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.

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