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Boost Your Content's Social Media
Traction with the Social Skyscraper
Technique
Shachar OrrenVP Content, PlayBuzz
Steve RaysonDirector, BuzzSumo
#SocialSkyscraper
Brian Dean’s Skyscraper Technique
http://backlinko.com/skyscraper-technique
Step 1: Find link-worthy content
Step 2: Make something even better
Step 3: Reach out to the right people
Why We Need the
Social Skyscraper Technique
Digital consumers:
Always on & always on-the-go
43
Check their
smartphones
times a day
Digital consumers:
Always on & always on-the-go
Mobile
6They share
pieces of content per day via social
media
Content discovery favors social:
Why We Need the Social Skyscraper
Step 1: Find share-worthy
content
Step 2: Make something even
better
Step 3: Reach influencers to
amplify your content
The Social Skyscraper Technique
What content is resonating in your area?
What opportunities exist to create better content?
Find Great Content
• What is the most shared content
• Formats working the best
• What is working for competitors
• What is trending today
You Need To Find Out…..
What content is working on Facebook?
You Need To Find Out…..
Content Search
Most Shared Content
Which Domains Are Getting It Right?
What Content Is Trending Today?
What Formats Are Working?
Step 2: Create Better Content
Most stories on the internet are still told
the same way they were told in print:
headline, text, images
Change something – get your users
excited
What is better content? More engaging
New ways to tell stories
Active vs. passive
Optimized for social consumption
VS.
“Content formats matter. Formats such as entertainment
videos and quizzes are far more likely to be shared than
linked to… List posts and videos achieve much higher
shares on average than other content formats.”
From Content, Shares, and Links: Insights from Analyzing 1 Million Articles the Buzzsumo-
Moz study
https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-
articles
Interactive formats drive better engagement
1. Elvis had a twin.On January 8, 1935, Elvis Aron (later spelled Aaron) Presley was born at his parents’ two-room house in East Tupelo, Mississippi, about 35 minutes after his identical twin brother, Jesse Garon, who was stillborn. The next day, Jesse was buried in an unmarked grave in nearby Priceville Cemetery.Elvis, who spoke of his twin throughout his life, grew up an only child in a poor family. His father, Vernon, worked a series of odd jobs, and in 1938 was sentenced to three years in prison for forging a $4 check (he spent less than a year behind bars). In 1948, the Presleys moved from Tupelo to Memphis in search of better opportunities. There, Elvis attended Humes High School, where he failed a music class and was considered quiet and an outsider. He graduated in 1953, becoming the first member of his immediate family to earn a high school diploma. After graduation, he worked at a machinist shop and drove a truck before launching his music career with the July 1954 recording of “That’s All Right.”
2. Elvis bought Graceland when he was 22.In 1957, Elvis shelled out $102,500 for Graceland, the Memphis mansion that served as his home base for two decades. Situated on nearly 14 acres, it was built in 1939 by Dr. Thomas Moore and his wife Ruth on land that once was part of a 500-acre farm dubbed Graceland in honor of the original owner’s daughter, Grace, who was Ruth Moore’s great-aunt. The Moores’ white-columned home also came to be known as Graceland, and when Elvis purchased the place he kept the name.The entertainer made a number of updates to the property over the years, including the addition of music-themed iron entrance gates, a “jungle room” with an indoor waterfall and a racquetball building. After finding out President Lyndon Johnson enjoyed watching all three network news programs simultaneously, Elvis was inspired to have a wall of built-in TVs installed in his home. In 1982, five years after Elvis was found dead in a bathroom at Graceland, his ex-wife Priscilla Presley opened the estate to the
Example 1
SnackableTL; DR
VS.
Non interactive quiz vs. actual quiz on same topic
Example 2
Non interactive quiz
Example 2
Actual quiz on the
same topic:
Much more engaging
Example 2
Actual quiz on the same topic: Optimized for sharing
Example 2
- Playbuzz formats are designed
for social consumption,
discovery and distribution
- High share rates, high
completion rates
- Experience-integrated sharing
buttons
Interactive = optimized for social
Phenomenal engagement performance
4%-15%Share rate
80%-95%Completion rate
1:30-3:15minSessions
Industry benchmarks:
15 second sessions
22% completion rate
0.2% share rate
Source: Digiday
Playbuzz’s interactive formats
are optimized for social
sharing,
so your audience becomes
your best marketers without
any outreach
Playbuzz’s per-item
engagement rates
are three times higher
than our nearest
competitor
Users start to engage with interactive formats from
the social post itself
Syndicate and/or translate an existing relevant item
from the Playbuzz network
- Match the format to the type of
engagement and KPIs you’re looking
for.
- Match the type of story you want to tell
with the type of interactivity
functionality offered by the format.
How do I know which format to pick?
How do I know which format to pick?
- Match the format to the type of engagement and KPIs you’re looking for
Find a relevant, trending item on Buzzsumo that has potential
for improvement.
Let’s see how it works
1.
Choose the right interactive format and create your own
item.
Post to your social profiles and start outreach to influencers.
3.
2.
Step 3: Outreach, Amplify Content
Content Is Amplified By Sharing & Linking
someone with lots of followers.
An Influencer is NOT….
Followers Do Not Equal Engagement
An influencer has an engaged audience in an area that matters to you and your product or service.
Celebrities or names in your industry(typically these have large followings)
Journalists(amplification and reach through distribution)
Academics or industry analysts (authority and influence with a targeted audience)
Influencer Types
7 Ways To Find Influencers
Which Influencers Amplify Content?
1. Find Who Shared Popular Content
1. Find Who Shared Popular Content
1. Find Authors Of Popular Content
1. Where Do They Write?
2. Search For Influencers By Topic
Sort by:
• Number of followers• Retweet ratio• Reply ratio• Page Authority• Domain Authority• Average Retweets
Tailor Your List Of Influencers
3. Filter By Type
4. Filter By Location
5. Search For Sharers Of Your Content
Competitor A OR Competitor B
6. Search Sharers Of Competitor Content
See who is linking to and amplifying content
7. Check Who Is Linking To Content
publishers.playbuzz.com
publishers.playbuzz.com/academy
blog.playbuzz.com
@playbuzzpublish
Thank You
Questions?
Thank You!
