Stop your 10x content strategy! 2x can be better
Is 10x really necessary in content marketing? Today, we’re here to offer a controversial alternative to 10x content strategies. We call it 2x.
Buckle up – we brought examples.
The problem with 10x content
If you aren’t sure what 10x content is, check out our article titled “10x content: What it is and why you should be creating it”. You can also watch Rand from Moz’s very helpful tips below.
Clearly, 10x content is great – but the problem is that it can be expensive. As technology advances, content that used to be considered 10 times stronger than the competition is now par for the course, so businesses must try even harder to out-do their counterparts.
Consider, for example, the case of custom infographics: Once entirely the realm of professional graphic designers, now anybody can access pre-made templates and whip up a high-quality graphic within minutes with Canva or Piktochart. To stand out these days, the same information needs to be presented in a far more dynamic way, which in turn requires more time, expertise, and money.
Rather than blowing your content marketing budget on modern 10x, consider an alternative: 2x content.
What is 2x, and how can it possibly be better than 10x?
2x is about creating content that’s better than its immediate competition. It doesn’t need all the bells and whistles, just more than the next piece of content in the same search space.
Importantly, 2x only works when you’ve carefully analysed your competition. By doing this, you’ll be able to determine the factors that caused each competing piece of content to rank, and what you could do better.
Some common improvements you can make to beat competing content are:
- Adding more depth to a topic.
- Better or more directly answering the question.
- Creating a more clickable title tag or meta description.
- Formatting your content in a more immediately engaging manner, such as adding valuable rich media like videos.
Although these changes might seem small, when used strategically they can provide a page-one ranking (and thus, results), and it’s also a lot less expensive than true 10x content.
— Castleford (@castlefordmedia) October 3, 2017
What 2x content looks like in action
Let’s put our money where our mouth is. On the Castleford blog, we write in a highly competitive search space. We’re up against Moz, Search Engine Land, the Content Marketing Institute and other authoritative publications, but we still manage to regularly rank on page one.
How? By creating 2x content – articles that are just that little bit better than their immediate competition.
We study each question we intend to answer before writing an article and examine ways in which we could provide either a unique or better approach. Below, you’ll see “How does content marketing work?”, which initially had the heavyweight Search Engine Land ranking at the top, until we snaffled the position
Another great example is “Does content marketing save money?” We found that most people weren’t touching this angle, but it’s still a question our audience might ask if they’ve heard about the topic. By tweaking our angle away from “how to save money” (like our competitors) to “does it save money?”, we created a unique article that’s more relevant to the query, but didn’t cost an arm and a leg to produce.
Making 10x content is great, awesome even, but it’s not the only available content marketing strategy. You can provide reader value and rank highly by being strategic, not extravagant.
So the next time you’re stressing about doing 10 times better than anyone else, ask yourself this; Do you really need to?