Digital marketing is the backbone of brand success, but for many, it still remains an intimidating predicament. The lack of knowledge is to blame. With in-depth knowledge about the hows of the different strategies, however, businesses can seamlessly overcome their initial inhibitions and make a transformative change in their online growth strategy. The Skyscraper Technique, for instance, can help as a beginner-friendly but highly effective digital marketing strategy.
Understanding the Skyscraper Technique
The Skyscraper Technique is a great – and perhaps the easiest – way to boost your website’s traffic. It involves understanding what content is already popular and then creating something even better. The concept draws an analogy to skyscrapers in real estate—just as builders aim to create taller structures, you strive to create superior content that outshines existing resources on the web. This type of content creation approach is particularly ideal for beginners.
However, it is important to note that the skyscraper technique does not imply copying other sources. Rather, it takes inspiration from existing sources – say, for example from content on your competitor’s website – and upscaling it to a more informative, insightful, and valuable content. Simply put, the thumb rule of using the skyscraper technique is to provide more value than your competitor. This technique will thus help you to stand out from the competition by providing more than other websites in your niche, subsequently attracting more visitors to your website.
Implementing the Skyscraper Technique
Step 1: Identify the Highest-Performing Content
To get started with the skyscraper technique, you need to first & foremost research topics that are trending in your niche. Look for articles, blog posts, or infographics that are well-researched, comprehensive, and have amassed a considerable number of backlinks and social shares. Once you have identified the highest-performing topics, create new content around those topics and offer unique insights and/or solutions not found elsewhere.
Step 2: Create Something Even Better
Remember, your goal is not to repeat the content but to use it as a framework to develop something that is more comprehensive, well-researched, and insightful. Analyze the content’s strengths and weaknesses, and then aim to enhance it. Fill the gaps in the existing arguments, add new insights, update statistics, include relevant case studies, and make the information more accessible to your target audience. Present the audience with something exclusive that they have never come across before. You can also link to authoritative resources in your developed content – such as case studies, industry reports, relevant statistics, etc. – to enhance its credibility among the readers.
Step 3: Craft an Attention-Grabbing Headline
Your content might be exceptional, but a lackluster headline can deter potential readers from clicking through. Alternatively, a compelling headline can grab attention like a magnet. So, craft a headline that instantly informs the audience of its value and relevance, while subtly indicating why your content is different than the others on the same topic. Moreover, it should be clear and concise, ready to pique the curiosity of your reader. Headlines make the first impression, so make it count.
Step 4: Optimize for SEO
Search engine optimization (SEO) is a crucial element of the Skyscraper Technique. Make sure to optimize all of your content for search engines so it can be easily discovered online. Use relevant keywords as much as possible throughout your content and add a concise, keyword-rich meta title. All these will signal the search engine of your content’s relevance in the search queries and will push it to rank higher in the search engine results page (SERPs). Also, ensure that your website is easily navigable and optimized for mobile viewing.
Step 5: Promote Your Content
Creating exceptional content barely matters unless you have your audience read it or find it helpful. But to fulfill this, you will need to promote your content as aggressively as possible. You can use your existing networks across social media platforms to gain a steady stream of traffic and readership. You can also reach out to influencers and bloggers in your niche, sharing your content with them and asking for their feedback or a potential share. By promoting your content, you are expanding your outreach, which can have substantial results in the long run.
Step 6: Build High-Quality Backlinks
Backlinks remain a fundamental factor in search engine rankings, and the skyscraper technique can help you boost your backlink building efforts. For instance, you can reach out to websites that linked to the original content and pitch them your improved and upscaled version of the same, requesting them to use your content instead of theirs. If they agree, then you have earned a credible backlink! Additionally, focus on guest posting and contributing to reputable websites in your niche to build authoritative backlinks. You can learn more about using backlinks in your upscaled content from backlink guides. Also, you can integrate other link building strategies with the skyscraper technique to improve and balance the link profile of your enhanced content.
Step 7: Monitor, Analyze, and Iterate
Using the skyscraper technique to churn out high-quality, relevant, and trendy content isn’t enough to build your online legacy; you need to think long-term. To articulate this long-term approach in your own terms, your need to have in place robust analytics that allows you to gather critical, actionable data insights. After publishing your enhances content, make sure to closely monitor its performance, including traffic, page views, retention, demographics, link clicks, user engagements, conversion rates, etc. Identify the strengths and weaknesses in your content and strive to fill the gaps the next time you attempt to generate a similar form of content. Analyze which elements and strategies work the best for you. If certain strategies are yielding positive results, replicate them in future content creation endeavors to achieve optimum results.
Step 8: Stay Consistent
Digital marketing isn’t a one-day thing. No effort when capitulated to a single day will bear any fruit. To put it simply, consistency IS the key. Using the skyscraper technique for a single content is not enough. Use the technique to churn out as much high-quality, enhanced, informative, and valuable content as possible. And don’t forget to repeat the above-mentioned steps each time. Having a healthy posting schedule and consistently publishing content that attracts your audience can have long-lasting results.
The skyscraper technique isn’t for one-day use. You have to keep using it with a planned strategy to get the best results. In the meantime, do not forget the importance of SEO strategies and smart promotion. You can take expert guidance from professional SEO services to unlock the true power of the skyscraper technique of content creation and witness positive changes in your website’s overall performance.
With some effort and dedication, you should see an increase in website traffic as a result of using the skyscraper technique.