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The Role of World-Building in Digital Marketing, with Ian Lurie
Ian Lurie is a digital marketer with a twenty-five-year intolerance of trendy concepts and nonsense. Someone told him not to say bull3h!t, so he’s trying really hard not to.
Ian uses both sides of his brain as a content creator, search engine optimization nerd, and data addict. He speaks at conferences worldwide, including MozCon, SearchLove, Retail Global, and Learn Inbound. He writes everywhere. Seriously, do a search.
Ian founded Portent, a digital marketing agency, in 1995, and sold it to Clearlink in 2017. He’s now on his own, consulting for brands he loves and speaking at conferences that provide Diet Coke. He’s also trying to become a professional Dungeons & Dragons player, but it hasn’t panned out.
You can find him pedaling his bike up Seattle's ridiculous hills, or send him a note on Twitter (@ianlurie) or LinkedIn (https://www.linkedin.com/in/ianlurie/).
He has a TikTok profile, but his kids are embarrassed by it, so we’ll leave that out.
What you’ll learn about in this episode:
- How Ian started working in SEO in the 90s, and how he’s continuously adapted his skills and approach to its ever-changing nature
- Why great, high-quality content trumps quantity every time, and how that content needs to deliver unique value to ensure that you don't lose your place in SEO rankings as algorithms change
- What key tips and methods Ian recommends for getting external links, the north star of SEO efforts
- How and why he developed his "world-building" framework, which provides multiple paths for prospective buyers to follow and multiple options for interaction with your brand as they make buying decisions
- How Ian's hobby and interest in Dungeons & Dragons mirrors his feelings toward creating open choices that lead to the same destination
- Why identifying emerging marketing trends is especially challenging during the ongoing global pandemic, and how we should adjust how we talk about present issues
- Why the biggest adjustment marketers need to make is to clarify and strengthen their communication through every available channel
Additional resources:
- LinkedIn: www.linkedin.com/in/ianlurie/
- Twitter: @ianlurie
View all episodes
Ian Lurie is a digital marketer with a twenty-five-year intolerance of trendy concepts and nonsense. Someone told him not to say bull3h!t, so he’s trying really hard not to.
Ian uses both sides of his brain as a content creator, search engine optimization nerd, and data addict. He speaks at conferences worldwide, including MozCon, SearchLove, Retail Global, and Learn Inbound. He writes everywhere. Seriously, do a search.
Ian founded Portent, a digital marketing agency, in 1995, and sold it to Clearlink in 2017. He’s now on his own, consulting for brands he loves and speaking at conferences that provide Diet Coke. He’s also trying to become a professional Dungeons & Dragons player, but it hasn’t panned out.
You can find him pedaling his bike up Seattle's ridiculous hills, or send him a note on Twitter (@ianlurie) or LinkedIn (https://www.linkedin.com/in/ianlurie/).
He has a TikTok profile, but his kids are embarrassed by it, so we’ll leave that out.
What you’ll learn about in this episode:
- How Ian started working in SEO in the 90s, and how he’s continuously adapted his skills and approach to its ever-changing nature
- Why great, high-quality content trumps quantity every time, and how that content needs to deliver unique value to ensure that you don't lose your place in SEO rankings as algorithms change
- What key tips and methods Ian recommends for getting external links, the north star of SEO efforts
- How and why he developed his "world-building" framework, which provides multiple paths for prospective buyers to follow and multiple options for interaction with your brand as they make buying decisions
- How Ian's hobby and interest in Dungeons & Dragons mirrors his feelings toward creating open choices that lead to the same destination
- Why identifying emerging marketing trends is especially challenging during the ongoing global pandemic, and how we should adjust how we talk about present issues
- Why the biggest adjustment marketers need to make is to clarify and strengthen their communication through every available channel
Additional resources:
- LinkedIn: www.linkedin.com/in/ianlurie/
- Twitter: @ianlurie