Recently we heard the term skyscraper marketing and were curious about why it’s trending right now. The basic idea behind the skyscraper technique is to pick popular pages, improve upon their content, and reach out to sites that linked to those lower quality pages and get them to link you.
When done well skyscraper marketing forces you to find a unique angle to evaluate the existing content and make it something entirely new and your own. When employed properly the skyscraper technique can serves both readers and business very well.
Skyscraper content is not about creating content that is adding length to what already exists. It is about creating something that is 10 times better than what is already out there (i.e. more valuable to the reader)
The term ‘skyscraper technique’ is coined by Brian Dean of www.Backlinko.com who increased his search traffic by 110% in 14 days using this method. There are 3 steps involved.
Step 1: Find content with lots of inbound link (link-worthy content).
- Pick keyword to target, search for competitive keywords (in your industry).
- Filter them out by using analytic tools (i.e. Site Explore by Ahrefs.com).
- If you find content that’s ranking well in Google there will be a lot of links pointing to it.
- You want to find content that has a proven track record of generating links.
If you find content in the top three results that historically was shared a lot, but is now outdated, inaccurate, full of broken links, etc., then it is in the readers’ interest for someone to create something better right? Of course.
Step 2: Create something better
- Adding your own unique story, experience, expertise to original topic. Someone reading both the original and your skyscraper post would get unique value and understanding from both.
- Make content more thorough.
- More up-to-date, there is a lot of out of date content sitting on Googles first page.
- Better design than what is already out there. A better design will influence how valuable people perceive your content to be. For example taking a huge heap of text and making it much more accessible by turning it into a video or an interactive tool; or simplifying a complex subject by visualizing it.
Unique angle – creating nuanced content on a familiar topic is a great way to add something to the readers experience and teach them something new. Adding a fresh perspective is generally a good thing.
Step 3: Reach out to the right people
- Only reach out to the most authoritative sites that are also relevant to your page.
- A good email outreach strategy is crucial. Similar to straight out begging, but with a very important twist – instead of emailing random people, you’re reaching out to site owners that have already linked your competition.
An interesting point to note about this technique is that it works for all niches. Business, no matter big or small, can add it to their online marketing strategy.
We hope you find this helpful and thank you for taking the time to read this blog. We’ll be publishing a link to our Facebook, Twitter and LinkedIn channels and we’d love to know what you think of this content marketing technique.
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