Why Content Marketing & WordPress are the perfect pair
• Simple steps to create a Content Marketing plan
• Tips & tools for creating content without giving
yourself a headache
• How to integrate Content Marketing with your
• What makes content “shareworthy”
Know the audience
1 – Define Buyer Persona Quick outline of your ideal client / current client base
Example — Small business just getting started that needs a website and will hopefully need continual website updates.
2 – Hot Topic Ideas
Think of the top 3-5 questions you constantly get asked.
3 – Create a Content Plan Around These Topics
Example – Quick blog on how to backup your website
Content Marketing Objectives
• Brand Awareness
• Lead Generation
• Website Traffic
• Industry Leader
• Sales / Customer Acquisition
• Connect with a New Audience
• How & Why to Run Updates on Your WordPress Website
• How to Backup Your WordPress Website
• 10 Things to Consider When Evaluating a Website Makeover
Tips for Actually Getting It Done
• Put it on your calendar.
• Leverage other people’s content
• Write a blog post about a useful infographic or include a helpful video and give your advice surrounding it.
• Do a weekly/monthly roundup
• Leverage outside resources
• Have something transcribed: webinar/podcast
• Proofreader from eLance
Types of Content
• Press releases
• Free consultation signup
• Register for a class
• Weekly round-up
• White papers
• Case studies
Types of Content
• White Papers
• Blog Post
• *** Gated Material ***
• Must provide an email address
• Video & Audio
• Puts a voice behind you
Focus on Your Identity
• Start with one – Maybe a weekly email blast or blog post
• If you’re writing a blog or newsletter make sure your authentic voice is coming through.
• Helps to think of a particular client or the person you identify in your buyer persona rather than thinking of how you’re going to relate to 100s of people
• Don’t write for SEO – write for your client
I do a newsletter a week, usually pushing back to a blog post or talking about an upcoming event. I use MailChimp which integrates nicely into WordPress and is free up to a certain number of emails.
Video is growing rapidly – puts a voice to your message
• Built-in Computer Features
• Allows you to record a PowerPoint presentation
• I use a paid pop-up plugin that I got from
• Constant Contact
• Podcasting plugin
• Podlove Podcast Publisher
• Blubrry PowerPress Podcasting plugin
• Seriously Simple Podcasting
Blog / Website Images
Design tools for non-designers:
SEO – Search Engine Optimization
• SEO – Identify keywords
• Content Marketing – What the customer needs, including keywords
• SEO Plugins
• WordPress SEO by Yoast ***
• Scribe SEO
• Video SEO by Yoast
• Local SEO by Yoast
Website Traffic Tracking
• Google Analytics
• Heatmap Plugins
Make it easy to share your information from your website.
• Social Media Feather
• Slick Social Share Buttons
• Options direct from social sites (i.e. Facebook)
- Make sure you have links on your website to your
social media pages.
Creates site templates for giveaways and creates an
easy lead-generation machine.
Making It Easy
Social Media Management Tools
• BufferApp ***
• Tweet Deck
• Sprout Social
Spread Content on Your Website
• Custom Sidebars
• YARPP (Yet Another Related Posts)
• Better Related Posts
• Theme Built-in
More Great Plugins for Marketing
• Evergreen Post Tweeter
• Click To Tweet by Todaymade
• Digg Digg
• nrelated Related Content
• W3 Total Cache
5 Reasons People Share Content Online
- To bring value and entertaining content to others
- To define themselves to other people
- To grow and enrich existing relationships
- To feel a sense of self-fulfillment
- To get the word out
7 Things to Remember if You Want More Shares
- Sharing is how consumers connect with each OTHER, not with
- Your audience has to trust you to want to share with you.
- The simpler, the better.
- Have a sense of humor.
- Embrace a sense of urgency.
- Engage after the fact.
- Email is still king. If twitter goes down tomorrow, you don’t want
to lose contact with your 15.5K followers.