The Skyscraper Technique: A Step-by-Step Guide to Building Your Content Empire
In the ever-evolving landscape of digital marketing, standing out from the crowd requires more than just churning out content. It demands a strategic approach, one that elevates your content above the noise and positions you as a true authority in your niche. Enter the Skyscraper Technique, a methodology that leverages existing successful content to create something even better, driving organic traffic and establishing thought leadership.
What is the Skyscraper Technique?
The Skyscraper Technique, coined by Brian Dean of Backlinko, is a content marketing strategy centered around identifying high-performing content in your industry, improving upon it, and then reaching out to those who are already linking to the original piece. It's about finding what works, making it better, and then promoting your superior version to a targeted audience.
Step 1: Discover Proven Content
The foundation of the Skyscraper Technique lies in identifying content that has already demonstrated its ability to attract links and social shares. Here's how to find it:
- Keyword Research: Begin by identifying keywords relevant to your niche. Use tools like Ahrefs, SEMrush, or Moz Keyword Explorer to find keywords with high search volume and a reasonable level of competition.
- Top-Ranking Content Analysis: Once you have your keywords, search for them on Google. Analyze the top 10-20 results. Look for content that is comprehensive, well-researched, and visually appealing.
- Backlink Analysis: Use backlink analysis tools to determine which of these top-ranking pieces have the most backlinks. A high number of backlinks indicates that the content is valuable and authoritative in the eyes of others.
Step 2: Create Something Even Better
This is where the 'skyscraper' part of the technique comes in. Your goal is to create content that surpasses the original in terms of:
- Depth and Comprehensiveness: Provide more detailed information, cover more subtopics, and offer a more complete picture of the subject matter.
- Up-to-Date Information: Ensure your content reflects the latest research, trends, and best practices. Outdated information can quickly diminish your credibility.
- Visual Appeal: Incorporate high-quality images, infographics, videos, and other visual elements to make your content more engaging and shareable.
- Improved Design and Readability: Optimize your content for readability. Use clear headings, subheadings, bullet points, and white space to break up the text and make it easy to digest.
- Actionable Advice: Provide practical, actionable advice that readers can implement immediately. This increases the value of your content and makes it more likely to be shared.
Step 3: Reach Out to the Right People
Creating exceptional content is only half the battle. The next step is to get it in front of the right audience. This involves identifying and contacting people who have already linked to the original content you improved upon.
- Identify Linkers: Use backlink analysis tools to identify websites that are linking to the original content.
- Find Contact Information: Locate the contact information for the website owner, editor, or relevant content creator. Tools like Hunter.io can help you find email addresses.
- Craft a Personalized Outreach Email: Write a concise and personalized email that highlights the value of your content and explains why it's a better resource than the one they're currently linking to. Be polite, respectful, and avoid sounding overly promotional.
Example Email Template:
Subject: New Resource on [Topic]
Hi [Name],
I was recently reading your article on [Topic] and found it very helpful. I noticed you linked to [Original Article].
I recently created a more in-depth and up-to-date guide on the same topic: [Your Article Link]. It includes [mention specific improvements or additions].
I thought it might be a valuable resource for your readers as well.
Thanks for your time, [Your Name]
The Benefits of the Skyscraper Technique
- Increased Organic Traffic: By targeting keywords with proven search volume and creating high-quality content, you can significantly improve your website's organic traffic.
- High-Quality Backlinks: The Skyscraper Technique helps you acquire backlinks from authoritative websites in your niche, which can boost your search engine rankings.
- Enhanced Brand Authority: Creating exceptional content and promoting it strategically can establish you as a thought leader in your industry.
- Targeted Audience Reach: By reaching out to people who are already interested in the topic, you increase the likelihood of them engaging with your content.
Conclusion
The Skyscraper Technique is a powerful content marketing strategy that can help you stand out from the competition and achieve significant results. By identifying proven content, improving upon it, and promoting it to a targeted audience, you can build a content empire that drives organic traffic, generates high-quality backlinks, and establishes your brand as a trusted authority in your niche. It requires time, effort, and dedication, but the rewards are well worth the investment.
