As we ride into the next year, content marketing continues to dominate the digital sphere. With just about every business – big or small, hopping on to the bandwagon of this marketing tactic, it is becoming increasingly challenging for businesses to stand out in their niche. And we totally relate.
With marketers experimenting with different tactics to make their content stand out, one such technique that has been proven to give results is the Skyscraper tactic of creating content. In this post, we’re going to discuss what this technique is, how you can get started and what you need to know about it.
What is the skyscraper technique?
The skyscraper technique of content marketing is the tactic of publishing content around a framework that has been proven to do well in the market. The tactic includes seeking for industry specific content that has done well or is doing well, and then creating something even better.
Wondering how can you get started with this tactic?
Three step Skyscraper content marketing process
The skyscraper technique is a simple three step process that includes:
- Looking for trending/ popular content
- Identify your competitors for the content piece
- Create a content piece better than the rest and promote
Looking for trending/ popular content
The digital landscape is vast and by the way new platforms are getting added to the list everyday, we don’t see it decreasing any time soon. Then it is also a fact that an average internet user is active on at least 2 digital channels for personal or professional purposes, and this could be your target audience. So how do you identify what’s trending on which channel and towards which of those trending topics should you be investing more business resources?
One of my personal favourites for seeking out content inspiration or understanding what my target market is looking for, is BuzzSumo. It helps you find the most shared content on various social channels and the key influencers who are driving it, enabling you to strategise your inbound marketing better.
All you need to do while using the tool is mention the keyword your business wants to target or a topic you’re thinking of covering. The tool will then uncover the various topics associated with it that are doing rounds on social media, and which of them are doing well on which channel. You can also filter out the results based on the content type; enabling you to channel your resources towards creating only the content that actually works.
Identify your competitors
The very next step before creating your skyscraper content is to understand who you are competing in the market. Taking a look at what’s trending amongst your target audience, it is important that you also identify the sources behind them and what their strategies have been to promote their content pieces on the seen scale.
A few things to note here include the keywords that they have been using, average content length, content type, the number of images the content piece uses and the quality of the content along with the backlinks to the content piece. This will give you a rough idea about what goals you should be associating for your skyscraper content piece and what your strategy needs to cash in on to market it better.
As a general thumb rule, the skyscraper content is:
Lengthier: The content pieces are meant to be more insightful and in-depth, and are hence longer than the pieces that have previously trended in the industry.
Up-to-date: Skyscraper content uses the current industry trends and insights to make an old content piece more up to date with the market needs, instantly making it more informational to the target audience that previously showed interest in the topic.
Uses more images: Visual content is not just processed faster by the human brain, but also shared a lot on social media. This is why skyscraper content pieces that do well use a number of graphics to break the textual monotony. Using rich media content is the latest way of getting indexed better on search engines and also getting more shares.
SEO oriented: So a previous content piece made use of a specific set of keywords that took it to the top of search results. A skyscraper content uses keywords even more strategically. It takes into consideration the top trends of the industry, how people search on the search engines, and how they discover or interact with content on social media.
Create a content piece better than the rest and promote
When you have all of the above well in place, you have the base for a content piece that is designed to perform better than the existing piece. It is the piece that you would want to reach out to your potential readers with, letting them know of the value they can get from it.
Promoting on social media is definitely a part of the outreach, but it is also important that you pay close attention to paid promotions and get people to link back to your website. For the same, you need to identify the key websites that your target audience commonly follows, approach them with a value proposition related to your content and request a link back.
The more the number of link backs, the greater is your visibility on the digital channels.
According to a post on Backlinko, the skyscraper content marketing tactic is proven to increase the search traffic of a website or blog by a whooping 110% in just 14 days. But it needs proper strategy behind the execution.
Skyscraper content might seem a lot easy to start with, but it is important that businesses keep in mind the ground rule of marketing – adding value to the target market or customers.
The primary aim of your skyscraper content should be to add more value to its readers, become their go-to source of information and then drive them towards converting in a way that adds to your business’s end goals.
Have you ever created the skyscraper content for your business? Did it perform better than what was already available in the market or did you end up getting lost in the volume?
If you’re just getting started, here’s a checklist by HubSpot that will help you get started: