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

https://twitter.com/adammonago

http://www.adammonago.com


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 TrackMaven3

But first, a story…


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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FROM REPORT TO ONLINE EXPERIENCE

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RADAR TRAFFIC PATTERNS - ALL TIME

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RADAR TRAFFIC ANALYSIS - LAST 6 MONTHS

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4.5M Pageviews


and why does it matter?

What is

10 CONTENT


WHAT IS CODE?

9


WHAT IS CODE?

9


WHAT IS CODE?

9


WHAT IS CODE?

9


WHAT IS CODE?

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99K Social Shares

Great Visual Appeal

Unique

Fast Load Time


HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME?

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High Quality

Utility

Comprehensive


WHY IS IT IMPORTANT TO HAVE 10x CONTENT?

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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


6 Tips for Creating 10x Content


Tip 1 for Creating #10xContent

Do a competitive analysis


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?



Provide utility to readers and influencers


WHICH FLIGHT WILL GET YOU THERE FASTEST?

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Accommodate the reader


WHAT IS CODE?

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The mobile and social experiences for your content

need to be outstanding


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)

http://www.vox.com/cards/war-on-drugs-marijuana-cocaine-heroin-meth


DON’T GET CALLED OUT

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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)

http://www.washingtonpost.com/wp-dre/features/the-n-word



Don’t try to create viral content. Create something true to your

brand.


BRAND VOICE AND TONE

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Source: Finding Your Brand’s Voice by @Distilled (https://www.distilled.net/tone-of-voice/)

https://www.distilled.net/tone-of-voice/


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.


LIVING STYLE GUIDE

26Source: Voice and Tone by The Rocket Science Group (http://voiceandtone.com/)

http://voiceandtone.com/



Properly staff your team


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

http://blog.hubspot.com/marketing/content-team-structure


CROSS FUNCTIONAL TEAMS

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DEVELOPERS

ANALYTICS

CONTENTSTRATEGIST

PRODUCTMANAGER

MARKETINGMANAGER


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

10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven31

Back to our story…


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


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


4 KEY TAKEAWAYS ABOUT 10X CONTENT

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Must be mobile first and socially engaging. 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.

These are table stakes.


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

http://adammonago.com

http://bit.ly/10xMaven