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  • Writer's pictureMark A Preston

Mastering the Craft of Superior Content in an AI-Driven World

Updated: Mar 11

Content creation is an art form that has consistently evolved. But as AI tools rapidly encroach upon our creative spaces, one can't help but question their efficacy and depth. I, Mark A Preston, with Rand Fishkin, co-founder of SparkToro, unravels the enigma of creating superior content in this technologically-infused age.


crafting content

The Quest for 10x Content:


The term '10x content' has become synonymous with Rand Fishkin, reflecting an aspiration to craft content that is ten times better than the best result one can currently find in search results for a given keyword phrase. But can AI ever achieve this gold standard?


I asked:


"Shouldn't we, as marketers, focus on outshining the existing content rather than merely replicating what's already there?"

It's a question that has perplexed many, especially in the age of AI content generation.


Rand Fishkin astutely observed:


"While some content may thrive even without being the best, to truly stand out in a competitive market, you can't afford to be subpar. You've got to supersede on some fronts, be it product quality, price, positioning, or marketing."


AI's Intriguing Foray into Visual Content:


While text-based AI content might still be under scrutiny, its role in image generation can't be denied. The convenience of requesting AI tools to conjure up vivid, almost fantastical landscapes or situations is captivating, to say the least. Yet, as Rand notes...


"These visuals, while impressive, might not be 10x, but they definitely have utility for some."

Key Takeaways for Marketers:


  • Strive for Superiority: Don't settle for mediocrity; aim for the 10x content benchmark.

  • Harness AI Judiciously: Use AI tools as aides, not replacements. Their ability to streamline tasks can be beneficial, but true creativity and ingenuity lie within the human mind.

  • Diversify Content Creation: While text remains central, explore AI's prowess in visual content generation to add diversity to your content palette.


"In a competitive market, it's not just about being visible, but being unmatched in quality and innovation,"

Rand Fishkin's insights serve as a timely reminder.

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