You need to set the offset
in the query.
To get the right offset value, you will need to store and send back the offset value to your ajax script (data-offset
in the input or an hidden field).
$args = array(
'posts_per_page'=> 10,
'post_status'=> 'publish',
'offset'=> $_POST['offset']
);
$_POST['offset']
is coming from your button with a js script.