How to Create 10x Content for Your Business

How to Create 10x Content for Your Business

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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The term “10x content” was first coined by Moz’s very own Rand Fishkin back in May 2015 during one of his Whiteboard Friday videos titled “Why Good Unique Content Needs to Die.” Ever since then, 10x content has become a popular discussion topic among content marketers all over the world. And rightfully so – it embodies a new successful content strategy for 2015 and beyond. So what exactly is 10x content and why should you include it in your own content strategy?

10x Content Explained

According to Fishkin’s Whiteboard Friday video, the definition of 10x content is: “Content that is 10 times better than the best result that can currently be found in search results for a given keyword phrase or topic.”

Rand’s video also brought to the table the effect of “viral” content on search engine rankings and ever since it was published, “10x” has itself gone viral as a topic and strategy. It has appeared on numerous forums and social media conversations in the publishing industry and has gone from a simple weekly Whiteboard Friday video to a qualitative and experiential measure of stand-out content within a certain industry or domain.

If you’ve been in the online marketing scene for a while, you’re well aware that the bar has been constantly raised over the past couple of years due to changes in both Google’s algorithms and user expectations. Also, you’ll definitely know that you need to “step up your game” to incorporate a successful content marketing strategy. Some may still think that as long as they create content that is better than average they have a chance to stand out in search engine result pages (SERP) but unfortunately that’s not the case.

In a nutshell, if you want to outrank the competition then you need to create content that is 10x better than anything you’ll find on Google.

 A Broader Definition of 10x Content

10x content reflects a level of superiority based on numerous factors that are qualitative. The best way to understand 10x content, is to ask yourself what you think about when you look for the answer to a question or search on the web. Maybe you’re looking for the answer to a specific question, but more often than not, you’re looking to satisfy a more general curiosity.

You begin to search for topics that you think will lead you closer to an answer because you want to understand it more deeply. Now imagine the 2-3 tabs that you open to gather the answer you’re looking for, which are usually the links that appear at the top of SERPs. Take those 2-3 tabs and combine them into one great piece of content that includes the best of each of those pages. That’s 10x content. Users want to get to the answer fast, and prefer to click on content that has it all, that goes beyond the other limited information links. You want to create links that will get bookmarked and shared, so think of the content that you’ve bookmarked yourself.

10x content

Why Is It Important To Have 10x Content?

10x content is increasingly important nowadays thanks to the expectations of user experience when looking up something in search engines. User expectations have increased because interactive technologies are getting better all the time. This type of content focuses on earning links versus link-building, and thanks to the ever rising content marketing and its importance in digital marketing strategies, standing out with 10x content is now vital.

How To Create 10x Content

This is where your own unique knowledge of your domain and industry, plus a little creativity, has to come in. Also remember that thorough, up-front research can go a long way. Keep in mind the websites that rank on the first page of Google receive an astounding 89.71% of all organic search traffic. So start by reviewing the content that’s currently ranking well and that will help you determine the quality level that your content needs to exceed to start ranking higher.

You can’t create content that is 10x better than your competitors’ without knowing what they’re publishing. Take a look at all of the results on the first page of your target keyword phrases and make a plan of how you’re going to outperform them. Competitive analysis is an essential first step to creating 10x content. Remember that digital marketing requires a lot of testing so don’t give up if you don’t get immediate results – but do change up your strategy if there’s a long period of getting no results.

A few other tips:

  • Identify the unique value that you are going to provide to readers and influencers
  • Recognise the investment of time by the reader and accommodate them
  • The mobile and social experiences of your content need to be outstanding
  • Don’t try to create viral content (Google will not favour this).

And finally… 10x content is worth the effort

When it comes to content, you should always have the mindset of educating and informing rather than interrupting and selling – and this is especially true of 10x content.

If creating 10x content was a simple process, everyone would be doing it. To be successful, you’ll need to put the work in to understand what is valuable to your audience and figure out what’s going to be better than the status quo. You may even fail time and again, but testing new approaches and ideas is the only way to discover new ways of adding value for your potential audience and market.

And when you get it right, the results are worth it.

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