Tag Archives: content marketing
Content Strategy Blog Posts Portent Staff // 8 Sep, 2016
How to Achieve Content Nirvana
I am going to let you in on a little secret no one in the content marketing industry wants you to know: The marketing part is easy. It’s the content part that’s hard. The central challenge of content marketing is getting people to engage with the content you publish or, to put it simply: The… Read More
Content Strategy Blog Posts Ian Lurie // 18 Aug, 2016
Principles of Content Promotion
Content-as-marketing isn’t new. The promotional tools, though… Those are new. We’ve never had as cool a toolset as we have now. It’s easy to get drunk on the possibilities. Sober up: Promote Lightly-Branded Content at Top of Funnel Lightly and non-branded content is a top-of-funnel vehicle. Don’t promote it to a high-intent, bottom-of-funnel audience. You’ll… Read More
Content Strategy Blog Posts Ian Lurie // 7 Jan, 2016
Need to Crush Content Promotion? Love Your Dealers
I talk about dealers in this post. When I had some friends edit it, they accused me of writing yet another Breaking Bad comparison post. Let me point out that there are many other kinds of dealer networks: Cars. Games. Chocolate. Bootlegged copies of Asia’s 1983 world tour. “Dealer” is just the right word for… Read More
Content Strategy Blog Posts Misty Weaver // 5 Jan, 2016
Realistic Conversion: Guiding Paths in Content Marketing
This article is about how we help people navigate our marketing and websites. We start with breadcrumbs. Metaphorical ones. The first little morsels of interest are “breadcrumbs” because, as content, their reach is limited. These are small, temporal bits of information you distribute for customers to find you online. Your ads, social media, blog posts,… Read More
User Experience Blog Posts Chris Lakin // 2 Sep, 2015
Your blog is boring. Upgrade to a hub
Let me start with a disclaimer. If you haven’t started blogging, get a plan together and start. Don’t write just for the sake of writing, but create a strategy around what you’ll write about and then actually do it. Publishing content on a regular basis benefits search engine visibility and audience building. If you are… Read More
Internet Marketing Blog Posts Portent Staff // 8 Jan, 2015
Starbucks stirs the heart: Strength in the Brand Story
Seth Godin reminds us, “Great stories agree with our worldview. The best stories don’t teach people anything new. Instead the best stories agree with what the audience already believes and makes [them] feel smart and secure when reminded how right they were in the first place.” Back in September, Starbucks rolled out its first global… Read More
Internet Marketing Blog Posts Portent Team // 23 Jun, 2014
Marketers Dying By A Thousand Data Points
Data tells a story about the past, and helps us understand what we can expect in the future. But just like life, data has no guarantees. Even with all the data points and information in the world, it takes an experienced mind to transform insight into meaningful action. Marketers need to fill the gap between… Read More
Featured Blog Posts Ian Lurie // 23 Aug, 2013
The Humungous Guide to Content Strategy
I went a little nuts here. I started writing a short ‘how-to’ post on content audits. Then it turned into a longer post on content strategy. Then it became a mini-infographic. It ended up being a top-to-bottom guide on how we do content strategies at Portent. We put it into a custom format so it’s… Read More
Copywriting Blog Posts Portent Staff // 14 Feb, 2013
Why Tom Cruise Should Be Your Content Strategist [Infographic]
When he’s not streaking through the Danger Zone on an Impossible Mission, the world’s biggest movie star (yes, still arguably) veers Far and Away from his core competency, occasionally taking a mega-risk with his Eyes Wide Shut. Corniness of that opening sentence aside, Tom Cruise makes for a compelling model of how to run a… Read More
SEO Blog Posts Ian Lurie // 9 Oct, 2012
Let go of the link building wire: My presentation
I presented at Distilled’s Seattle SEO Meetup in September. My topic: Why link building is a lousy strategy, ‘content marketing’ as most marketers define it is just a way to sell more marketing books, and some reasonable alternatives. Here’s the annotated slide deck:
Featured Blog Posts Ian Lurie // 26 Jul, 2012
Say what matters: My Mozcon 2012 presentation
These are the notes from my Mozcon 2012 presentation. I emphasize ‘notes’. There’s quite a bit of stream-of-consciousness going on here. If you want to see the presentation and supporting materials, instead, go to the bit.ly bundle, or check out the slides themselves, right here: I think the folks at SEOMOZ are mad at me.… Read More
Featured Blog Posts Ian Lurie // 25 Jul, 2012
Help us build the Idea Graph: A click is all we ask
If you want to skip the babbling and just sign up, click here, then install the app. Life is very random. You’ve probably noticed. For example, did you know that I like Marilyn Manson’s music, but I’m also a fan of Beethoven. I love to watch the NFL but not baseball. I like electric cars… Read More