December 2015 Webinar with @TrackMaven on 10x #Content #Marketing. Features an explanation of the 10x phenomenon, criteria for evaluating your content and helpful tips for building 10x content yourself!

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
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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
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5. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
FROM REPORT TO ONLINE EXPERIENCE
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6. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
RADAR TRAFFIC PATTERNS - ALL TIME
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7. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
RADAR TRAFFIC ANALYSIS - LAST 6 MONTHS
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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?
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10. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
WHAT IS CODE?
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11. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
WHAT IS CODE?
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12. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
WHAT IS CODE?
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13. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
WHAT IS CODE?
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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?
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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?
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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?
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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?
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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?
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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?
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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?
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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
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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?
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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?
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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
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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
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31. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
SOCIAL ENGAGEMENT - BRING THE READER IN
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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
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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
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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
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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
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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
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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
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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
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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
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42. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
THE NEXT RADAR
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43. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven
THE NEXT RADAR
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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
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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:
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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
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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