Content Strategy Blog Posts

  • Talk Data to Me: Google Analytics Tips That Lead to Better Content Strategy

    …, or visits to a specific landing page. These goals should indicate actions you want your users to take when they visit your website and map back to your KPIs. If you want to learn more about what to track, read Ian Barrett’s blog post The Three Levels of Analytics Conversions You Need. Once you’ve set up your goals, you can look at the data to see…

    Portent, Inc- 14 readers -
  • How to Set Up & Use Atom as a Markdown Editor

    …, or writing some awful code, I like to see all the relevant files in one place. That way, I can quickly scan for related images, content, or scripts, without interrupting my flow. Atom lets me do just that: Atom Project Folders To view an entire folder: Click File >> Open Navigate to the folder you want to open Instead of clicking…

    Ian Lurie/ Portent, Inc- 7 readers -
  • Turning Content into Business: ACP-LS Presentation

    … favorite screen capture tool As a bonus – here’s a slide deck on a similar topic that I did at another conference, but with badgers instead of capybara: Badger-Style Content – Mozcon 2017 from Ian Lurie The post Turning Content into Business: ACP-LS Presentation appeared first on Portent. …

    Ian Lurie/ Portent, Inc- 13 readers -
  • Marketing Profs B2B Content Tips Deck: Coming Soon

    … I’m speaking at Marketing Profs B2B Summit tomorrow at 3:30. You’ll have to attend to see my nifty slide deck, or check back here at 4 tomorrow. Or miss a pile of content tips for small B2B teams. Your call. The post Marketing Profs B2B Content Tips Deck: Coming Soon appeared first on Portent. …

    Ian Lurie/ Portent, Inc- 18 readers -
  • Content-First SEO

    … the magazines, the travel websites, even good old AAA start to question whether to send any more traffic your way. Let’s transfer the idea from the metaphorical town to your real website. An important distinction: Content is not just a blog post or a product description. It’s not just the restaurant menu in our little town, but the roads…

    Portent, Incin SEO Content- 18 readers -
  • The Single Best Thing I’ve Ever Heard About Ideation and Brainstorming

    … a brainstorm, you might have to swallow your pride and suggest something as absurd as a mouse on a swing. If you want more than just a story and a single piece of advice, however, I recommend Portent’s newest ebook, Plug and Play Content Strategy. Author Augustin Kendall offers many exercises for ideation, vetting, and prioritization that will take you a lot farther than the end of your bell curve: The post The Single Best Thing I’ve Ever Heard About Ideation and Brainstorming appeared first on Portent. …

    Portent, Inc- 20 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- 19 readers -
  • How to Create Personas Your Team Will Actually Use

    … with the head of customer service? Review the support forums or frequently asked questions. If you want more depth on how to get the most out of an interview, check out my blog post, “Improve Your Research by Improving Your Interview Skills.” Run an empathy mapping exercise The point of a persona is to understand your customer, and the best way…

    Portent, Inc- 19 readers -
  • Your Guide to Choosing Content KPIs

    … messy doesn’t mean it’s not measurable. There are plenty of ways to assess the success of your content initiatives using simple, relevant, and effective Key Performance Indicators (KPIs). This blog post identifies fifteen of Portent’s favorite content KPIs, sorts them according to what goals they’re best at measuring, and tells you exactly how…

    Portent, Incin Social EMail Content- 20 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?

    … blah about a headline and want to kick around some new ideas on my own. I’ve been wondering if the recommendations that come out of these tools are worth following, though. So I decided to do a small study using Portent blog post titles as my subjects. What Are Headline Analyzers? Headline analyzers claim to help you create headlines that have more…

    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 -
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