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A Call-To-Action Guide For Businesses

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A Call-To-Action Guide For Businesses

The CTA (call-to-action) is a make-or-break moment in your content strategy and lead generation goals.

Therefore, it is a critical copywriting component and essential in your B2B (business-to-business) marketing content and webpages.

Plenty of information is available if you want to learn about B2C CTAs.

However, B2B CTAs often lack resources for inspiration – and many brands in the industry don’t take the proper care to make them engaging, resorting to endless “learn more” and “book demo” CTAs.

In this guide, you will learn how to write a compelling B2B CTA, with four best practices to infuse into your copywriting and 10 examples from major brands that work to engage prospects and drive clicks.

4 Best Practices For Creating A B2B CTA

General guidelines can help when writing CTAs – whether you’re faced with a blank document, or looking for that last element needed to finalize a project and meet the deadline.

These four best practices will inspire your writing efforts and help you decide what to do when a B2B CTA is required.

Deliver Value To The Buying Committee

In contrast to B2C consumers, a buying committee often decides on B2B purchases. These must not only appease stakeholders when bringing a solution in-house but are also composed of members with differing priorities and concerns.

Thus, strategies that work well with B2C CTAs, such as “Fear Of Missing Out” (FOMO) and urgency, can come across as “clickbaity” or appear desperate in B2B. Value (and trust) must be proven for the investment to be approved.

Therefore, tailor your CTAs to your audience and focus on promoting the unique value of your products, first and foremost.

Utilizing marketing segmentation data and personalizing CTAs for buyer personas works even better to ensure your campaign’s selected values resonate with your target accounts.

Be Conversational, To A Point

In B2B, brands sometimes overdo the jargon and formality.

And while brand consistency and voice are important, it is crucial to be relatable and conversational in your CTAs.

For example, an SDR (sales development representative) that says, “Let’s book a time for coffee and chat,” is more approachable than “click here to book a sales meeting.”

Being to the point, however, is also important. As mentioned previously, you need to demonstrate the unique value of your CTAs.

Prospects are often short on time and won’t click if the value isn’t apparent.

Spark Curiosity By Addressing The Implications

A common copywriting technique is to address the implications of a problem, yet not deliver the solution on a silver platter.

In other words: Mention what can go wrong for the prospect, but reinforce that they need to click on the CTA to discover exactly how they can solve their challenges.

Like “cliffhangers” in literature and TV series, this technique can increase your click-through rate – but you must deliver on your promise.

Nothing disappoints more than a cliffhanger that doesn’t meet expectations.

A/B Test Your Copy And Design

Testing is key to determining which CTAs work for your audience.

You can always guess what will work best, but with A/B tests, you’ll know what is truly driving clicks.

It’s important to test copy, colors, design, and the placements of your CTAs, as well as additional elements such as surrounding imagery and copy leading up to the CTA.

Make sure to test only one element at a time so that you can associate the increase/decrease in clicks with a specific adjustment.

10 Examples Of Inspirational B2B CTAs

With these four best practices in mind, here are 10 examples of B2B CTAs that drive clicks.

They deliver value and stand out from the surrounding copy on their webpages.

1. “See All Plays” By Atlassian

Screenshot from Atlassian, July 2022

Atlassian, a software tools platform, has this CTA on its homepage to invite visitors to check its team playbooks.

The copy is the following:

  • Headline: Our Practices
  • Subtitle: Great teamwork requires more than just great tools. Check out our proven methods, guides, and exercises that help make work better, and people happier.
  • CTA: See all plays

The CTA is followed by a breakdown of four team playbooks by Atlassian, so the visitor has an overview of what they will see if they click.

This CTA works well because it not only presents enough information for the prospect to understand the value (methods, guides, and exercises to build great teamwork), but teases them with four breakdowns of what they will find in the plays.

Without the breakdown, the word “plays” would be vague and not draw attention.

Therefore, all elements combined spark curiosity and invite the reader to the next page, where they can read the instructions for all 30 playbooks.

2. “Get Started With eSignature” By DocuSign

B2B CTA Guide - DocusignScreenshot from DocuSign, July 2022

The above example is a CTA that pairs well with its headline and subtitle:

  • Headline: The way the world agrees
  • Subtitle: More than a million customers and a billion users trust DocuSign with their critical and essential agreements.
  • CTA: Get Started with eSignature

Paired with the social proof (“million customers” and “billion users”) and the wordplay headline (which alludes to the act of signing papers with mutual agreement), DocuSign entices the user to click the CTA and see what’s offered.

It leads directly to a landing page for a 30-day free trial that gets right to the point and delivers what DocuSign’s audience desires (to sign documents electronically).

3. “Go Big With Pax8” By Pax8

B2B CTA Guide - Pax8Screenshot from Pax8, July 2022

Cloud marketplace platform Pax8 does a spin on the regular “learn more” CTA with this intriguing line. For full context, it has a header and subheader before it:

  • Headline: Where Business Goes Big
  • Subtitle: Join the cloud marketplace that unlocks a universe of possibility.
  • CTA: Go Big With Pax8

Plastered on a starry background with abstract imagery, the CTA works well to pique interest in what “going big” means. It links to Pax8’s “Why Pax8” page, which briefly explains its services and provides social proof with ROI numbers for its partners—indeed, what most expect when “going big.”

4. “Explore The Process” By project44

B2B CTA Guide - project44Screenshot from project44, July 2022

Logistics visibility platform project44 invites the user to discover the inner workings of its product with this CTA:

  • Headline: GETTING STARTED Easy Implementation with Help at Every Step
  • Subtitle: Our dedicated team of supply chain visibility experts are eager to help you implement project44 and get your carriers onboarded quickly.
  • CTA: EXPLORE THE PROCESS

In an industry where time is of the essence, and major supply chain issues can arise from the smallest of delays, project44 appeases objections with onboarding by featuring a step-by-step rundown of what happens when acquiring the product.

There’s also a CTA to a demo so the prospect can see how the platform works and convert to a lead.

5. “See All Success Stories” By BlackLine

b2B CTA Guide - BlacklineScreenshot from BlackLine, July 2022

Accounting platform BlackLine showcases four client testimonials for social proof at the end of its Financial Close Management solution page:

Using “Success Stories” for the CTA rather than the regular “case studies” adds value to the point BlackLine is making with the four testimonials featured above it: that clients obtain provable, quantifiable ROI by utilizing the platform successfully.

It adds weight to the numbers and entices the user to click to learn about the success of these clients.

6. “See All 11 Reasons” By Apple At Work

B2B CTA Guide - AppleScreenshot from Apple, July 2022

Apple’s dedicated business page has this CTA under its Mac product to invite users to a page with plenty of eye candy and engaging language about why the Mac is better than other laptops in a similar price range.

  • Headline: Mac
  • Subtitle: Magic happens on Mac. Game-changing performance, simple IT, and excellent value are just some of the reasons Mac means business.
  • CTA: See all 11 reasons

The odd number (11 instead of 10) calls attention, along with the fact that it is the only “list CTA” on the page, while most use the traditional “learn more” format.

Also, since Apple designed a unique page with illustrations and fun copywriting for showcasing the 11 reasons, it delivers on the promise of why the user should pick Mac.

7. “Learn More About Our Purpose” By Caterpillar

B2B CTA Guide - CaterpillarScreenshot from Caterpillar, July 2022

Manufacturer and construction company Caterpillar features this CTA on its Strategy & Purpose page for people to deep dive into the company’s purpose.

The copy is as follows:

  • Headline: WHY WE DO IT
  • Subtitle: For over 95 years, our products and services have helped improve the lives of people around the world(…)
  • CTA: LEARN ABOUT OUR PURPOSE

This CTA works well because it aligns with the page’s name and drives the user to learn more after reading the copy under “Why we do it,” in a way that a simple “Learn more” wouldn’t.

In other words, the keyword “purpose” adds value to the CTA, making it more click-worthy for users who wish to learn more about the brand’s goals.

8. “Find Out How” By Honeywell

B2B CTA Guide - HoneywellScreenshot from Honeywell, July 2022

Honeywell – the conglomerate in aerospace, building, and performance materials – has this CTA on its homepage to invite users to its The Future page.

  • Headline: The Future Is What We Make It
  • Subtitle: Back to work. Back to play. Back to travel. Let’s tackle the world’s new challenges together.
  • CTA: FIND OUT HOW

A video accompanies the CTA and copy in the background of flying cars, skyscrapers, factories, and production lines, which draws attention to “the future” Honeywell is envisioning.

These elements and the CTA engage the user to discover what this future is about.

9. “Ride Along” By Cummins

B2B CTA Guide - CumminsScreenshot from Cummins, July 2022

Engine and power corporation Cummins has this CTA on its Bus industry page to read a press release on an electric bus powered by its battery:

  • Headline: Blue Bird Takes Flight
  • Subtitle: An Indiana district received a Blue Bird electric school bus, powered by our PowerDrive 7000EV battery electric powertrain.
  • CTA: RIDE ALONG

The “ride along,” with its storytelling element CTA, is inviting. Its double meaning encourages the reader to connect with the story of riding on the bus to learn about this technology.

True to the description, the press release tells the news of how a school in Indiana, U.S., acquired the bus as an environmentally-friendly solution.

1.0 “Experience Rosa Robotics” By Zimmer Biomet

B2B CTA Guide - Zimmer BiometScreenshot from Zimmer Biomet, July 2022

Medical device company Zimmer Biomet has this CTA on its homepage for users to learn more about its Rosa Robotics line:

  • Headline: ROSA® Robotics
  • Subtitle: ROSA® Robotics is a multi-application platform that utilizes Zimmer Biomet’s leading implants and data technologies to redefine robotics by providing real-time insights to optimize outcomes.
  • CTA: Experience ROSA® Robotics

Using the word “experience” – like CTA #9 above – leverages storytelling to connect with the imagination and curiosity of the user, as if they will take a deep dive into the inner workings of these robots.

It leads to a dedicated page with four robots for different uses (knee, partial knee, hip, and neurosurgery).

This CTA is a simple example of how exchanging typical “learn more” language with another action verb (such as experience) can make it more engaging and entice more clicks.

Final Takeaways

Based on the 10 examples of B2B CTAs above, here are my final takeaways on what works to make your copy stand out in this industry.

Infuse Your Unique Value Proposition And Branding In The CTA Copy

Some examples on this list not only state in the CTA the value it offers, but also a keyword associated with the brand and the action encouraged.

That’s the case in the “Go Big with Pax8” example.

It reiterates a theme used elsewhere on the website (going big) and adds the brand name in the CTA to associate both concepts.

You can inspire yourself with this example by adding brand keywords on the CTAs that lead to your product pages.

Replace “Learn More” And Other Generic CTAs With Interesting Action Verbs

While simple often works best, most B2B brands play it safe with their copywriting by utilizing “learn more” for their product CTAs.

This quickly turns stale, and your prospects will ignore the CTAs unless the headline is interesting enough.

However, if you use a different verb or turn of phrase (such as the “ride along” CTA by Cummins, example #9), then you will reel in attention and get more clicks.

Think how many products have something much more interesting to engage prospects rather than a simple “learn more.”

Action verbs help to connect the prospect to the benefits of a product or motivate them to actively take the next step.

Make The CTA An Invitation To A Story/Experience

The goal of any CTA is to muster an action – and inviting the prospect to enjoy a storytelling experience with your brand is engaging since it resonates with emotion during crucial decision-making.

It not only “breaks the ice” but makes your prospect attach positive feelings to your products, especially if they clicked on your CTA and enjoyed their experience.

Therefore, instead of saying “Read X,” why not, “Find Out How,” like Honeywell does in example #8?

More resources:


Featured Image: Motortion Films/Shutterstock



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Microsoft Announces ChatGPT Capabilities Coming To Bing

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Microsoft Announces ChatGPT Capabilities Coming To Bing

Microsoft announced today that it is bringing cutting-edge AI capabilities to its Bing search engine, with the addition of a new ChatGPT-like feature.

Microsoft revealed its plans for integrating ChatGPT at a private event held at its Redmond headquarters today, which centered around its partnership with OpenAI.

Unlike recent virtual events, this particular press conference was held in person and not broadcast online.

During the event, Microsoft CEO Satya Nadella highlighted the significance of this new feature and how it will revolutionize the way people interact with search engines.

“I think this technology is going to reshape pretty much every software category,” says Nadella.

Nadella proclaimed, “The race starts today,” and Microsoft is going to “move and move fast.”

The event attendees were given a sneak peek at the latest search experience, which Microsoft refers to as “your AI-powered copilot for the web.”

This new experience combines the all-new Bing search engine and Edge web browser, which are designed to complement each other.

Nadella explained that the new Bing would provide direct answers to questions and encourage users to be more creative.

He also stated that the current search experience is not working as efficiently as it should be, as 40% of the time, people click on search links and then immediately click back.

This clearly indicates that the search experience needs to be updated and improved. Nadella claims that the search engine user experience hasn’t changed in 20 years, and it’s time for Microsoft to adapt.

Introducing The New Bing

The new Bing is powered by a next-generation language model from OpenAI, which has been specifically customized for search purposes. It’s even more powerful than the ChatGPT model.

Microsoft has implemented a new way of working with OpenAI called the “prometheus model,” which enhances the relevancy of answers, annotates them, keeps them up to date, and more.

The search index has also been improved by applying the AI model to the core search algorithm, which Nadella calls the largest jump in relevance ever.

It runs on a new user experience with an expanded search box that accepts up to 1,000 characters. Examples shared during the event look exactly like recent leaks.

The new Bing includes a chatbot that behaves similarly to ChatGPT, allowing users to interact with Bing in a natural language.

Bing’s new ChatGPT-like feature will take it a step further by allowing users to have an actual conversation with the search engine, with the ability to follow up on previous questions and provide more context for their search.

The new Bing is now available for a limited preview on desktop, and anyone can try it out by visiting Bing.com and performing sample searches.

You can also sign up to be notified when it becomes more widely available.

The preview will be expanded to millions of users in the near future, and a mobile version will be available soon.

The New Edge Browser

The chat interface Microsoft demonstrated in Bing is available as a sidebar feature in Edge, allowing users to access it without navigating to the Bing website. The interface can run alongside any webpage and interact with it.

During a demonstration, the AI assistant in Edge could summarize a 15-page PDF with one click and even translate a code snippet from Stack Overflow into another programming language.

Another benefit of the Edge browser’s “AI co-pilot” is having it complete tasks for you, such as filling out forms and writing emails.

In Summary

Microsoft has made a substantial leap in search engine technology by integrating a ChatGPT-like feature in its Bing search engine.

The new Bing is powered by a next-generation language model from OpenAI, which takes key learnings and advancements from ChatGPT and GPT-3.5.

Bing with the AI co-pilot is now available for a limited preview on desktop, and a mobile version will be available soon.

Additionally, the chat interface will be available as a sidebar feature in the new Edge browser, which has the ability to summarize information, translate code, and even complete tasks.


Source: Microsoft

Featured Image: Poetra.RH/Shutterstock



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From Competitors To Partners: Conductor Acquires Searchmetrics

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From Competitors To Partners: Conductor Acquires Searchmetrics

Conductor, a leading enterprise organic marketing platform, has acquired European-based competitor, Searchmetrics, to accelerate its expansion in the European market.

After acquiring ContentKing in 2022, the acquisition of Searchmetrics continues to strengthen Conductor’s position in the industry.

Seth Besmertnik, Conductor’s CEO and co-founder, said that the acquisition would bring the best of what Searchmetrics does to Conductor and its shared customers:

“Searchmetrics has been a competitor almost since we started Conductor, with a strong data foundation and a powerful presence in the European market. We are excited to bring the best of what Searchmetrics does to Conductor and to our now shared customers. Our goal is for customers to greatly benefit from this acquisition through delivery of more product value on a global scale.”

 

Matt Colebourne, the CEO of Searchmetrics, expressed his excitement for the company to join Conductor, calling it the “definitive global leader”:

“Conductor is indisputably the SEO space market leader. For years, we’ve admired their commitment to innovation for customers and their efforts to foster a dynamic and rewarding workplace culture for employees. By joining Conductor, we bring the best of what we do along with a large European customer base—solidifying Conductor as the definitive global leader. We cannot wait to build more for customers going forward.”

 

Ken Ogenbratt, Searchmetrics’s Chief Financial Officer, said the acquisition is a “pivotal step” for the SEO industry as the two companies move forward as partners with the opportunity to drive even greater value to customers.

With this acquisition, Conductor continues its commitment to creating a single, global platform that integrates all parts of the SEO workflow.

With Searchmetrics’ strong European presence and solid customer base, the acquisition will significantly accelerate Conductor’s growth in Europe.

Conductor has completed its second acquisition in a year with the purchase of Searchmetrics, which follows the company’s significant funding round from Bregal Sagemount in 2021.

This acquisition is seen as a sign of Conductor’s recent growth. It is expected to solidify its position as a leading player in the SEO space by incorporating the strengths of both companies for their shared customers.


Featured Image: dotshock/Shutterstock



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How to Execute the Skyscraper Technique (And Get Results)

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How to Execute the Skyscraper Technique (And Get Results)

In 2015, Brian Dean revealed a brand-new link building strategy. He called it the Skyscraper Technique.

With over 10,000 backlinks since the post was published, it’s fair to say that the Skyscraper Technique took the world by storm in 2015. But what is it exactly, how can you implement it, and can you still get results with this technique in 2023?

Let’s get started.

What is the Skyscraper Technique?

The Skyscraper Technique is a link building strategy where you improve existing popular content and replicate the backlinks. 

Brian named it so because in his words, “It’s human nature to be attracted to the best. And what you’re doing here is finding the tallest ‘skyscraper’ in your space… and slapping 20 stories to the top of it.”

Here’s how the technique works:

Three steps of the Skyscraper Technique

How to implement the Skyscraper Technique

Follow these three steps to execute the Skyscraper Technique.

1. Find relevant content with lots of backlinks

There are three methods to find relevant pages with plenty of links:

Use Site Explorer

Enter a popular site into Ahrefs’ Site Explorer. Next, go to the Best by backlinks report.

Best pages by backlinks report, via Ahrefs' Site Explorer

This report shows you a list of pages from the site with the highest number of referring domains. If there are content pieces with more than 50 referring domains, they’re likely to be good potential targets.

Sidenote.

Ignore homepages and other irrelevant content when eyeballing this report.

Use Content Explorer

Ahrefs’ Content Explorer is a searchable database of 10 billion pages. You can use it to find mentions of any word or phrase.

Let’s start by entering a broad topic related to your niche into Content Explorer. Next, set a Referring domains filter to a minimum of 50. 

We can also add:

  • Language filter to get only pages in our target language.
  • Exclude homepages to remove homepages from the results.
Ahrefs' Content Explorer search for "gardening," with filters

Eyeball the results to see if there are any potential pieces of content you could beat.

Use Keywords Explorer

Enter a broad keyword into Ahrefs’ Keywords Explorer. Next, go to the Matching terms report and set a Keyword Difficulty (KD) filter to a minimum of 40.

Matching terms report, via Ahrefs' Keywords Explorer

Why filter for KD? 

The reason is due to the method we use at Ahrefs to calculate KD. Our KD score is calculated from a trimmed mean of referring domains (RDs) to the top 10 ranking pages. 

In other words, the top-ranking pages for keywords with high KD scores have lots of backlinks on average.

From here, you’ll want to go through the report to find potential topics you could build a better piece of content around. 

2. Make it better

The core idea (or assumption) behind the Skyscraper Technique is that people want to see the best. 

Once you’ve found the content you want to beat, the next step is to make something even better

According to Brian, there are four aspects worth improving:

  1. Length – If the post has 25 tips, list more.
  2. Freshness – Update any outdated parts of the original article with new images, screenshots, information, stats, etc.
  3. Design – Make it stand out with a custom design. You could even make it interactive.
  4. Depth – Don’t just list things. Fill in the details and make them actionable.

3. Reach out to the right people

The key to successfully executing the Skyscraper Technique is email outreach. But instead of spamming everyone you know, you reach out to those who have already linked to the specific content you have improved. 

The assumption: Since they’ve already linked to a similar article, they’re more likely to link to one that’s better.

You can find these people by pasting the URL of the original piece into Ahrefs’ Site Explorer and then going to the Backlinks report.

Backlinks report for ResumeGenius' how to write a resume, via Ahrefs' Site Explorer

This report shows all the backlinks to the page. In this case, there are 441 groups of links.

But not all of these links will make good prospects. So you’ll likely need to add some filters to clean them up. For example, you can:

  • Add a Language filter for the language you’re targeting (e.g., English).
  • Switch the tab to Dofollow for equity-passing links.
Backlinks report, with filters, via Ahrefs' Site Explorer

Does the Skyscraper Technique still work?

It’s been roughly eight years since Brian shared this link building strategy. Honestly speaking, the technique has been oversaturated. Given its widespread use, its effectiveness may even be limited. 

Some SEOs even say they wouldn’t recommend it.

So we asked our Twitter and LinkedIn following this question and received 1,242 votes. Here are the results:

Pie chart showing 61% of respondents feel the Skyscraper Technique still works

Clearly, many SEOs and marketers still believe the technique works.

Sidenote.

According to Aira’s annual State of Link Building report, only 18% of SEOs still use the Skyscraper Technique. It’s not a go-to for many SEOs, as it ranks #20 among the list of tactics. I suspect its popularity has waned because (1) it’s old and SEOs are looking for newer stuff and (2) SEOs believe that content is more important than links these days.

Why the Skyscraper Technique fails and how to improve your chances of success

Fundamentally, it makes sense that the Skyscraper Technique still works. After all, the principles are the same behind (almost) any link building strategy:

  1. Create great content
  2. Reach out to people and promote it

But why do people think it’s no longer effective? There are a few reasons why and knowing them will help you improve your chances of success with the Skyscraper Technique.

Let’s start with:

1. Sending only Brian’s email template

In Brian’s original post, he suggested an email template for his readers to use:

Hey, I found your post: http://post1

<generic compliment>

It links to this post: http://post2

I made something better: http://post3

Please swap out the link for mine.

Unfortunately, many SEOs decided to use this exact template word for word. 

Link building doesn’t exist in a vacuum. If everyone in your niche decides to send this exact template to every possible website, it’ll burn out real fast. And that’s exactly what happened.

Now, if a website owner sees this template, chances are they’ll delete it right away. 

Sidenote.

Judging by my inbox, there are still people using this exact template. And, like everyone else, I delete the email immediately.

I’m not saying this to disparage templated emails. If you’re sending something at scale, templating is necessary. But move away from this template. Write your own, personalize it as much as possible, and follow the outreach principles here.

Even better, ask yourself:

What makes my content unique and link-worthy?”

2. Not segmenting your prospects

People link for different reasons, so you shouldn’t send everyone the same pitch. 

Consider dividing your list of prospects into segments according to the context in which they linked. You can do this by checking the Anchors report in Site Explorer.

Anchors report, via Ahrefs' Site Explorer

You can clearly see people are linking to different statistics from our SEO statistics post. So, for example, if we were doing outreach for a hypothetical post, we might want to mention to the first group that we have a new statistic for “Over 90% of content gets no traffic from Google.”

Then, to the second group, we’ll mention that we have new statistics for “68% of online experiences.” And so on. 

In fact, that’s exactly what we did when we built links to this post. Check out the case study here:

https://www.youtube.com/watch?v=videoseries

3. Not reaching out to enough people

Ultimately, link building is still a numbers game. If you don’t reach out to enough people, you won’t get enough links. 

Simply put: You need to curate a larger list of link prospects.

So rather than limiting yourself to only replicating the backlinks of the original content, you should replicate the backlinks from other top-ranking pages covering the same topic too.

To find these pages, enter the target keyword into Keywords Explorer and scroll down to the SERP overview.

SERP overview for "how to write a resume," via Ahrefs' Keywords Explorer

In this example, most top-ranking pages have tons of links, and all of them (after filtering, of course) could be potential link prospects.

Pro tip

Looking for even more prospects? Use Content Explorer.

Search for your keyword, set a Referring domains filter, and you’ll see relevant pages where you can “mine” for more skyscraper prospects.

Referring domains filters selected in Ahrefs' Content Explorer

4. Thinking bigger equals better

Someone creates a list with 15 tools. The next person ups it to 30. Another “skyscrapers” it to 50, and the next increases it to 100.

Not only is it a never-ending arms race, there’s also no value for the reader. 

No one wants to skim through 5,000 words or hundreds of items just to find what they need. Curation is where the value is.

When considering the four aspects mentioned by Brian, don’t improve things for the sake of improving them. Adding 25 mediocre tips to an existing list of 25 doesn’t make it “better.” Likewise for changing the publish date or adding a few low-quality illustrations. 

Example: My colleague, Chris Haines, recently published a post on the best niche site ideas. Even though he only included 10, he has already outperformed the other “skyscraper” articles:

Our blog post ranking #3 for the query, "niche site ideas," via Ahrefs' Keywords Explorer

He differentiated himself through his knowledge and expertise. After all, Chris has 10 years of experience in SEO. 

So when you’re creating your article, always look at any improvement through the lens of value:

Are you giving more value to the reader? 

5. Not considering brand

As Ross Hudgens says, “Better does not occur in a branding vacuum.”

Most of the time, content isn’t judged solely on its quality. It’s also judged by who it comes from. We discovered this ourselves too when we tried to build links to our keyword research guide.

Most of the time, people didn’t read the article. They linked to us because of our brand and reputation—they knew we were publishing great content consistently, and they had confidence that the article we were pitching was great too.

In other words, there are times where no matter how hard you “skyscraper” your content, people just won’t link to it because they don’t know who you are. 

Having your own personal brand is important these days. But think about it: What is a “strong brand” if not a consistent output of high-quality work that people enjoy? One lone skyscraper doesn’t make a city; many of them together do.

What I’m saying is this: Don’t be discouraged if your “skyscraper” article gets no results. And don’t be discouraged just because you don’t have a brand right now—you can work on that over time.

Keep on making great content—skyscraper or not—and results will come if you trust the process.

Rome wasn’t built in a day, but they were laying bricks every hour.” 

Final thoughts

The Skyscraper Technique is a legitimate link building tactic that works. But that can only happen if you:

Any questions or comments? Let me know on Twitter.



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