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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

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

30 Useful Tips for Content

Ian Lurie //  26 May, 2016

30 Content Tips – Slide deck and links

Here’s the deck from my presentation, 30 Little Things To Make Your Content Better: And here’s the video: Links Grammarly: A great proofreading app Hemingway App: Computer-driven editing for more concise content Go learn HTML here Very rough pages showing my HTML examples. View source to see how I did it. Amazing stock photography that… Read More

Ian Lurie //  18 May, 2016

Amazon and Google SEO: My presentation

More coming (including links), but here’s the slide deck from today’s Resonate presentation: Amazon and Google: SEO Priorities from Ian Lurie The links These are some of the resources I mentioned in the presentation. If you don’t see one, let me know. Keyword and competitive analysis MerchantWords Amazon keyword search data AnswerThePublic Keyword and question… Read More

thebowlingball

Ian Lurie //  9 May, 2016

Pooping Bowling Balls and Other Content Truths

Sleep-deprived delirium plus an attempt to ponder copywriting & content produces lists like this: Coming up with a good title for a post: Sometimes it’s easy. Sometimes it’s like pooping a bowling ball. I have to write a lot of crap to write anything good. If you have neither the time nor the money for… Read More

breakups

Ian Lurie //  2 May, 2016

How to get your stuff back after you fire your agency

Someday, you’re going to fire your digital marketing agency. We’ll get boring. You’ll find a younger, sexier marketing agency. It’s not you. It’s us. When that happens, most agencies are pretty smart. They know a friendly exit shows integrity and builds reputation. So they provide an easy transition, delivering creative, PPC accounts and all the… Read More

the-woudagemaal-in-Lemmer-000032730474_Large

Ian Lurie //  27 Apr, 2016

The right (and wrong) content marketing question

When people ask me about content marketing, they always start with one question: “How many pieces of content will I need to…” followed by their business goal. 2,778 should do it. Give or take 500. I’m not being a smartass here (for once). I understand the question. Content creation feels expensive. It’s hard work. It’s… Read More

Marketing as worldbuilding shop.org Ian Lurie speaking Portent

Ian Lurie //  13 Apr, 2016

Marketers Are Not Storytellers

TL;DR: Storytelling isn’t what digital marketers do. The audience creates the stories. We build the maps they use. We’re worldbuilders. Storytelling is a great word, but a poor metaphor for what we, the marketers, do. Before you scroll down and start swearing at me in the comments: I love marketing storytelling. Storytelling is fantastic. It’s… Read More

The DM's Guide to Marketing

Ian Lurie //  30 Mar, 2016

The Dungeon Master’s Guide to Marketing

Note: If you don’t know what D&D (Dungeons and Dragons) is, you should probably leave. Avoid eye contact with this blog post. Step away slowly but do not run. Click the back button. For a DM (Dungeon Master—see the warning above), marketing’s a pretty good gig. You get to write. You get to do nerdy… Read More

featured

Ian Lurie //  28 Mar, 2016

14 Little Things to Make Your Content Better

Pssst: I did a webinar about this. Watch the recording here. Great content is all about a great idea. It’s also about the production quality. I can’t give much advice about video or audio, but I write a lot. These are my favorite little tweaks to improve content quality, reader happiness, and performance. All these… Read More

Your marketing toolbox - it's essential

Ian Lurie //  14 Mar, 2016

11 Must-Have Tech Skills For Every Digital Marketer

Digital marketing is a mish-mash of marketing knowledge and little snippets of nerdy know-how. It’s a mess. You need to nail both categories, and the one that I see most often jam up would-be marketers is the nerdy stuff. Without it, you can’t execute. There isn’t some exclusive “oh-look-at-me-I’m-a-digital marketer” club. If you can’t check… Read More

How to Set Your Marketing Budget

Ian Lurie //  20 Jan, 2016

How to: Set your marketing budget (backwards)

What’s an ideal marketing budget? ONE MILLION DOLLARS IN SMALL BILLS DROPPED ON MY DESK. Or not. Reality trashes marketing budgets. It throws all manner of misery at us: No customer acquisition data Bad customer acquisition data Wishful thinking by clients, bosses and boards When that happens, I like to work backwards, like this: Find… Read More

unlimited 10x content

Ian Lurie //  12 Jan, 2016

How to: Make 10x Content Achievable

For those who don’t know: 10x content, originally defined by Rand Fishkin, is content that’s 10x better than the current best item in a search result for a particular topic. The following may or may not be entirely true. But it’s realistic: I nearly killed a colleague for Hanukkah. We were eating lunch. I said… Read More

Content marketing without a network. Good luck with that.

Ian Lurie //  7 Jan, 2016

Need to Crush Content Promotion? Love Your Dealers

I talk about dealers in this post. When I had some friends edit it, they accused me of writing yet another Breaking Bad comparison post. Let me point out that there are many other kinds of dealer networks: Cars. Games. Chocolate. Bootlegged copies of Asia’s 1983 world tour. “Dealer” is just the right word for… Read More