Content creation is the bane of every marketer: Expectations are high, demands are unrealistic, and time and resources are scarce. But consistent, useful content is a marketing cornerstone. In this presentation, learn how you can make more of fewer resources and still create assets that support your marketing strategy.

1. Content creation for teeny tiny teams
Ian lurie
@ianlurie
cheep?

2. @ianlurie
Me
FORMER FOUNDER/CEO OF PORTENT
Nerd/programmer/writer/gamer
Love marketing, seo, cycling, dungeons & dragons

3. @ianlurie
Me
NOW A CONSULTANT
LIVING A GLAMOROUS
LIFE OF LEISURE
Director of
Content
Chief hairball
producer

4. @ianlurie
Nothing but love.

5. “interesting”

6. The Content Creator’s Dilemma

7. THE PACE WE WANT

8. THE PACE WE GET

9. THE
CONTENT
WE WANT
Bleeep

10. THE
BUDGET
WE GET

11. We can all go get
or…

12. Chip away
One problem at a time

13. calendar
X
ideas
X
production
X
Editorial
X
Approval
X

14. Problem 1: The content calendar

15. 11% of writers surveyed
said they stick to their
content calendar

21. Use
Calibri,
Please

22. Option 1

23. Option 2

24. When you’re on your own,
Structure is more
important than planning
Rule 1

25. Content
types

26. ?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS

29. ?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS

32. ?X PER WEEK
1X PER MONTH
1X PER QUARTER/SIX MONTHS

35. BrandinG
Levels

36. Lightly BRANDED:
the solution
“How to cook radishes”

37. Brand is irrelevant

38. Brand is irrelevant

39. Moderately BRANDED:
THE solution, OUR EXAMPLE
“How to cook radishes
using our radish cooker”

41. I can use this, with or without Linode
(but it’s easier to follow if I use Linode)

42. Interesting fact, based on our own brand

43. HEAVILY BRANDED:
BUY OUR PRODUCT
“Our radish cooker rocks”

46. Check the SERP
Commercial(Branded)
Informational
Mixed
Use Google to understand intent

47. Check the SERP
Commercial
Informational(lightly branded)
Mixed
Use Google to understand intent

48. Check the SERP
Commercial
Informational
Mixed (moderately branded)
Use Google to understand intent

49. Plan based on type/branding structure
Week 1 Week 2 Week 4 Month 3
Week 3

51. When possible,
Connect CONTENT
Rule 1B

52. Lightly branded…

53. …leads to moderately branded, and so on.

54. 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

55. calendar
X
ideas
production
editorial
Approval

56. 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

57. Problem 2: “ideation”

58. YOU’RE DROWNING
IN IDEAS. Choose
ONE, ALREADY.
Rule 2

60. Anywhere people ask questions

61. What do tire widths mean?
Lightly-branded

62. Which width is best?
Moderately-branded

63. Packaging question
Heavily-branded

64. Answerthepublic.com

65. Answerthepublic.co
m
Most people stop at the questions.
Look at the comparisons, too.

66. Anywhere people consume content

67. Findpopular
SLIDES
Anywhere people consume content

68. Findpopular
SLIDES

69. Findpopular
SLIDES
“How to use Hemingway"

70. TRANSFORM THE SYNERGIES
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.
Thewhitepaper 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
PULLIDEASFROM
AWHITEPAPER

71. PULLTweets
OUTOFApost

72. calendar
X
ideas
X
production
editorial
Approval

73. 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.

75. calendar
X
ideas
X
production
editorial
Approval

76. Problem 3: resources

77. USE WHAT
YOU HAVE.
Rule 3

79. use plain text
& markdown
You don’t have a producer
rule 3A

80. But… why?

81. Text editors don’t crash

82. Markdown is portable

83. Convert to
word
html
pdf
slides
…

84. Editanywhere

85. Can open in 20 years

86. Generate beautiful html fast

87. https://moz.com/blog/markdown
UseMarkdown

88. H1andH2
UseMarkdown

89. UseMarkdown
H1&h2

90. link
https://tinyurl.com/auamd883
UseMarkdown

91. UseMarkdown
link

92. Typora.io

93. editor: Typora.io
viewer: Marked 2
converter: Marked 2
go full nerd: https://tinyurl.com/3harsphp

94. Be graphics
independent
You don’t have a designer
rule 3B

95. Snagit for screen captures

96. AVOID STOCK PHOTOS

97. NO.

98. NO.

99. (BUT IF YOU MUST)…

100. Brandsafety:
Doanimagesearch

101. NO.
Doanimage
search

102. NO.
Doanimage
search

103. NO.
Doanimage
search

104. NO.
Doanimage
search

105. Tryanalogies
crowd

106. Makeapoint

107. Tryanalogies
crowd

108. Makeityourown
why are you
all staring at
me!!????

109. awesome

110. Have an image
prep workflow
rule 3C

111. Save the original

112. Compress
5.4 mb 661 kb

113. Usesquoosh

114. Handle colors
on your own
rule 3D

115. Canvacolorpalettegenerator

116. calendar
X
ideas
X
production
X
editorial
Approval

118. Capybara Kingdom
Petting Zoo Season Tickets Recipes
Events
Welcome to Capybara Kingdom! We’re the world’s first capybara
preserve and zoo.
Come take in the spectacle of the world’s largest rodents as they cavort
and frolic in our best imitation of their native habitat. We have a capybara
petting zoo, capybara events, capybara information and yes, weekly
capybara adoptions.
For more informations, lick here
All capybara, all the
time!!! Season passes
for only $50!!!!
10 things you didn’t
know about capybara
New therapy capybara
program launches
Seriously, if you want to learn about Capybara, try this link Escape rumors
completely false

119. calendar
X
ideas
X
production
X
editorial
Approval

120. Problem 4: editorial

121. Have your own
EDITORIAL
workflow
Rule 4
You may not have an editor

122. Read it
backwards
One paragraph at a time

123. Read it
backwards
One sentence at a time

124. Read it
backwards
One WORD at a time

125. grammarly

126. calendar
X
ideas
X
production
X
editorial
X
Approval

127. Good t0 go?...

128. Legal

129. Brand

130. Problem 5: approval

131. content
governance
rule 5
own

132. as sexy as…

133. identify policy makers

134. interview them

135. write it down

136. MAKE IT EASIER
go piggy back

137. calendar
X
ideas
X
production
X
editorial
X
Approval
X

138. Bonus round: Repurposing

139. Waste
nothing
rule 6
Resources are limited

140. Slides to post
Badger rule of content #6A 50,000omg!!!!

141. Slides to post
Badger rule of content #6A 1,500pheh

142. 1,200ok

143. Webinar to
ebook
Badger rule of content #6C 350leads??!!!

144. @ianlurie
Find turds with nuggets (and roll them up)

145. Nuggets!

146. site:bicycling.com “commuting”
Find related content

147. More nuggets!

148. Combine ‘em and redirect accordingly

149. Polished Video/audio
transcripts
Check out MOZ Whiteboard Friday for examples

150. cheep?

151. Bonus round: Content marketing

152. With
content
Rule 7
Promote content

154. Create posts that live on their own. Link to more.

155. Create posts that live on their own. Link to more.

156. Create posts that live on their own. Link to more.

157. You’re making more out of less

158. you always have a little
less than you want

159. Chip away
One problem at a time

160. Not glamorous

161. Effective

162. There is
always
a way
the big rule

163. @ianlurie
Tips Accepted
(Dogecoin only)
Slides & Links: https://tinyurl.com/y2fbyayd
Ian lurie
ian@ianlurie.com
@ianlurie