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10x Content: What it is and Why it Matters

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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


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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


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But first, a story… 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 3


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TECHNOLOGY RADAR Four quadrants: • Techniques • Platforms • Tools • Languages & Frameworks Four rings: • Adopt • Trial • Assess • Hold (i.e. “run away”) Latest trends summarized 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 4


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FROM REPORT TO ONLINE EXPERIENCE 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 5


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RADAR TRAFFIC PATTERNS - ALL TIME 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 6


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RADAR TRAFFIC ANALYSIS - LAST 6 MONTHS 4.5M Pageviews 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 7


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What is 10 CONTENT and why does it matter? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven


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WHAT IS CODE? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 9


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WHAT IS CODE? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 9


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WHAT IS CODE? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 9


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WHAT IS CODE? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 9


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WHAT IS CODE? 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 9


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HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10


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HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10


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HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10


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HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10


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HOW CAN I CHOOSE THE RIGHT ANDROID PHONE FOR ME? High Quality Utility Comprehensive 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 10


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WHY IS IT IMPORTANT TO HAVE 10x CONTENT? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 11


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WHY IS IT IMPORTANT TO HAVE 10x CONTENT? User Experience Earning links versus link-building 10x Content: What it is and Why It Matters by @adammonago Rise of content marketing Our expectations have increased Interactive technologies are getting better all the time Dec 2015 Webinar Hosted by TrackMaven 11


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6 Tips for Creating 10x Content 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven


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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


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COMPETITIVE ANALYSIS CHECKLIST What is the UX like? How detailed/thorough is each result? What kind of visuals are provided? What is the quality of writing in the articles? Do the results provide any new, unique information? What is missing from each? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 14


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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


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WHICH FLIGHT WILL GET YOU THERE FASTEST? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 16


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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


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WHAT IS CODE? 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 18


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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


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PUNTING ON MOBILE VS. EMBRACING MOBILE 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 20


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DON’T GET CALLED OUT 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 21


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SOCIAL ENGAGEMENT - BRING THE READER IN 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 22


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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


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BRAND VOICE AND TONE 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 24


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MAKING WORK LESS “WORKY” - @SLACKHQ 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 25


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LIVING STYLE GUIDE 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 26


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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


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CONTENT TEAM MODELS 1. The Traditional Newspaper Model 2. The New Media Content Model 4. The Agency
 Model 3. The Aggregation Model 5. The Small
 Team Model Source: Anatomy of a Corporate Content Team
 (http://blog.hubspot.com/marketing/content-team-structure) 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 28


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CROSS FUNCTIONAL TEAMS ANALYTICS DEVELOPERS PRODUCT MANAGER 10x Content: What it is and Why It Matters by @adammonago CONTENT STRATEGIST MARKETING MANAGER Dec 2015 Webinar Hosted by TrackMaven 29


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6 TIPS FOR CREATING 10x CONTENT Do a competitive analysis 1 The mobile and social experiences for your content need to be outstanding 4 10x Content: What it is and Why It Matters by @adammonago Identify the unique value that you are going to provide to readers and influencers 2 5 Don’t try to create viral content Recognize the investment of time by the reader and accommodate them 3 6 Properly staff your team Dec 2015 Webinar Hosted by TrackMaven 30


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Back to our story… 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 31


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RESEARCH AND DESIGN 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 32


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THE NEXT RADAR 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 33


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THE NEXT RADAR Increased
 reader utility More pathways
 for exploration Increased context
 and history 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 33


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What I Learned 34 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven


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RESEARCH DATA SET Articles Analyzed (from Rand’s list as well as some of our favorites) Data points collected: 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 35


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4 KEY TAKEAWAYS ABOUT 10X CONTENT 1 Must be mobile first and socially engaging. These are table stakes. 2 Should add value to your brand. Your content must do something unique and special for your brand, by way of doing something unique and special for customers. 3 Narrative matters. As much as visuals. While there are a number of very popular articles that are completely visual, the ones that performed best had at least 800 words. 4 10x is an ongoing journey. Not a destination. 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. 10x Content: What it is and Why It Matters by @adammonago Dec 2015 Webinar Hosted by TrackMaven 36


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


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