The Humungous Guide to Content Strategy

Ian Lurie Aug 23 2013

I went a little nuts here. I started writing a short ‘how-to’ post on content audits. Then it turned into a longer post on content strategy. Then it became a mini-infographic.

It ended up being a top-to-bottom guide on how we do content strategies at Portent. We put it into a custom format so it’s easier to read:

I look forward to your adulation/catcalls…

tags : contentcontent marketingcontent strategyconversation marketing


  1. Riza


    Wow. I thought it was an overstatement. And then I read the number of steps. It definitely suits its title. I would like to go through them in just one sitting, but I just can’t. But after reading a few steps from the guide, I find it really comprehensive.

    Thanks for the effort, Ian!

    This post of yours has been shared and “Kingged” on the IM social networking site,

  2. Josh


    I had to read it twice and take notes to be able to better understand your point. And I am glad I did it.

    Now I have something I can refer to when creating content for clients.

    I also have a question – say I am not an expert on the topic and the client who is an expert on the topic doesn’t want to write.

    Is there a way around that to create content that’s worth sharing? I can think of two things – research topics that would be of interest to his customers and do an interview with him on them and then transcribe the interviews and turn them into blog posts.

    Or just link current events with the topic of the site. Say my customer sells tires and Labor Day is approaching I can probably write a piece of content about Labor Day marking the end of the summer and the beginning of the autumn with rains and how important it is to have tires that are not worn out and give five tips how to tell if tires are ok for the upcoming rains and snow in the winter.

    Or a piece of content why they need winter tires instead of all-season tires and find stats that prove that cars with snow tires have less accidents?

    What’s you take on this?

    Also, would you bother creating content that’s worth sharing if customers who bought tires from you today will buy new tires in 5 years from now? Or would you create keyword-rich content just so you can attract the next customer who needs tires right now?

    • Hi Josh,

      If a client doesn’t want to write, we usually offer a few options: 1) We can interview them, as you suggest; 2) We can find another subject-matter expert and have them write something; or 3) We can find material the client already has, like manuals or comparative reports, and rewrite them in a customer-friendly manner.

      If rankings are the goal, we don’t really try to write to specific events that much, unless the client is a major, major brand. The chances that an article about snow tires written on Labor Day will have an SEO affect before December are pretty slim, unless Google’s already got you on their radar, big-time.

      Instead, I’d write about the statistics, as you put it. Then contact lots of insurance companies and risk management blogs, as well as auto magazines and sites.

      And yes, I’d create content for folks who bought today and will buy in 5 years, because there are always those customers, in a continuing stream, so where one customer is in the process doesn’t matter as much as the fact that there’s a steady pipeline.

  3. Sam


    Just a quick note, if you would like to remove duplicates, it’s also a standard option in Excel.

    In the ribbon at the top, go into “Data”, and you’ll see an option to “Remove Duplicates”, select the column, and it will magically remove them for you.

    Useful if you have a big ecommerce site that has multiple URL’s with one canonical URL, since screaming frog will give you a canonical value for each URL.

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