The Skyscraper Technique is a content marketing strategy developed by Brian Dean, founder of Backlinko. At its core, this method involves identifying popular, well-performing content in a particular niche, creating a superior version of that content, and then reaching out to relevant parties to link to your improved version, effectively "outdoing" the original piece like a taller skyscraper.
How the Skyscraper Technique Works
The Skyscraper Technique can be broken down into three main steps:
- Research and Identify: Begin by finding content in your industry or niche that has garnered a significant amount of backlinks and social shares. Tools like BuzzSumo or Ahrefs can be handy for this.
- Create Superior Content: Once you've identified a popular topic, aim to create content that is more comprehensive, current, visually appealing, and overall better than the original. This could mean adding more detail, updating outdated information, improving design, or including more media elements like videos or infographics.
- Promotion and Outreach: After publishing your improved content, reach out to websites that linked to the original piece (or similar content). Inform them about your content and why it provides more value, encouraging them to link to yours instead or in addition to the original.
The Benefits of the Skyscraper Technique for SaaS Businesses
For SaaS businesses, differentiating themselves in a competitive market is essential. The Skyscraper Technique offers several benefits:
- Drive Organic Traffic: Superior content tends to rank higher on search engines, drawing more organic traffic to your site.
- Establish Authority: By producing industry-leading content, SaaS businesses can position themselves as thought leaders in their domain.
- Increase Backlinks: Quality content attracts quality backlinks, improving SEO rankings.
- Engage and Convert: Well-researched and comprehensive content can engage potential customers better, leading to improved conversion rates.
Implementing the Skyscraper Technique in Your Business
For SaaS businesses looking to leverage the Skyscraper Technique:
- Start with Your Strengths: Identify topics where your business has expertise or a unique perspective.
- Engage with Your Audience: Use social media polls, email surveys, or direct feedback to understand what content your audience values most.
- Invest in Design: A visually appealing presentation can set your content apart. Consider custom graphics, interactive elements, or easy-to-navigate formats.
- Personalize Outreach: When reaching out for backlinks, personalize your messages. Highlight how linking to your content can benefit their audience.
- Update Regularly: The digital landscape, especially for SaaS, evolves rapidly. Periodically revisit and update your content to keep it current.
Conclusion
The Skyscraper Technique is a potent tool for SaaS businesses to elevate their content marketing game. By consistently producing content that stands tall and proud in the digital skyline, SaaS companies can drive traffic, establish authority, and foster trust within their target audience. With commitment and creativity, the rewards of this technique can significantly amplify a brand's online presence.
