GTM Dictionary

The Go-to-Market Dictionary: Skyscraper Technique

Learn how to boost your marketing strategy with the Skyscraper Technique.

In today's digital age, businesses need to constantly generate innovative marketing strategies to capture their target audience's attention. One such strategy is the skyscraper technique, a popular and effective method for creating high-quality content that's not only informative but also engaging. This technique aims to help businesses stand out from their competitors by creating content that towers over their existing content.

Understanding the Skyscraper Technique

The skyscraper technique is a content marketing strategy that has gained popularity in recent years. It involves creating high-quality content that is better than existing content on the same topic. The technique involves analyzing competitor content, identifying gaps, and creating comprehensive content to fill these gaps.

The goal of the skyscraper technique is to create content that is so good that it stands out from the competition. By doing so, businesses can attract more traffic, generate more backlinks, and improve their search engine rankings.

Origins of the Skyscraper Technique

The skyscraper technique was coined by Brian Dean, the founder of Backlinko, in 2013. Brian noted that the competition for traffic and rankings was intense, and the only way to stand out was to create content that was better than everything else out there.

The technique has since become a go-to strategy for businesses looking to create high-quality content. It has been used by companies of all sizes and in various industries, from startups to Fortune 500 companies.

Key Principles of the Skyscraper Technique

The skyscraper technique is centered around the following key principles:

  • Identifying high-performing competitor content: The first step in the skyscraper technique is to identify the best content in your industry. This can be done by researching keywords and analyzing the top-ranking pages.
  • Creating superior content: Once you have identified the best content in your industry, the next step is to create content that is better than what is currently available. This can be done by making the content more comprehensive, more informative, or visually appealing.
  • Reaching out to the right people: Once you have created your content, the next step is to promote it. This can be done by reaching out to influencers and other websites in your industry to generate backlinks and increase visibility.

Benefits of Implementing the Skyscraper Technique

By implementing the skyscraper technique, businesses can enjoy various benefits such as:

  • Improved search engine rankings: By creating high-quality content that is better than what is currently available, businesses can improve their search engine rankings and attract more traffic to their website.
  • Increased organic traffic: By attracting more traffic to their website, businesses can increase their organic traffic and reduce their reliance on paid advertising.
  • Increased brand awareness and credibility: By creating high-quality content, businesses can establish themselves as thought leaders in their industry and increase their brand awareness and credibility.
  • More engagement and social shares: By creating content that is informative and engaging, businesses can increase their social shares and engagement on social media.
  • Increased conversion rates: By attracting more traffic and establishing credibility, businesses can increase their conversion rates and generate more leads and sales.

Overall, the skyscraper technique is a powerful content marketing strategy that can help businesses stand out from the competition and achieve their marketing goals.

Identifying Your Skyscraper Content Opportunities

The first step in implementing the skyscraper technique is identifying the content opportunities that will make your content stand out. This involves analyzing competitor content and identifying gaps that your content can fill.

Analyzing Competitor Content

Start by searching for keywords related to your industry. Look at the top-ranking content on these keywords and analyze them to identify gaps. This could be something like a lack of comprehensive information or visual aids.

For example, if you are in the fitness industry, you may find that the top-ranking content for "best exercises for weight loss" only includes basic exercises like running and weightlifting. This presents an opportunity for you to create a more comprehensive guide that includes lesser-known exercises that are just as effective for weight loss.

Keyword Research and SEO Considerations

In addition to analyzing competitor content, you should conduct thorough keyword research and consider SEO factors. This will help you identify high-intent keywords that offer the best opportunity to rank for and drive targeted traffic to your website.

Using the fitness industry example again, you may find that "HIIT workouts for weight loss" has a high search volume and low competition. This presents an opportunity for you to create a comprehensive guide on HIIT workouts for weight loss that includes detailed information and visual aids.

Assessing Your Current Content Assets

Take a look at your existing content and assess its quality and comprehensiveness. Identify opportunities to improve upon existing content and create something unique and better.

For example, if you already have a blog post on "10 healthy breakfast recipes", you can assess its performance and identify opportunities to improve it. This could involve adding more recipes, including nutritional information, and creating visually appealing images to accompany each recipe.

By taking these steps to identify content gaps and opportunities, you can create high-quality content that stands out from the competition and drives targeted traffic to your website.

Creating Your Skyscraper Content

Now that you have identified your content opportunities, it's time to create your skyscraper content. Here are a few key considerations:

Developing a Unique and Valuable Angle

Your content needs to offer a unique angle or perspective that adds value to the existing conversation. This could be a new approach, a fresh perspective, or new data. To develop a unique angle, start by researching your topic thoroughly. Look for gaps in the existing content and identify areas where you can add value. You can also consider conducting original research or surveys to gather new data that can be used to support your angle.

For example, if you are creating content about the benefits of meditation, you could develop a unique angle by focusing on the benefits of meditation for specific groups of people, such as athletes, students, or seniors.

Crafting High-Quality, Comprehensive Content

Your content needs to be comprehensive, informative, and engaging. Create content that is easy to read and digest, and use visuals and multimedia elements to break up the text. To craft high-quality content, follow these tips:

  • Start with a clear and concise introduction that sets the stage for the rest of the content.
  • Organize your content into sections with clear headings and subheadings.
  • Use bullet points and numbered lists to break up long paragraphs and make the content easier to read.
  • Include examples, case studies, and real-world scenarios to help illustrate your points.
  • Use data and statistics to support your claims and add credibility to your content.

Incorporating Visuals and Multimedia Elements

The use of visuals and multimedia elements can help enhance your content's value and make it more engaging. Use images, videos, infographics, and animations to help explain complex concepts. Here are some tips for incorporating visuals and multimedia elements:

  • Choose visuals that are relevant to your content and add value to the reader's understanding.
  • Use high-quality images and videos that are visually appealing and easy to understand.
  • Create infographics that summarize complex data and statistics in a visually appealing way.
  • Use animations and interactive elements to help explain complex concepts and engage the reader.

By following these tips, you can create skyscraper content that is unique, informative, and engaging. Remember to always put your audience first and focus on adding value to their experience.

Promoting Your Skyscraper Content

Creating skyscraper content is a great way to attract more traffic to your website and establish yourself as an authority in your industry. However, creating great content is only half the battle. You also need to promote your content effectively to get the most out of it.

Here are some strategies to help you get the most out of your content:

Outreach and Link Building Strategies

One effective way to promote your skyscraper content is through outreach and link building. This involves reaching out to influencers in your industry and asking them to share your content with their followers. You can also offer to write guest posts for websites in exchange for a link back to your content.

When reaching out to influencers, it's important to personalize your message and explain why your content is valuable to their audience. You can also use email outreach to build relationships and promote your content.

Leveraging Social Media and Influencers

Social media is another powerful tool for promoting your content. Platforms such as Twitter, LinkedIn, and Facebook allow you to reach a large audience quickly and easily. To get the most out of social media, it's important to create engaging posts that encourage people to click through to your content.

You can also collaborate with influencers in your industry to promote your content. Influencers have large followings and can help you reach a wider audience. When working with influencers, be sure to choose those who are a good fit for your brand and have a similar target audience.

Repurposing Content for Different Channels

Repurposing your content for different channels is another effective way to reach a wider audience. For example, you can turn your skyscraper content into a podcast, video, or webinar. This allows you to reach people who prefer different types of content and can help you generate more traffic and engagement.

When repurposing your content, it's important to adapt it to the new format. For example, if you're creating a video, you'll need to create visuals and a script to accompany your content.

By following these strategies, you can effectively promote your skyscraper content and attract more traffic to your website.


The skyscraper technique is an effective content marketing strategy that can help businesses generate high-quality content that stands out from its competitors. With careful planning, research, and execution, businesses can create content that ranks high in search engines, attracts traffic, and drives conversions.