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Content creation for teeny tiny teams
Ian lurie
@ianlurie
cheep?
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@ianlurie
Me
FORMER FOUNDER/CEO OF PORTENT
Nerd/programmer/writer/gamer
Love marketing, seo, cycling, dungeons & dragons
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@ianlurie
Me
NOW A CONSULTANT
LIVING A GLAMOROUS
LIFE OF LEISURE
Director of
Content
Chief hairball
producer
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@ianlurie
Nothing but love.
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“interesting”
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The Content Creator’s Dilemma
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THE PACE WE WANT
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THE PACE WE GET
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THE
CONTENT
WE WANT Bleeep
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THE
BUDGET
WE GET
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We can all go get
or…
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Chip away
One problem at a time
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calendar
X
ideas
X
production
X
Editorial
X
Approval
X
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Problem 1: The content calendar
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11% of writers surveyed
said they stick to their
content calendar
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Use
Calibri,
Please
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Option 1
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Option 2
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When you’re on your own,
Structure is more
important than planning
Rule 1
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Content
types
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?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS
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No content
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No content
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?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS
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No content
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No content
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?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS
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No content
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No content
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BrandinG
Levels
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Lightly BRANDED:
the solution
“How to cook radishes”
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Brand is irrelevant
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Brand is irrelevant
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Moderately BRANDED:
THE solution, OUR EXAMPLE
“How to cook radishes
using our radish cooker”
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No content
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I can use this, with or without Linode
(but it’s easier to follow if I use Linode)
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Interesting fact, based on our own brand
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HEAVILY BRANDED:
BUY OUR PRODUCT
“Our radish cooker rocks”
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No content
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No content
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Check the SERP
Commercial (Branded)
Informational
Mixed
Use Google to understand intent
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Check the SERP
Commercial
Informational (lightly branded)
Mixed
Use Google to understand intent
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Check the SERP
Commercial
Informational
Mixed (moderately branded)
Use Google to understand intent
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Plan based on type/branding structure
Week 1 Week 2 Week 4 Month 3
Week 3
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No content
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When possible,
Connect CONTENT
Rule 1B
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Lightly branded…
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…leads to moderately branded, and so on.
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How Fiverr will
end civilization
Artificial intelligence and
grammar: Not their yet
The Foo, Inc.
editor directory
We’re the best
content provider
Hiring a great
content provider
Week 1 Month 3
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calendar
X
ideas
production
editorial
Approval
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Brainstorming list
They were cooking broccoli. Then this happened…
The groom looked at broccoli 40 years later.
What he saw shocked him
Purple things are intelligent. So is broccoli
I used to eat broccoli. Then I read this…
How gazebo broccoli gardens can save the world
Broccoli is the miracle food
Peanuts go well with broccoli
Broccoli should not be in the book of grudges
How to cook broccoli
Broccoli florets
Broccoli, the song
Dr. Who and broccoli
Broccoli pens are the new rage
How broccoli can save your marriage
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Problem 2: “ideation”
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YOU’RE DROWNING
IN IDEAS. Choose
ONE, ALREADY.
Rule 2
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No content
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Anywhere people ask questions
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What do tire widths mean?
Lightly-branded
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Which width is best?
Moderately-branded
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Packaging question
Heavily-branded
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Answerthepublic.com
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Answerthepublic.co
m
Most people stop at the questions.
Look at the comparisons, too.
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Anywhere people consume content
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Find popular
SLIDES
Anywhere people consume content
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Find popular
SLIDES
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Find popular
SLIDES
“How to use Hemingway"
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TRANSFORM THE SYNERGIES
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit
esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.
The whitepaper transformation
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse
cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa
qui officia deserunt mollit anim id est laborum.
synergies
dolore eu fugiat nulla pariatur.
- Duis aute irure dolor in reprehenderit
- voluptate velit esse cillum dolore eu fugiat nulla pariatu
- Excepteur sint occaecat cupidatat non proident, sunt in
- culpa qui officia deserunt mollit anim id est laborum.
Blog post
SLIDE DECK
PULL IDEAS FROM
A WHITEPAPER
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PULL Tweets
OUT OF A post
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calendar
X
ideas
X
production
editorial
Approval
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it’s all
written. I’m
just waiting for
a designer.
design’s
done. I’m
waiting for a
proofreader.
Code’s done. I
need a writer.
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No content
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calendar
X
ideas
X
production
editorial
Approval
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Problem 3: resources
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USE WHAT
YOU HAVE.
Rule 3
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No content
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use plain text
& markdown
You don’t have a producer
rule 3A
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But… why?
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Text editors don’t crash
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Markdown is portable
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Convert to
word
html
pdf
slides
…
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Edit anywhere
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Can open in 20 years
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Generate beautiful html fast
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https://moz.com/blog/markdown
Use Markdown
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H1 and H2
Use Markdown
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Use Markdown
H1 & h2
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link
https://tinyurl.com/auamd883
Use Markdown
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Use Markdown
link
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Typora.io
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editor: Typora.io
viewer: Marked 2
converter: Marked 2
go full nerd: https://tinyurl.com/3harsphp
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Be graphics
independent
You don’t have a designer
rule 3B
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Snagit for screen captures
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AVOID STOCK PHOTOS
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NO.
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NO.
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(BUT IF YOU MUST)…
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Brand safety:
Do an image search
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NO.
Do an image
search
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NO.
Do an image
search
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NO.
Do an image
search
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NO.
Do an image
search
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Try analogies
crowd
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Make a point
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Try analogies
crowd
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Make it your own
why are you
all staring at
me!!????
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awesome
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Have an image
prep workflow
rule 3C
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Save the original
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Compress
5.4 mb 661 kb
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Use squoosh
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Handle colors
on your own
rule 3D
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Canvacolor palette generator
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calendar
X
ideas
X
production
X
editorial
Approval
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No content
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Capybara Kingdom
Petting Zoo Season Tickets Recipes
Events
Welcome to Capybara Kingdom! We’re the world’s first capybara
preserve and zoo.
Come take in the spectacle of the world’s largest rodents as they cavort
and frolic in our best imitation of their native habitat. We have a capybara
petting zoo, capybara events, capybara information and yes, weekly
capybara adoptions.
For more informations, lick here
All capybara, all the
time!!! Season passes
for only $50!!!!
10 things you didn’t
know about capybara
New therapy capybara
program launches
Seriously, if you want to learn about Capybara, try this link Escape rumors
completely false
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calendar
X
ideas
X
production
X
editorial
Approval
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Problem 4: editorial
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Have your own
EDITORIAL
workflow
Rule 4
You may not have an editor
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Read it
backwards
One paragraph at a time
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Read it
backwards
One sentence at a time
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Read it
backwards
One WORD at a time
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grammarly
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calendar
X
ideas
X
production
X
editorial
X
Approval
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Good t0 go?...
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Legal
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Brand
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Problem 5: approval
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content
governance
rule 5
own
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as sexy as…
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identify policy makers
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interview them
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write it down
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MAKE IT EASIER
go piggy back
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calendar
X
ideas
X
production
X
editorial
X
Approval
X
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Bonus round: Repurposing
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Waste
nothing
rule 6
Resources are limited
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Slides to post
Badger rule of content #6A
50,000 omg!!!!
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Slides to post
Badger rule of content #6A
1,500 pheh
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1,200 ok
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Webinar to
ebook
Badger rule of content #6C
350 leads??!!!
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@ianlurie
Find turds with nuggets (and roll them up)
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Nuggets!
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site:bicycling.com “commuting”
Find related content
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More nuggets!
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Combine ‘em and redirect accordingly
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Polished Video/audio
transcripts
Check out MOZ Whiteboard Friday for examples
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cheep?
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Bonus round: Content marketing
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With
content
Rule 7
Promote content
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No content
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Create posts that live on their own. Link to more.
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Create posts that live on their own. Link to more.
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Create posts that live on their own. Link to more.
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You’re making more out of less
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you always have a little
less than you want
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Chip away
One problem at a time
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Not glamorous
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Effective
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There is
always
a way
the big rule
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@ianlurie
Tips Accepted
(Dogecoin only)
Slides & Links: https://tinyurl.com/y2fbyayd
Ian lurie
[email protected]
@ianlurie