content marketing in 2016 – creating and amplifying “10x content”
TRANSCRIPT
CONTENT MARKETING IN 2016 – CREATING AND
AMPLIFYING “10X CONTENT”
Rohit Uttamchandani, Senior Manager - Digital Marketing, Social Beat
February 12, 2016
Agenda
What is 10x Content
Why do we need to create “10x Content”
How can you create “10x Content”
Why Content Amplification is essential
Content Amplification Strategies
What is 10x content?
“Content that is 10 times better than the best result that can currently be found in the search results for a given keyword phrase or topic.”
Source - Moz
Content Marketing produces results
Source: NeilPatel
Earned media takes longer but has more sustained impact
Source: NeilPatel
Most Indian Youth feel they are being bombarded with Ads.
Inbound marketing through content works better.
Source: http://www.exacttarget.com/blog/50-content-marketing-stats/
How do you make your content stand out from the crowd?
Creating 10x Content
Effective Content
Amplification+
Step 1 – Read your audience’s minds - Find questions they are looking for
answers to, content that they would find valuable
Research Tools and Platforms you can use: Quora Yahoo Answers Reddit FB Groups Questions from popular blog post
comments Industry forums and discussion boards Google Keyword Planner
Step 2 – Research your topic, do a competitive analysis and find the most successful
content around the topic
Use different keyword variations on Google Search to identify top content on the topic
Step 2 – Research your topic, find the most successful content around it
Use a tool like Buzzsumo to identify the most shared content on the topic
Step 3 – Make your content better than any other top content out there
Make it longer, more detailed and
thorough
Make it more up-to-date
Include better visuals – Images,
Infographics, Videos
Ensure low page load time and an
enhanced UX
Your content needs to be 10x better than any other top content out there!
Wrong Question:“How do I make something as good as this?”
Right Question:“How do I make something 10x better than any of these?”
Make it longer
Long-form content (> 2000 words) tends to rank higher in search results than short-form content
Long-form content (> 2000 words) tends to generate more social shares than short-form content
Source - Hubspot
Make it more comprehensive and thorough
Comprehensive content tends to significantly outperform shallow content.
Source - Backlinko
Include better visuals – Images, Infographics, Videos
Infographics have seen a massive growth in searches over the last few years
Content with more images tends to rank higher and get shared more
Content With At Least One Image Ranks Higher Than Content That Lacks an Image
Articles that use one image for every 75-100 words tend to get shared the most
Ensure a great User Experience
Adding a table of contents for long-form guides like this one can result in an enhanced User Experience
Key User Experience Points to note:
Ensure your page is mobile responsive Ensure your page loads fast Use fonts that enhance readability Include relevant visuals
Case Study:
1 million articles analysed to research the results of what content types get shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes
Three key questions to ask yourself after you create your 10x content
Three Key “10x Content” Validation
Questions to ask
Does the content cover the topic in
absolute thorough detail, better than any
other content on the web?
Does the blog have an excellent User
Experience?
If I was my target audience, would I
find this content valuable enough to link
to it or share it?
Content Marketing is not only about content creation
Content Marketing
Ideation + Creation + Publishing
Content Amplification is key to your content being found
Content Marketing
Ideation + Creation + Publishing=+
Promotion
Content Amplification requires as much time, if not more, than content creation
Source – Neil Patel
1) Promote on Social Networks - Tweet/Share the content multiple times
using different content/hashtags.
Source: Kissmetrics
2) Use LinkedIn Ads, Facebook Ads & Promoted Tweets.
4) Respond to questions on Quora, Reddit, comment on blogs, take part in industry
forums
Search for relevant industry forums in your niche.
For best results, stick to active forums where conversation is recent
5) Link to relevant sites/Mention entities when sharing
6) Get featured in industry roundups
Step 1 – Find popular roundups in your industry/category
Search for roundup + <your industry> or “weekly roundup “+ <your industry> on Google & Twitter; Limit search results to the past month on Google for best results
Get featured in industry roundups
Step 2 – Reach out to them and suggest your content
7) Post to Linkedin Pulse, Medium, Share in relevant active LinkedIn/Facebook Groups
Share content in relevant active LinkedIn & Facebook groups
8) Reach out to people who have shared similar content
9) Reach out to people who have linked to similar content
Step 1 – Search for best competitor content
Do a Google search for all main keywords related to your content and pick the top 3 – 5 search results in each
Reach out to people who have linked to similar content
Step 2 – Find backlinks to this content and reach out to them
Use backlink checker tools like https://ahrefs.com/ and https://moz.com/researchtools/ose/ to identify backlinks to competitor content
10) Promote on Content Distribution services –Outbrain, Taboola, PR Newswire,
HARO
11) Repurpose your content into an Infographic, video, ebook, slideshare or webinar
“You don’t have to create content day
in and day out. You just have to work
on getting the content you already
have in the hands of more people.”
- Derek Halpern, Social Triggers
12) Leverage the reach of influencers – Influencer.in, BlogMint, BlogAdda,
Indiblogger
Creating and amplifying 10x content can result in a boost in search rankings
RANK 1
Creating and amplifying 10x content can result in a boost in search rankings
RANK 4
High search rankings increase organic traffic as well
10x Content works on any platform – Post Stats from LinkedIn
Search rankings and traffic apart, content marketing done right also brings business results
Conversion optimized blog pages with a relevant Call to Action is required to make
this work
