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Be a BADGER
IAN LURIE
@PORTENTINT
THE
CONTENT
WE WANT
THE
BUDGET
WE GET
THE PACE WE WANT
THE PACE WE GET
Don’t be a
unicorn
BE A
BADGERSort of. A honey badger isn’t a badger, per se. Just relax and go withit.
Efficient
Adapts
Gets s—t done
REQUIRES LOTS OF FOOD
CAN’T SURVIVE W/O TOM CRUISE
FROLICS
Learns
To thrive
independently
Badger
got
this
StructureIs more important than planning
Badger rule of content #1
When you’re on your own
Content
types
?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS
BrandinG
Levels
Lightly BRANDED:
the solution
“How to cook radishes”
Moderately BRANDED:
THE solution, OUR EXAMPLE
“How to cook radishes
using our radish cooker”
HEAVILY BRANDED:
BUY OUR PRODUCT
“Our radish cooker rocks”
IT’S ALL Content
HEAVILY BRANDED
Home pages
IT’S ALL Content
HEAVILY BRANDED
Product pages
IT’S ALL Content
HEAVILY BRANDED
Category pages
Got a structure
now Find ideas
Brainstorming list
They were cooking broccoli. Then this happened…
The groom looked at broccoli 40 years later.
What he saw shocked him
Purple things are intelligent. So is broccoli
I used to eat broccoli. Then I read this…
How gazebo broccoli gardens can save the world
Broccoli is the miracle food
Peanuts go well with broccoli
Broccoli should not be in the book of grudges
How to cook broccoli
Broccoli florets
Broccoli, the song
Dr. Who and broccoli
Broccoli pens are the new rage
How broccoli can save your marriage
Badger
gets
angry
YOU’RE DROWNING
IN IDEAS. Choose
ONE, ALREADY.
Badger rule of content #2
Answerthepublic.com
Find popular
threads
“How to Install the Solr php Extension”
Find popular
threads
Find popular
SLIDES
Find popular
SLIDES
Find popular
SLIDES
“How to use Hemingway"
TRANSFORM THE SYNERGIESLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
The whitepaper transformation
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia
deserunt mollit anim id est laborum.
synergies
dolore eu fugiat nulla pariatur.
- Duis aute irure dolor in reprehenderit
- voluptate velit esse cillum dolore eu fugiat nulla pariatu
- Excepteur sint occaecat cupidatat non proident, sunt in
- culpa qui officia deserunt mollit anim id est laborum.
Blog post
BLOG POST
PULL POSTS OUT OF A
WHITEPAPER
PULL Tweets
OUT OF A post
PULL Tweets
OUT OF A post
And yeah, a new idea is great
got an idea time
to get to work
Got no
resources
get off me
OH WELL I GUESS WE CAN’T DO IT LET’S
WAIT UNTIL THE RESOURCES FREE
UP WE’LL CREATE THE BESTEST CONTENT EVER
WE SHALL cavort AMONGST THE CONTENT
USE WHAT YOU
HAVE. NOT WHAT
YOU WISH YOU HAD
Badger rule of content #3
use plain text
& markdown
Badger rule of content #3a
You don’t have a producer
But… why?
Text editors don’t crash
Convert to
word
html
pdf
slides
…
Edit anywhere
Can open in 20 years
Generate beautiful html
fast with markdown
http://portent.co/mkdown-syntax
Use Markdown
H1 and H2
http://portent.co/mkdown-syntax
Use Markdown
link
http://portent.co/mkdown-syntax
Use Markdown
list
http://portent.co/mkdown-syntax
Use Markdown
image
http://portent.co/mkdown-syntax
Use Markdown
MARKED 2 (OS X)
Dillinger.io
pandoc
Use Markdown
Html so
good I weep
with joy
Use Markdown
H1 & h2
Use Markdown
link
Use Markdown
list
Use Markdown
image
Use Markdown
Smart quotes!!!
Text editor: Sublime Text
viewer: Marked 2
converter: Pandoc
http://portent.co/mkdown-install
Use Markdown
Use the right
stock photos
Badger rule of content #3B
NO.
NO.
NO.
NO.
NO.
NO.
Try analogies
crowd
Try analogies
crowd
Try analogies
crowd
Or weird
Make it your own
why are you
all staring at
me!!????
Have an image
prep workflow
Badger rule of content #3c
Pexels
Unsplash
Istock
Shutterfly
…
Source legally
Save the original
2x for retina
Compress
5.4 mb 661 kb
Handle colors
on your own
Badger rule of content #3D
Canva color palette generator
Got my draft
time to edit
Editor busy
bugger off
Have your own
EDITORIAL
workflow
Badger rule of content #4
You may not have an editor
Hemingwayapp
Read it
backwards
One paragraph at a time
grammarly
Read it
backwards
One sentence at a time
Go have lunchRead it again
Just
publish
Badger rule of content #5
You’ve got lots to do
GOT MY CONTENT
TIME TO GO LIVE
Legal has to
review it
Engineering has
to review it
Branding has to
review it
MAKE IT EASIER
go piggy back
codify
Content’s live
time to relax
You ain’t done
stay at your desk
Waste
nothing
Badger rule of content #6
Resources are limited
Slides to post
Badger rule of content #6A 50,000 omg!!!!
Slides to post
Badger rule of content #6A 1,500 pheh
1,200 ok
Webinar to ebook
Badger rule of content #6C 350 leads??!!!
Want video
want audio
No time
too expensive
@#$!@ off
Wistia soapbox
There is
always a way
Badger rule of content #7
BADGERS
find ways to get
$##! done
BADGERS
know their
tools
BADGERS DON’T
ALTER THEIR
ENVIRONMENT
BADGERS
know their
constraints
BADGERS
ADAPT TO THEIR
ENVIRONMENT
NEVER STOP
REFINING
STREAMLINING
ACCELERATING
Someday you’ll have a bigger team
It won’t matter
Unless you can be a unicorn
Always be yourself
Then always be a unicorn
Links: portent.co/badger-content
Me: @portentint

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