Turning Content into Business: ACP-LS Presentation

Content, content, content. It doesn't matter unless it generates business. business. business. In this presentation, Ian Lurie talks about how to improve efficiency, build business with content, and avoid unicorn-shaped chihuahuas.

Transcript

1. 2017 Annual Meeting Turning Content Into Business Ian Lurie @portentint
2. Me: @portentint Sarcastic marketer since 1995 DR. WHO FAN History major, law degree
3. I just sold my company
4. No
5. Yes gods yes
6. Me When you say “seo content”
7. Me When you say “CONTENT = BLOG POSTS”
8. IT’S ALL CONTENT
13. The Content Creator’s Dilemma
14. THE PACE WE WANT
15. THE PACE WE need
16. THE CONTENT WE WANT
17. THE BUDGET WE have
18. Chip away One problem at a time
19. INTEGRATION RESOURCES repurpose approval Be relevant & Increase roi ANALYTICS
20. INTEGRATION RESOURCES repurpose approval ROI & Compliance ANALYTICS
21. INTEGRATION RESOURCES repurpose approval publish ANALYTICS
22. INTEGRATION RESOURCES repurpose approval prove ANALYTICS
23. integration connects content to business 1
24. 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
25. YOU’RE DROWNING IN IDEAS. Choose ONE, ALREADY.
27. Answerthepublic.com
29. Most people stop at the questions. Look at the alphabeticals, too.
31. Find popular threads
32. Find popular SLIDES
33. Find popular SLIDES
34. Find popular SLIDES “How to use Hemingway"
35. Find popular SLIDES “Classifications of antigen- antibody interactions”
36. 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
37. PULL Tweets OUT OF A post
38. 11% of writers surveyed said they stick to their content calendar
45. Option 1
46. Option 2
47. Option 3
48. Structure is more important than planning
49. Content types
50. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
53. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
56. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
60. BrandinG Levels
61. Lightly BRANDED: the solution “How to cook radishes”
62. Brand is irrelevant
63. Brand is irrelevant
64. Moderately BRANDED: THE solution, yOUR EXAMPLE “How to cook radishes using our radish cooker”
66. I can use this, with or without Linode (but it’s easier to follow if I use Linode)
67. Interesting fact, based on our own brand
68. HEAVILY BRANDED: BUY OUR PRODUCT “Our radish cooker rocks”
71. Plan based on type/branding structure Week 1 Week 2 Week 4 Month 3 Week 3
73. I’m sorry. you’ve got content. nooooooooooo
74. When possible, Connect CONTENT
75. Lightly branded…
76. …leads to moderately branded, and so on.
77. 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
78. 2resources smart use means more stuff
79. 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.
81. USE WHAT YOU HAVE. NOT WHAT YOU WISH YOU HAD
82. tactics ahead
84. use plain text & markdown You don’t have a producer
85. But… why?
86. Text editors don’t crash
87. Markdown is portable
88. Convert to word html pdf slides …
89. Edit anywhere
90. Can open in 20 years
91. Generate beautiful html fast
92. http://portent.co/mkdown-syntax Use Markdown
93. H1 and H2 http://portent.co/mkdown-syntax Use Markdown
94. Use Markdown H1 & h2
95. link http://portent.co/mkdown-syntax Use Markdown
96. Use Markdown link
97. list http://portent.co/mkdown-syntax Use Markdown
98. Use Markdown list
99. image http://portent.co/mkdown-syntax Use Markdown
100. Use Markdown image
101. Use Markdown Smart quotes!!!
102. Text editor: ATOM.IO viewer: Marked 2 converter: Marked 2 http://portent.co/mkdown-install Use Markdown
103. Be graphics independent You don’t have a designer
104. AVOID STOCK PHOTOS
105. Canva for graphs and charts
106. Snagit for screen captures
107. (BUT IF YOU MUST)…
108. NO.
109. NO.
110. Brand safety: Do an image search
111. NO. Do an image search
112. NO. Do an image search
113. NO. Do an image search
114. NO. Do an image search
115. Makes a point
116. Try analogies crowd
117. awesome
118. Pexels Unsplash Istock Shutterfly … Source legally
119. Have an image prep workflow
120. Save the original
121. 2x for retina
122. Compress 5.4 mb 661 kb
123. JPG: 60KB PNG: 8KB Use PNG for line art/few colors
124. PNG: 4mb JPG: 360kb Use JPG for photographs 4 seconds .6 seconds
125. Have your own EDITORIAL workflow You may not have an editor
127. CREDIT: ZEKE MILLER, TIME REPORTER
129. Read it backwards One paragraph at a time
130. Read it backwards One sentence at a time
131. Read it backwards One WORD at a time
132. please just end my misery
133. grammarly
134. Hemingwayapp
135. reduced costs 22% doing all this
136. 3repurpose higher ROI. Easy compliance.
137. Waste nothing Resources are still limited
138. Slides to post Badger rule of content #6A 50,000 omg!!!!
139. Slides to post Badger rule of content #6A 1,500 pheh
140. 1,200 ok
141. Webinar to ebook Badger rule of content #6C 350 leads??!!!
142. Turn e-mails to blog posts @crestodina
143. Rollups @seo_theory
144. Rollups @seo_theory
146. No.
147. Polished Video transcripts
148. 4approval gets you published. help out.
149. Good t0 go?...
150. Legal
151. Brand
152. content governance own
153. as sexy as…
154. MAKE IT EASIER go piggy back
155. 5analytics prove it
156. Is it worth it?
157. Track behavior to conversion
160. Go get this report
161. Tweak it to use your conversions
162. Directly converting content
163. lightly branded 1/quarter
164. Find indirectly converting content
165. Find indirectly converting content
166. Moderately branded 1/month
167. Heavily branded 1/month
168. but is it making money?
169. Look at your CRM
170. Look at your CRM
171. Look at the paths!! $
172. “Yeah but that’s not proof…”
173. buy any print lately?
174. From relevant content creation to proof
175. Chip away One problem at a time
176. Not glamorous
177. INTEGRATION RESOURCES repurpose approval Be relevant & Increase roi ANALYTICS
178. INTEGRATION RESOURCES repurpose approval ROI & Compliance ANALYTICS
179. INTEGRATION RESOURCES repurpose approval publish ANALYTICS
180. INTEGRATION RESOURCES repurpose approval prove ANALYTICS
181. Effective
182. 2017 Annual Meeting I regret nothing For questions: ian@portent.com @portentint The slides (and links): http://portent.co/acp-ls-content
183. Bonus round: Content marketing
184. cheep?
185. With content Bonus round Promote content
187. Create posts that live on their own. Link to more.
188. Create posts that live on their own. Link to more.
189. Create posts that live on their own. Link to more.
190. +22 visits. Meh. +1 link. Yeah!
191. target your followers especially on Facebook
192. yes, facebook is for b2b