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.

1. Content Marketing
with Guest Posts
purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
Brian Rotsztein
WordCamp Toronto 2013
rotsztein.com
@brianrotsztein
wp@rotsztein.com

3. The Latest Industry Buzzword
Content Marketing

4. In Content Marketing,
the Content IS the Ad
(Not to be confused with the content of your ad)

5. Content Marketing
is NOT New

6. “3 Ways to Kill Buffalo”
Published on Cave Walls
The Original Content Marketers:
Early Humans!

7. Fast Forward
to the early 1980s…

10. Hasbro Used
Cartoons & Comics
To Sell More Toys

12. Google is the World’s Most Powerful
Content Distribution Engine

13. Content
Marketing
On-site SEO Off-site SEO
?
Content
Code
Layout
Internal Links
Inbound Links
Social Signals

14. There’s a Problem…
Simple Linking is
Not Enough Anymore

15. Authorship
Author Rank (Google+)
Credibility
Subject Matter Expert
Personal Branding
Longevity
Inbound Link
Inbound Link
Link Building vs. Content Marketing

16. Content Marketing Can
Reinvigorate Blogging…
With Guest Posts

18. Steps to
Better Content
Marketing with
Guest Posts

19. Start with a
Strategy

20. Possible Objectives
with Content Marketing
Newsletter Sign-up Set up an Appointment
Buy Your Item Register for a ClassTry Your Recipe
Provide an Estimate

21. SEO
Identify Keywords
Content Marketing
Identify Keywords
AND
Anticipate Consumer Needs

22. First, You Need to
Brainstorm (with Mind Maps)
Keywords Personas

23. Keyword (Services) Mind Map

24. 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

25. Connect Keywords to Personas

26. 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.

27. Where to
Mind Map!
Plugins to Consider
Mindmeister Shortcode
FreeMind WP Browser
Websites to Consider
Mindmeister.com (PC)
MindNode.com (Mac)

29. The Content

30. This is not content.
It’s crap.

32. Prove That Your Content is:
Useful
Educational
Entertaining
Worth Consuming
Do You Practice
Smart Content Marketing?

33. The Social Secret Behind…

34. Crowdsourcing
This is your target audience.
Ask them what they want!
Plugin to Consider
Poll Daddy

35. Crowdsource Suggestions
Google Suggest

36. Duplicate Content is Evil.
Don’t Go There.

37. Instead of Duplicating Content,
Repurpose it!
Give Presentation Write Blog PostPost Slides

38. 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

39. 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

40. 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

41. How to Find
Guest Posting Opportunities
Websites to Consider
MyBlogGuest.com
BlogDash.com
BlogSynergy.com
GuestBlogGenius.com
GroupHigh.com
Search for Terms Like These
“Guest Post Guidelines”
“Guest Contributors”
“Write for Us”
“Contributor Guidelines”
“Writers Wanted”
“Guest Posting Rules”

42. Do NOT Rush to Publish in
Every Blog or Magazine

43. Do Your Research!
Look for Signs of Activity!
Compare General Traffic Trends (Alexa.com, Compete.com)
Who Currently Writes for the Site?
Assess Article Quality
Look at Social Media Shares
Number & Quality of Comments
Examine Inbound Links (OpenSiteExplorer.org)

44. Look for a Sign Showing They Want You
Do They Give Contributors:
A Link Back?
Profile Page?
Author Box (Byline)?

45. 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

46. Inbound Link
(for SEO)

48. Incentive with Badges
For Contributors

49. Submit!
Confirm That Your Material Fits
(Your Article Should Match the Blog's Readership)
Follow the Contributor Guidelines / Instructions
Submit Your Article
How to

50. Wait and Wait…

51. Content Calendar
Plugins to Consider
WP Project Manager
CollabPress
Keep Track of Publications, Submissions and Rejections

53. Get More Content Creation Ideas!
Get More Out of These
• Written Content for Guest Posts
and Magazine Contributors
• Photos
• Infographics
• Video Content

54. Workshops & Seminars
Visit: www.uniseo.com/training
• WordPress
• Social Media for Business
• SEO
• … and 20 More Exciting Topics!

55. purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
rotsztein.com (The Hub!)
@brianrotsztein (Twitter)
wp@rotsztein.com
Content Marketing
with Guest Posts
Brian Rotsztein
WordCamp Toronto 2013