You already know that content is important.
You probably also know that content simply for content’s sake just doesn’t cut it, and that continually thinking up quality content is no easy task. It takes work to create unique content.
Then there’s user intent. What information do your visitors need to help them complete their journey through your customer-acquisition funnel? Where are they at in the decision-making process?
Juggling these things — on top of trying to ensure your content stands out from the crowd — can be overwhelming.
But it doesn’t have to be.
Let’s dive right in!
An Introduction to 10x Content
If you frequent internet marketing blogs, there’s a good chance you have already seen numerous topics covering 10x content.
10x content is content that is 10x better than content created by competitors on a given topic.
More specifically, it provides at least 10x the value of the current “best” item(s) found in SERPs for a particular topic/keyword.
Producing 10x content typically means creating content that has a great UI and UX regardless of device, is of the utmost quality, is considerably different in scope from what is being created by competitors, creates an emotional response (whether it be pure joy, surprise, or awe), and comprehensively solves a problem or answers a question.
10x content usually takes one of two approaches:
- Interactive content with animations, parallax scrolling, etc., or some form of imagery
- Robust “definitive list/guide” type of content that serves as a complete A-Z resource for fulfilling user intent
This article will focus on the latter (#2) because it is achievable without needing to involve a programmer or designer.
Before we get started, a quick note about word count:
Never add words to content to hit a “quota.” If you are struggling, reconsider the scope of the piece.
Related: How to Create 10x Content (Whiteboard Friday)
I first heard of 10x content during MozCon 2015 in a presentation by Rand Fishkin.
He started by discussing Google’s evolution into deep learning and how it has created a secondary algorithm that impacts rankings — an algorithm based entirely on searcher outputs.
Optimizing for Two Algorithms
| Classic On-Site SEO(Ranking Inputs) | New On-Site SEO(Searcher Outputs) |
| Keyword TargetingQuality & UniquenessCrawl/Bot FriendlySnippet OptimizationUX / Multi-Device | Relative CTRShort vs. Long ClicksContent Gap FulfillmentAmplification & LoyaltyTask Completion Success |
This presentation can be viewed in its entirety at http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-more-civilized-marketer.
This served as a segue into discussing the importance — and power — of 10x content.
Though not a new concept, the term 10x content — paired with Rand’s enthusiastic delivery — really resonated with attendees.
Rand is quite passionate about this topic, and even takes the time to maintain an ever-growing spreadsheet of curated 10x content examples. Check it out!
Moz, too, has produced numerous pieces of 10x content:
- The Beginner’s Guide to SEO
- The Beginner’s Guide to Link Building
- The Beginner’s Guide to Social Media
How 10x Content Addresses Searcher Outputs
The great thing about 10x content is that, when executed properly, most elements of “new” on-page SEO are addressed automatically.
- Relative CTR. This refers to outperforming the average click-through rate (CTR) for the position where you rank. For this to happen, your title tag needs to resonate with searcher intent and your meta description needs to entice people to click. If you have created a truly compelling piece of 10x content, ensuring these things are in place will be a piece of cake.
- Short vs. Long Clicks. In other words, do people stay on your page once they have clicked on your search result in Google’s SERPs? Do they read what you have written? Do they engage with the page? Are their needs fulfilled? Again, if you follow the approach outlined throughout this article, the answer to all of these questions should be a resounding yes. You will also want to be certain that your page loads quickly and is free of annoying ads/popups/distractions.
- Content Gap Fulfillment. Google is looking to rank pages that go the extra step to answer the questions nobody else is answering. 10x content, done properly, does just that.
- Amplification & Loyalty. 10x content is the absolute best way to build both amplification (through social shares) and loyalty.
- Task Completion Success. It’s not enough to answer an initial search query and leave it at that. Google is looking for a page that takes the next step. And the next. Google wants a page that not only answers a searcher’s initial query, but the next handful of potential follow-up queries, too. They want a comprehensive resource. All in one spot. That one spot is your 10x content. Always think two steps ahead.
10x Content Leads to Keyword Rankings
10x content isn’t just for show, either — it ranks.
Below is a small sample of keywords for which Moz’s Beginner’s Guide to SEO is ranking. There are thousands of additional keywords, too.
Next, a sample of keywords for which Siege Media’s 100 Best Infographics is ranking:
And finally, a sample of keywords for which 33 Amazing Sites with Free Music for Videos is ranking:
Granted, these pages aren’t ranking because of content alone.
Promotion — and the accumulation of quality backlinks — is also crucial to ranking (particularly in competitive spaces). Having 10x content to use in your outreach efforts, however, makes that process infinitely easier.
(And look! Each piece of content referenced above just earned a link from Mad Fish Digital because of the value they provide.)
Please note that although the examples above are considered “long-form” content, long-form content is not a requirement for 10x content — it is simply the focus of this article. Please view this spreadsheet for ideas of all content types.
Pairing 10x Content with User Intent
The beginning of this article mentioned user intent as a key factor when it comes to quality content creation.
- What are my visitors interested in learning?
- What information can I provide to assure visitors of their choice to make a purchase with my company?
- What information and resources can I offer that complement my main service offering(s)?
You must be asking yourself these questions.
The last thing you want to be doing is creating content “just because.” Create content with purpose.
Start by doing keyword research to discover which keywords have both search volume and attainability.
Use the video below as a springboard:
As you identify each keyword/content opportunity, categorize it into a bucket that most closely aligns with user intent:
- Develop content ideas for visitors still learning about your brand/company/service
- Develop content ideas for visitors who may still be shopping around and viewing competing products/services
- Develop content ideas for visitors still in the research phase (who may then decide they need your services as a result of the information you are freely providing)
- Develop content ideas for niches/verticals related to your own<style=”font-size: 13px;”>*This is particularly useful for extremely technical companies; sometimes writing about “related” topics is necessary in order to expand your audience/reach
- Develop content ideas for influencers in your space (ask yourself: what would they be most likely to appreciate and share as a result?)
Let’s work through an example of how to create 10x content!
Say your company offers landscaping services. There is no shortage of ideas for content geared toward visitors still in the research phase who aren’t yet ready to buy. These people are likely still trying to figure out what will look best around their home, do’s and don’ts, average costs, etc.
A bit of keyword research shows a lot of search volume — and attainability — around various “landscaping ideas” keywords.
The screenshot above was generated using Moz’s Keyword Explorer.
People searching for these things are looking for inspiration. You can provide that to them.
It’s not enough, however, to simply split these into articles such as “5 Inspirational Landscaping Ideas for Your Driveway” and call it a day.
While that may work if done exceptionally well, why not think bigger?
There’s nothing stopping you from creating a single piece/series of 10x content geared toward landscaping ideas for every situation identified during your research.
Do it.
You got this.
