My content presentation from SearchFest 2013. Brains, bizarre titles and assorted weirdness abound.

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

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

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

4. CONTENT
CONTENT
CONTENT
CONTENT CONTENT
CONTENT CONTENT
CONTENT
CONTENT
CONTENT CONTENT
CONTENT
CONTENT

5. SHIT MARKETERS SAY
ABOUT CONTENT

6. REACH OUT TO
INFLUENCERS

7. ENGAGE THE
AUDIENCE

8. ANALYZE TOPICAL
FUDDLEBUDGETS

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

10. IT'S REALLY
COMPLICATED

11. LOOK HOW HARD
I'M WORKING!

12. CONTENT PROFIT

13. INNER SPHERE
CONTENT PROFIT

15. CONTENT IS A PRODUCT.
NOT A TACTIC.

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

17. INVESTMENT OF TIME
- RETURN
= PISS OFF

18. INVESTMENT OF TIME
+ RETURN
= INFLUENCE

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

21. AUTHORITY
YOU GUYS KNOW YOUR
STUFF.

22. LIKING
AND DANG IT, I LIKE
YOUR STYLE

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

24. 30,000 pages
250+ sites

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

26. REVENUE CORRELATION
8,000 PAGES

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

28. REVENUE CORRELATION
8,000 PAGES
RESPECTING
MY TIME

29. CONTENT IS A
PRODUCT.

30. WHAT MAKES
MARKETABLE
PRODUCTS?

31. it's
marketing's
fault

32. MARKETABLE PRODUCTS ARE
MARKETABLE CONTENT IS

33. VALUABLE
TRUSTWORTHY
MEMORABLE

34. VALUABLE

35. A COOL IDEA

36. THE IDEA CONVINCES ME TO
INVEST. MAKE IT GOOD.

37. TAKE YOUR IDEA JUST A
LITTLE SIDEWAYS.

38. portent.co/titlemaker

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

45. FIT EXISTING CATEGORIES

47. DENIAL
- EXPLANATION
= “YOU SUCK”

48. ACCESS
+ EXPLANATION
= AUTHORITY

49. they're speaking' my
language.

50. CONSUMABLE

51. 4-6 LINES/PARAGRAPH
10-15 WORDS/LINE

52. JUST USE THIS

53. GET TO THE POINT. PLEASE.

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

59. REVENUE CORRELATION
8,000 PAGES

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

61. SPECIALIZED

64. FEWER HUGE LISTS
UXMAG

65. MORE DEEP DIVES
ME

66. HUGE LISTS
HIGH TRAFFIC
LOW VALUE
NOT SCALABLE

67. DEEP DIVES
TARGETED TRAFFIC
HIGH VALUE
MORE SCALABLE

68. “I just need pageviews.”

69. INVESTMENT OF TIME
- RETURN
= PISS OFF

70. GOALS 9 236

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

72. WHICH ONE’S EVERGREEN?

73. BUT…
5X THE TRAFFIC TO THE
MASSIVE LIST

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

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

76. AWESOME. THIS TELLS ME
EVERYTHING I NEED TO
KNOW.

77. INVESTING MY TIME
REALLY PAID OFF...

78. …if these guys are for
real.

79. TRUSTWORTHY

80. WIBBLEY-WOBBLEY,
TRUSTY-WUSTY STUFF.

81. PROMINENCE
+ INTERPRETATION
= TRUST

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

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

84. HOLY CRAP!!!!
- REALLY?
=

85. THE GUTS

86. COMPRESS IMAGES.
PLEASE.

87. COMPRESS IMAGES.
PLEASE.
PRETTY PLEASE.

88. 75kb

91. REVENUE CORRELATION
8,000 PAGES
RESPECTING
MY TIME

92. IMPUTED VALUE

93. 2:1

94. SPIT AND POLISH

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

98. I'm gonna
remember
this.

100. …damn...

101. MEMORABLE
AJ KOHN

102. WHERE NOT WHAT

103. MAKE THE PLACE
EASY TO REMEMBER

104. VALUE
- LOCATION
= FAIL

105. VALUE
+ LOCATION
= WIN

108. AVOID.
BLOG WEB SITE

109. MAKE THE BLOG PART
OF YOUR SITE

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

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

112. HERE
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NO

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ut purus. Suspendisse tristique. Cras et sem at odio porttitor mattis.
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A blog article title
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115. Greatest product page EVAR
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116. EASILY SHARED

119. ‘FLOATS’

120. Greatest post EVAR
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Suspendisse potenti. Donec faucibus. Nunc placerat
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ut laoreet porttitor, massa nulla ultricies sem, ut blandit
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I GOTTA READ FIRST?

121. Greatest post EVAR
I GOTTA SCROLL
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BACK UP?
tortor. Donec lectus turpis, tempor id, cursus vitae,
eleifend in, risus. Aenean turpis. Mauris ultricies quam
malesuada ligula. Vivamus neque. Maecenas arcu
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mi. In hac habitasse platea dictumst. Duis lacus est,
consequat ac, mollis eu, posuere vitae, velit. Proin
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nibh. Ut ligula. Class aptent taciti sociosqu ad litora
torquent per conubia nostra, per inceptos himenaeos.
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justo et dolor lobortis aliquet. Vestibulum suscipit, nunc
ut laoreet porttitor, massa nulla ultricies sem, ut blandit
dolor justo ut lorem. Maecenas at augue eget ante
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eleifend. Vestibulum interdum. Mauris pellentesque.
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in lectus.

122. NO.
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tortor. Donec lectus turpis, tempor id, cursus vitae,
eleifend in, risus. Aenean turpis. Mauris ultricies quam
malesuada ligula. Vivamus neque. Maecenas arcu
lacus, bibendum in, pretium ut, imperdiet a, augue.
Vivamus lorem velit, placerat non, porta sit amet,
iaculis nec, est. Proin scelerisque lectus quis lectus.
Integer felis. Duis sagittis auctor eros. Vivamus porta
lacus id pede. Nulla scelerisque lorem ut quam.
Cras lectus. Sed imperdiet placerat est. Etiam
accumsan felis eget ligula. Proin auctor, nibh sed
volutpat pellentesque, tortor lectus condimentum felis,
sit amet accumsan leo dui ut ligula. Pellentesque
convallis. Duis dapibus neque sed lorem. Duis varius
mauris vel augue. Aliquam a massa. Fusce dapibus
mi. In hac habitasse platea dictumst. Duis lacus est,
consequat ac, mollis eu, posuere vitae, velit. Proin
faucibus lectus congue lacus. Phasellus auctor semper
nibh. Ut ligula. Class aptent taciti sociosqu ad litora
torquent per conubia nostra, per inceptos himenaeos.
Suspendisse potenti. Donec faucibus. Nunc placerat
justo et dolor lobortis aliquet. Vestibulum suscipit, nunc
ut laoreet porttitor, massa nulla ultricies sem, ut blandit
dolor justo ut lorem. Maecenas at augue eget ante
consectetuer tempor. Duis at magna id pede
vestibulum accumsan. Suspendisse at massa. Proin
eleifend. Vestibulum interdum. Mauris pellentesque.
Vivamus mollis viverra elit. Aliquam vulputate nisl
dapibus elit. Ut ut dui ut libero sagittis malesuada. Sed
in lectus.

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

124. CONTENT
PRODUCT

125. FANTASTIC CONTENT IS
MEMORABLE, VALUABLE
AND TRUSTWORTHY.

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

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

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