10x Content: What It Is and Why It Matters

1. 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

2. 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

3. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven 3 But ﬁrst, a story…

4. 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

5. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven FROM REPORT TO ONLINE EXPERIENCE 5

6. 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

7. 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

8. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven WHAT IS CODE? 8

12. 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

13. 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

17. 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

18. 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

19. 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

20. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven 6 Tips for Creating 10x Content

21. 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

22. 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?

23. 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

24. 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

25. 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

27. 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

28. 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)

29. 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)

30. 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

31. 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/)

32. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven LIVING STYLE GUIDE 23 Source: Voice and Tone by The Rocket Science Group (http://voiceandtone.com/)

33. 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

34. 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

35. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven CROSS FUNCTIONAL 26 DEVELOPERS ANALYTICS CONTENT STRATEGIST PRODUCT MANAGER MARKETING MANAGER

36. 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 2 Identify the unique value that you are going to provide to readers and inﬂuencers 3 Recognize the investment of time by the reader and accommodate them 4 The mobile and social experiences for your content need to be outstanding 5 Don’t try to create viral content 6 Properly staﬀ your team

37. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven 28 Back to our story…

38. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven RESEARCH AND DESIGN 29

39. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven THE NEXT RADAR 30

40. 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

41. 10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven 31 What I Learned

42. 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

43. 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.2 Your 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.3 While 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.4 One 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.

44. 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.