As you may know by now, high quality content is the basis of a strong digital marketing strategy. It’s one thing to say that; it’s another to actually execute it. For some, writing simply isn’t a skill they’re good at. But for others, sitting down and figuring out what to write about takes up time that could seemingly be better used doing something else. This is especially true for small business owners.
Creating content can be one of the most difficult tasks when it comes to creating your site. You can use templates to build everything else, without knowing a single bit of code. But as of now, there’s no algorithm that can really create great content for your site too. So it’s up to you to write, or to hire someone to do it for you.
Even if your site is packed full of content that sounds great, you may get frustrated if you aren’t ranking well in search engine results. If this sounds familiar, there are ways you can optimize that content to help boost your rankings. It’s much more than using the right keywords; it’s about having an audience read that content. Enter the “Skyscraper Technique.”
With the Skyscraper Technique, you create high-quality content that others want to link to on their own site. And when other (high-quality) sites are linking to yours, it signals to Google that you are an authority in your industry, and should therefore be ranked higher in search engine results.
The Skyscraper Technique was first introduced by Brian Dean, owner of the wildly popular Backlinko digital marketing blog. Since then, it’s been proven to be successful by hundreds of other sites. Here’s how it works:
1. Find the Right Topics
Though it sounds simple, finding topics that are both relevant to your industry and relevant to your audience can become difficult. However, there are methods to help you on your search for the right topics. The easiest is to set a Google Alert for keywords you want to cover. You can also use more advanced web tools, like BuzzSumo, to find articles that are highly popular and would work well for your audience.
2. Create Awesome Content
Maybe you have an “evergreen” blog (that is, one that isn’t time-sensitive, like “How to Brew the Perfect Cup of Coffee”) that you want to really promote. Or, you found an interesting topic that you want to cover on your own blog. Either way, use more than just words. Create a video, an infographic or even a quiz to make the content more exciting and shareable. Resources like Lumen5 and and Qzzr are powerful tools for small business owners who want to quickly and easily create content people want to share.
3. Know Who — and Where — Your Audience Is
Just because you have awesome content on your site doesn’t mean your potential audience will see it. You need to reach them, not the other way around. Depending on your industry, your clients could be on any number of platforms. For instance, if you are a shoe designer, you may want to reach Instagram users who love fashion. However, business attorneys may want to use LinkedIn more to reach the white-collar audience. Of course, Facebook and Twitter are generally where nearly any business can find their audience.
4. Reach Out to Relevant Influencers
Influencers are those people online who have massive followings, whether on YouTube, their personal blog or other platform. Create a list of relevant influencers who could help you spread your new piece of content. Some influencers may require payment, while others won’t. If you aren’t sure where to even start with something like this, there are professionals out there who focus almost exclusively on distributing content to influencers and through other channels.
Above all, be patient. The same way the Empire State Building wasn’t built in a day, it’ll take time to perfect the Skyscraper Technique and really make it work for you. While you’re creating your awesome content, remember to link to other pages on your site. Depending on where this page falls into the hierarchy of your site, the pages linked could vary.
Let us explain.
Utilizing Your Site’s Hierarchy
In general, you have three layers of pages. At the top are your landing pages, such as your homepage or product pages. Branching off from those pages are your main support pages, such as blogs. Below that, you have your secondary support pages, such as frequently asked questions or a glossary.
More likely than not, the awesome content you’re creating would be a primary support page. If so, it should be linked to within an associated landing page. For example, if you were to go with the topic “How to Brew the Perfect Cup of Coffee,” you would want to link to it on your landing page advertising coffee beans or any coffee-making hardware you sell.
On the flip side, you should also link to that landing page within the copy of the blog. In addition, any related primary or secondary support pages should be linked within the Skyscraper content. To continue with the coffee example, you could link to a glossary definition of French press or espresso, if you have that content on your site. You could also link to a related blog about, say, the best way to grind beans.
You want to link to every level of hierarchy you can, but don’t go overboard. Too many links can look spammy and distracting. But a few links in there can go a long way. When you find influencers willing to publish your content, having those links to other pages on your site can help lead readers from that influencer’s website to your own.
Let Us Help You Optimize Your Marketing Techniques
Digital marketing has a lot of moving parts, from website design to search engine optimization. We know that, as a small business owner, you don’t have time to take care of all of it on your own. At Company.com, we know the struggles small business owners face, and we’re here to help you tackle some of your biggest pain points. Contact us today to learn more about how we can help you, or to start a free 30-day trial of our premium software package.