Content Strategy Blog Posts

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Markdown Preview in Atom: Cool, huh? Content Strategy

20 Nov, 2017

How to Set Up & Use Atom as a Markdown Editor

By Ian Lurie

In my Mozcon presentation this year, I talked about Markdown. I’ve had a few people ask about my toolset, so here’s how I install and use Atom to write Markdown. Enjoy. Atom is fast becoming my new favorite text editor. It handles Markdown beautifully, is great for HTML, runs faster than stink, and has great… Read More

Portent placeholder logo Content Strategy

26 Oct, 2017

Turning Content into Business: ACP-LS Presentation

By Ian Lurie

Greetings, ACP-LS folks! Here’s my deck and links: Send me questions on Twitter. I love it! Me, on LinkedIn AnswerThePublic provides content ideas Atom.io is the best text editor ever Canva helps with graphics creation Grammarly is a decent quick proofreading tool Hemingway helps make your content more brief iStockPhoto provides stock images (if you… Read More

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Portent placeholder logo Content Strategy

4 Oct, 2017

Lean Content for B2B

By Ian Lurie

Here are the slides and links from my Marketing Profs B2B Summit talk today. I talked about content for teams of one, or just a few, or big teams that just don’t have enough resources. Ask me questions in the comments, or tweet me at @portentint. Links AnswerThePublic provides content ideas Atom.io is the best… Read More

Content-first SEO is about creating substance before visibility to win customers the right way Content Strategy

11 Sep, 2017

Content-First SEO

By Augustin Kendall

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… Read More

The best and most useful thing I've ever learned about ideation and brainstorming - Portent Content Strategy

30 Aug, 2017

The Single Best Thing I’ve Ever Heard About Ideation and Brainstorming

By Cate McGehee

Something my grad school professor said changed the way I’ve thought about brainstorming forever. Now it’s the best thing I can tell anyone else. There are dozens of ways you can get a room going and pan the gold from a group’s brainstorm. There are hundreds of blog posts out there that list techniques for… Read More

Why you need a voice and tone guide Portent Content Strategy

17 Aug, 2017

Why You Need a Voice and Tone Guide. Plus, 2 Exercises to Create One

By Katie McKenna

Imagine going to your doctor because you have a pain in your side and it won’t go away. You’re concerned because you don’t know what’s causing it. You wait eagerly for the doctor to come in because you know exactly the reassuring, pragmatic interaction you’re in for, and you expect them to be calm, direct,… Read More

Advice On How to Create Personas Content Strategy

8 Aug, 2017

How to Create Personas Your Team Will Actually Use

By Katie McKenna

When you’re in the thick of trying to create content to promote your brand, it can be easy to forget that actual human beings are going to use what you create. In marketing, we often call these human beings “users.” And we say things like, “We need to push users through the funnel with greater… Read More

Do you know your true content competitors? Content Strategy

1 Aug, 2017

Forget keyword rankings, focus on users: What dating apps and dancing contests teach us about competition

By Cate McGehee

The only companies that don’t have any competition are the ones selling something nobody wants. If you have a viable product or service, it’s just a matter of time before someone else starts offering it. And if you think it’s going to come down to whose product or service is better, think again. Core products… Read More

Content KPIs to measure ROI across the funnel - Portent Content Strategy

25 Jul, 2017

Your Guide to Choosing Content KPIs

By Cate McGehee

If your content team ever tells you that the impact of their work isn’t measurable, fire them. (And if you’ve ever told anyone that, read this blog before your client or boss does.) Sure, content marketing can be a long game. The ROI of content is often spread out over time and across the levels… Read More

Edited honeycomb highlights the user experience of content--useful, usable, findable, and credible. Content Strategy

20 Jul, 2017

What Is the User Experience of Content?

By Augustin Kendall

When people hear the words User Experience (UX), they usually think of visual design, front-end programming, or interface design. The User Experience Professionals Association defines UX as every aspect of a user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. What some people forget is that the… Read More

Content Strategy

16 Jul, 2017

Badger-driven content: Mozcon 2017

By Ian Lurie

The links, the deck, all that stuff: Badger-Style Content – Mozcon 2017 from Ian Lurie I welcome questions. Best way to ask is on Twitter. I’m @portentint. Or, fire away on Quora and ask me to answer. Ebooks! That are free! I wrote an ebook all about this! It’s called Lean Content. It lays out… Read More

How to Sell Content Strategy to Your Boss - Portent Content Strategy

15 Jul, 2017

How to Sell Content Strategy to Your Boss

By Portent Staff

I know content strategy is important. You know content strategy is important. Who doesn’t know? The people who are going to pay you to develop and implement a content strategy, that’s who. To sell content strategy to your boss and organization, you’ll have to perfect the art of pitching projects with the intention of not… Read More

Best Online Tools For Content Ideation Content Strategy

6 Jul, 2017

The Best Research Tools to Write Killer Content

By Katie McKenna

The longer I live in Seattle, the deeper my obsession with mountains and all the tools required to enjoy them becomes. One of the first tools I fell in love with when I started mountaineering was an ice axe. An ice axe probably doesn’t sound like something you could love. It’s certainly not warm and… Read More

Content Strategy

1 Jun, 2017

Improve Your Research by Improving Your Interview Skills

By Katie McKenna

Before I went to school for journalism, I wanted to be a therapist. My mom is a social worker and people told me I was a good listener, so it was easy to imagine myself nodding my head while a person sitting on a couch told me about their life. That plan ended when I… Read More

Are headline analyzers worth your time Content Strategy

25 May, 2017

Are Headline Analyzers Worth Your Time?

By Augustin Kendall

There’s a trend in the content world of using tools to help improve the value and quality of content (see Hemingway editor, Readability Test Tool, and Hubspot’s Blog Topic Generator). One category of tools is headline analyzers. They’re simple: put in your title, get a score, and tweak to improve the score. I use them… Read More

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