CONTENT IS A PRODUCT Ian
Lurie @portentint ian@portent.com

CONTENT HAS VALUE HOW WE
KNOW IT’S A PRODUCT MAKING A MARKETABLE PRODUCT

portent.co/searchfest13 Yes, like this, no
‘m’.

CONTENT CONTENT CONTENT CONTENT CONTENT
CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT

SHIT MARKETERS SAY
ABOUT CONTENT

REACH OUT TO
INFLUENCERS

ENGAGE THE
AUDIENCE

ANALYZE TOPICAL
FUDDLEBUDGETS

FLOOR 13.5 SEKRIT SAUCE INNER
SPHERE PROFIT CONTENT ASTRAL PLANE LAND OF OOO

IT'S REALLY
COMPLICATED

LOOK HOW HARD
I'M WORKING!

CONTENT PROFIT

INNER SPHERE
CONTENT PROFIT

CONTENT IS A PRODUCT. NOT
A TACTIC.

CONTENT IS A PRODUCT. NOT
A TACTIC. IT IS THE CUSTOMER’S FIRST PURCHASE.

INVESTMENT OF TIME - RETURN
= PISS OFF

INVESTMENT OF TIME + RETURN
= INFLUENCE

COMMITMENT & CONSISTENCY I'VE BEEN
READING YOUR STUFF FOR AGES.

AUTHORITY YOU GUYS KNOW YOUR
STUFF.

LIKING AND DANG IT, I
LIKE YOUR STYLE

RECIPROCITY your blog has really
helped us out over the years.

30,000 pages
250+ sites

Revenue vs. Reading ease Page
speed Traffic Time on page Exit rate Bounce rate …

REVENUE CORRELATION
8,000 PAGES

REVENUE CORRELATION 8,000 PAGES AL
ITY NT QU CO NTE

REVENUE CORRELATION 8,000 PAGES RESPECTING
MY TIME

CONTENT IS A
PRODUCT.

WHAT MAKES
MARKETABLE
PRODUCTS?

it's
marketing's
fault

MARKETABLE PRODUCTS ARE MARKETABLE CONTENT
IS

VALUABLE
TRUSTWORTHY
MEMORABLE

VALUABLE

A COOL IDEA

THE IDEA CONVINCES ME TO
INVEST. MAKE IT GOOD.

TAKE YOUR IDEA JUST A
LITTLE SIDEWAYS.

portent.co/titlemaker

THAT LOOKS REALLY INTERESTING. IT
MIGHT BE WORTH MY TIME.

FIT EXISTING CATEGORIES

DENIAL - EXPLANATION = “YOU
SUCK”

ACCESS
+ EXPLANATION
= AUTHORITY

they're speaking' my
language.

CONSUMABLE

4-6 LINES/PARAGRAPH
10-15 WORDS/LINE

JUST USE THIS

GET TO THE POINT. PLEASE.

subsequent to after considering that
because trend higher grow the manner in which how in the event that if

REVENUE CORRELATION
8,000 PAGES

AH, I'M ABSORBING THIS. IT
MAKES SENSE. IT IS WORTH MY TIME!

SPECIALIZED

FEWER HUGE LISTS
UXMAG

MORE DEEP DIVES
ME

HUGE LISTS HIGH TRAFFIC LOW
VALUE NOT SCALABLE

DEEP DIVES TARGETED TRAFFIC HIGH
VALUE MORE SCALABLE

“I just need pageviews.”

INVESTMENT OF TIME - RETURN
= PISS OFF

GOALS 9 236

GOALS 9 236 23 LINKING
DOMAINS 59 TWEETS 129 201 LIKES 286 35

WHICH ONE’S EVERGREEN?

BUT… 5X THE TRAFFIC TO
THE MASSIVE LIST

TAKE THE LIST. WRITE ONE
DETAILED POST ABOUT EACH ITEM.

DEPTH = AUTHORITY DEPTH =
MORE TIME SPENT DEPTH = REAL VALUE

AWESOME. THIS TELLS ME EVERYTHING
I NEED TO KNOW.

INVESTING MY TIME REALLY PAID
OFF...

…if these guys are for
real.

TRUSTWORTHY

WIBBLEY-WOBBLEY,
TRUSTY-WUSTY STUFF.

PROMINENCE
+ INTERPRETATION
= TRUST

HOLY CRAP!!! + REALLY? =
TRUST

HOLY CRAP!!! + REALLY?...
=

HOLY CRAP!!!!
- REALLY?
=

THE GUTS

COMPRESS IMAGES.
PLEASE.

COMPRESS IMAGES.
PLEASE.
PRETTY PLEASE.

75kb

REVENUE CORRELATION 8,000 PAGES RESPECTING
MY TIME

IMPUTED VALUE

2:1

SPIT AND POLISH

I WAS DREADING ORDERING MY
MARK VI VIPER ONLINE. BUT THIS SITE IS SO SOLID, I FEEL BETTER NOW.

I'm gonna
remember
this.

…damn...

MEMORABLE
AJ KOHN

WHERE NOT WHAT

MAKE THE PLACE EASY TO
REMEMBER

VALUE
- LOCATION
= FAIL

VALUE
+ LOCATION
= WIN

AVOID.
BLOG WEB SITE

MAKE THE BLOG PART OF
YOUR SITE

“OH, YEAH, I SAW THAT
POST ON BLOG.SITE.COM/CATEGORY/ REALLY-LONG-KEYWORD- STUFFED-FILENAME.HTML”

“OH, YEAH, I SAW THAT
POST ON FOO.COM”

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i read that great article
on fertwanglers on willywonka.com...

CONTENT
PRODUCT

FANTASTIC CONTENT IS MEMORABLE, VALUABLE
AND TRUSTWORTHY.

CONTENT HAS VALUE HOW WE
KNOW IT’S A PRODUCT MAKING A MARKETABLE PRODUCT

THROW MONEY @PORTENTINT IAN@PORTENT.COM WWW.PORTENT.COM/BLOG
PORTENT.CO/searchfest13

THROW MONEY @PORTENTINT IAN@PORTENT.COM WWW.PORTENT.COM/BLOG
um. can i have my skull back now? PORTENT.CO/searchfest13