Content Strategy Blog Posts

  • Content-First SEO

    I’ve been finding myself saying, “You don’t rank for keywords, you rank for content,” a lot lately. Imagine this. You’re trying to turn a quaint town on the shore (East or West—pick your coast of choice) into a vacation destination. You’ve developed a brand for the location that you’re promoting in all the right travel magazines and websites. You have well-positioned billboards.

    Portent, Inc- 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?

    …, 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

    … easier, made me wonder what tools I could use to make my work life easier, which is why I re came up with a list of the best online tools to research blog topics. If you currently write for a blog, and don’t want to drive yourself crazy coming up with blog ideation here is a list of my favorite online research tools: 1. Quora In Content Strategy…

    Portent, Incin Social Paid Search Content- 16 readers -
  • How to Sell Content Strategy to Your Boss

    … the connection between the two. Use your skills as a storyteller to connect the dots for your audience and get your content strategy projects approved. The post How to Sell Content Strategy to Your Boss appeared first on Portent. …

    Portent, Incin Content How To's- 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

    … to the right person–a state I like to call Content Nirvana. Finding Your Audience: Research Creating content without knowing your audience is a surefire strategy for campaign failure. This is why audience research should always play a part in the process of developing new content and/or a content marketing strategy. It equips marketers, content creators…

    Portent, Incin Content How To's- 20 readers -