If you feel like it has become increasingly difficult to capture your audience’s attention and traffic is lagging despite your rigorous content schedule, then you’re not alone. The way audiences consume content and what they want from it continues to change. Audiences are demanding more value, and search engines like Google have no intention of giving your content top billings in the SERPs until that value is proven.
Don’t forget about the growing competition from other brands that are cranking out more content and flooding the already crowded pools of web content in nearly every industry imaginable.
Although 60% of marketers struggle to create engaging content, the majority ( over 75% ) of marketers still plan to produce more content this year. That trend isn’t likely to change, either.
But if your existing content isn’t generating traffic, and repurposing your best stuff isn’t doing much to move the needle, what other option do you have when it feels like your content campaigns are failing?
Before you throw your budget into paid promotions and sponsored posts to gain visibility, you should try the Skyscraper Technique.
What is Skyscraper Content?
TheSkyscraper Technique is an approach to creating content for the purpose of producing a large volume of quality backlinks, all organically developed and completely on the level. This system was devised by Brian Dean over at Backlinko and he has shared a few case studies that show just how effective this method is:
While the primary intent is to create backlinks, it’s also a foolproof method for generating a lot of organic traffic within a short span of time.
The major benefit of creating a surge of relevant traffic is that a percentage of those visitors are going to stick around. Also, the content is so well-shared that you’ll generate a ton of new visitors who will continue to return to your site.
So, what makes Skyscraper content much more effective than what you’re already producing?
In this case, you’re sourcing topics that are already pretty popular, including already-published content with a large volume of shares. You take that content and inject as much value as you can to fill in the gaps, creating a more comprehensive and engaging piece.
That high-value content is then promoted out to a very specific audience to maximize its reach within a short time frame. The result is an explosion in referral traffic and massive gains in quality backlinks.