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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 sa...
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 labor...
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 cavor...
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
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
Badger-Style Content - Mozcon 2017
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Badger-Style Content - Mozcon 2017

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Content unicorns are great, but whether you're in a huge or tiny organization, you rarely get to create them. To hell with Unicorns. We need more content badgers. My deck from Mozcon 2017

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Badger-Style Content - Mozcon 2017

  1. Be a BADGER IAN LURIE @PORTENTINT
  2. THE CONTENT WE WANT
  3. THE BUDGET WE GET
  4. THE PACE WE WANT
  5. THE PACE WE GET
  6. Don’t be a unicorn
  7. BE A BADGERSort of. A honey badger isn’t a badger, per se. Just relax and go withit.
  8. Efficient Adapts Gets s—t done REQUIRES LOTS OF FOOD CAN’T SURVIVE W/O TOM CRUISE FROLICS
  9. Learns To thrive independently
  10. Badger got this
  11. StructureIs more important than planning Badger rule of content #1 When you’re on your own
  12. Content types
  13. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
  14. BrandinG Levels
  15. Lightly BRANDED: the solution “How to cook radishes”
  16. Moderately BRANDED: THE solution, OUR EXAMPLE “How to cook radishes using our radish cooker”
  17. HEAVILY BRANDED: BUY OUR PRODUCT “Our radish cooker rocks”
  18. IT’S ALL Content HEAVILY BRANDED Home pages
  19. IT’S ALL Content HEAVILY BRANDED Product pages
  20. IT’S ALL Content HEAVILY BRANDED Category pages
  21. Got a structure now Find ideas
  22. 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
  23. Badger gets angry
  24. YOU’RE DROWNING IN IDEAS. Choose ONE, ALREADY. Badger rule of content #2
  25. Answerthepublic.com
  26. Find popular threads “How to Install the Solr php Extension”
  27. Find popular threads
  28. Find popular SLIDES
  29. Find popular SLIDES
  30. Find popular SLIDES “How to use Hemingway"
  31. 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
  32. PULL Tweets OUT OF A post
  33. PULL Tweets OUT OF A post
  34. And yeah, a new idea is great
  35. got an idea time to get to work
  36. Got no resources get off me
  37. 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
  38. USE WHAT YOU HAVE. NOT WHAT YOU WISH YOU HAD Badger rule of content #3
  39. use plain text & markdown Badger rule of content #3a You don’t have a producer
  40. But… why?
  41. Text editors don’t crash
  42. Convert to word html pdf slides …
  43. Edit anywhere
  44. Can open in 20 years
  45. Generate beautiful html fast with markdown
  46. http://portent.co/mkdown-syntax Use Markdown
  47. H1 and H2 http://portent.co/mkdown-syntax Use Markdown
  48. link http://portent.co/mkdown-syntax Use Markdown
  49. list http://portent.co/mkdown-syntax Use Markdown
  50. image http://portent.co/mkdown-syntax Use Markdown
  51. MARKED 2 (OS X)
  52. Dillinger.io
  53. pandoc
  54. Use Markdown Html so good I weep with joy
  55. Use Markdown H1 & h2
  56. Use Markdown link
  57. Use Markdown list
  58. Use Markdown image
  59. Use Markdown Smart quotes!!!
  60. Text editor: Sublime Text viewer: Marked 2 converter: Pandoc http://portent.co/mkdown-install Use Markdown
  61. Use the right stock photos Badger rule of content #3B
  62. NO.
  63. NO.
  64. NO.
  65. NO.
  66. NO.
  67. NO.
  68. Try analogies crowd
  69. Try analogies crowd
  70. Try analogies crowd
  71. Or weird
  72. Make it your own why are you all staring at me!!????
  73. Have an image prep workflow Badger rule of content #3c
  74. Pexels Unsplash Istock Shutterfly … Source legally
  75. Save the original
  76. 2x for retina
  77. Compress 5.4 mb 661 kb
  78. Handle colors on your own Badger rule of content #3D
  79. Canva color palette generator
  80. Got my draft time to edit
  81. Editor busy bugger off
  82. Have your own EDITORIAL workflow Badger rule of content #4 You may not have an editor
  83. Hemingwayapp
  84. Read it backwards One paragraph at a time
  85. grammarly
  86. Read it backwards One sentence at a time
  87. Go have lunchRead it again
  88. Just publish Badger rule of content #5 You’ve got lots to do
  89. GOT MY CONTENT TIME TO GO LIVE
  90. Legal has to review it
  91. Engineering has to review it
  92. Branding has to review it
  93. MAKE IT EASIER go piggy back
  94. codify
  95. Content’s live time to relax
  96. You ain’t done stay at your desk
  97. Waste nothing Badger rule of content #6 Resources are limited
  98. Slides to post Badger rule of content #6A 50,000 omg!!!!
  99. Slides to post Badger rule of content #6A 1,500 pheh
  100. 1,200 ok
  101. Webinar to ebook Badger rule of content #6C 350 leads??!!!
  102. Want video want audio
  103. No time too expensive @#$!@ off
  104. Wistia soapbox
  105. There is always a way Badger rule of content #7
  106. BADGERS find ways to get $##! done
  107. BADGERS know their tools
  108. BADGERS DON’T ALTER THEIR ENVIRONMENT
  109. BADGERS know their constraints
  110. BADGERS ADAPT TO THEIR ENVIRONMENT
  111. NEVER STOP REFINING STREAMLINING ACCELERATING
  112. Someday you’ll have a bigger team It won’t matter
  113. Unless you can be a unicorn Always be yourself Then always be a unicorn
  114. Links: portent.co/badger-content Me: @portentint

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