You can still create 10x content, though
For those who don’t know: 10x content, originally defined by Rand Fishkin, is content that’s 10x better than the current best item in a search result for a particular topic.
The following may or may not be entirely true. But it’s realistic: I nearly killed a colleague for Hanukkah. We were eating lunch. I said “Think of our job as producing 10x content.” He choked on his tortellini. While I used to get that on a lot of blind dates, I’ve never seen it from a fellow marketing nerd. Hell, I was even buying—he had zero incentive to fake death.
After the Heimlich maneuver, he gasped that 10x content sounded far too expensive, his team wouldn’t have the time and he couldn’t pay us to do it, etc., so heading to the hospital with pasta stuck to his uvula seemed like a good way to avoid the whole problem. I felt better, realizing he hadn’t choked just to cut short an uncomfortable lunch. But there’s a disconnect: 10x content doesn’t have to be 10x more costly.
The ‘10x’ in ‘10x content’ isn’t about resources. It’s about value. You can deliver that value without breaking the bank or your team. Here’s how:
Produce the same content but simplify the final product.
Super-high value. Low cost of delivery.
Finding a winning idea takes time and resources. So use those winners at least twice.
Now, the effort you put into marketing one piece may help boost the other.
Move beyond your own web site. Yes, it costs you links back to your website. But sites like Medium, SlideShare, Quora and LinkedIn have enormous audiences. Your dealers will always help you out.
If your content is a hit, repurpose it for your own site. I often take my most successful SlideShares and convert them to blog posts on eigene-homepage-erstellen.net.
Publish there and you leverage those audiences, increasing the chances of that breakout piece of content.
Efficient 10x content requires a laser-focus on the value of the information. It also requires that you not distract from that value. Little errors can do that. Here are a few tricks/tools I use to avoid them:
Comic Life. Wait, doesn't Ian always use Capybara with speech bubbles? What kind of chicken s$#! operation is this?!
Reduce production costs. Do the simple stuff that increases quality.
When virtuous, unsarcastic marketers die, they go to 10x Nirvana. In this paradise, search engines care more about quality than links. Marketers get an unlimited budget for daily 10x content production. Diet Coke has no health consequences.
Just remember: The ‘10x’ in ‘10x content’ isn’t about resources. It’s about value.
I won’t be there.
For now, you’re all stuck here with me. We live in marketing reality, where budgets, resources and business goals reign. When I mention 10x content, I hear “Too expensive!!!” But it doesn’t have to be. Focus on delivering 10x the value. It still takes a lot of work—10x content is 10x more valuable because you make a serious effort. But you can deliver the great stuff without achieving Nirvana.