We live in the age of content. Known by some as the “content deluge,” today’s web searches are quite literally saturated with results and readers everywhere are bombarded by legions of content at every turn, much of which is sub-par, unhelpful, and badly written.
Because of this, it is more important now than ever to ensure that your content stands out in the sea of content marketing.
“But how?” you ask.
The answer is simple: by creating 10x content.
Where did the Term 10X Content Originate?
Coined by Rand Fishkin, co-founder of Inbound.org, “10x content” is a term that marketers use to describe content that is 10x better than anything else produced by a search result.
With that kind of description, it’s easy to see why we would all want to be shooting for it.
What is 10x Content?
If 10x content is literally 10 times better than anything else in a search result, what makes it that way? The answer boils down to a specific list of qualities, compiled by Fishkin and presented at MozCon 2015. While not all of these points are required, an ample number of them should be present in order for the piece to fully qualify as 10x content.
The 7 Pillars of 10x Content
1. A Uniquely Positive User Experience
Keep in mind that it’s not enough for 10x content to provide a “positive user experience.” A great deal of content on the web creates a positive user experience and that, in itself, is not enough of a marker to earn the title. Instead, 10x Content needs to provide a uniquely positive user experience. This entails everything from the site’s design to its fonts and patterns. Content may be king, but interface is definitely important.
2. High Quality, Trustworthy, Useful, Interesting Writing
In order to be deemed 10x content, a piece needs to be high quality, trustworthy, useful and interesting. These things must be substantiated by great research, high-quality links, an easily readable voice and a touch of humor.
3. Unique in Approach
In addition to the values required by point #2, 10x content also needs to be unique in the way it approaches being high quality, trustworthy, useful, and interesting. It’s not enough to simply possess those things: content must go above and beyond in order to present them in a way that is, literally, 10 times better than anything else surrounding it in the search engine’s results. This may mean presenting it in a new way, answering unanswered questions or simply writing from a place of empathy that allows you to put yourself into your readers’ shoes. There are many different ways to create unique content and the mode will vary according to the author or brand.
4. Loads Quickly
What good is great content that takes forever to load? In order to qualify for the 10x content title, a piece needs to load quickly, regardless of browser or device. This serves the purpose of enhancing user experience and providing for a more seamless interaction with the site.
5. Evokes Emotional Response
In order to be 10x content, a piece needs to evoke an emotional response from the reader. This response can vary from joy to surprise but must be real, authentic, and immediate. Again, readers are overloaded with content on a daily basis and there is almost no chance that they will remember the pieces they didn’t relate to emotionally.
6. Garners Shares
In order to be considered 10x Content, a piece needs to draw considerable shares on social media platforms or through links and mentions by other sites. In order to earn links and shares, a piece needs to be informative, useful and engaging.
7. Solves a Problem for the Reader
All great content solves a problem or answers a question for the reader and 10x content is no different. In order to fulfill any of the above goals, the content needs to provide value to a reader by answering questions and presenting information in an easily digestible manner.
Why “Great” Content Isn’t Enough
Again, we are living during a content flood—of Biblical proportions.
Because of that, great content isn’t enough. While this concept may be scary for well-meaning content marketers and SEOs, there is hope.
In his recent article, “Why Good Unique Content Needs to Die,” Fishkin goes as far to say that good, unique content is now the wrong bar at which to aim. Thankfully, he also gives SEOs a little bit of direction when it comes to where to go next.
According to Fishkin, 10x content is the new successful content for 2015 and beyond. When content marketers begin to create content that truly stands out, they’ll begin to ride the waves of the content sea rather than sinking beneath it.
The Changing Climate of Search: Why We Need 10x Content
While we feel badly for great content, it’s clear that its time has come. Thanks in large part to changes in content marking, search tactics and linking practices, great content is being forced to clear out in favor of content that caters to the unique needs of today’s market.
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