10x Content: What it is and Why it Matters

Adam Monago, @adammonago VP, Head of Digital Strategy @thoughtworks www.adammonago.com 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10x Content: What it is and why it matters

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar 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 We’ve Learned

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

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar 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

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven FROM REPORT TO ONLINE EXPERIENCE 5

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RADAR TRAFFIC PATTERNS - ALL TIME 6

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RADAR TRAFFIC ANALYSIS - LAST 6 MONTHS 7 4.5M Pageviews

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven and why does it matter? What is 10 CONTENT

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9 99K Social Shares Great Visual Appeal Unique Fast Load Time

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10 High Quality Utility Comprehensive

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHY IS IT IMPORTANT TO HAVE 10x CONTENT? 11

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHY IS IT IMPORTANT TO HAVE 10x CONTENT? 11 User Experience Earning links versus link-building Rise of content marketing Our expectations have increased Interactive technologies are getting better all the time

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 6 Tips for Creating 10x Content

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 1 for Creating #10xContent Do a competitive analysis

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven COMPETITIVE ANALYSIS CHECKLIST 14 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?

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 2 for Creating #10xContent Provide utility to readers and inﬂuencers

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHICH FLIGHT WILL GET YOU THERE FASTEST? 16

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 3 for Creating #10xContent Accommodate the reader

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 18

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 4 for Creating #10xContent The mobile and social experiences for your content need to be outstanding

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven PUNTING ON MOBILE VS. EMBRACING MOBILE 20 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)

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven DON’T GET CALLED OUT 21

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven SOCIAL ENGAGEMENT - BRING THE READER IN 22 Source: The N-Word, The Washington Post  (http://www.washingtonpost.com/wp-dre/features/the-n-word)

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 5 for Creating #10xContent Don’t try to create viral content. Create something true to your brand.

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven BRAND VOICE AND TONE 24 Source: Finding Your Brand’s Voice by @Distilled (https://www.distilled.net/tone-of-voice/)

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven MAKING WORK LESS “WORKY” - @SLACKHQ 25 Shout out to Sarah Cannon of Range and Ann Handley at Marketing Profs who have both spoken about Slack’s Tone of Voice before.

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven LIVING STYLE GUIDE 26 Source: Voice and Tone by The Rocket Science Group (http://voiceandtone.com/)

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven Tip 6 for Creating #10xContent Properly staﬀ your team

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven CONTENT TEAM MODELS 28 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

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven CROSS FUNCTIONAL TEAMS 29 DEVELOPERS ANALYTICS CONTENT STRATEGIST PRODUCT MANAGER MARKETING MANAGER

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 6 TIPS FOR CREATING 10x CONTENT 30 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

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 31 Back to our story…

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RESEARCH AND DESIGN 32

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven THE NEXT RADAR 33

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven THE NEXT RADAR 33 Increased  reader utility Increased context  and history More pathways  for exploration

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 34 What I Learned

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RESEARCH DATA SET Articles Analyzed (from Rand’s list as well as some of our favorites) Data points collected: 35 Social engagement Word counts and reading  times (130/wpm) Backlinks Moz Rank Google Page Rank and SERP

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 4 KEY TAKEAWAYS ABOUT 10X CONTENT 36 Must be mobile first and socially engaging.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. These are table stakes.

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven THANK YOU Adam Monago 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 at http://bit.ly/10xMaven