Turning Content into Business: ACP-LS Presentation

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2017 Annual Meeting Turning Content Into Business Ian Lurie @portentint

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Me: @portentint Sarcastic marketer since 1995 DR. WHO FAN History major, law degree

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I just sold my company

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Yes gods yes

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Me When you say “seo content”

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Me When you say “CONTENT = BLOG POSTS”

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IT’S ALL CONTENT

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The Content Creator’s Dilemma

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THE PACE WE WANT

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THE PACE WE need

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THE CONTENT WE WANT

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THE BUDGET WE have

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Chip away One problem at a time

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INTEGRATION RESOURCES repurpose approval Be relevant & Increase roi ANALYTICS

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INTEGRATION RESOURCES repurpose approval ROI & Compliance ANALYTICS

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INTEGRATION RESOURCES repurpose approval publish ANALYTICS

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INTEGRATION RESOURCES repurpose approval prove ANALYTICS

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integration connects content to business 1

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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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YOU’RE DROWNING IN IDEAS. Choose ONE, ALREADY.

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Answerthepublic.com

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Most people stop at the questions. Look at the alphabeticals, too.

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Find popular threads

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Find popular SLIDES

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Find popular SLIDES

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Find popular SLIDES “How to use Hemingway"

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Find popular SLIDES “Classifications of antigen- antibody interactions”

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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. WHITEPAPER LEADERSHIP SCRUM AGILE machine learning 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 BLOCKCHAIN FORKING DISRUPTION AI 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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11% of writers surveyed said they stick to their content calendar

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Option 1

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Option 2

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Option 3

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Structure is more important than planning

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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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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, yOUR EXAMPLE “How to cook radishes using our radish cooker”

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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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Plan based on type/branding structure Week 1 Week 2 Week 4 Month 3 Week 3

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I’m sorry. you’ve got content. nooooooooooo

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When possible, Connect CONTENT

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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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2resources smart use means more stuff

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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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USE WHAT YOU HAVE. NOT WHAT YOU WISH YOU HAD

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tactics ahead

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use plain text & markdown You don’t have a producer

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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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http://portent.co/mkdown-syntax Use Markdown

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H1 and H2 http://portent.co/mkdown-syntax Use Markdown

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Use Markdown H1 & h2

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link http://portent.co/mkdown-syntax Use Markdown

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Use Markdown link

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list http://portent.co/mkdown-syntax Use Markdown

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Use Markdown list

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image http://portent.co/mkdown-syntax Use Markdown

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Use Markdown image

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Use Markdown Smart quotes!!!

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Text editor: ATOM.IO viewer: Marked 2 converter: Marked 2 http://portent.co/mkdown-install Use Markdown

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Be graphics independent You don’t have a designer

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AVOID STOCK PHOTOS

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Canva for graphs and charts

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Snagit for screen captures

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(BUT IF YOU MUST)…

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NO.

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NO.

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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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Makes a point

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Try analogies crowd

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awesome

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Pexels Unsplash Istock Shutterfly … Source legally

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Have an image prep workflow

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Save the original

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2x for retina

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Compress 5.4 mb 661 kb

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JPG: 60KB PNG: 8KB Use PNG for line art/few colors

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PNG: 4mb JPG: 360kb Use JPG for photographs 4 seconds .6 seconds

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Have your own EDITORIAL workflow You may not have an editor

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CREDIT: ZEKE MILLER, TIME REPORTER

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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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please just end my misery

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grammarly

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Hemingwayapp

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reduced costs 22% doing all this

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3repurpose higher ROI. Easy compliance.

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Waste nothing Resources are still 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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Turn e-mails to blog posts @crestodina

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Rollups @seo_theory

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Rollups @seo_theory

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No.

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Polished Video transcripts

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4approval gets you published. help out.

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Good t0 go?...

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Legal

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Brand

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content governance own

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as sexy as…

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MAKE IT EASIER go piggy back

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5analytics prove it

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Is it worth it?

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Track behavior to conversion

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Go get this report

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Tweak it to use your conversions

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Directly converting content

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lightly branded 1/quarter

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Find indirectly converting content

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Find indirectly converting content

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Moderately branded 1/month

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Heavily branded 1/month

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but is it making money?

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Look at your CRM

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Look at your CRM

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Look at the paths!! $

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“Yeah but that’s not proof…”

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buy any print lately?

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From relevant content creation to proof

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Chip away One problem at a time

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Not glamorous

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INTEGRATION RESOURCES repurpose approval Be relevant & Increase roi ANALYTICS

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INTEGRATION RESOURCES repurpose approval ROI & Compliance ANALYTICS

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INTEGRATION RESOURCES repurpose approval publish ANALYTICS

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INTEGRATION RESOURCES repurpose approval prove ANALYTICS

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Effective

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2017 Annual Meeting I regret nothing For questions: [email protected] @portentint The slides (and links): http://portent.co/acp-ls-content