Learn a new twist on the popular "skyscraper technique" developed by Brian Dean. Whereas his process was aimed at obtaining inbound links for SEO value, ours focuses on obtaining social shares for brand equity, traffic and audience growth. Shachar Orren, VP Content, Playbuzz and Steve Rayson, Director, BuzzSumo, will take you through the three key steps. Step 1: Find great content Step 2: Make something even better Step 3: Reach out to influencers to amplify your content We will show practical examples and provide actionable takeaways for each step of the process. We will also show how new interactive formats can make great content even better.

1. Boost Your Content's Social Media
Traction with the Social Skyscraper
Technique

2. Shachar Orren
VP Content, PlayBuzz
Steve Rayson
Director, BuzzSumo

3. #SocialSkyscraper

4. Brian Dean’s Skyscraper Technique
http://backlinko.com/skyscraper-technique
Step 1: Find link-worthy content
Step 2: Make something even better
Step 3: Reach out to the right people

5. Why We Need the
Social Skyscraper Technique

6. Digital consumers:
Always on & always on-the-go
43
Check their
smartphones
times a day

7. Digital consumers:
Always on & always on-the-go
Mobile
6
They share
pieces of content
per day via social
media

8. Content discovery favors social:
Why We Need the Social Skyscraper

9. Step 1: Find share-worthy
content
Step 2: Make something even
better
Step 3: Reach influencers to
amplify your content
The Social Skyscraper Technique

10. What content is resonating in your area?
What opportunities exist to create better
content?
Find Great Content

11. • What is the most shared content
• Formats working the best
• What is working for competitors
• What is trending today
You Need To Find Out…..

12. What content is working on Facebook?
You Need To Find Out…..

13. Content Search

14. Most Shared Content

15. Which Domains Are Getting It Right?

16. What Content Is Trending Today?

17. What Formats Are Working?

18. Step 2: Create Better Content

19. Most stories on the internet are still told
the same way they were told in print:
headline, text, images
Change something – get your users
excited

20. What is better content? More engaging
New ways to tell stories
Active vs. passive
Optimized for social consumption
VS.

21. “Content formats matter. Formats such as entertainment
videos and quizzes are far more likely to be shared than
linked to… List posts and videos achieve much higher
shares on average than other content formats.”
From Content, Shares, and Links: Insights from Analyzing 1 Million Articles the Buzzsumo-
Moz study
https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-
articles
Interactive formats drive better engagement

22. 1. Elvis had a twin.
On January 8, 1935, Elvis Aron (later spelled Aaron) Presley was born
at his parents’ two-room house in East Tupelo, Mississippi, about 35
minutes after his identical twin brother, Jesse Garon, who was
stillborn. The next day, Jesse was buried in an unmarked grave in
nearby Priceville Cemetery.
Elvis, who spoke of his twin throughout his life, grew up an only child
in a poor family. His father, Vernon, worked a series of odd jobs, and
in 1938 was sentenced to three years in prison for forging a $4 check
(he spent less than a year behind bars). In 1948, the Presleys moved
from Tupelo to Memphis in search of better opportunities. There,
Elvis attended Humes High School, where he failed a music class and
was considered quiet and an outsider. He graduated in 1953,
becoming the first member of his immediate family to earn a high
school diploma. After graduation, he worked at a machinist shop and
drove a truck before launching his music career with the July 1954
recording of “That’s All Right.”
2. Elvis bought Graceland when he was 22.
In 1957, Elvis shelled out $102,500for Graceland, the Memphis
mansion that served as his home base for two decades. Situated on
nearly 14 acres, it was built in 1939 by Dr. Thomas Moore and his
wife Ruth on land that once was part of a 500-acre farm dubbed
Graceland in honor of the original owner’s daughter, Grace, who was
Ruth Moore’s great-aunt. The Moores’ white-columned home also
came to be known as Graceland, and when Elvis purchased the place
he kept the name.
The entertainer made a number of updates to the property over the
years, including the addition of music-themed iron entrance gates, a
“jungle room” with an indoor waterfall and a racquetball building.
After finding out President Lyndon Johnson enjoyed watching all
three network news programs simultaneously, Elvis was inspired to
have a wall of built-in TVs installed in his home. In 1982, five years
after Elvis was found dead in a bathroom at Graceland, his ex-wife
Priscilla Presley opened the estate to the
Example 1
SnackableTL; DR
VS.

23. Non interactive quiz vs. actual quiz on same topic
Example 2

24. Non interactive quiz
Example 2

25. Actual quiz on the
same topic:
Much more engaging
Example 2

26. Actual quiz on the same topic: Optimized for sharing
Example 2

27. - Playbuzz formats are designed
for social consumption,
discovery and distribution
- High share rates, high
completion rates
- Experience-integrated sharing
buttons
Interactive = optimized for social

28. Phenomenal engagement performance
4%-15%Share rate
80%-95%Completion rate
1:30-3:15min
Sessions
Industry benchmarks:
15 second sessions
22% completion rate
0.2% share rate

29. Source: Digiday
Playbuzz’s interactive formats
are optimized for social
sharing,
so your audience becomes
your best marketers without
any outreach
Playbuzz’s per-item
engagement rates
are three times higher
than our nearest
competitor

30. Users start to engage with interactive formats from
the social post itself

31. Syndicate and/or translate an existing relevant item
from the Playbuzz network

32. - Match the format to the type of
engagement and KPIs you’re looking
for.
- Match the type of story you want to tell
with the type of interactivity
functionality offered by the format.
How do I know which format to pick?

33. How do I know which format to pick?
- Match the format to the type of engagement and
KPIs you’re looking for

34. Find a relevant, trending item on Buzzsumo that has potential
for improvement.
Let’s see how it works
1.
Choose the right interactive format and create your own
item.
Post to your social profiles and start outreach to influencers.
3.
2.

35. Step 3: Outreach, Amplify Content

36. Content Is Amplified By Sharing & Linking

37. someone with lots of followers.
An Influencer is NOT….

38. Followers Do Not Equal Engagement

39. An influencer has an
engaged audience in
an area that matters to
you and your product
or service.

40. Celebrities or names in your industry
(typically these have large followings)
Journalists
(amplification and reach through distribution)
Academics or industry analysts
(authority and influence with a targeted
audience)
Influencer Types

41. 7 Ways To Find Influencers
Which Influencers Amplify Content?

42. 1. Find Who Shared Popular Content

43. 1. Find Who Shared Popular Content

44. 1. Find Authors Of Popular Content

45. 1. Where Do They Write?

46. 2. Search For Influencers By Topic

47. Sort by:
• Number of followers
• Retweet ratio
• Reply ratio
• Page Authority
• Domain Authority
• Average Retweets
Tailor Your List Of Influencers

48. 3. Filter By Type

49. 4. Filter By Location

50. 5. Search For Sharers Of Your Content

51. Competitor A OR Competitor B
6. Search Sharers Of Competitor Content

52. See who is linking to and amplifying content
7. Check Who Is Linking To Content

53. BuzzSumo.com
@buzzsumo
team@buzzsumo.com

54. publishers.playbuzz.com
publishers.playbuzz.com/academy
blog.playbuzz.com
@playbuzzpublish
publisherscommunity@playbuzz.com

55. Thank You
Questions?

56. Thank You!