What is the skyscraper technique?
The Skyscraper Technique is a content marketing strategy used to create content that outperforms existing material on a particular topic. The approach involves three key steps:
- Identify Popular Content: Find existing content on a topic that has been successful in terms of backlinks, social shares, or organic traffic.
- Create Better Content: Develop a more comprehensive, in-depth, and valuable version of this content. This might involve adding more details, updating information, enhancing visuals, or providing a more user-friendly format.
- Reach Out to the Right Audiences: Promote your content to the right people, especially those who have linked to or shared the original content. This involves outreach through emails or social media.
The effectiveness of the Skyscraper Technique lies in its ability to leverage existing successful content as a benchmark and then “outdo” it in quality and depth. This approach is particularly popular in SEO and digital marketing, as it can lead to higher rankings in search engine results and generate more traffic and engagement.
- Research and Analysis: A crucial part of this technique is thorough research. Understanding why the original content was successful helps in creating something even more appealing.
- Quality Over Quantity: The focus should be on creating the best possible content, not just more content.
- Networking and Relationship Building: Successful implementation often requires building relationships with influencers and other website owners for effective content promotion.
- SEO Best Practices: Incorporating SEO best practices in your content can increase its visibility in search engine results.
- Continuous Improvement: The digital landscape is always evolving. Regular updates and improvements to your content can maintain its relevance and effectiveness over time.
By using the Skyscraper Technique, marketers and content creators aim to attract more traffic, earn backlinks, and establish authority in their niche.