. 14. Start with a Strategy
    15. 15. Possible Objectives with Content Marketing Newsletter Sign-up Set up an Appointment Buy Your Item Register for a ClassTry Your Recipe Provide an Estimate
    16. 16. SEO Identify Keywords Content Marketing Identify Keywords AND Anticipate Consumer Needs
    17. 17. First, You Need to Brainstorm (with Mind Maps) Keywords Personas
    18. 18. Keyword (Services) Mind Map
    19. 19. Persona Mind Map (Target Market Demographics) Persona Characteristics Needs Wants Personal Interests Business Interests Location Age Gender Job Education Level Experience Level Marital Status Ask: What is the Client’s Issue to Be Resolved? Target a specific audience Segment by way of personas
    20. 20. Connect Keywords to Personas
    21. 21. Personas (Simplified) Large Architecture Corporation Needs: More B2B clients Keywords: SEO & PPC Consultation Tech Start-up Needs: Wants to Get the Word Out Keywords: Social Media Marketing Small Business Needs: Chefs Want to Sell Food Online Keywords: Ecommerce Website Plastic Surgeon (Business Professional) Needs: Wants to Promote Practice Online Keywords: SEO Web Design, Mobile Website, … Content Marketing Example: Write content combining the importance of mobile websites for plastic surgeons.
    22. 22. Where to Mind Map! Plugins to Consider Mindmeister Shortcode FreeMind WP Browser Websites to Consider (PC) (Mac)
    23. 23. The Content
    24. 24. This is not content. It’s crap.
    25. 25. Prove That Your Content is: Useful Educational Entertaining Worth Consuming Do You Practice Smart Content Marketing?
    26. 26. The Social Secret Behind…
    27. 27. Crowdsourcing This is your target audience. Ask them what they want! Plugin to Consider Poll Daddy
    28. 28. Crowdsource Suggestions Google Suggest
    29. 29. Duplicate Content is Evil. Don’t Go There.
    30. 30. Instead of Duplicating Content, Repurpose it! Give Presentation Write Blog PostPost Slides
    31. 31. What To Publish Write a “How To” Write a Review Identify a Trend (Use Google Trends or Twitter #Trends) Compare 2 Trends and Write about it Write About Ideas from Your Blog Comments Weekly Roundups Curate or Curate a Top 10 List (e.g., 10 Best Posts on XYZ) Ask Clients About Their Challenges and Summarize Them Collate Items (e.g., 10 Quotes by Someone Famous) “Best of” Posts Create a Checklist Curate the Opinions of Experts on a Hot Topic Run a “Q & A” Series About Products Mix it Up! Combinations of the Above Taken from the book: Content Marketing Ideas: 200+ Tips for Your SEO and Social Media Strategy
    32. 32. What To Publish (More!) Company/Brand News Admit Something to the World Bring to Light an Overlooked Idea from a Recent White Paper Explain a Complex Idea with a Relatable Scenario Combine a Celebrity Name/Pop Culture with a Topic (e.g., What Star Trek Can Teach You About Business) Create a Standard for Evaluation Create an Infographic Feature a Product in Detail Talk About Other Experts (and Tell Them You Did!) Get Perspectives from a Group of Executives Write About What You Learned from Your Failures Write a Guide (Or a Beginner’s Guide) Discuss Poll Results Taken from the book: Content Marketing Ideas: 200+ Tips for Your SEO and Social Media Strategy
    33. 33. How to Guest Post with a Purpose Decide What You Want to Write About Find Relevant Websites Make Sure Those Websites Have Guest Posting Opportunities
    34. 34. How to Find Guest Posting Opportunities Websites to Consider Search for Terms Like These “Guest Post Guidelines” “Guest Contributors” “Write for Us” “Contributor Guidelines” “Writers Wanted” “Guest Posting Rules”
    35. 35. Do NOT Rush to Publish in Every Blog or Magazine
    36. 36. Do Your Research! Look for Signs of Activity! Compare General Traffic Trends (, Who Currently Writes for the Site? Assess Article Quality Look at Social Media Shares Number & Quality of Comments Examine Inbound Links (
    37. 37. Look for a Sign Showing They Want You Do They Give Contributors: A Link Back? Profile Page? Author Box (Byline)?
    38. 38. Make Sure They Show You Off! Real Profile Photo (Not a stock photo!) Build CredibilityReal Name Persuasion Call to Action Contact Info Social Media Profiles
    39. 39. Inbound Link (for SEO)
    40. 40. Incentive with Badges For Contributors
    41. 41. Submit! Confirm That Your Material Fits (Your Article Should Match the Blog's Readership) Follow the Contributor Guidelines / Instructions Submit Your Article How to
    42. 42. Wait and Wait…
    43. 43. Content Calendar Plugins to Consider WP Project Manager CollabPress Keep Track of Publications, Submissions and Rejections
    44. 44. Get More Content Creation Ideas! Get More Out of These • Written Content for Guest Posts and Magazine Contributors • Photos • Infographics • Video Content
    45. 45. Workshops & Seminars Visit: • WordPress • Social Media for Business • SEO • … and 20 More Exciting Topics!
    46. 46. (Blog) (SEO & Internet Marketing) (Web Design) (The Hub!) @brianrotsztein (Twitter) Content Marketing with Guest Posts Brian Rotsztein WordCamp Toronto 2013