SlideShare a Scribd company logo
Skyscraper
Content
PROF G VENKATESH
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.
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)
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
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
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

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Skyscraper content

  • 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