The Portent Blog

Ideas Strategy Copywriting

16 Sep, 2014

Create Valuable Marketing Campaigns: Start with Strategy, Build with Imagination

By Meegan Kauffman

So you have all these great ideas for your business marketing: an app that will take over the world, an e-book that will change the industry as we know it, a banner ad people will actually click on. Ideas and passion are fuel for successful campaigns, but you also need the structure that strategy provides… Read More

coverimage20copy Copywriting

15 Aug, 2014

20 Copywriting Disasters: Webinar Slides, Video

By Ian Lurie

Last week I talked about the 20 biggest copywriting disasters I’ve suffered, and how to avoid them. Well, I never actually experienced some of the disasters I talked about — they were so over the top I don’t see how they even happened — but most of them come from painful, personal experience. Here are… Read More

meeganblog Copywriting

14 Aug, 2014

Blog Strategy: Think Inside the TV

By Meegan Kauffman

I have a confession: I love TV. When I was a dirty-kneed seven-year-old sitting on our brown carpet, I watched the A-Team and MacGyver and Quantum Leap. I loved the consistency of these shows, how I already had an idea what the premise was going into it, and I loved to be surprised by the… Read More

Forms-of-Content-Illustration Copywriting

12 Sep, 2013

Content Actually is All Around (Not Just on Your Blog)

By Isla McKetta

Yes, blogging is fun. Anyone who enjoys long-form writing can have a field day extolling the virtues of a product or (even better) building authority with significant posts that address the needs of your audience. But if you think your content only lives on your blog, you’re missing something. I can think of seven other… Read More

Katie is friendly Copywriting

8 Aug, 2013

Portent’s Kitten Moodinator: When Content Isn’t Words

By Katie L Fetting

For a highly visual medium, the Internet has been slow to attract marketers with a graphic bent.  Perhaps due to proliferation of search engine optimization, or web browsers originating as text-based applications, many of us have focused on the word, not the image, video, or application. But words aren’t attracting the attention they used to. … Read More

Open your Mind written on a classic "Open" restaurant sign Copywriting

22 Jul, 2013

7.5 Tips for Becoming a Brainstorming Genius

By Katie L Fetting

The World Wide Web has robbed the world of mystery.  Its epic reach into the far corners of the collective conscious has placed long odds against unleashing amazing new information – and with every blog post and product description, these odds get longer.  As a result, it is imperative to creatively impart information to differentiate… Read More

copywriter-thinking Copywriting

24 Jun, 2013

Why You Should Add “Building a Lexicon” to Your Copywriting Toolkit

By Isla McKetta

A couple of months ago, Kane Jamison asked me to present at Content Harmony’s first ever content meet up. I was excited, but wondered what I had to say that would actually help other copywriters. And then I realized that my MFA in creative writing means I bring a different set of tools to the… Read More

Woman under attack from Zombies Copywriting

11 Jun, 2013

3 Ways to Keep Content Zombies from Eating Your Brains

By Portent Staff

The undead are white hot these days. From the “Walking Dead” to “World War Z,” zombies have hit the mainstream—they’re everywhere. Some talk about a Zombie Apocalypse as if it’s a forgone conclusion. A friend recently told me he’s shopping for a new vehicle, and it needs to be a four-wheel drive SUV so he… Read More

Illustration of woman at computer Copywriting

24 Apr, 2013

How to Blog: Humanizing Your Brand

By Isla McKetta

So you’ve realized the benefits of having a kick-ass blog. Now what are you going to say on that blog? You could go the route of taking all that carefully-prepared corporate branding, and using your blog to put out press releases about things that you want your customers to care about (but really only matter… Read More

Cover of The Inbound Marketing Manifesto Copywriting

19 Mar, 2013

The Inbound Marketing Manifesto

By Rebecca Bridge

Content strategists of the world unite! Have you heard? Content marketing is the future. I hear you saying to yourself, “But you’re an inbound marketer, Rebecca, isn’t that statement just a tad self-serving?” It’s not just me. Look at the spike in interest over the past two years: This is a conversation that’s being had… Read More

Screencap of Content Idea Generator Copywriting

26 Feb, 2013

The Secret Backstory of Portent’s Content Idea Generator

By Isla McKetta

”There are no new ideas. There are only new ways of making them felt.” – Audre Lorde At SearchFest on Friday, Ian Lurie debuted a fantastic new tool, the Content Idea Generator. I could tell you about how amazing the tool is and how influencers like Jonathon Colman shared it all over social media: How… Read More

Drawn version of Tom Cruise in Top Gun Copywriting

14 Feb, 2013

Why Tom Cruise Should Be Your Content Strategist [Infographic]

By Katie L Fetting

When he’s not streaking through the Danger Zone on an Impossible Mission, the world’s biggest movie star (yes, still arguably) veers Far and Away from his core competency, occasionally taking a mega-risk with his Eyes Wide Shut. Corniness of that opening sentence aside, Tom Cruise makes for a compelling model of how to run a… Read More

Copywriting

7 Jan, 2013

Be a Freaking Video Hero, Sans Camera

By Portent Staff

Marketing departments are endlessly busy. Each one has different internal and external expectations about what they can (and should) accomplish. I mean, everybody’s a marketing whiz who watches the Super Bowl, right? If only it were that easy. Marketing departments are regularly expected to accomplish a wide range of goals. Ingeniously. Inexpensively. Instantaneously. Consequently, when… Read More

content meetup fruit plate Copywriting

14 Dec, 2012

Sneak Peek: How Content Strategy Will Save the World

By Isla McKetta

Last night, when most of Seattle was at a holiday party or stuck in traffic on the way to a party, a group of intrepid souls filled the Portent presentation room to discuss using content strategy to save the world. The event, Content Strategy Forum 2012 Redux: Out of Africa, was part of an ongoing… Read More

Creative-Content-Editing Copywriting

13 Nov, 2012

Editing for Creativity: How to Enhance the Writer’s Voice

By Isla McKetta

In a world of endless content, innovative copywriting is a great way to catch and keep the attention of the customer. While a creative approach will often draw a bigger audience than simply following best practices, it can be tempting for an editor to change the writer’s style to fit an assumption about what sells.… Read More

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