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Ian Lurie

Ian Lurie

Ian Lurie is CEO and founder of Portent Inc. He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, 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

Ian Lurie //  17 Oct, 2016

Distance from Perfect: Digital Dealer Workshops

These are the slides and links from my presentation at Digital Dealer Workshops. Enjoy! Distance from Perfect: Marketing w/ the Human Algorithm – DDW from Ian Lurie A few tools Bing webmaster tools Google PageSpeed Insights Grammarly Proofreading Software Hemingway Editing Software Moz Keyword Explorer Screaming Frog SEO Spider A few factoids How Quality Score… Read More

Pubcon, baby!

Ian Lurie //  6 Oct, 2016

I’m Speaking At Pubcon: Where to Find Me

I’ll be at Pubcon next week, speaking my brains out. Here are my sessions: Speed Baby Speed Tuesday, October 11 11:25am-12:30pm I’d say more but this page loaded too fast. All about making your site faster. Not just Google Page Speed. I’m on a panel with Fili Wiese and Jenny Halasz, with Barry Adams moderating.… Read More

Isis the Cat

Ian Lurie //  4 Oct, 2016

My Cat’s Name is Isis

Yes, there’s a marketing lesson here. But when I tried to write “How Digital Marketing is Like Naming My Cat Isis” I almost punched myself in the throat. I have two cats, a dog, and a guinea pig. One of my cats, an insane, overweight Siamese, is named Isis. Yes. Isis. She was so named… Read More

Marketing as worldbuilding 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


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


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


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


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


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 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

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