We should all be building content skyscrapers.
I love this simple yet powerful inbound PR tactic.
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:
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.
To build content skyscrapers (or clusters of skyscrapers), practice these techniques:
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PR Resource: Deep Content
Deep Content
Above is an example of an online content structure that’s five levels deep.
In the example above, five layers of evergreen content are stacked:
Deep content is centred around providing increasingly higher quality to Content Divers since they’re more valuable than Surface Dwellers.
As for the importance of structure and depth, the logic is the same as for iceberg publishing and content themes.
Learn more: The Deep Content PR Strategy: Win By Going Deeper
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PR Resource: Content Themes
Content Themes
Let’s use a fictitious example of an IT company. First, they decide on a Promise Filter for their content strategy:
Promise Filter: 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 (IoT).
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:
Learn more: The Content Themes PR Strategy
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PR Resource: Evergreen Content
Evergreen Content
What’s evergreen content? For a piece of content to be evergreen, it must sustain its value over time. Meaning: The content must be relevant today, tomorrow, and the foreseeable future.
While news content might have a more significant impact short-term, evergreen content instead accumulates over time.
There are different ways to leverage evergreen content. I recommend a few axioms for evergreen content:
Learn more: The Evergreen Content PR Strategy: Forever Is a Long Time
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