What Is Skyscraper Content and How Do I Create It?

Introduction

In the ever-competitive world of SEO, publishing average content isn’t enough to stand out. With thousands of blog posts, guides, and resources published daily, simply writing about a topic doesn’t guarantee visibility. That’s where the skyscraper technique comes in — an SEO and content marketing strategy designed to outperform existing high-ranking content by creating something more comprehensive, more valuable, and more engaging.

Coined by Brian Dean of Backlinko, the skyscraper technique focuses on building tall, authoritative “content skyscrapers” that dominate search results by attracting backlinks, shares, and organic traffic. In this first half of the article, we’ll break down what skyscraper content is, why it works, and the foundational steps for creating it successfully.

What Is Skyscraper Content?

Skyscraper content is content that is deliberately crafted to be the best resource on a particular topic — taller, stronger, and more impressive than anything currently available.

The analogy comes from skyscrapers in a city skyline. A new skyscraper stands out because it’s taller and more eye-catching than its surroundings. Similarly, skyscraper content outranks and outshines existing pieces by offering:

• More depth and detail.
• Better formatting and user experience.
• Up-to-date and relevant insights.
• Stronger visual appeal (graphics, infographics, charts).
• Added perspectives or case studies.

It’s not about reinventing the wheel, but rather building a taller, better version of what already exists.

Why the Skyscraper Technique Works

1. Backlink Magnet
   High-quality, comprehensive resources naturally attract backlinks. Bloggers, journalists, and other content creators prefer linking to the most authoritative source.
2. Improved Rankings
   Backlinks are a major Google ranking factor. By earning more high-quality backlinks, your skyscraper content gains higher visibility.
3. Content Differentiation
   Instead of adding more noise, you produce content that stands out — a definitive guide that positions you as an authority.
4. User Engagement
   Long-form, well-designed content keeps readers engaged longer, reduces bounce rates, and increases social shares.
5. Evergreen Value
   Well-crafted skyscraper content remains relevant for years, continuing to attract traffic and links.

The Core Principles of Skyscraper Content

Before diving into the process, let’s establish the key principles:

• Relevance: Target topics your audience actively searches for.
• Authority: Provide expert-level depth backed by credible sources.
• Comprehensiveness: Cover every angle of the topic, leaving no unanswered questions.
• Usability: Make it easy to scan, navigate, and digest (headings, bullet points, visuals).
• Sharability: Include design elements that encourage social and link sharing.

Step 1: Research and Identify Link-Worthy Topics

The skyscraper technique begins with finding a topic that already generates strong search traffic and backlinks.

How to Find Link-Worthy Content

1. Use SEO Tools:
   • Tools like Ahrefs, SEMrush, or Moz let you see which pages in your niche attract the most backlinks.
   • Example: Searching for “email marketing strategies” might reveal a blog post with 3,000 backlinks.
2. Check Competitor Blogs:
   • What are your competitors ranking for?
   • Which of their posts are frequently cited?
3. Look for Evergreen Topics:
   • Choose topics that remain relevant over time (e.g., “SEO best practices,” “how to start a podcast”).
4. Validate Demand:
   • Use Google Keyword Planner or Ahrefs to check search volume.
   • Balance between high interest and achievable competition.

Tip:

Aim for topics where you can add clear value. If the top-ranking article is outdated, shallow, or poorly formatted, that’s your opportunity.

Step 2: Analyze the Existing Top Content

Once you find a strong candidate, study the top-ranking pieces in detail.

What to Look For

• Content Length: How comprehensive is it? (e.g., 1,200 words).
• Structure: Does it use H2/H3 headers, lists, or just long paragraphs?
• Depth: Does it provide data, examples, case studies, or just surface-level information?
• Design Elements: Does it include visuals, infographics, or just text?
• Freshness: Is the data outdated?
• Engagement: Are there lots of comments, shares, or backlinks?

Example:

If the top-ranking guide on “remote work tools” is from 2019 and doesn’t include post-pandemic insights, you can build an updated, richer, 2025 version.

Step 3: Create Something Better

This is the heart of the skyscraper technique — improving on existing content.

Ways to Outdo Existing Content

1. Make It More Comprehensive
   • Cover subtopics competitors missed.
   • Example: If a “Content Marketing Guide” doesn’t cover AI-driven tools, add a section on it.
2. Update and Refresh Data
   • Replace outdated stats with the latest data.
   • Use authoritative sources (industry reports, government data).
3. Improve Structure and Readability
   • Add clear subheadings, summaries, and bullets.
   • Use visuals, infographics, and comparison tables.
4. Add Practical Value
   • Include step-by-step instructions, checklists, templates, or case studies.
   • Readers (and linkers) love actionable resources.
5. Enhance Visual Design
   • Well-designed content is more likely to be linked to and shared.
   • Add diagrams, screenshots, or embedded videos.

Example:

If a top-ranking blog post has “10 Social Media Tips,” you could create “The Ultimate Guide to Social Media Strategy: 25 Proven Tactics for 2025” with visuals, templates, and updated stats.

Step 4: Craft SEO-Friendly Content

Even the best content won’t rank without proper optimization.

On-Page SEO Essentials

• Keyword Optimization: Include your target keyword in the title, headers, and throughout content naturally.
• Meta Tags: Write a compelling meta title and description.
• Internal Linking: Connect skyscraper content to related posts on your site.
• External Linking: Cite credible sources to build trust.
• Schema Markup: Add structured data for FAQs, how-tos, or reviews.

User Experience

• Use fast-loading, mobile-friendly design.
• Make navigation intuitive with jump links or a table of contents.

Step 5: Content Length vs. Value

A common misconception is that skyscraper content must be extremely long. The truth: length matters only if it adds value.

• A 3,500-word post with fluff won’t beat a sharp, 2,000-word guide full of insights.
• Focus on depth and completeness.

Benchmarking Length

• Use SEO tools to see the average content length for top results.
• Aim to match or exceed it, but only with useful material.

Common Mistakes When Creating Skyscraper Content

1. Copying Instead of Improving
   • The goal is to create something better, not duplicate existing content.
2. Neglecting Design
   • Walls of text won’t attract backlinks — visual engagement is essential.
3. Ignoring Promotion
   • Publishing skyscraper content isn’t the end. Without outreach, it won’t reach its potential.
4. Overstuffing Keywords
   • SEO must feel natural. Over-optimization reduces readability.

Step 6: Promoting Your Skyscraper Content

Creating skyscraper content is only half the job. The real magic happens when you promote it strategically to earn backlinks, shares, and visibility.

Outreach to Linkers

The core of the skyscraper method is reaching out to people who already linked to similar content.

• Identify Link Sources: Use tools like Ahrefs, Moz, or SEMrush to find backlinks to the top-ranking content you’re aiming to outperform.
• Prioritize High-Authority Sites: Not all backlinks are equal. Focus on sites with high domain authority.
• Craft Personalized Outreach: Show them your content is fresher, more detailed, or more useful than what they linked to.

Sample Pitch:
“Hi [Name], I noticed you linked to [Old Resource] in your article on [Topic]. We’ve recently published an updated, more comprehensive guide on the same subject — complete with new data and visuals. It could be a valuable addition for your readers. Here’s the link: [URL].”

Social Media Amplification

• Share across LinkedIn, Twitter (X), and niche communities (Reddit, Quora, Slack groups).
• Use visual teasers like infographics or key data points.
• Encourage employees, partners, and influencers to share.

Email Marketing

• Send skyscraper content to your subscriber list.
• Frame it as a free resource or “ultimate guide.”
• Segment audiences for relevance (e.g., marketing teams vs. product managers).

Paid Promotion

• Run LinkedIn or Facebook ads targeting professionals likely to find your guide useful.
• Use retargeting ads to bring back visitors who skimmed but didn’t link/share.

Step 7: Earning Backlinks Naturally

Beyond outreach, skyscraper content earns organic backlinks if designed well.

• Embed Codes for Infographics: Provide HTML embed codes so bloggers can easily use your visuals — with a link back.
• Guest Posting Tie-Ins: Reference your skyscraper resource when writing guest articles.
• Press and PR Outreach: If your guide includes original research or statistics, pitch it to journalists as a credible source.
• Roundup Inclusion: Reach out to bloggers curating “best resources” lists.

Step 8: Measuring Success

Skyscraper content should not be judged solely on backlinks. You need a multi-metric measurement framework.

Key Metrics to Track

1. Backlinks: Number and quality of links earned.
2. Organic Traffic: Increase in visits from search engines.
3. Keyword Rankings: Movement in SERPs for targeted keywords.
4. Engagement: Bounce rate, average time on page, scroll depth.
5. Conversions: Leads generated, email sign-ups, or demo requests tied to the content.

Tools for Measurement

• Google Analytics: Engagement and conversion metrics.
• Google Search Console: Keyword rankings and impressions.
• Ahrefs/SEMrush: Backlink growth tracking.

Step 9: Maintaining Skyscraper Content

Unlike one-off blog posts, skyscraper content is a long-term asset. To stay competitive, you must:

• Update Regularly: Refresh statistics, tools, and examples every 6–12 months.
• Expand Over Time: Add new sections as trends evolve.
• Fix Broken Links: Keep outbound resources fresh to maintain credibility.
• Repurpose: Turn sections into videos, podcasts, or slide decks for broader reach.

Example: If your skyscraper piece is “Ultimate SEO Guide 2023,” update it annually (2024, 2025…) so it remains the go-to resource.

Skyscraper Content vs. Other SEO Strategies

It’s useful to compare the skyscraper technique with other content strategies.

Skyscraper vs. 10x Content

• Skyscraper: Focuses on outperforming what exists.
• 10x Content: Focuses on being 10x better than average content.
• Takeaway: Skyscraper is competitive; 10x is aspirational.

Skyscraper vs. Topic Clusters

• Topic Clusters: Interconnected pieces around a pillar page.
• Skyscraper: One ultimate piece dominating a single topic.
• Takeaway: Use skyscraper content as a pillar in your cluster strategy.

Skyscraper vs. Regular Blogging

• Regular blogging keeps your site fresh.
• Skyscraper content delivers compounding SEO returns from backlinks and rankings.

Real-World Examples of Skyscraper Content

Example 1: Backlinko’s SEO Guide

• Brian Dean’s guide outperformed dozens of SEO posts by being longer, better designed, and more actionable.
• Result: Thousands of backlinks, cementing Backlinko as an authority.

Example 2: HubSpot’s Marketing Statistics Page

• A simple list of updated marketing stats compiled into one place.
• Result: Became the go-to reference for writers, attracting thousands of organic links.

Example 3: Neil Patel’s Step-by-Step Guides

• Combines text, visuals, and templates into massive resources.
• Result: Higher rankings and brand recognition in competitive niches.

Common Challenges and How to Overcome Them

1. Topic Saturation
   • If every competitor has already published “ultimate guides,” find an angle (niche focus, fresh data, case studies).
2. Outreach Fatigue
   • Many webmasters get dozens of link requests daily. Overcome this by being personalized and genuinely helpful.
3. Resource Intensiveness
   • Skyscraper content takes time, research, and design.
   • Solution: Focus on fewer, higher-quality pieces rather than churning out many.
4. Sustainability
   • A skyscraper left untouched will eventually crumble. Keep it alive with updates.

Best Practices for Creating Effective Skyscraper Content

1. Choose Topics Strategically
   • Don’t pick topics just because they’re popular. Focus on where you can add unique value.
2. Invest in Design
   • Include charts, screenshots, custom graphics. Skyscrapers should look as strong as they read.
3. Be Action-Oriented
   • Add checklists, templates, or calculators. The more useful, the more link-worthy.
4. Promote Aggressively
   • 50% creation, 50% promotion. Outreach is just as critical as the content itself.
5. Track Competitors
   • If they update their version, you need to out-update them.

The Future of Skyscraper Content

As AI-generated content floods the web, human-created skyscraper content will stand out even more because of:

• Original research.
• Expert interviews and case studies.
• Design-heavy formats that AI alone can’t replicate.

We may also see skyscraper strategies evolve into:

• Interactive Skyscrapers: Tools, calculators, or dynamic dashboards.
• Video Skyscrapers: Long-form YouTube guides as definitive visual resources.
• Data-First Skyscrapers: Reports built on proprietary surveys or datasets.

Conclusion

Skyscraper content remains one of the most effective SEO strategies for businesses and creators who want to dominate search results. By:

• Identifying proven, link-worthy topics.
• Creating something significantly better than what exists.
• Promoting it strategically to attract backlinks.
• Maintaining and updating it over time.

…you can turn a single piece of content into a traffic and authority powerhouse.

Unlike regular posts that fade quickly, skyscraper content compounds in value, serving as a long-term foundation for your SEO and brand-building strategy.

FAQs

1. Is skyscraper content always long-form?
Not always. The key is completeness and usefulness, not just length.

2. How often should I create skyscraper content?
Aim for a few high-quality skyscrapers per year rather than frequent average posts.

3. Does skyscraper content work in every niche?
Yes, but in highly technical or low-interest niches, you may need to combine it with unique research to attract attention.

4. Can AI tools help in creating skyscraper content?
Yes — AI can speed up research and drafting, but human expertise and originality are essential for true “skyscraper” value.

5. How do I know if my skyscraper content is successful?
Measure backlinks, rankings, traffic, engagement, and conversions over time.

6. What’s the lifespan of skyscraper content?
Years — as long as you update it regularly and maintain quality.