Thank you for the tremendous feedback on my talk at WordCamp Montreal 2014. I sincerely appreciate it. Use these slides to guide your own efforts. The book I mentioned is "Content Marketing Ideas" and the organization I referred to was the Canadian Internet Marketing Association (CIMA). Go join it! This is the original session description: Content marketing is a hot buzzword right now and for good reason. It’s the latest trend being implemented to increase search engine visibility, social media networking, brand awareness, and sales. WordPress is a great platform that businesses and bloggers can harness to achieve their inbound marketing objectives. This session will cover important aspects of content marketing and emphasize how to promote content and grow an audience. Attendees will learn ways to integrate content marketing, search engine optimization (SEO), and social media to expand their reach. Topics such as social influence, guest posts, and social signals for SEO will be discussed. Key plugins and relevant online tools will also be highlighted. Prerequisites: To get the most out of the session, attendees should have a basic understanding of search engine optimization (SEO) and social media platforms such as Facebook and Twitter.

1. Grow Your Audience
With Content Marketing
purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
Brian Rotsztein
WordCamp Montreal 2014
rotsztein.com
@brianrotsztein
wp@rotsztein.com

2. The Latest Industry Buzzword
Content Marketing

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

5. Growing Your Audience:
Two Areas
Content
Promotion
Content
Creation
We’ll share what she’s creating!

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

7. Social Signals: Content is Key
Ideal Result
Google sees lots of social shares
Your website gets a boost in rankings
Actual Result
Your content gets shared
Influencers share it
Articles & blogs write about it
More social sharing
(This time it includes Buzzfeed, Upworthy,…)
Appears in Google due to “freshness”
More people find it and share it

8. Guest Posting

9. Matt Cutts
What He Did Say:
Stop Guest Blogging
for SEO Backlinks
What He Did Not Say:
Stop Guest Posting
for Content Marketing

10. Would you refuse a guest post
and link from these brands?

11. Credibility
Authorship
Consumer Trust
Longevity
Branding Building
Earned Media & Links
Social Engagement
Subject Matter Expert
Inbound Link (Mostly NoFollow)
Inbound Link
SEO Link Building vs. Content Marketing

12. Guest blogging is not a strategy.
Neither are infographics.
Nor is “Let’s make a viral video!”
These are tactics.

13. Content Strategy
Specific Goals
Tactics

14. Content Strategy: Business Objectives
Increase Brand Awareness
Expand Customer Support
Personal Branding
Increase Revenue
Sell More of Product X
More Leads
Increase Unique Visitors
Increase Pageviews
Improve Customer Retention
Boost SEO
Community Management
Higher Conversion Rate

15. Specific Goals:
What actions do you want your audience to take?
Newsletter Sign-up Set up an Appointment
Free Trial
Register for a ClassTry Your Recipe
Provide an Estimate
Demo Sign-up
From Third-party Forum
to a Website Visit
From a Blog Post
to a Video View

16. Content that people
care about.
What content will
resonate the most
with your audience?
Photo: StockPhotoStudio.com

17. Brainstorm
Keywords & Ideas

18. Tools
Mindmeister.com (PC)
MindNode.com (Mac)
Gliffy
OmniGraffle
Content
Marketing
Guest
Posts
Trendy
Idea
Trends
More
Cool
Idea Best
Idea
Ok Idea
Audio
Video
Use Mind Mapping Tools for
Brainstorming

19. Anticipate
Consumer Needs
(i.e., Search Intent)

20. Missed an opportunity?
You Didn’t Anticipate Consumer Needs
vs.
Lauren Luke
Sales: eBay
Marketing Budget: $0
Videos: Homemade
Voice: Human
YouTube Followers: 559,000
Sephora
Sales: Retail & Online
Marketing Budget: $20 Million
Videos: Professional
Voice: Corporate
YouTube Followers: 215,000

21. Ask Customer Service
(or Whoever Answers the Phone)
Use a Spreadsheet
Software
SaaS
Ask Prospective Clients
Google Consumer Surveys
Get Info Directly
From Your Audience
Plugins to Consider
Surveymonkey Button
Gravity Forms
Polldaddy Polls & Ratings
Ask Current Clients
Survey Monkey

22. Data Research
Get Demographic Info
Google Public Data Explorer
Google Display Planner (AdWords)
Google Analytics
Data & Stats Search Engines
DataMarket
Zanran
Data360
GetTheData
Consumer Behaviour
Consumer Barometer (by Google)

23. This is not content.
It’s crap.

24. Every Time You Publish Crappy Content,
A Puppy Dies

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

26. The Social Secret Behind…

27. Crowdsourcing
This is your target audience.
If you want your content to resonate with them,
just ask them what they want!

28. Crowdsource Suggestions
Google Suggest
Tool: ubersuggest.org

29. Mine CommentsCheck Quora (Q&A)
Reviews
Read, Watch & Listen
Follow Twitter Hashtags
Especially: Events, Twitter Chats & Trends
Crowdsource by Lurking
Immerse Yourself in Your Audience

30. That Eternal Question…

31. Crowdsource Your Keywords:
The Long Tail
Taken from the book:
Content Marketing Ideas:
200+ Tips for Your SEO and Social Media Strategy

32. Find the Right Keywords
Tools
Google Webmaster Tools
Google Analytics
WP-Stats (Plugin)
AW Stats
Webalizer
(Whichever Log Programs You Use)
Look for Long Tail Searches

33. Growth by
Content Scalability

34. Social Share
Buttons
Plugins to Consider
Digg Digg
Responsive Social Sharing Icons
WP Social Buttons

35. People Share What Makes Them Look Good

36. 10 Must-have Tools for…
10 Tips for Successful...
10 Rules for…
10 Reasons X Should Scare You
10 Secrets of the Best…
You Won’t Believe What Happens After This…
Everything You Need to Know to do X
What Everyone Needs to Know About…
The Best X You Aren't Using Enough of…
The Ultimate Guide to…
Little Known Ways to....
Get Rid of [Problem] Once and for All
Magnetic Headlines
Catchy Titles Attract Attention

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

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

39. Blog Repurposing Ideas
Convert each item in a bulleted list into separate, full length posts
Find a popular old post and update it
Feature popular blog posts in an email newsletter
Convert the slides of a presentation into individual posts
Use a blog post’s data to create an infographic
Convert a checklist into a full length blog post
Create an audio version (podcast) of a blog post
Turn your webinar content into a blog post
Take the content of a video and write blog post about it
Convert your video interview into a blog post
Take comments and convert them into a blog post
Turn several blog posts into an ebook
Convert several blog posts into one giant guest post with extra info
Taken from the book:
Content Marketing Ideas:
200+ Tips for Your SEO and
Social Media Strategy

40. Infographics
Only as Good as their Content
The Best Ones Scale Well
Creation Tools
Piktochart.com
Easel.ly
Infogr.am
Tools to Get Stats
Data & Stats Search Engines
Wikipedia
Industry Publications
News
Corporate Blogs
Press Releases

41. Email Lists
Grow Your Fan Base
Make Signing Up Easy
Plugins to Consider
Newsletter Sign-up
Various Newsletter Options (e.g., Autochimp/Mailchimp)

42. Offer Compelling Incentive
To Grow Your Email List!
You want a stranger’s
name and email address?
Offer Value in Exchange
(e.g., “Download My Ebook!”)

43. Test Pop-up Boxes
vs.
Look At…
Wording
Message
Time Delay
Size
Position
Photos
Outer
Shading
Not just “No thanks”
Get an emotional response!

44. Get Visitors to
Consume More Content
Plugins to Consider
nrelate Related Content
YARPP (Yet Another Related Posts Plugin)
nrelate Flyout
SEO Smart Links
Custom Sidebars
You Might Enjoy These Articles:
The SEO Linking Checklist
Special Report: SEO for 2012

45. Content Discovery Plugins
Outbrain
Zemanta (Editorial Assistant)
Taboola
EngageYa (Cross Promotion)
nRelate
Easy Tynt
Spread Your Content
Attract People From Other Sites
Other Articles From
Blogger’s Own Website
Related Article
from Your Website

46. A/B Test Landing Pages
vs.
Tools
Unbounce (WP via Zapier)
Visual Website Optimizer

47. Test
Page
Layouts
Plugin to Consider
Crazyegg Heatmap Tracking

50. Countries
by Colour
“Cheaper”
Breaking Bad
Drinking Game
Search Box
Banner
Labels

51. Refer-a-Friend
Plugins to Consider
WordPress InviteBox
AF Tell a Friend

52. Click to Tweet
Content Sharing
Customize Messages
With Pre-made Tweets
Plugins to Consider
ClickToTweet.com

53. Share to
Unlock
Plugins to Consider
OnePress Social Locker
WP Share to Unlock

54. Sign up to Get Ebook or “Cheatsheet”
Must have a compelling topic and title
Capture email address
Multi-step Unlocking
Share (Twitter or Facebook) to Unlock
Place on ebook download page
Create second compelling download: Ebook
Message: “I just downloaded this great ebook, go here so you can too!”
Show a Video on Download Page
Place a link at the end of the video
Link can go to:
• Testimonials Page
• Amazon.com to buy book
• Excerpt of book
• Etc. Taken from the book:
Content Marketing Ideas

55. Grow Your Audience
With Content Marketing
purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
Brian Rotsztein
WordCamp Montreal 2014
rotsztein.com
@brianrotsztein
wp@rotsztein.com