In today’s highly competitive online world, many businesses have seen the need to invest time into content marketing.
For any website to be successful, online marketing and SEO (which includes link building) are crucial. Creation of new content for your website gives search engines more to crawl and indicates that the website is active.
If you know anything about digital marketing and SEO you are probably already aware that adding a blog to your site can be greatly beneficial. You may have even read articles about using blogs to get links to your business’s website. But in such a competitive online minefield how can your business ensure its content marketing is worthwhile and benefiting SEO and link-building efforts?
The Skyscraper Technique to Content Marketing
The Skyscraper Technique was put forward by Brian Dean, international entrepreneur and the creator of the company Backlinko, as a way to create high quality, link-worthy, SEO friendly content.
Implementing the simple Skyscraper technique may result in your website enjoying numerous high quality backlinks, first page Google rankings, a remarkable increase in organic search traffic and more.
Why Does the Skyscraper Technique Work so Well?
The demand for a specific type of content already exists due to the success of a particular content or topic. Then, there is the existing online audience who are more than ready for similar type of content.
The key for making the skyscraper technique work well is to strike while the iron is hot. When you do so, you make the primed online audience more excited, which might mean better results than you bargained for. Since the particular content is already doing well, you can rest assured that Google has indexed it already. So you don’t have to sweat it out with the world’s premier search engine.
Simply work with the search engine and produce better or more remarkable content of a similar topic or nature to topple the old content and achieve better ranking with Google not to mention more online traffic for your company’s website.
Sounds good, right? But how do you do it? Let’s explore.
What Is the Best Way to Implement the Skyscraper Technique in Your Content?
Step 1: Find Quality Content and Topics
The first step in implementing the Skyscraper Technique is research. You need to source content and/or topics which are not only link-worthy but also related to your particular business or what your company can supply.
If you are sharing content on your website’s blog it must be in-keeping with the topics that your customers are interested in. Granted, you may be able to push the boundaries (for example if you have a clear customer profile you may be able to tap into their other interests, hobbies, etc). To find such content you can use tools such as BuzzSumo which allows you to search for the most shared key influencer and content for any topic or keyword phrase.
Apart from being able to search for a history up to one year, BuzzSumo also gives social media like Facebook and Twitter shares. If your company is doing well on Facebook and the shared percentage of the particular content is highest on Facebook, you may want to look into creating similar but better content.
Google News and competitors are other areas you should keep an eye on. Many businesses use recent news stories to generate new content as it keeps their brand current and increases visibility. If you can post a post quickly you can take advantage of people searching for the topic or news story.
For those wanting to search for keywords for topics that you are thinking of covering, you can also use a Google Alert tool. If you wish to analyse the opportunities depending on search volume, simply use Google Keyword Planner. If you wish to find out about online sites that have quality backlinks, make use of Ahrefs. While you’re doing your research, take note of the key influencers, publications and brands that you are familiar with and list them somewhere for later reference.
Step 2: Write Better Content
Once you have found the topic or content that is successful, the second step is to create similar content with a special twist. It should be better in one way or another.
There are a number of ways to make your content better:
- Make it longer
Write content which is longer and is more thorough in its research.
- Make it more visually appealing
As you may know, many people are taken in by attractive images or visuals. You may want to create similar content with a more attractive design or with colourful images for content marketing and link building. You could also create a video, podcast or infographic to go alongside your pots.
- Make it more up to date
Another way is to create more up-to-date content, which would could pique the interest of an already primed online audience. Posts which contradict or offer another point of view often perform well in shares. Posts which inspire conversations or debate are also more likely to go viral.
Step 3: Reach Out to Audiences
Once you are done creating the better content, then it is time to reach out to the specific online audience for content marketing and link building.
You should aim to gain the attention of influencers, brands and publications by putting your specific in their radar. Those who have websites in your niche or are keen on your topic are those to be targeted. If they already have backlinks to other websites, even better. They may create backlinks to your content too, which would result in high quality backlinks for your website, which will drive your search rankings.
Begin by promoting your content to your existing online audience and company’s employees. From there, move on to the others, influencers and so on.
Make use of the list that you created before, as mentioned earlier. If you were to implement all these things and gain lots of online traffic, high quality backlinks and more, don’t stop with your success.
Taking Stock of the Skyscraper Technique
Implementing the Skyscraper Technique should not be a one-time thing when it comes to link building and content marketing. Make it a point to update your particular content from time to time. Remember that online marketing and link building require active roles at all times due to the extremely fast changing rankings.
For further reading check out our other blog posts on content marketing.