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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
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
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
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
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

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10x Content: What it is and Why it Matters

  • 1. 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
  • 2. 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
  • 3. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 3 But first, a story…
  • 4. 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
  • 5. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven FROM REPORT TO ONLINE EXPERIENCE 5
  • 6. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RADAR TRAFFIC PATTERNS - ALL TIME 6
  • 7. 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
  • 8. 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
  • 9. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9
  • 10. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9
  • 11. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9
  • 12. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 9
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 6 Tips for Creating 10x Content
  • 22. 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
  • 23. 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?
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven WHAT IS CODE? 18
  • 28. 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
  • 29. 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)
  • 30. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven DON’T GET CALLED OUT 21
  • 31. 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)
  • 32. 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.
  • 33. 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/)
  • 34. 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.
  • 35. 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/)
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 31 Back to our story…
  • 41. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven RESEARCH AND DESIGN 32
  • 42. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven THE NEXT RADAR 33
  • 43. 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
  • 44. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 34 What I Learned
  • 45. 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
  • 46. 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.
  • 47. 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