Let’s face it, people do not have the time for substandard content.
In a world with billions of websites publishing legions of content, it is essential to hook website visitors by being the best possible source of information on a topic.
Most of us can create good, unique content. Some of us can create great content.
But what it really takes to outrank everybody else and hook visitors is to produce the greatest piece of content. And that is what we are going to discuss today.
In 2015, Moz co-founder Rand Fishkin introduced the term “10x content” in a whiteboard Friday video. It is a type of pillar page that supports your website’s visibility, credibility, and thought leadership in search engines. (We have covered the concept of pillar pages in another detailed blog, “What Is Pillar Page And How They Help With SEO Ranking?” that you can check out.)
Ever since Rand Fishkin, 10x content has gradually become a go-to strategy for marketing professionals. Whether you are a content writer, SEO professional, digital marketing expert, or content marketer, 10x pillar page is good for everybody.
It gives SEO professionals ample opportunities for interlinking and getting organic backlinks, which further improves their SERP position.
It's also a great way for experts in digital and content marketing to establish brands as thought leaders and market their products and services effectively and efficiently.
And above everything, it is a knowledge goldmine for internet users. They always come back for more of the “10x.”
Through this blog, we will help you understand the concept of 10x content and hopefully inspire your 10x piece with some actionable steps.
What is 10X Content?
10x content literally means creating a content piece so unique and high-quality that it is at least 10 times better than anything else out there on the same topic.
In other words, it is hands down the best source of information on a particular topic.
10x content is a comprehensive piece that aims to answer every possible question of users on a topic. Definitions, types, examples, differences, dos and don'ts, action plans, trends, busting myths—10x content leaves no stone unturned.
What are the criteria for 10X content?
Creating 10x content is no small feat. It is easier said than done.
Of course, you already know that you have to be the best of the best to rank on Google.
But how do you achieve that? What are the essential elements of 10x content?
While there is no fixed standard, the following are a few important virtues of 10x content:
- It provides useful information to every kind of visitor, from those looking for general information to those looking for quick solutions to problems.
- It has a unique way of presenting information that nobody else out there has. 10x content must inspire powerful emotions such as awe, surprise, joy, anticipation, and admiration.
- It is extremely comprehensive in covering a topic. To be 10 times better, you must cover everything about the topic with accurate and trustworthy information.
- A 10x piece keeps visitors engaged with images, videos, gifs, graphs, charts, and jump links spread across the content.
- It gives a seamless user experience across devices. 10x content has impeccable UI/UX that adapts to every viewport.
- It is highly shareable and easily accessible. From sharing on social media channels to downloading a copy, there's more than one way of sharing 10x content with peers.
Now that you know what 10x content is and the important criteria for a content piece to be considered 10x, it’s time to understand how to create a 10x content pillar page.
Step-by-step instructions for creating a 10X content pillar page
Creating anything 10 times better is difficult. Add an abstract and subjective field like content to that, and we are in for some serious work.
But a systematic approach to 10x content can help navigate the unchartered territory. You do not have to create 10 times longer content; even bite-sized content can be 10x.
It just has to be the most useful to the reader.
Here is how you can do this.
1. Identify your content gap
Start by identifying the gaps in your content. Group related topics to get a bird's eye view of major topic clusters in your content. The goal is to find potential content gaps in your coverage of topics.
Questions to ask yourself:
- What is missing in the content?
- Maybe you have a great blog, but it isn't ranking—why? Can you make it better?
- You find two ranking blogs talking about the same thing. Can you combine them and make them one?
2. Analyze competition
Make a list of your target keywords and match them to popular search phrases. You can use tools like Google Trends and Google Search Console for search phrases.
Once you have a complete list of existing keywords and common search phrases, a simple search on Google will give you a list of top content.
Questions to ask yourself at this stage:
- What are other people doing?
- What are they missing?
- Can you make it better?
Pro Tip: Do not start reading the first thing you like. If you search for multiple versions of the keyword, you will find a few common occurrences. Those are good starting points in your competitive analysis.
3. Become a subject matter expert
This is the “serious, hard work” part. You know your existing content’s length and breadth. You also have a fair understanding of how others are covering your topics. Now you must dive deep into the topic to become a subject matter expert.
How can you do that?
Join social communities in your subject space, discuss your point of view on the topic, and learn. Conduct interviews, interact with end-consumers, and understand their pain points. If you’re short on time, look for academic material (research studies, ebooks, or market reports) on the topic to gain a complete understanding of the subject.
Thorough research is a must for 10x quality.
4. Write informative content
Once you have found areas of improvement in the existing content, the next step is to start writing. Break your content writing process into smaller sprints of work.
Here are a few tips for creating the best content:
- Create a content brief with a list of target keywords, links to the current best content, and a final goal with the 10x content.
- Form an outline with the headings and subheadings you’ll cover.
- Start with the first subheading and circle back to the introduction at the end.
- Make your content structure clearly identifiable; use heading tags and make important points stand out using bold, italic, and quotes.
- Break down complex ideas with infographics, videos, tables, and charts.
- Finally, ensure that the UI/UX of your 10x content enhances the accessibility of information.
- Share your content
Now that the most difficult part is done, it’s time to share it with the world. Your 10x content must get its day in the court of internet users. Share it on social media, community forums, internal groups, or professional groups where it makes sense.
Find blog posts that link to similar content. A quick way to do that is by using an SEO platform like Moz, Semrush, Ahref, or any similar source of competitor backlink analysis. This way, you will have a ready reckoner of websites to approach.
Once you have a list of possible websites that can link back to your content, share your 10x content with them. Emails are an age-old and tested way of approaching backlink prospects.
Here is an email template that you can use to approach your backlinking prospects:
I’m sure you get a lot of people asking you to take a look at their content.
But at the risk of adding to the noise, I wanted to share this 10x piece of content we created on 3D printing.
We talked to experts and did massive research to get the most accurate information we could about the art of 3D printing.
I am sure you will find something useful for one of your blogs.
By the way, I love your latest post on <The Latest Post from Mark or their website>.
I look forward to the next one.
Hopefully, it will feature 3D printing. ;)
Be sure to personalize your emails. If you’re sending them out in bulk, use an email marketing platform like MailChimp, Sendinblue, Benchmark, Mailmodo, etc., for easy personalization. Pick a good sending time according to your industry. A general rule of thumb is to send your emails at the start of the work day, ideally in the first half.
We hope the information here helps you create the best 10x content for your website. If you are looking for inspiration, here is a collection of content pillar page examples to help you get started.
10x is just one type of pillar page content. You can learn about the others in our in-depth blog, “Types of Pillar Pages You can Create to Boost Traffic."
Give the boost of artificial intelligence to your writing
Creating 10x content is no small feat. It requires a lot of time and energy in researching keywords and topics and creating the final draft. In situations like these, an AI-powered tool like Scalenut can help.
From identifying important NLP terms that your target audience uses to creating content based on your inputs, Scalenut can help you with every lengthy step of the 10x content creation process.
One of our community's favorite tools is the Topic Clusters Generator by Scalenut. It helps you plan your content by providing the most searched topics and subtopics ideas specific to your target keyword and target location. Just type in your keyword, and our tool will give you a list of relevant keyword clusters for your 10x content.