Jun 11, 2020

The Role Of World-Building In Digital Marketing

By: Polly Yakovich


This week's episode of A Brave New Podcast features Ian Lurie, a digital marketer with a twenty-five-year intolerance of trendy concepts and nonsense. 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. 

We talked about how and why Ian developed his powerful "world-building" framework, which provides multiple paths for prospective buyers to follow and multiple options for interaction with your brand as prospects make buying decisions. We also discussed 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. We covered some other nerdy technical stuff too.

Listen to the full episode!

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