What is skyscraper content?
Skyscraper content is a content marketing strategy that sets out to beat existing pages on the web which already rank well and pull a lot of traffic. The approach is called the skyscraper technique and was coined by the SEO specialist Brian Dean. The name comes from the idea of standing taller and more impressive than the competition, much like a skyscraper.
To build skyscraper content, you first identify a topic or an article that already performs well. Then you create a new piece that clearly beats that existing content in scope, depth and quality. You get there through more detailed explanations, more current data, stronger visuals and an altogether more complete treatment of the topic.
What role does skyscraper content play in SEO?
Skyscraper content is a particularly valuable method for search engine optimization, because it aims at better visibility in the search results. Content that beats the existing top results in quality and information value has better odds of being linked by other websites, which makes it an important technique in link building.
This deliberate placement of content and keywords contributes a good deal to better positions in the search results. Backlinks, meaning links from other websites, are a decisive factor for how a page ranks in search engines. The more high quality backlinks a page collects, the higher its authority and the better its chances of appearing in higher positions in the search results.
Skyscraper content also strengthens reader loyalty, because comprehensive and informative material can increase the time visitors spend on a page, which sends another positive signal to search engines. The method builds up your presence online as well, since it calls for continuous improvement and has to work together with your other SEO practices.
How do you use skyscraper content in your SEO strategy?
To work the skyscraper technique into your online marketing strategy, start with a thorough analysis to identify the topic areas where you can position yourself with a superior piece of content.
Use tools such as Google Analytics to understand what kind of content is popular with your target audience, and use SEO tools to identify the keywords and the articles that show high rankings and traffic. Once your skyscraper content is finished, supporting it with targeted promotion is decisive.
Share the piece on social media, send out newsletters and reach out to other site owners and bloggers to introduce the article and earn possible backlinks.
Updating the content continuously matters too, so it keeps its relevance and its impact over time. If you build skyscraper content into your content strategy on a regular basis, you not only improve your SEO, you also establish your brand as an authority in your field.
Skyscraper strategy and content marketing
Skyscraper content is one specific strategy within content marketing, known as the skyscraper technique, and it aims at getting the most visibility and impact out of content published online. This is how skyscraper content and content marketing connect:
Objectives
Content marketing is about creating relevant, valuable content that speaks to a defined audience, in order to support a company’s marketing goals, such as raising brand awareness, generating leads or keeping customers. A well optimized website plays a decisive part in that, because it increases traffic and improves the conversion rate. Skyscraper content fits into these objectives by picking up topics and keywords that already work and winning particular attention and recognition with exceptionally strong, informative material.
Content development
Content marketing produces a wide range of formats, from blog posts and articles through to videos and infographics. The skyscraper technique concentrates on written content that beats what already exists in quality and in scope. Such pieces are usually extensive, well researched and offer deep insight into a topic, often backed by current data, expert opinions and multimedia elements.
SEO integration
SEO (search engine optimization) is a central component of content marketing, because strong content only works when the audience can find it. Skyscraper content is particularly effective in SEO strategies, because it is built to earn better rankings in search engines through superior quality and scope. That usually happens through acquiring backlinks, since other websites are more inclined to link to outstanding material, which in turn strengthens your SEO.
Long-term strategy
Content marketing is a long-term strategy, built on delivering strong content consistently. Skyscraper content fits that approach well, because such pieces are meant to stay relevant and useful permanently, much like a piece of cornerstone content. With regular updates and extensions, skyscraper content can generate traffic over a long period and become a durable resource inside your content marketing strategy.
Brand positioning
Another important aspect of content marketing is positioning the brand as a trustworthy source in its field. Skyscraper content supports that effort by demonstrating expertise and authority that customers and partners value highly. Material like this can improve the image of a brand and establish it as a leader in its industry.
In summary, skyscraper content plays a key role within content marketing, because it supports visibility, SEO performance, reader loyalty and the strength of the brand.
