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10x CONTENT Adam Monago VP, Head of Digital Strategy @adammonago 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven What it is and why it matters Spark 2015 Marketing Summit Hosted by TrackMaven

10x Content: What It Is and Why It Matters

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Page 1: 10x Content: What It Is and Why It Matters

10x CONTENT

Adam Monago VP, Head of Digital Strategy @adammonago

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

What it is and why it matters Spark 2015 Marketing Summit Hosted by TrackMaven

Page 2: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

LET’S TALK ABOUT 10X CONTENT

Our Quest for “10x” Content

Qualities of 10x Content

Why It’s Important

6 Tips for Creating 10x Content

Things I’ve Learned

Page 3: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven3

But first, a story…

Page 4: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

TECHNOLOGY RADAR

Four quadrants:

• Techniques

• Platforms

• Tools

• Languages & Frameworks

Four rings:

• Adopt

• Trial

• Assess

• Hold (i.e. “run away”)

Latest trends summarized

4

Page 5: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

FROM REPORT TO ONLINE EXPERIENCE

5

Page 6: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

RADAR TRAFFIC ANALYSIS - LAST 6 MONTHS

6

4.5M Pageviews

Page 7: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

and why does it matter?

What is

10 CONTENT

Page 8: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

8

Page 9: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

8

Page 10: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

8

Page 11: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

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Page 12: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

8

99K Social Shares

Great Visual Appeal

Unique

Fast Load Time

Page 13: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

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Page 14: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

9

Page 15: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

9

Page 16: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

9

Page 17: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

9

High Quality

Utility

Comprehensive

Page 18: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHY IS IT IMPORTANT TO HAVE 10x CONTENT?

10

Page 19: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHY IS IT IMPORTANT TO HAVE 10x CONTENT?

10

User

Experience

Earning links

versus

link-building

Rise of

content

marketing

Our

expectations

have

increased

Interactive

technologies

are getting

better all

the time

Page 20: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

6 Tips for Creating 10x Content

Page 21: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 1 for Creating #10xContent

Do a competitive analysis

Page 22: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

COMPETITIVE ANALYSIS CHECKLIST

13

What is the UX like? How detailed/thorough

is each result?

Do the results provide any

new, unique information?

What is missing from each?

What is the quality of

writing in the articles?

What kind of visuals

are provided?

Page 23: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 2 for Creating #10xContent

Identify the unique value that you are going to provide to

readers and influencers

Page 24: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHICH FLIGHT WILL GET YOU THERE FASTEST?

15

Page 25: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 3 for Creating #10xContent

Recognize the investment of time by the reader and

accommodate them

Page 26: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

WHAT IS CODE?

17

Page 27: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 4 for Creating #10xContent

The mobile and social experiences for your content

need to be outstanding

Page 28: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

MAKING MEDICINE VS WAR ON DRUGS

19

Sources: Making Medicine by Genentech (http://making.gene.com/1/start/) and The War On Drugs Explained by Vox (http://www.vox.com/cards/war-on-drugs-marijuana-cocaine-heroin-meth)

Page 29: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

THE N-WORD

20

Source: The N-Word, The Washington Post(http://www.washingtonpost.com/wp-dre/features/the-n-word)

Page 30: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 5 for Creating #10xContent

Don’t try to create viral content

Page 31: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

BRAND VOICE AND TONE

22

Source: Finding Your Brand’s Voice by Distilled (https://www.distilled.net/tone-of-voice/)

Page 32: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

LIVING STYLE GUIDE

23Source: Voice and Tone by The Rocket Science Group (http://voiceandtone.com/)

Page 33: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

Tip 6 for Creating #10xContent

Properly staff your team

Page 34: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

CONTENT TEAM MODELS

25

Source: Anatomy of a Corporate Content Team (http://blog.hubspot.com/marketing/content-team-structure)

2. The New Media Content Model

1. The Traditional Newspaper Model

3. The Aggregation Model

4. The Agency Model

5. The Small Team Model

Page 35: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

CROSS FUNCTIONAL

26

DEVELOPERS

ANALYTICS

CONTENTSTRATEGIST

PRODUCTMANAGER

MARKETINGMANAGER

Page 36: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

6 TIPS FOR CREATING 10x CONTENT

27

Do a competitive analysis

1 2Identify the unique value

that you are going to provide to readers and influencers

3Recognize the investment of time by the reader and

accommodate them

4The mobile and social

experiences for your content need to be outstanding

5Don’t try to create

viral content

6Properly staff

your team

Page 37: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven28

Back to our story…

Page 38: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

RESEARCH AND DESIGN

29

Page 39: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

THE NEXT RADAR

30

Page 40: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

THE NEXT RADAR

30

Increased reader utility

Increased context and history

More pathways for exploration

Page 41: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

31

What I Learned

Page 42: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

RESEARCH DATA SET

13 Articles Analyzed (from Rand list as well as some of our favorites)

Data points collected:

32

Social engagement

Word counts and reading times (130/wpm)

Backlinks

Moz Rank

Google Page Rank and SERP

Page 43: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

4 THINGS I’VE LEARNED

33

10x content must be mobile first.1

Should add value to your brand.2Your content must do something unique and special for your brand, by way of doing something unique and special for customers.

Narrative matters. As much as visuals.3While there are a number of very popular articles that are completely visual, the ones that performed best had at least 800 words.

10x is an ongoing journey. Not a destination.4One of the trickiest aspects of 10x content is that you’re never done with it. Effectively you are planning on something that will be ‘evergreen’ and that means that it will need ongoing maintenance.

Page 44: 10x Content: What It Is and Why It Matters

10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven

THANK YOU

Adam Monago Head of Digital Strategy ThoughtWorks adammonago.com @adammonago

Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover

Passionate about #analytics, #martech, #seo, #contentstrategy and #design

Read the full 10x Content article here.