5 practical tips for social media success using 10x content principles [STUDY]
Want more shares and links? 10x content is the answer.
A recent study has revealed the top content types that achieve success on social platforms, and each of them correlate to the key characteristics of 10x content.
10x content, as most of us know by now, is about creating something ten times better than anything else out there, or, more accurately, better than anything else that appears in the same search results as you. At a basic level, it needs to be informative, unique and interesting.
To be more specific, there are a few elements that should be involved when creating 10x content. Rand Fishkin, founder and former CEO of Moz, the inbound marketing organisation, is the one who coined the phrase 10x content. In a widely circulated episode of his Whiteboard Friday series he outlined the criteria and steps necessary for making your content ten times better than anyone else. These are the most prominent:
- Solve a problem or answer a question by gaining deep insight
- Create an emotional response
- Use a powerful and hard-to-replicate method in answering a question
- Deliver content in a unique, remarkable, unexpectedly pleasurable style or medium
- Content needs to be high-quality, trustworthy, useful, interesting and remarkable
Weren’t we talking about a study?
We were – one that showed the relationship between 10x content and social media success.
It was undertaken by BuzzSumo and Majestic, two companies that track social network content performance and domain link intelligence, respectively. The two joined forces to uncover the common attributes of content that achieved high shares and high domain links.
Together they discovered the 5 types of content that attract the most shares and links:
- Authoritative content that answers core questions
- Strong opinion posts
- Content that provides original research and insights
- Content that leverages a trending topic but that also provides original insights
- Authoritative news content on new products or developments
Can you see the correlation here? While not explicit, the similarities between 10x content and this study are plain to see – it’s the focus on high quality, on finding unique angles, on using authoritative sources, and conducting original research.
Let’s break it down
Combining these ideas with the 10x criteria above gives you a powerful recipe for high-performing content. Here are our tips for creating it yourself – with some Castleford articles thrown in as examples.
1. Authoritative content that answers core questions
10x content element: Solve a problem or answer a question by gaining deep insight
The key to this content type is understanding your audience and what information they are looking for. Use helpful tools such as AnswerthePublic.com or BuzzSumo to find what sort of questions your audience is asking. Choose the topics that are most relevant to your brand to lend authority to your content (your audience will be less inclined to find your article reliable if it does not directly associate with what you are selling.)
Remember that not everyone searching for your product or service has a detailed query. Many are only at the top of the sales funnel and just need some of the basics answered before they continue their research. If you can do this in a comprehensive way you could win out over the competition.
Castleford example: How long does it take content marketing to work?
2. Strong opinion posts
10x content element: Create an emotional response
If you have a strong opinion on a topic and have the authority to back it up then it’s worthwhile sharing that view.
One of the most successful methods for keeping your audience’s interest is to make them feel something. Emotion creates interest and attachment. It doesn’t need to be dramatic – just enough to invoke some sort of interest or curiosity. Opinion posts are a great way to achieve this, although you will want to be careful that your opinions do not create negative feelings about your brand. Steer clear of anything too controversial.
Opinions on your industry and what you think the future holds are interesting and relevant for your audience.
Castleford example: 14 Content Marketing Predictions for 2017
3. Content that provides original research and insights
10x content element: Use a powerful and hard-to-replicate method in answering a question
If you’re not giving your blog posts a unique spin, what’s to separate them out from the competition? Internal research or self-formulated insights add something to your content that can’t be found in other articles covering the same topics. Ensuring that you create a high-quality piece that is useful and interesting will be much easier now if you have a point of difference, like your angle, your layout, your style.
It’s ok to take a concept or an idea that’s been done before, but add your own creative flair or different view. It makes the content easier to digest and far more interesting to read.
Castleford example: The 8 rules of Content Marketing Club: Taking the lead from Tyler Durden
4. Content that leverages a trending topic but also provides original insight
10x content element: Deliver content in a unique, remarkable, unexpectedly pleasurable style or medium
Obviously, trending topics are going to be more appealing to your audience. But what will make them pick your content over the rest? As discussed above, you will need to provide something original and unexpected.
It’s not enough to write about a trending topic – your article will just drown in the sea of other pieces just like it in the SERPs. However, if you can find a unique angle that either relates it to your industry or provides something different to the competition you’ll have a much better chance.
5. Authoritative news content on new products or developments
10x content element: Content needs to be high quality, trustworthy, useful, interesting and remarkable
Like trending topics, news content often receives a great amount of attention while it is relevant, and then the traffic fades out. If you can lend authority to the subject then you have a better chance of receiving more traffic.
It’s important to keep informed about products or developments happening in your industry. Consumers build trusted relationships with brands they know they can turn to for up-to-date information.
If you can provide updates on what’s happening in your brand’s space as it happens you’ll increase the chances of your audience turning to your blog first to get their answers.