Lean Content for B2B

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.


This is how I use Markdown and Git for a super-lean content creation workflow.

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 must)
Markdown syntax guide
Snagit is my favorite screen capture tool

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 Lynda.com, 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 www.ianlurie.com

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  1. “SEO Content” RAWRRRR – made me chuckle!
    Seriously though, I think you hit the nail on the head with how few writers actually stick to a calendar/schedule – 11%??
    I started as a writer back in the day, and the major skill I was able to bring was not literacy or being able to articulate in words, but the fact I was disciplined and stuck to a timetable made a huge difference.
    Aligning content with the business and strategy is essential, as is usability, but generating the creative juice to deliver is a major challenge, especially at scale.

    1. I find a lot of that is flexibility, too. That’s why I’m not a big fan of calendars so much as structure.
      Thanks Karl!

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