DON’T START CONTENT MARKETING (YET)

IAN LURIE, CEO & FOUNDER PORTENT, INC @PORTENTINT PORTENT.COM

portent.co/contentitis

Yes, like this, no ‘m’.

How this will go: A rant

3 steps A few rants mixed in

All done

i r the googles. hear me roarz.

IAN WTF!

BRAND CONTENT

BRAND CONTENT

yeah, because i've never seen this

before.

nooooooooo

sorry, dude. you've got content.

IF CONTENT IS SO TERRIBLE, YOU’RE KINDA SCREWED.

YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR PRODUCT

YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR SITE

IF YOU’RE USING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?

BY JOVE, THERE'S CONTENT RIGHT

HERE

this is 100% pure!!!!

THE STREET VALUE. MY GOD, MAN...

PUT THE CONTENT W/ THE BRAND ‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT

1

CATEGORY PAGES PRODUCT PAGES ABOUT US HOME FAQ

GO TO THE CUSTOMER aka USE THEIR LANGUAGE

2

WHAT must i do to make you believe me?

NOT AN ‘SEO TRICK’

revenu

e

Revenue

Right words

Wrong words

See our red bridesmaid gowns because they’re bridesmaid gowns that are red. All bridesmaids like red gowns, don’t they?

OH GOD. NO.

USED ‘RUNNING SHOES’ 15 TIMES IN 45 WORDS

ANSWER A QUESTION aka DON’T BABBLE

3

LINK IDEAS NOT KEYWORDS

DELIVER HIGH IMPUTED VALUE aka MAKE IT CONSUMABLE

4-6 LINES/PARAGRAPH 10-15 WORDS/LINE

WRITE FOR THE SCROLL, NOT THE FOLD

GOOD TYPOGRAPHY (IF YOU CAN)

CHECK YOUR #$!)@(#! WORK

MEASURE EVERYTHING

MEASURE READABILITY

MEASURE IMPACT

…OF TOPICS

$100,000.00

$500,000.00

Didn't write about knishes Wrote about knishes

…OF WRITERS

$100,000.00

$500,000.00

By George! By Frank.

…OF LAYOUTS

100000

500000

Pretty pictures Ugly nothing

MEASURE THROUGHPUT

YEAH, IT PAYS aka TOLD YA

May Dec

Organic Search Revenue, year over year 2013 2012

content campaign starts

May Dec

Organic Search Revenue, year over year 2013 2012

bigger growth

Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13

Overall Revenue, 2011-2013

content campaign starts woo-hoo!

May-11 Nov-11 May-12 Nov-12

Revenue Growth (key months)

ROI? 10:1

IF YOU’RE DOING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?

OK. NOW YOU CAN START CONTENT MARKETING.

portent.co/contentitis

Yes, like this, no ‘m’.