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1. CONTENT MARKETING IN 2016 – CREATING AND
AMPLIFYING “10X CONTENT”
Rohit Uttamchandani, Senior Manager - Digital Marketing, Social Beat
February 12, 2016

2. 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

3. 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

4. AgendaWhy do we need to create “10x Content”?

6. Content Marketing produces results
Source: NeilPatel

7. Earned media takes longer but has more sustained impact
Source: NeilPatel

8. Most Indian Youth feel they are being bombarded with Ads.
Inbound marketing through content works better.

9. Source: http://www.exacttarget.com/blog/50-content-marketing-stats/

11. How do you make your content stand out from the crowd?
Creating 10x
Content
Effective
Content
Amplification
+

12. AgendaCreating “10x Content”

13. Step 1 – Read your audience’s minds - Find questions they are looking for
answers to, content that they would find valuable
ResearchTools and Platforms youcan use:
 Quora
 Yahoo Answers
 Reddit
 FB Groups
 Questions from popular blog post
comments
 Industry forums and discussion boards
 Google Keyword Planner

14. 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

15. 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

16. 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

17. 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?”

18. 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

19. Make it more comprehensive and thorough
Comprehensive contenttends to significantlyoutperform shallow content.
Source - Backlinko

20. Include better visuals – Images, Infographics, Videos
Infographics haveseen a massive growth in searches over the last few years

21. 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

22. Ensure a great User Experience
Adding a table of
contentsfor 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 relevantvisuals

23. Ensure your page loads fast

24. 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

25. 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?

26. Content Amplification Strategies

27. Content Marketing is not only about content creation
Content
Marketing
Ideation + Creation + Publishing

28. Content Amplification is key to your content being found
Content
Marketing
Ideation + Creation + Publishing
= +
Promotion

29. Content Amplification requires as much time, if not more, than content creation
Source – Neil Patel

30. 1) Promote on Social Networks - Tweet/Share the content multiple times
using different content/hashtags.
Source: Kissmetrics

31. 2) Use LinkedIn Ads, Facebook Ads & Promoted Tweets.

32. 3) Notify your email list

33. 4) Respond to questions on Quora, Reddit, comment on blogs, take part in industry
forums
Search for relevantindustry forums in your niche.
For best results, stick to active forums where
conversationis recent

34. 5) Link to relevant sites/Mention entities when sharing

35. 6) Get featured in industry roundups
Step 1 – Find popular roundups in your industry/category
Search for roundup+ <yourindustry> or “weekly roundup“+ <yourindustry> on Google & Twitter;
Limit search results to the past month on Google for best results

36. Get featured in industry roundups
Step 2 – Reach out to them and suggest your content

37. Get featured in industry roundups

38. 7) Post to Linkedin Pulse, Medium, Share in relevant active LinkedIn/Facebook Groups
Share contentin relevantactive
LinkedIn & Facebook groups

39. 8) Reach out to people who have shared similar content

40. 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

41. Reach out to people who have linked to similar content
Step 2 – Find backlinks to this content and reach out to them
Use backlinkchecker tools like https://ahrefs.com/ and https://moz.com/researchtools/ose/ to identify backlinksto
competitorcontent

42. 10) Promote on Content Distribution services –Outbrain, Taboola, PR Newswire,
HARO

43. 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

44. 12) Leverage the reach of influencers – Influencer.in, BlogMint, BlogAdda,
Indiblogger

45. Does all this produce results?

46. Creating and amplifying 10x content can result in a boost in search rankings
RANK 1

47. Creating and amplifying 10x content can result in a boost in search rankings
RANK 4

48. High search rankings increase organic traffic as well

49. 10x Content works on any platform – Post Stats from LinkedIn

50. Search rankings and traffic apart, content marketing done right
also brings business results

51. Conversion optimized blog pages with a relevant Call to Action is required to make
this work

52. 10x Content
is THE way forward