10x content: what it is and why it matters
TRANSCRIPT
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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
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven3
But first, a story…
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
FROM REPORT TO ONLINE EXPERIENCE
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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
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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99K Social Shares
Great Visual Appeal
Unique
Fast Load Time
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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?
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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?
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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?
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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?
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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?
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High Quality
Utility
Comprehensive
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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?
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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?
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
6 Tips for Creating 10x Content
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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
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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?
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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
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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?
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
WHAT IS CODE?
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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
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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)
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
THE N-WORD
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Source: The N-Word, The Washington Post(http://www.washingtonpost.com/wp-dre/features/the-n-word)
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit 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/)
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
LIVING STYLE GUIDE
23Source: Voice and Tone by The Rocket Science Group (http://voiceandtone.com/)
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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
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
CROSS FUNCTIONAL
26
DEVELOPERS
ANALYTICS
CONTENTSTRATEGIST
PRODUCTMANAGER
MARKETINGMANAGER
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
6 TIPS FOR CREATING 10x CONTENT
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Do a competitive analysis
1 2Identify the unique value
that you are going to provide to readers and influencers
3Recognize the investment of time by the reader and
accommodate them
4The mobile and social
experiences for your content need to be outstanding
5Don’t try to create
viral content
6Properly staff
your team
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Back to our story…
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RESEARCH AND DESIGN
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THE NEXT RADAR
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THE NEXT RADAR
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Increased reader utility
Increased context and history
More pathways for exploration
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What I Learned
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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
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10x Content: What it is and Why It Matters by @adammonago Spark 2015 Marketing Summit Hosted by TrackMaven
4 THINGS I’VE LEARNED
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10x content must be mobile first.1
Should add value to your brand.2Your 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.3While 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.4One 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.
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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.