Content Strategy Blog Posts

    • How to Create Personas Your Team Will Actually Use

      When you’re in the thick of trying to create content to promote your brand, it can be easy to forget that actual human beings are going to use what you create. In marketing, we often call these human beings “users.” And we say things like, “We need to push users through the funnel with greater ease.

      Portent, Inc- 16 readers -
    • Your Guide to Choosing Content KPIs

      If your content team ever tells you that the impact of their work isn’t measurable, fire them. (And if you’ve ever told anyone that, read this blog before your client or boss does.) Sure, content marketing can be a long game. The ROI of content is often spread out over time and across the levels of the conversion funnel. But just because it’s messy doesn’t mean it’s not measurable.

      Portent, Incin Social EMail Content- 18 readers -
  • Why You Need a Voice and Tone Guide. Plus, 2 Exercises to Create One

    … with your audience. Whether you’re writing social media posts, sales materials or 404 errors on your website, you need to think about the content type, your reader’s emotional state of mind, and how you want your customers to feel. If you don’t have a distinct voice and tone, or the tone you use is inappropriate for the message type, customers…

    Portent, Inc- 10 readers -
  • Improve Your Research by Improving Your Interview Skills

    … when anticipating someone else’s answer, but it’s important to slow down and not interject. According to our blog post How to Achieve Content Nirvana, “The goal of audience interviews is to get people to share their innermost thoughts, not tell you what you want to hear. Expect answers to be long and rambling—in fact, encourage this! It often…

    Portent, Inc- 18 readers -
  • Are Headline Analyzers Worth Your Time?

    …, not explained. Correlation is not causation.) I chose that cutoff because it is widely used in the social sciences. Results Headlines can make or break an article, blog post, or piece of evergreen content. If the headline doesn’t promise something interesting or somehow get readers’ attention, they won’t click through. Estimates of attention span…

    Portent, Inc- 19 readers -
  • Content Strategy as Competitive Advantage

    … ebook for “content teams of one” called Lean Content. Also, special thanks to distinguished Portent alum Misty Weaver, without whose love of pure Content Strategy and sustainable process I would surely have perished under a pile of overdue blog posts. The post Content Strategy as Competitive Advantage appeared first on Portent. …

    Portent, Incin Content- 18 readers -
  • Lean Content, the ebook, and I’m Tired

    … creation. It’s how I do blog posts, longform, papers, articles, product descriptions, and anything else that uses words. I talk about tools and techniques. The first chapter is a little philosophical and hand-wavy, but after that, it’s all meaty how-to. I like the process so much, I use it to write my ebooks. I probably couldn’t have done two in two…

    Ian Lurie/ Portent, Incin Content- 16 readers -
  • The Best Tools to Write Killer Blog Posts

    The longer I live in Seattle, the deeper my obsession with mountains and all the tools required to enjoy them becomes. One of the first tools I fell in love with when I started mountaineering was an ice axe. An ice axe probably doesn’t sound like something you could love. It’s certainly not warm and fuzzy, and it could definitely be used as a weapon.

    Portent, Inc- 16 readers -
  • How to Sell Content Strategy to Your Boss

    I know content strategy is important. You know content strategy is important. Who doesn’t know? The people who are going to pay you to develop and implement a content strategy, that’s who. To sell content strategy to your boss and organization, you’ll have to perfect the art of pitching projects with the intention of not only presenting your ideas and convincing your boss to s ...

    Portent, Inc- 19 readers -
  • How Do I Get the Right Help with Content? [Infographic]

    … Connected content is a network of content pieces built around one theme or topic. The kernel of this concept is writing an article and promoting it on social, but connected content goes beyond that. Types of content might include infographics, landing pages, articles, blog posts, social posts, ebooks, and so on. The purpose of connected content…

    Portent, Incin Content- 19 readers -
  • How to Achieve Content Nirvana

    I am going to let you in on a little secret no one in the content marketing industry wants you to know: The marketing part is easy. It’s the content part that’s hard. The central challenge of content marketing is getting people to engage with the content you publish or, to put it simply: The secret to success in content marketing is to create content people care about.

    Portent, Inc- 20 readers -
  • What Is the User Experience of Content?

    … you won’t make more, but you’ll also do more with that new content. What if you don’t have the time, budget, or resources for a content strategy? What if you just need to know how to make what you have work better for you? UX of Content at the Grocery Store When you go shopping at the grocery store, you probably look for specific things…

    Portent, Incin Content- 14 readers -
  • Principles of Content Promotion

    … Content-as-marketing isn’t new. The promotional tools, though… Those are new. We’ve never had as cool a toolset as we have now. It’s easy to get drunk on the possibilities. Sober up: Promote Lightly-Branded Content at Top of Funnel Lightly and non-branded content is a top-of-funnel vehicle. Don’t promote it to a high-intent, bottom-of-funnel…

    Ian Lurie/ Portent, Inc- 12 readers -
  • Working Content Meetings May Just Save Your Toes

    …. If it’s significant enough to warrant a team, go for it. Examples: Any project that requires a writer and a designer. You can get together and hammer out the finished product Any content that has many chapters or sections, like an ebook or longform piece A long script or presentation Multiple-blog-post projects A blog post plus social media…

    Ian Lurie/ Portent, Incin Content- 12 readers -
  • What “Lean” Really Means

    … create That’s it. Ponder if you like, but at some point, you have to lean. Of course, it’s grand for me to write about leaning. If you want to get a few tips, try these resources, for starters: Blatant self-promotion: How to Edit and Proofread Larry Kim’s presentation about content promotion (awesome) More self-promotion: 30 Little Things To Make Your Content Better But you need to do it. Start producing. Improve along the way. Lean. The post What “Lean” Really Means appeared first on Portent. …

    Ian Lurie/ Portent, Inc- 14 readers -
  • 30 Content Tips – Slide deck and links

    … Here’s the deck from my presentation, “30 things to make your content better:” 30+ little tips to improve your content from Ian Lurie Links and video coming shortly. The post 30 Content Tips – Slide deck and links appeared first on Portent. …

    Ian Lurie/ Portent, Incin Content- 4 readers -