10x Content is a term coined by Rand Fishkin, the founder of Moz. It refers to content significantly better than the best results currently found in search results for a given keyword phrase or topic. According to 2, Fishkin defines 10x Content as “10 times better than the best result that can currently be found in the search results for a given keyword phrase or topic.” This means that for Content to be considered 10x, it should be significantly more valuable, informative, or helpful than the top results that appear in search engines for a given query.
The concept of 10x Content is often discussed in search engine optimization (SEO) and content marketing, as producing high-quality 10x Content can help a website or brand rank higher in search results and attract more visitors. According to 7, “10x Content has less to do with the quantity of content created and more to do with its quality.” This means that producing a large amount of Content will not necessarily help a website rank higher if the Content is not of high quality.
The format of 10x Content can be varied; it could be a written article, a YouTube video, a social media post, an infographic, a podcast, etc. The key is that the Content should be ten times more helpful or informative than the best search result that can be found currently. As per 4, “10x content is almost exclusively about topics that people with a Know search intent,” which means that the intent of the Content should be focused on providing information and knowledge to the user.
It’s important to note that while the term “10x” is often used to describe this type of content’s superiority, the actual “10x” measurement is more indicative of a group of power based on several qualitative factors rather than a quantifiable number. As five states, “It would be tough to make a solid quantitative argument to that effect; 10x is indicative of a level of superiority based on several qualitative factors.”
Pillar Pages in 10x Content
Pillar pages, also known as content pillars or power pages, cover a broad topic in-depth and serve as a central hub linking to related content clusters. One common pillar page type is the 10x content pillar page, which refers to a long-form, in-depth, and high-quality piece of content that covers a topic comprehensively and is meant to be significantly better than existing content on the subject.
The goal of creating a pillar page is to establish authority on a specific topic and be the go-to resource for the subject. The 10x content pillar page is one of the two main pillar pages; the other is the resource pillar page, as per 2.
To create a pillar page, you should start by identifying a specific topic that aligns with your business and create a content brief with a list of target keywords, links to the best existing content on the subject, and a final goal for the 10x range. As per 4, “Form an outline with the headings and subheadings you’ll cover. Start with the first subheading and circle back to the introduction at the end.”
It’s important to note that pillar pages should be highly linkable; external sites would link to it as a canonical resource for the topic, as per 7. Also, the idea of creating a pillar page is to boost the SEO and establish authority on the subject. Thus, it should be closely related to your brand’s mission and values. As nine mentioned, “Thus, they should be closely related to your brand’s mission and values. For example, if you’re a fashion brand, your content pillars might be styles, trends, and self-expression.”
It’s important to note that the term 10x content pillar page is not just limited to written content; it can take various forms, such as YouTube videos, infographics, podcasts, etc. As per 10, “10x Content doesn’t necessarily have to be a written article. Your 10x Content can be a YouTube video, social media post, infographic, podcast… or any other type of content that you publish.”