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Lean Content: Marketing Profs B2B

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You're a team of one, or just a few. Your job is to create "content," whatever that means, but you don't have resources, access, or approval. What do you do?

This presentation provides tips for individuals and small teams of content creators. Tools, advice, and capybara all included.

Published in: Marketing

Lean Content: Marketing Profs B2B

  1. Lean Content Writing for One, When One’s All You Got Ian Lurie CEO, Portent EVP Marketing Services, Clearlink @portentint ian@portent.com
  2. Me: @portentint Sarcastic marketer since 1995 Dr. Who fan
  3. I just sold my company
  4. No
  5. Yes gods yes
  6. Me When you say “seo content”
  7. Me When you say “CONTENT = BLOG POSTS”
  8. The Content Creator’s Dilemma
  9. THE PACE WE WANT
  10. THE PACE WE GET
  11. THE CONTENT WE WANT
  12. THE BUDGET WE GET
  13. We can all go get or…
  14. Chip away One problem at a time
  15. calendarX ideasX productionX d’ohX ApprovalX
  16. Problem 1: The content calendar
  17. 11% of writers surveyed said they stick to their content calendar
  18. Option 1
  19. Option 2
  20. Option 3
  21. When you’re on your own, Structure is more important than planning Rule 1
  22. Content types
  23. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
  24. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
  25. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
  26. BrandinG Levels
  27. Lightly BRANDED: the solution “How to cook radishes”
  28. Brand is irrelevant
  29. Brand is irrelevant
  30. Moderately BRANDED: THE solution, OUR EXAMPLE “How to cook radishes using our radish cooker”
  31. I can use this, with or without Linode (but it’s easier to follow if I use Linode)
  32. Interesting fact, based on our own brand
  33. HEAVILY BRANDED: BUY OUR PRODUCT “Our radish cooker rocks”
  34. Plan based on type/branding structure Week 1 Week 2 Week 4 Month 3Week 3
  35. When possible, Connect CONTENT Rule 1B
  36. Lightly branded…
  37. …leads to moderately branded, and so on.
  38. How Fiverr will end civilization Artificial intelligence and grammar: Not their yet The Foo, Inc. editor directory We’re the best content provider Hiring a great content provider Week 1 Month 3
  39. structureX
  40. 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
  41. cough
  42. Problem 2: “ideation”
  43. YOU’RE DROWNING IN IDEAS. Choose ONE, ALREADY. Rule 2
  44. Answerthepublic.com
  45. Answerthepublic.com Most people stop at the questions. Look at the comparisons, too.
  46. Find popular threads “How to Install the Solr php Extension”
  47. Find popular SLIDES
  48. Find popular SLIDES
  49. Find popular SLIDES “How to use Hemingway"
  50. Find popular SLIDES “Sharepoint CSS Classes”
  51. 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 SLIDE DECK PULL IDEAS FROM A WHITEPAPER
  52. PULL Tweets OUT OF A post
  53. calendarX ideasX
  54. it’s all written. I’m just waiting for a designer. design’s done. I’m waiting for a proofreader. Code’s done. I need a writer.
  55. Problem 3: resources
  56. USE WHAT YOU HAVE. NOT WHAT YOU WISH YOU HAD Rule 3
  57. use plain text & markdown You don’t have a producer rule 3A
  58. But… why?
  59. Text editors don’t crash
  60. Markdown is portable
  61. Convert to word html pdf slides …
  62. Edit anywhere
  63. Can open in 20 years
  64. Generate beautiful html fast
  65. http://portent.co/mkdown-syntax Use Markdown
  66. H1 and H2 http://portent.co/mkdown-syntax Use Markdown
  67. Use Markdown H1 & h2
  68. link http://portent.co/mkdown-syntax Use Markdown
  69. Use Markdown link
  70. list http://portent.co/mkdown-syntax Use Markdown
  71. Use Markdown list
  72. image http://portent.co/mkdown-syntax Use Markdown
  73. Use Markdown image
  74. Use Markdown Smart quotes!!!
  75. Text editor: ATOM.IO viewer: Marked 2 converter: Marked 2 http://portent.co/mkdown-install Use Markdown
  76. Be graphics independent You don’t have a designer rule 3B
  77. AVOID STOCK PHOTOS
  78. Canva for graphs and charts
  79. Snagit for screen captures
  80. (BUT IF YOU MUST)…
  81. NO.
  82. NO.
  83. Brand safety: Do an image search
  84. NO. Do an image search
  85. NO. Do an image search
  86. NO. Do an image search
  87. NO. Do an image search
  88. Try analogies crowd
  89. Makes a point
  90. Try analogies crowd
  91. Try analogies crowd
  92. Make it your own why are you all staring at me!!????
  93. Or awesome
  94. Pexels Unsplash Istock Shutterfly … Source legally
  95. Have an image prep workflow rule 3C
  96. Save the original
  97. 2x for retina
  98. Compress 5.4 mb 661 kb
  99. JPG: 60KB PNG: 8KB Use PNG for line art/few colors
  100. PNG: 4mb JPG: 360kb Use JPG for photographs 4 seconds .6 seconds
  101. Handle colors on your own rule 3D
  102. Canva color palette generator
  103. calendarX ideasX productionX
  104. CREDIT: ZEKE MILLER, TIME REPORTER
  105. Problem 4: editorial
  106. Have your own EDITORIAL workflow Rule 4 You may not have an editor
  107. Read it backwards One paragraph at a time
  108. Read it backwards One sentence at a time
  109. Read it backwards One WORD at a time
  110. please just end my misery
  111. Hemingwayapp
  112. grammarly
  113. calendarX ideasX productionX d’ohX
  114. Good t0 go?...
  115. Legal
  116. Brand
  117. Problem 5: approval
  118. content governance rule 5 own
  119. as sexy as…
  120. identify policy makers
  121. interview them
  122. write it down
  123. MAKE IT EASIER go piggy back
  124. calendarX ideasX productionX d’ohX ApprovalX
  125. Bonus round: Repurposing
  126. Waste nothing rule 6 Resources are limited
  127. Slides to post Badger rule of content #6A 50,000 omg!!!!
  128. Slides to post Badger rule of content #6A 1,500 pheh
  129. 1,200 ok
  130. Webinar to ebook Badger rule of content #6C 350 leads??!!!
  131. Turn e-mails to blog posts @crestodina
  132. Rollups @seo_theory
  133. Rollups @seo_theory
  134. Polished Video transcripts
  135. cheep?
  136. Bonus round: Content marketing
  137. With content Bonus round Promote content
  138. Create posts that live on their own. Link to more.
  139. Create posts that live on their own. Link to more.
  140. Create posts that live on their own. Link to more.
  141. +22 visits. Meh. +1 link. Yeah!
  142. target your followers especially on Facebook
  143. yes, facebook is for b2b
  144. you always have a little less than you want
  145. There is always a way the big rule
  146. Chip away One problem at a time
  147. Not glamorous
  148. Effective
  149. Ask me anything at the Post-Presentation Huddle! Ian Lurie ian@portent.com @portentint Slides and links: portent.co/mpb2b-content

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