I used this slide deck for my presentation on 10X Content Marketing at Supernova Kaunas Creative Innovation Festival in 2018. It does not include all the details of my speech so feel free to contact me if you have any further questions on the subject.

1. How to think, plan
and execute content
marketing for
success
R O B E R T W E L L E R / @ T O U S H E N N E

2. You can always do more
than you think you can.
– John Wooden

3. PEOPLE OFTEN ASK ME, HOW I
MANAGE TO DO SO MANY THINGS …
● Content Strategy Coach ( / )
● Speaker & Lecturer
● Book Writer (Content Design, Blog Boosting)
● Blogger (toushenne.de) & Guest Author
● Runner & CrossFit Rookie
● Husband
R O B E R T W E L L E R / @ T O U S H E N N E

5. We don’t need more content.
We need better content.
– Ann Handley

10. Less is More. Better. Different.
10X Content
Bullshit Content

11. Image what it would be like to 10X your …
TRAFFIC PER DAY CONVERSIONS PER MONTH COMMUNITY PER YEAR

12. GROWTH POTENTIALS
10X Standards
10X Workflows
10X Mindset
1
2
3

13. 10X CONTENT CHARACTERISTICS
Unique voice
Rich in multimedia
Visually appealing
Emotionally appealing
Actionable
Up to date
Performant
Original

14. 10X CONTENT CHARACTERISTICS
Significantly better than everything else. Everytime.
Unique voice
Rich in multimedia
Visually appealing
Emotionally appealing
Actionable
Up to date
Performant
Original

15. The goal is to make your competition
look like they didn’t even try!
– Garrett Moon

21. The most important
characteristic?

22. VISUAL DESIGN!

23. You never get a second chance
to make a first impression!
– Will Rogers

24. NOT ONLY ONLINE …

26. Bullshit 10X Content

28. GROWTH POTENTIALS
10X Standards1

29. FROM CHARACTERISTICS TO STANDARDS
❏ Language and tone of voice fits
market and brand
❏ Well-researched (own data) and
based on relevant keywords
❏ Well-structured and UX-optimized
❏ Includes at least one shareable
image and video
❏ Arouses emotions
❏ Encourages the user to take action

33. HOW TO BUILD YOUR STANDARDS
A B C
If you already have
content:
Derive standards
from analysing what
works and what
doesn’t.
If you don’t have
content yet:
Why do you want to
create content? How
can content help
achieve your goals?
Either way:
Analyse best ranking
content and derive
standards from what
they have and what
they’re missing.

34. GROWTH POTENTIALS
10X Workflows2

35. PERFORMANCE MEASUREMENT
Distribution Consumption Engagement
Sales Impact CostsRetention
Marketing
Impact
Production

36. PERFORMANCE MEASUREMENT
Distribution Consumption Engagement
Sales Impact CostsRetention
Marketing
Impact
Production

37. PERFORMANCE MEASUREMENT
Distribution Consumption Engagement
Sales Impact CostsRetention
Marketing
Impact
Production

38. TYPICAL (MESSY) WORKFLOW
1. Marketing Manager (MM): Come up with an
idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Send draft to CM for review
5. MM: Review draft and return to writer
6. Writer: Read and revise article
7. Writer: Send revised article to CM for
approval
8. MM: Read and approve article
9. MM: Send article to CMO for
review/approval
10. MM: If revisions, send to writer
11. MM: If no revisions, send to designer to
create visuals
12. Writer: Revise article
13. Writer: Send revised article to MM
14. MM: Read and approve article
15. MM: Send article to CMO for approval
16. MM: If approved send article to Designer:
Create visuals
17. Designer: Create visuals
18. Designer: Send visuals to Brand Manager for
approval
19. Designer: Revise if necessary
20. Designer: Send approved visuals to MM
21. MM: Send article and visuals to Content
Manager
22. Content Manager (CM): Publish post

39. 1. Marketing Manager (MM): Come up with an
idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Send draft to CM for review
5. MM: Review draft and return to writer
6. Writer: Read and revise article
7. Writer: Send revised article to CM for
approval
8. MM: Read and approve article
9. MM: Send article to CMO for
review/approval
10. MM: If revisions, send to writer
11. MM: If no revisions, send to designer to
create visuals
12. Writer: Revise article
13. Writer: Send revised article to MM
14. MM: Read and approve article
15. MM: Send article to CMO for approval
16. MM: If approved send article to Designer:
Create visuals
17. Designer: Create visuals
18. Designer: Send visuals to Brand Manager for
approval
19. Designer: Revise if necessary
20. Designer: Send approved visuals to MM
21. MM: Send article and visuals to Content
Manager
22. Content Manager (CM): Publish post
TYPICAL (MESSY) WORKFLOW
Better: Create a lean 10X
workflow and get it pre-
approved. Once.
22 Steps involving 6 people
and 3 layers of approval.

40. TYPICAL (MESSY) WORKFLOW
1. Marketing Manager (MM): Come up with an
idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Send draft to CM for review
5. MM: Review draft and return to writer
6. Writer: Read and revise article
7. Writer: Send revised article to CM for
approval
8. MM: Read and approve article
9. MM: Send article to CMO for
review/approval
10. MM: If revisions, send to writer
11. MM: If no revisions, send to designer to
create visuals
12. Writer: Revise article
13. Writer: Send revised article to MM
14. MM: Read and approve article
15. MM: Send article to CMO for approval
16. MM: If approved send article to Designer:
Create visuals
17. Designer: Create visuals
18. Designer: Send visuals to Brand Manager for
approval
19. Designer: Revise if necessary
20. Designer: Send approved visuals to MM
21. MM: Send article and visuals to Content
Manager
22. Content Manager (CM): Publish post

41. TYPICAL (MESSY) WORKFLOW
1. Marketing Manager (MM): Come up with an
idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Send draft to CM for review
5. MM: Review draft and return to writer
6. Writer: Read and revise article
7. Writer: Send revised article to CM for
approval
8. MM: Read and approve article
9. MM: Send article to CMO for
review/approval
10. MM: If revisions, send to writer
11. MM: If no revisions, send to designer to
create visuals
12. Writer: Revise article
13. Writer: Send revised article to MM
14. MM: Read and approve article
15. MM: Send article to CMO for approval
16. MM: If approved send article to Designer:
Create visuals
17. Designer: Create visuals
18. Designer: Send visuals to Brand Manager for
approval
19. Designer: Revise if necessary
20. Designer: Send approved visuals to MM
21. MM: Send article and visuals to Content
Manager
22. Content Manager (CM): Publish post

42. REDUCED WORKFLOW
1. MM: Come up with an idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Read and revise article
5. Writer: Send to designer to create visuals
6. Designer: Create visuals
7. MM: Send article and visuals to Content Manager
8. CM: Publish post

43. REDUCED WORKFLOW
1. MM: Come up with an idea for the next blog article
2. MM: Create briefing and assign to writer
3. Writer: Write article draft
4. Writer: Read and revise article
5. Writer: Send to designer to create visuals
6. Designer: Create visuals
7. MM: Send article and visuals to Content Manager
8. CM: Publish post
Process
reduced by 64%

44. OPTIMIZED WORKFLOW
1. MM: Assign briefing for the next blog article
including keywords to writer
2. Writer: Write and proofread article, create different
headlines and send to designer to create visuals
(cc MM, CM)
3. Designer: Create visuals and send to CM
4. CM: Populate CMS with article including visuals
and a call-to-action
5. MM: Test UX and publish post

45. Build fast and sell before you launch
to get feedback super-early!
– David Darmanin

48. LEAN WORKFLOW
Idea
Build
Learn Measure
Product
Launch
MVP

49. 10X Mindset3
GROWTH POTENTIALS

50. He either
wins, or he
l .

51. He either
wins, or he
learns!

52. I have not failed, I’ve just found
10,000 ways that won’t work.
– Thomas Edison

53. FIXED MINDSET
Intelligence is static
► Desire to look smart
► Avoid challenges
► Give up easily
► See effort as fruitless
► Ignore feedback
► Feel threatened by
success of others
GROWTH MINDSET
Intel can be improved
Desire to learn ◄
Embrace challenges ◄
Persist ◄
See effort as path to mastery ◄
Learn from criticism ◄
Find lessons and inspiration ◄
in the success of others .

54. 10X MINDSET OF GROWTH
Persistent and optimistic
Passionate and empathic
Learn from feedback and failure
Think like entrepreneurs
Work structured but stay flexible
Prioritize and act on ideas
Quit ideas not worth pursuing
Value results over perfection

55. Growth is not a matter of
learning new things but of
unlearning old limits.
– Alan Cohen (edited by me)

56. Thank you!
Robert Weller
@toushenne

57. R O B E R T W E L L E R / @ T O U S H E N N E
References and
people mentioned

58. Wise people mentioned
★ S. 3: John Wooden, Former American basketball player and head coach at the
University of California at Los Angeles. Nicknamed the "Wizard of Westwood," he won
ten NCAA national championships in a 12-year period as head coach at UCLA
★ S. 6: Ann Handley, writer, digital marketing pioneer, and Wall Street Journal best-selling
author who inspires and empowers you to create marketing that your customers will
love, igniting real results for your business.
★ S. 33: Garrett Moon, CEO and co-founder of CoSchedule, author of “The 10X Marketing
Formula” and Inc.com columnist who has been blogging and speaking about content
marketing, social media marketing, and startup business for more than six years.
★ S. 49: Will Rogers, US-amerikanischer Komiker, Schauspieler, Autor sowie Cowboy.
Von den späten 1910er-Jahren bis zu seinem Tod gehörte Rogers zu Amerikas
beliebtesten und bestbezahlten Entertainern.
R O B E R T W E L L E R / @ T O U S H E N N E

59. Wise people mentioned
★ S. 77: David Darmanin, CEO and Founder of Hotjar, entrepreneur and conversion
optimization consultant with experience in selling digital products and services to
consumers and businesses in 19 languages and over 100 countries.
★ S. 84: Thomas Alva Edison, American inventor and businessman. His inventions, which
include the phonograph, the motion picture camera, and the electric light bulb, had a
widespread impact on the modern industrialized world*.
★ S. 98: Alan Cohen, American businessman, known as the owner of the Florida Panthers
hockey team. Original quote: “Personal growth is not a matter of learning new
information but of unlearning old limits.”
R O B E R T W E L L E R / @ T O U S H E N N E

60. References
★ My two cents on the topic of 10X Content, Marketing, Mindset:
https://www.toushenne.de/newsreader/10x-mindset-content-marketing.html
★ Internet Live Stats, http://www.internetlivestats.com/; Visual Capitalist,
http://www.visualcapitalist.com/internet-minute-2018/
★ LINGsCARS: https://www.lingscars.com/
★ Nike Breaking2, https://www.nike.com/c/running/breaking2
★ Red Bull Stratos, http://www.redbullstratos.com/
★ Brian Dean, Link Building for SEO - The Definitive Guide, https://backlinko.com/link-building
★ Brian Dean, Voice Search - The Definitive Guide, https://backlinko.com/optimize-for-voice-search
★ Diet Doctor’s recipe collection of low-carb meals, https://www.dietdoctor.com/low-carb/recipes
R O B E R T W E L L E R / @ T O U S H E N N E