Everyone talks about 'content marketing.' Before you spend time on that, why not try marketing with the content you already have? Make your EXISTING content really good. Make your EXISTING content a great marketing tool. THEN go on and invest in a fancy campaign. This is from my ad:Tech presentation.

1. DON’T START CONTENT
MARKETING (YET)
IAN LURIE, CEO & FOUNDER
PORTENT, INC
@PORTENTINT
PORTENT.COM

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

3. How this will go:
A rant
3 steps
A few rants mixed in
All done

5. i r the googles.
hear me roarz.

6. IAN WTF!

7. CONTENT BRAND

8. yeah, because i've
never seen this
before.
CONTENT BRAND

9. nooooooooo
sorry, dude. you've
got content.

10. IF CONTENT IS SO TERRIBLE,
YOU’RE KINDA SCREWED.

11. YOU ALREADY HAVE CONTENT
IT’S ALL OVER YOUR PRODUCT

12. YOU ALREADY HAVE CONTENT
IT’S ALL OVER YOUR SITE

13. IF YOU’RE USING
CONTENT MARKETING,
WHY NOT START WITH THE
MARKETING CONTENT?

15. BY JOVE, THERE'S
CONTENT RIGHT
HERE

16. this is 100% pure!!!!

17. THE STREET VALUE.
MY GOD, MAN...

18. 1
PUT THE CONTENT W/ THE BRAND
‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT

21. CATEGORY PAGES
PRODUCT PAGES
ABOUT US
HOME
FAQ

22. 2
GO TO THE CUSTOMER
aka USE THEIR LANGUAGE

25. NOT AN ‘SEO TRICK’
WHAT must i do
to make you
believe me?

26. Right words
Wrong words
Revenue
revenue

29. OH GOD. NO.
See our red bridesmaid gowns because
they’re bridesmaid gowns that are red.
All bridesmaids like red gowns, don’t
they?

30. USED ‘RUNNING SHOES’
15 TIMES IN 45 WORDS

32. 3
ANSWER A QUESTION
aka DON’T BABBLE

39. LINK IDEAS
NOT KEYWORDS

43. DELIVER HIGH IMPUTED VALUE
aka MAKE IT CONSUMABLE

44. 4-6 LINES/PARAGRAPH
10-15 WORDS/LINE

46. WRITE FOR THE SCROLL, NOT THE FOLD

49. GOOD TYPOGRAPHY (IF YOU CAN)

50. CHECK YOUR #$!)@(#! WORK

53. MEASURE EVERYTHING

54. MEASURE READABILITY

57. MEASURE IMPACT

58. …OF TOPICS
$500,000.00
$100,000.00
Didn't write about knishes Wrote about knishes

59. …OF WRITERS
$500,000.00
$100,000.00
By George! By Frank.

60. …OF LAYOUTS
500000
100000
Pretty pictures Ugly nothing

61. MEASURE THROUGHPUT

62. YEAH, IT PAYS
aka TOLD YA

63. Organic Search Revenue, year over year
2013 2012
content campaign starts
May Dec

64. Organic Search Revenue, year over year
2013 2012
bigger growth
May Dec

65. Overall Revenue, 2011-2013
content campaign starts
woo-hoo!
Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13

66. Revenue Growth
(key months)
May-11 Nov-11 May-12 Nov-12

67. ROI? 10:1

68. IF YOU’RE DOING
CONTENT MARKETING,
WHY NOT START WITH THE
MARKETING CONTENT?

69. OK. NOW YOU CAN START CONTENT MARKETING.

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