The PR BlogDigital PRContent & InboundContent Skyscrapers: The Core Strategy of Inbound Marketing

Content Skyscrapers: The Core Strategy of Inbound Marketing

"Size matters" if you want to improve your SEO rankings.

Cover photo by Jerry Silfwer (Instagram)

We should all be building content skyscrapers.

I love this simple yet powerful inbound PR strategy.

Brian Dean of Backlinko came up with 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 strategically deciding what message to publish, you research the web to find similar messages and content types.
  • You target the few content items shared and rank the highest in search engines.
  • Then, you set out to produce a particular content item that is better than any competing items.

It’s as if someone built the tallest skyscraper, and you decide to make a more elevated one next to them. You should get the most out of the search volumes by doing so.

Building a content skyscraper gives you a good idea of what it takes to succeed with content marketing in your chosen niche. It also works well with the surround PR strategy and the production of content themes.

Bonus Resource: Deep Content

Deep Content

Here’s an example of an online content structure that’s five levels deep:

In the example, five layers of evergreen content are stacked:

  • Level 1: Articles
  • Level 2: Content Upgrade
  • Level 3: Resource/Lead Magnet
  • Level 4: Ebook
  • Level 5: Online Course

Deep content is centred around providing increasingly higher quality to content divers since they’re more valuable than surface browsers.

As for the importance of structure and depth, the logic is the same as for iceberg publishing and content themes.

Read also: The Deep Content PR Strategy

Bonus Resource: Content Themes

Content Themes

Let’s use a fictitious example of an IT company. First, they decide on a core message for their content strategy:

Core message: We make IT easy to understand.

Then, the IT company breaks their core message down into four business-critical content themes:

Q1 content theme: We make people understand the internet of things.

Q2 content theme: We make people understand business automation.

Q3 content theme: We make people understand cloud computing.

Q4 content theme: We make people understand managed services.

For each quarterly content theme, they produce content packages. Each content package could contain the following:

  • Infographics
  • Blog Articles
  • Whitepapers
  • Social Media Updates
  • Landing Pages
  • Lead Magnets
  • Swipe Files
  • Template Files
  • Content Upgrades
  • Online Courses
  • Podcast Episodes
  • Livestreams
  • Email Send-Outs
  • Events

Read also: How Content Themes Works—And Why You Should Use Them

Jerry Silfwer
Jerry Silfwerhttps://www.doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

7 COMMENTS

  1. 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 https://www.silverbullit.se/ ), 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.

  2. 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.

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Content divers are more valuable than surface browsers. The deep content PR strategy provides a structure for fostering loyalty and trust online.
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