A Recap of SearchHOU: Build a 10X Brand by Creating 10X Content

searchhou ronell smith houston marketing 10x contentStaying ahead of the curve is incredibly important when it comes to digital marketing. The landscape is constantly changing as technology gets better and smarter.

For that reason, our team is passionate about attending industry-related events throughout the year. At these events, we are able to learn from other industry experts and share ideas. One of our team members, Aaron Eaves, took it one step further and founded a Houston-local marketing organization called SearchHOU.

This month, SearchHOU hosted content guru and former Moz Content Editor, Ronell Smith. Ronell’s presentation focused on building a “10x brand” by creating “10x content.” Here is what we learned at this SearchHOU meetup!

How to Create 10x Content

The first thing that Ronell said at the meetup was that content should mean something. Every brand should strive to produce meaningful content that helps their audience in some way.

Creating 10x content does not mean that you need to create 10x MORE content. It means that your content needs to be 10x better than anything else in a search result. 10x content provides the best answer to the questions that your target audience might be asking. It is important for brands to step back and ask “what might my customers be asking” regarding your offering, service, etc.

Creating 10x content starts with finding enticing questions for your audience and create a powerful content experience for them. This powerful content experience should address a need while also making it delightful and useful. So how do you figure out what needs you should address?

Addressing The Needs of Your Audience

The best way to find out what your audience is wondering about is to do research. If you aren’t sure what exactly your audience is asking, there are a few tools that you can use to find out. Find and follow relevant hashtags. Peruse Q&A websites for popular unanswered questions. Use keyword tools to uncover how they are using words and phrases.

The following tools can help:

  • Keywordtool.io
  • Opensiteexplorer.com
  • AnswerthePublic.com
  • Google Auto Suggest
  • Twitter Advance Search

It is funny that these tools were brought up at this SearchHOU meetup, because our Director of Account Strategy, Katy Katz, was in Las Vegas that very week talking about a similar topic at Pubcon. In her presentation, she talked about the same tools and how marketers should start thinking about content in the form of questions due to the increasing popularity of voice-search (ex. Siri, Alexa).

Katy shared a few other tools in her presentation:

  • Buzzsumo Question Analyzer
  • SEMRush
  • KWFinder
  • Quora

Understanding how your audience is asking questions and translating that to voice query will help you create 10x content moving forward.

The key to even better content is to also be accurate and authoritative in your answer. Content with meaningless statistics that are inaccurate or made up can damage your reputation as being an expert in your field. Show them that you know what you are talking about and use compelling data.

We are dedicated to helping our clients produce 10x content and would love to talk to you more about your content strategy. We even are offering a free website audit for those who aren’t sure where to start. If you want to learn more about how we can help create 10x content for your business, contact us today!

written by...

Lindsay Bartels

Lindsay is an Account Manager for Marketing Refresh. She enjoys eating cheeseboards, traveling and her slobbery Boston Terrier, Gatsby.



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