H O W T O B U I L D1 0 X C O N T E N T

EXPERT ROUNDUP

( N o t e : C re a t i n g 1 0 x c o n t e n t w i l l skyrocket t r a ffi c a n d l e a d s )

P O W E R P O I N T BY S E A R C H C O N T R O L . C O. U K

“ “Whenever you create a piece of content and think it’s ‘good’, go back and around and add more depth to it – meaning another 5 hours+ to make it incredible.”

10x content needs to be head and shoulders above the rest in terms of its depth (in my opinion).”

1Eric Siu – Singlegrain

“ “Your readers don’t want to read yet another “me-too” post that explains the same thing as everyone else.

Unique and powerful content is what drives links and boosts shares.”

2Heather Lloyd – Success Works

“ “If there’s nothing to write about, don’t write.

I never worry about posting frequency or arbitrary content marketing schedules.

My 10x content is typically the result of deep engagement with something or someone that fascinates me. It could be a sudden discovery, vision of the future or description or a new technical process.”

3Dan Petrovic – Dejan Marketing

“ “I start by looking for keywords that are underserved. In other words, the existing results don’t deliver great information.

Once the target topic area is identified, I invest time in creating non-obvious, highly specific content that will take a reader from A to Z. It’s so important to over-deliver. The tone of the writing and the design are just as important as the information.”

4Jimmy Daly - Vero

“ “There’s the good unique content. You know the routine. Isolate the pain point. Address the pain point. Offer the remedy. The content that makes sense to you when you click ‘publish’. Content in context.

Let your competitors deliver the good unique content. Your task is to consider how you create the ‘deluxe edition’ of content for your chosen topic.”

5Ian Rhodes – Rhodes Consultancy

“ “Use Brian Dean’s ‘Skyscraper Technique’.

That’s it, seriously. It’s become the cornerstone of everything I try to do with my content – and that of my clients.

As a prerequisite your content isn’t better than the next best competitor – you’re putting yourself on the back foot when it comes to the promotion stage.”

6Loz James – Content Champion

“ One technique, especially if a client doesn’t have a huge client base yet, is to use sites like Quora, Yahoo! answers, or LinkedIn discussions to identify themes in topics.

With a bit of technical wizardry, you can automate this analysis. Then perform keyword research and/or use Rand’s recommendation to Google these queries and prioritize topics that you think are under-served in the SERPs.”

7Adria Saracino – Content Strategist

“ “We try to publish only well-formed, well-supported thought leadership – the stuff you’d pay for or highlight in a book.

With that end in mind, I outline avidly, adding small pieces to a draft bit by bit over weeks, months and even years with the help of apps and plugins, like the Notes app and Airstory.

It’s the same for ebooks and blog posts alike: we chip away at an outline made of data, anecdotes, examples and ideas, and then we draft over that outline.”

8 Joanna Wiebe – Copy Hackers

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