Blog PostsDigital FirstInbound MarketingContent skyscrapers — the architecture of inbound marketing

Content skyscrapers — the architecture of inbound marketing

I love this simple yet powerful inbound marketing strategy.

Brian Dean of Backlinko created the Skyscraper Technique for content marketing. It’s as powerful as it’s elegant.

Build content skyscrapers to poach social engagement and search volumes:

  • When you’ve strategically decided what message you want to publish, you research the web to find similar messages and content types.
  • You target the few content items that are being shared the most and that ranks the highest in search engines.
  • Then, you set out to produce a very specific content item that is better than any competing items out there.

It’s as if someone built the tallest skyscraper around and you simply decide to build a taller one right next to them. By doing so, you should get the most part of the already existing social media engagement and search volumes.

In setting out to build a content skyscraper, you also get a good idea of what it actually takes to succeed with content marketing in your chosen niche. It also works well together with the surround strategy and the production of content themes and deep content.

For more on this content marketing strategy, see How content themes works — and why you should use them.

Photo by Sean Pollock on Unsplash.


Avatar of Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
  1. Content is like any other product, u need to sell it. “Dänga väska” as some say in sweden Journalist usally suck at that. Pr consultants usally not.

  2. But, hey, that was quite a rough generalization and simlification of the whole content marketing idea. Content is content and nothing else. Of course you can’ trust it to do any job at all at.
    But now we are talking about Content MARKETING and logistics and social psychology is pretty much two of the most important parts of the whole concept.

    It’s like saying you don’t belive in adverising after making an ad but not publishing it.

    • That’s my point, the general consensus seems to be that all you have to do is to publish great content and word-of-mouth will take care of itself. And I don’t believe that. Neither do you and that’s a good thing, right?

      I’m not to crazy about the effectiveness of ads either, but that’s another story.

    • Great, I actually agree on almost anything you say but the part of “general consensus”. I have also stumbled upon those “content is king”-evangelists/bloggers/tweeters that banalizes the whole matter, but there is actually a quite big content marketing industry/movement that are really serious about, not only creating great content, but also understand its role as a cog in the whole markcom/development/intcom ecosystem. My point is that there is no silverbullets at all (except the awesome Swedish band ), everything is a part of a system and for most “content marketets” thats obvious. You’ve probably just bumped into a bunch of journalists that are protecting their own guild and dont give a shit about communication/marketing.

  3. I agree 100 percent! Great
    content is absolutely no guarantee for success. I don’t really know why so many
    people keep claiming that.

  4. I agree 100 percent! Great
    content is absolutely no guarantee for success. I don’t really know why so many
    people keep claiming that.

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