The Skyscraper Technique: Link Building For Content Marketers
These days it’s simply not enough to post relevant and interesting content. If you want relevant consumers to link to you, you need to start playing the game! That’s where The Skyscraper Technique comes in: this technique will all but guarantee that you’re getting high-quality links off every piece of content you publish!
The Skyscraper Technique’s 3-Steps to quality links and targeted traffic:
Step 1: Find link-worthy content
A successful link-focused content marketing campaign requires that you first identify a solid linkable asset. This means that you need to identify a high-value page that you can constantly leverage for links. Basically your goal is to create content so incredible that others can’t help but link to your site as they couldn’t say it any better themselves! In order for Step One to be successful, your best bet is going to be to build on content that’s already proven successful in generating links.
Step 2: Make something even better
Step Two involves building on a solid foundation: taking what’s out there and improving it ten-fold until it’s absolutely mind-blowing.
Strategies for improving on existing content include:
- Making the content longer (going into more detail instead of a dry bullet-point list etc)
- Updating the content (e.g. if there exists a list of the best 50 rom-coms in the world, but the latest film on the list is circa 2000, update the list! 100’s of rom-coms have been released since the year 2000, surely some of them could crack that top 50).
- Upgrading the aesthetics: a great feat of graphic design that’s pleasurable to look at is going to garner more links than the same content on a boring, or ugly website.
Step 3: Reach out to the right people
A fundamental phase in successfully executing The Skyscraper Technique, Step Three relies on effective email outreach. Basically, you’re cold-calling (cold-emailing?) begging for links, BUT instead of emailing random people – you should reach out to site-owners who have already linked out to similar content.
When creating a list of potential email hits you should include those who:
- Run a site in your niche.
- Include content centred around similar topics.
- Have already linked to articles on similar topics.
If you email site-owners who have already included content that is similar, you’re not begging for links anymore! Rather, you’re informing them that they’ve linked to subpar content! And then you’re just providing them an opportunity to upgrade to linking to your superior content on the same subject!
Try The Skyscraper Technique today and let us know how it worked for you!
*Summarized from the article Link Building Case Study: How I Increased My Search Traffic by 110% in 14 Days by Brian Dean, as it first appeared on Backlinko.com on 11 July 2016.