1

Why “Good, Unique Content” Needs to Die

• It’s middle-of-the-road

• “If you read it, you wouldn’t vomit”

• It can scale• Minimum bar now is

content that is the best in the search engine results page (SERP)

• Need to aim for content 10x better than anything else you find when you search on that/those keyword(s)

• Source

2

What Changed?

• User experience became a much bigger part of ranking elements

• Earning links overtook link building, and that’s nearly impossible with merely “good, unique content”

• The rise of content marketing created much more competition

• User expectations have risen as companies have bent over backwards to delight audiences

3

Creating 10x Content – Step 1

• Search for keywords you want to rank on in Google- Can also use Buzzsumo, which shows how often

content has been shared, but must pay for all results

• Concentrate on top 5-10 results from each site

Source

4

Creating 10x Content – Step 2

• Ask the following questions of the content- What questions are being asked and answered by

these search results?- What user experience are they providing (speed,

mobile-friendliness, rendering, layout, design, etc.)?- What’s the detail and thoroughness of the content?- How do they use visuals?- What’s the quality of writing?- What are their info and data sources? What’s the

quality?- What’s missing? What questions/pain points are they

not answering/addressing?Source

5

Creating 10x Content – Step 3

• Based on the answers to previous questions, you can determine the following:- What are the strengths and weaknesses of the content

that’s currently getting the best search results and the most social shares?

- What is the delta between us and them today?

• Now you know where you can fill in the gaps to create exceptional, difficult-to-scale content

Source