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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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?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS

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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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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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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