The meaning and usefulness of skyscraper content

1. Skyscraper
Content
PROF G VENKATESH

2. What is skyscraper content in
digital marketing
– Find successful content (typically from top search results on Google, but
also based on social popularity.
– Reverse engineering the content’s success by looking at who linked it or
shared it.
– Create something better
– Replicate its distribution strategy by contacting those who linked to or
shared the original and letting them know about the new content.
– Produce longer and longer posts to rank above competition in Google.

3. Drawbacks
– Content is written for search engines or to hit internally
defined metrics, not for real readers.
– Poor decisions.
– Content creation process leads to padding posts with non
valuable introductions about the history of the keyword
term.
– Or quotes are used from other experts so that they can
share the post
– Skyscraper posts can be unnecessarily lengthy or
comprehensive (akin to gold plating)

4. Overcoming the
limitations
– Use interactive charts
– Cartoons
– Videos
– Slide share presentations
– Add one’s own unique story , experiences, expertise etc
– Someone reading both the original and skyscraper post
would get unique value and understanding from both…
– Create something better but updated – no need to keep it
lengthy!
– Add something unique / offer a fresh perspective
– Focus on value – not length

5. Skyscraper technique
check list
– Research and uncover opportunities.
– Build a list of potential distribution partners.
– Create better content.
– Promote to your audience.
– Reach out to the right people.
– Stay current

6. Skyscraper technique
check list
– Research and uncover opportunities.
– Build a list of potential distribution partners.
– Create better content.
– Promote to your audience.
– Reach out to the right people.
– Stay current