10x content is the term used in content marketing to describe content that needs to be 10 times as good as the content that is already ranking for a given keyword or topic.
The term was originally coined by Moz’s Rand Fiskin in 2015 in one of his “Whiteboard Friday” episodes. 10x content applies to more than just written articles - it also applies to video content and landing page copy.
Fiskin developed this strategy after realizing just how competitive the content market was. The reality is that the internet is already so highly saturated with good content that in order to rank, you will need to create something so much better than your competitors that Google (and your users) can’t ignore it.
Google’s algorithms and user expectations have evolved dramatically since the early days of the internet. It is no longer enough just to fit a few keywords and backlinks into your content and expect to rank. Creating content that ranks in the number one spot on Google takes a lot of time and effort, and it’s something you will need to be prepared for.
The 10x content concept is important because it encourages creators to focus on quality and reader experience rather than just SEO. Google’s algorithms have evolved over the years to focus on the page’s value rather than just keywords and backlinking strategies.
When you use the 10x content strategy, your goal goes beyond just ranking and focuses on creating content that’s truly better than what’s already out there on the internet. This way, you’re providing better quality for your readers, which creates a positive impression of your business and encourages them to return to your site in the future.
First impressions are everything online. In 2015, Microsoft conducted an oft-cited study that found that humans had an attention span of just eight seconds - and many worry that this has only gotten worse in the years since. Because you only have a few seconds to catch the reader’s attention, your webpage must look great and be well-written.
Take a look at what your competitors are doing and pinpoint ways that you can improve your site’s design and functionality. Even small changes like better formatting can make a huge difference when it comes to user impressions.
Today’s consumers gravitate towards clean, modern web design. Dated web design not only looks unappealing, but your users may also wonder if your site has been abandoned.
Your site should not only look good, but it should also be easy to use. Include short paragraphs, headings, and bullet points to make content easy to skim. Adding photos or graphics can also help break up the text, as long as they aren’t too cluttered. On top of that, users should easily be able to scroll through and navigate to other parts of your website without confusion.
Because the internet is already so saturated with content, it can sometimes feel like everything has already been said on the topic you’re targeting. While it is tempting to regurgitate the content that’s already out there, try developing your own angle instead.
For example, maybe your company offers IT security services and wants to target a keyword related to firewalls. All of the content already ranking focuses on installing on-site firewalls and doesn’t address remote work or any of its related challenges. To create 10x content, your company adds information specific to remote security in a post-COVID world. This insight helps you stand out from your competitors while offering value that meets the user’s search intent.
Voice and authority are two more key considerations to keep in mind when creating 10x content. Consumers want to know that they are getting their information from a qualified, trusted source.
Adding a writer’s bio is one of the easiest ways to demonstrate authority in your content. However, you can also take things a step further by including your personal experience with the subject matter in your content.
If you aren’t an expert on the topic, consider interviewing an expert or even paying an expert to write content for you. Another effective way to demonstrate authority is to add statistics and information from research studies.
If you aren’t finding the research studies you want, consider conducting your own studies instead. Help a Reporter Out (HARO) is a great resource for collecting input on specific topics from industry experts.
While developing quality content is the most important piece of the puzzle, this doesn’t mean you should skimp on other aspects of your SEO strategy. Even the most amazing content in the world still might not rank without a robust backlinking strategy.
You can use Ahrefs’ free backlink checker to help you assess the backlinks of your top-ranking competitors so you can see what you’re up against. Chances are, they already have a strong backlinks profile, so you will need to invest time into developing your backlinks in order to compete with them.
Because 10x content is already developed with quality in mind, you’re likely to earn backlinks naturally once your content is ranking. You’ll need to be proactive about link-building to get to that point. Using a 10x content strategy will also make your backlinking process easier, as other developers are more likely to link to high-quality content.
Remember that your website visitors are humans with agendas of their own. If they’re taking the time to read your content, it’s only fair to provide them with real value that they can’t get anywhere else. While creating 10x content takes time and effort to execute well, the payoff is worth it - both in SEO rankings and in value to your readers.