“The Skyscraper Technique might be my favorite link building strategy of all time because it works so incredibly well.”
– Brian Dean (Founder of Backlinko)
People create content, and you need to stand out from the competition. That is what skyscraper content all about. It’s not just content. It must get noticed, share, and get results more than any other small content. Build content as big as the skyscraper building with over 40, 50, or more stories to stand out.
Skyscraper is one of the most well-known techniques out there. Everything else you need must be surrounded you. Bigger and better, more informative, more details with supporting videos, photographs, and links for more information. When you do this, your content will definitely be going to get attraction online.
Now, let us guide you to the making of Skyscraper content because this technique might be your next favorite link building strategy.
What is skyscraper content?
Skyscraper content is an inbound marketing technique that includes exploring topics that are easy to find in search engines and social media. Inbound marketing is an effective business methodology that attracts customers by creating valuable content with experiences.
Reverse engineering is being used for Skyscraper content to create a way better than the existing content. This tactic basically includes backlinking from other existing posts.
The process of Skyscraper content is basically picking what keyword you would want to rank and then analyze the search results and find an existing piece that you consider valuable to your business, customers, and of course, yourself.
There is also confusion between skyscrapers and other content such as pillar content and content ladders because they all have long-form content. But we have to keep in mind that skyscrapers are timeless, which only updates occasionally and can be an independent link-building piece. While content ladders need consistent updates and pillar depends on sub-topic content creations to gain backlinks.
What Is the Skyscraper Technique?
The skyscraper technique is the most straightforward and, most of the time, effective content creation method for building high-quality backlinks. Skyscrapers aim for timeless content pages that usually have a minimum of a 1,500-word count, which targets a specific variable search term or trending topic. This kind of in-depth content is proven to attract more traffics, shares, backlinks.
In 2015, Brian Dean, an SEO expert and the Backlinko blog and YouTube channel founder, developed the skyscraper technique. The skyscraper technique is a process for turning your content into high-quality backlinks. This process was broken down into three main steps:
Finding link-worthy content
Creating something better
Sharing what you’ve written
How does it work? It is not as complicated as the other techniques. First, you have to start by searching the most popular trends, topics, and well-built existing content across the topic areas that covers your business.
The next thing to do is to look for fresh and unique ways to create similar content with a twist. There might be some changes and revisions, such as grasp a more engaging medium, utilize a better design, or reform and update the statistics. Once you have created new and improved content, reach out and find people who will potentially link your post.
This is just an overview of the Skyscraper content. As we move forward, we will give you a more detailed explanation of how to run a Skyscraper. But for now, we will take a look at the few reasons why this technique works really well.
Already in demand – Since we’re discovering an existing successful content, this means that there is a high level of assurance for your topic to have demand in the marketplace. Consider answering questions such as; why the particular content is successful, did it solve a problem for the readers, and is it informative and entertaining at the same time?
Dealing with a primed audience – Priming is an essential concept because your audience is probably thinking about something before you even communicate with them. What they assume has an influence on how your message is received.
That is why taking the original piece to the next level has the potential to really excite the audience. Selecting a timely topic would be the best option, but you have to build out a target list of brands, publications, and influencers who either shared the previous blog or content, so you can reach out right away.
High potential in ranking – Your existing resources were already indexed by Google. When you create something better and attractive, you have the potential to be over to that older content. It is also possible to outrank them and drive in more traffic to yours, especially if you win those high-quality backlinks by reaching out.
When we walk in the city, we are not looking for the tallest building; instead, we look for the best, the tall and beautiful one. We want to create content that everyone wants to talk about and link to. In the field of SEO, Skyscrapers have the potential to be high performers as Google values authoritative content.
How to Execute the Skyscraper Technique
We have tackled the basics of the Skyscraper technique and how it works. Now, let’s talk about how to run a skyscraper technique with more comprehensive details. Here’s a step-by-step guide on how you can successfully execute a skyscraper blog or content.
1. Finding link-worthy content
Research important topics: When searching for a topic, you always need a tool. This could be SEMrush, ahrefs, or any other research tool you have. And find the specific posts that target your given topic. Take note of the referring domain to see what backlinks are going to top-ranked in this post, and later on, you can reach out to them. Add these domains to a spreadsheet to keep track so that we can do outreach to them later.
Just like a skyscraper building, skyscraper content should be big enough to be attractive. It is something that people will be marvel at. Your skyscraper content must answer the audience’s questions, help a buyer to their journey, and become worthy for others to link back.
Deal with boring topics – Most topics online can be uninteresting for many because it was made for a specific niche. However, just because a topic is boring doesn’t mean it has to be dull. People have different personalities, and they are colorful individuals. Nobody wants to read a ten-thousand-word massive skyscraper content with shallow information. By adding a little flavor with playful language and descriptions, you will surely get their interest. Make concise sentences that can be easily absorbed by readers.
Explore viral content – Searching for viral content ideas will give you an edge on the Google search console. To explore a list of shareable and link-worthy content in your niche, you can start by using these tools:
1. BuzzSumo (to find the highly shareable topic ideas around your niche)
2. ahrefs Content Explorer (this also give you social metrics and onsite metrics to find better topics in any industry)
3. Visual.ly (a high-quality infographic directory, sort by views, this way, you get the most popular infographics),
4. Google News and Google Alerts(search for a keyword and see what journalists and popular sites are discussing, by setting alerts, you get emails when something is found)
5. Moz Open Site Explorer (for finding top pages with more links to your competitor sites)
2. Creating something better
Drafting – With these target post in mind, you can start drafting your own content. Keep in mind that your post has to be better than the existing content because you have a specific competitor that you have to beat. Your content must demonstrate to your audience that yours is better and deserving linking to your blog post instead of the others.
Give your content more depth; there have to be some hooks to make your content stands out above the other content or blogs.
Make subhead that sound like headlines – We often focus on headlines rather than the subheads. It is not wrong, but be mindful that every word matters. Your subheads should sound like you are giving hints or suggestions to the reader. Your subhead must be more descriptive, mainly if you are sticking with an SEO-focused section.
Produce a valuable long-form piece – Creating quality content is given, but skyscrapers should be the best among them. Providing lengthy content can take up more of your reader’s time. That is why your skyscraper content should not depend on word count alone, but it must provide useful information and an impressive piece.
Once you found content that you want to beat, Brian suggests to improve these four aspects:
1. Length – If your competitor lists 10 tips on doing a sure thing, won it by providing more advice on your listing.
2. Freshness – Check the date of the post. It is time for you to update it with newer images, screenshots, and information if it is outdated.
3. Design – Web design is as important as content. Make sure your design is visually appealing to stand out.
4. Depth – This is not just about listing and sorting information for your readers, fill in the details, and make it actionable. Remember that you are only helping them through your piece; you don’t have to do things for the sake of doing them.
Shrefs.com made an example, adding 25 mediocre tips to an existing list of 25 excellent tips isn’t an improvement. The reason is simple, you just made a new version and made it lengthier. Remember, skyscraper content should stand out. Creating a duplicate of your competitor’s post is a big NO.
You have to be top of them, innovate it, improve it, and make use of new statistics, media, etc.
3. Sharing what you’ve written
Publish – Once you are done with your content or blog, you can now proceed to publish. This is where off-page SEO takes place. You’ll publish your blog post, then do email outreach and follow-up these other blogs to link to your post instead of the other post. This might take a lot of effort and courage to persuade others.
Reach people – One of the most successful strategies to reach out to people is to email them. Email outreach might be an excellent skyscraper technique, but you have to avoid spamming every blogger you know. Reach out to those people who are already linked to the specific content you improved.
Here are some more ways to drive traffic to your website:
1. Search Engine Optimization (SEO) – Having knowledge about SEO and how pages are ranked on Google is an advantage. Find the right keywords and effectively utilize on-page and off-page SEO to drive more traffic organically and without breaking bending the rules.
2. Get social – Everyone knows Facebook, Instagram, YouTube, and these popular platforms for sharing will connect you with others around the world. And these are the new primary method to drive traffic.
3. Email Marketing – As we have said, promoting yourself through email marketing or email outreach will drive your page’s traffic. Start creating your list and email them.
4. Mobile usability – People nowadays are using mobile phones to browse; this means you need to ensure that your site is mobile friendly.
Continue building – Just like how architects never stop building and innovating, skyscraper content’s mission is to create a better piece than anyone else. If your content is not ranking, try to retarget your keywords and rebuild the skyscraper. Keep experimenting, developing, and innovating with the skyscraper technique.
Skyscrapers require a lot of research, preparation, and effort before executing. Don’t use a little time for writing. Good things take time. After all, it has to get indexed and ranked.
Skyscraper content marketing is a powerful way to grow your business when executed right. You don’t have to join a bandwagon to be just on top. Create content with value and information that will target your audience’s interest. If you haven’t tried skyscraper content, now is the time to stands out among your competitors.