The Skyscraper method is outdated.
Whether you’re writing content for your website, for social media posts, or for YouTube videos…
…there is a better way to reach your audience, captivate them, and convert them into customers.
We’re going to show you what the alternative is and how to get started in this post.
What Is The Skyscraper Method?
Basically, you look at what the top performing piece of content is- say the number 1 result organically ranking in the top spot on Google for a given search query.
You then write your own piece of content that has all the information that piece of content has, plus a little more.
The idea is that by offering MORE information, you’re providing more value to the audience, and therefore, your content is better.
Why The Skyscraper Method No Longer Works
It breaks down into 2 reasons.
1. People’s attention spans are getting shorter, not longer.
The longer the blog, YouTube video, or social media caption, the less likely they are to get to the end of it.
Unless you’re providing mind-boggling, earth-shattering value in every single sentence, which we doubt because of the next reason.
2. You’re pushing regurgitated content.
You’re recycling content people have probably already seen with a little bit extra sprinkled in.
But for the most part, they’ve already seen and read this info before.
At this point, it loses its value, and even worse, you may lose a little credibility as an expert at the forefront of your industry.
So, if customers don’t need more information, what do they need?
What Do Customers Need?
Most marketers would say “value” but what they really mean is concise, actually helpful information.
For example, let’s say you sell used cars.
And you have a blog listing out the top 10 safest cars on your lot for new drivers.
If you were to take the skyscraper method to that, you might make it the top 15 safest cars…
…and add a paragraph or 2 on safety precautions parents can take when showing their kids how to drive.
BUT, none of that matters, if the demographic of people in your area looking to buy used cars doesn’t really consist of parents or new drivers.
If your demographic is more young professionals looking for an affordable sporty car, your blog doesn’t help them at all.
Yes, you could say you’re providing value, but to whom? It isn’t ACTUALLY HELPFUL to your specific demographic.
And the other thing we said was concise. We would argue that one of the things that contributes to value in today’s world is your ability to help your audience quickly.
We said earlier that people’s attention spans were shrinking not growing; the same goes for the amount of time they have.
If you can provide value in half the time it takes for your competitors to communicate the same thing? You’ve won them over.
So now let us give you 3 actionable steps you can take today to create concise content that actually helps your audience.
3 Steps To Create Content That Actually Helps Your Customers
Step #1: Write down who your audience is and what they want.
Do they have problems they’re trying to solve or goals they’re trying to achieve as it relates to your product or service?
You can’t create content that’s helpful if you’re writing it for the wrong person or helping them with something they don’t need help with.
What we just described is also known as a customer avatar.
Step #2: Do some competitor research.
See what’s already being said out there 100 different times 100 different ways. Has the content you’ve published lately been more of the same?
If you want to learn how to do competitor research, here’s a quick tutorial to help you get started.
Step #3: Look at your notes from step 1 and step 2 and determine where the gaps are.
What does your audience ACTUALLY need help with?
Is that help already being provided? If not, there you go. That’s what you need to create content around.
If it is, how can you solve their problem quicker? Or help them achieve their goal faster?
Or maybe there’s a better solution to the problem than what’s currently out there!
The company that provides the most help in the quickest way wins. Now if you want to see some good content marketing examples that drive website traffic, here’s our post for that.
Now if you need help in making your business more visible and profitable, work with our professional digital marketing company today!
Contact our team to get your free, custom marketing quote.