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Ian Lurie

Ian Lurie

Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.

Articles by Ian Lurie

Marketing as worldbuilding shop.org Ian Lurie speaking Portent

Ian Lurie //  27 Sep, 2016

Marketing as Worldbuilding: The Links

I know, I know. I piled on the tips and tools. It’s OK!!!! Here are the links, related content and slides from my Marketing Worldbuilding talk: 30 Tips For Better Content If you want a bunch of ideas for creating better places, check out this presentation and links Google Trends Compare trends around keywords. Figure… Read More

bearchill

Ian Lurie //  20 Sep, 2016

How to: Avoid Word Vector Hysteria & Trend Surfing Idiocy

Update: Word vectors are a legitimate thing!!!!! I’m not saying you should ignore them. I’m saying there’s plenty of ways to take word vectors into account in your SEO approach, without diving down into Python and natural language processing. I’m also saying that many industry experts (term used advisedly) are talking about this concept without… Read More

Astronauts and deodorant. A great content idea.

Ian Lurie //  19 Sep, 2016

Deodorant & Other Challenges: How I Get Content Ideas

How do you write mind-blowing content about deodorant? It’s easy. I’m going to walk you through how I research content ideas. This stream-of-consciousness process has never failed me: Start With Questions I always start with questions. If the audience is asking a question, and you have an answer, you can help. My favorite questions research… Read More

Tags you must know

Ian Lurie //  12 Sep, 2016

Four HTML Tags Every Digital Marketer Must Know

Earlier this year I wrote that any digital marketer must know how to write a blog post in HTML. I caught a little flak for that. I earned it. I should’ve been clearer: There are four HTML elements every digital marketer should know. If you know them, you can write a post using the code… Read More

markdown-featured

Ian Lurie //  7 Sep, 2016

Why I Use Markdown, & You Should Too

This is a continuation of my rant about lean content and time management. You might want to read those, too. I once had to convert a Word document to a web page. Once. After spending hours deleting mso-style blocks and cleaning up thousands of lines of crap, I swore (and swore, and swore) that I’d… Read More

google-died

Ian Lurie //  6 Sep, 2016

What I’ll Do When Google Dies

Like any nerd worth a damn, I like to plan for the zombie apocalypse. I know whose house I’ll go to (he has guns and edged weapons). I know what vehicles I’ll take (bicycles, duh). I know my weapon of choice (a shovel – perfect for the spearing brain smash). But I have a new… Read More

IMG_20160830_172054

Ian Lurie //  30 Aug, 2016

Content Rule #1: The Blank Sheet Of Paper Test

Nothing gets taken out of context more than web content. Except maybe innocent remarks by public figures. Search engines pull bits and pieces from your page. People cut-and-paste. Aggregators grab headlines. We all tend to ignore the lack of context and write like we always have: We assume readers will see all our stuff together.… Read More

Promote Wisely - Principles of Content Promotion

Ian Lurie //  18 Aug, 2016

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 audience. You’ll… Read More

Slack + Zapier Integrations

Ian Lurie //  5 Aug, 2016

Kick-Ass Slack + Zapier Integrations for Marketers

This post will be very hard to read on a small screen. I show screen caps of Zapier steps. Sorry about that. “I can’t keep track of it all.” I hear (and say) this a lot. Marketers get drowned in data, posts, notes, texts, images and video. The only way to survive the experience is… Read More

itsallcontent

Ian Lurie //  4 Aug, 2016

Making amazing content: The links

This is a steadily-growing list of links from my talk about amazing content tactics: The slides Creating Amazing Content from Ian Lurie Markdown-related Daring Fireball guide to Markdown Syntax Marked: An OS X desktop Markdown preview tool MarkdownPad: Windows Markdown preview and editing tool Dillinger.io: Web-based Markdown editing Editing/proofing HemingwayGrammarlyMy plague words list Images Imageoptim… Read More

The Working Content Meeting

Ian Lurie //  18 Jul, 2016

Working Content Meetings May Just Save Your Toes

An alternate title for this post: “How A Working Content Meeting Saved Me from Broken Toes and Smashed Fingers.” I used to throw a lot of temper tantrums at work. About ten years ago I kicked my desk so hard my foot started bleeding right through my shoe. I also punched a palm tree, and… Read More

In digital marketing, this is what "lean" really means

Ian Lurie //  7 Jul, 2016

What “Lean” Really Means

In cycling, to handle a turn at high speed, you lean. As you enter the turn, you push down on the outside pedal, and you lean slightly more than seems prudent. You complete the turn. Then you sprint out of the corner, leaving your competition behind. Marketers often equate “lean” with “lightweight” or “minimal.” It’s… Read More

High ROI, Low Revenue

Ian Lurie //  21 Jun, 2016

High ROI is Costing You Money

In marketing, high return on investment isn’t always a good thing. You can increase ROI by narrowing your audience: Focus on people you know will convert. Spend less and less per conversion. Voila. That’s expensive, flawed reasoning. It restricts access to your marketing world: Let’s do the math: 1,000 customers $100 revenue/customer $10 cost/sale $100,000… Read More

The wrong there their

Ian Lurie //  3 Jun, 2016

How to: Edit and Proofread

Editing and proofreading are a pain in the tuchus. I want to get someone else to read my work. But face it: Most of the time I’ve waited until the last minute. Everyone around me is busy. I have one hour to get this report/blog post/whatever out the door. Here’s my real-world editing routine, taught… Read More

blahblahblah

Ian Lurie //  2 Jun, 2016

Teach me something

This post is more than my usual rant. It’s going to make people squirm. Hell, it made me squirm, because we’re all guilty of my topic: Marketing content has become meaningless word puke. My dark epiphany I did some research today. I wanted to learn a new thing about marketing. So, I looked at ten… Read More

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