Badger-driven content: Mozcon 2017

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 the template for badger-driven content. It’s free. Check it out here: Lean Content: The e-book.

Our newest, by Augustin Kendall: Plug-and-Play Content Strategy. Get the exercises and workbook for creating a content strategy that really, actually works. Check it out.

Editing Tools

You all probably know about Grammarly. If not, get it. It’s a great grammar and typo checker.

HemingwayApp is a great way to quickly check and simplify your writing. It’s far, far from perfect. Do NOT mechanically follow recommendations. But it will find sentences that are particularly difficult to read and flag them for you.


I like to use and Unsplash for cool images. I also use pay services like iStock. It’s your call, but services like this are a steal.

Caesium is a great Windows tool for image compression. On the Mac, stick to Preview, or head over to Photoshop.

Using Markdown

My guide installing Markdown tools. I use Sublime Text and Marked2, but any text editor works.

Here’s a great Markdown syntax guide.

You can learn Pandoc here. If you’re not a command line person, it can seem pretty intimidating at first. Once you learn it, though, it’s easy, and it kicks ass.


Wistia’s Soapbox is a fantastic screencast/headshot tool. Use it.

Random Stuff

Check out Answer The Public for idea mining.

Relevant Posts

How to do a content strategy describes how to do a basic content strategy and inventory for any size campaign.

Our Guide to Site Speed has a nice section on image compression.


Thanks Moz for inviting me to speak, and to all of you for stopping by!

Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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