By Ellen Gomes
First, a confession. I click-baited you a little (really, just a teeny bit). I haven’t had to actually convince my leaders to let me and my team invest in 10X content. From the moment I was invited through the Typeform doors to launch a blog, it was clear that spitting out a dozen 500-word articles about forms and surveys each week—just so Google would be nice enough to send us a few visitors—wasn’t to be the “Typeform way.”
You see, I got lucky. I was joining a company founded by two designers—creatives, with big imaginations. They were never interested in the “read-it-do-it” way of doing things. Typeform was a product admired for being different, not just better. So anything we put on our blog had to take the same path, even if it cost more money and took more time.
But the point of this article is to talk about how investing in 10X content is helping us achieve multiple goals. And how it made dots on a GA chart fly upwards, like a herd of startled mountain goats:
Unique pageviews to Typeform’s online magazine, after publishing their first 10Xed piece of content
What Is 10X Content, Anyway?
Disclaimer: I have zero authority to be telling you this. It was, in fact, power marketer and all-round-good-egg Rand Fishkin who first referred to 10X content in one of his Whiteboard Fridays. In the video, Rand proposed placing content on a scale of Panda Invasion to 10X.
Rand Fishkin’s 10X Content whiteboard
It doesn’t take one of Elon Musk’s engineers to work out which end of the scale is the good end.
Here are the criteria for 10X content, according to Rand’s 10X Content guide:
- Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc.
- Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and remarkable
- Is considerably different in scope and detail from other works on similar topics
- Loads quickly and is usable on any device or browser
- Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration
- Has achieved an impressive quantity of amplification (through shares on social networks and/or links)
- Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources
We certainly don’t get all of this right at Typeform. I mean, come on, it’s a big-ol’ demanding list, right? Just check out the page speed for a Net Promoter score guide we did:
Cool-looking guide. Slow as hipster-cooked pork.
Although we’re not quite reaching the full 10X milestone yet, I’d like to show you how trying to get there is helping to move the needle for multiple KPIs, even though we didn’t exactly plan it that way.
Backlinks and All That SEO Stuff