Skyscraper content

The Skyscraper technique popularized by Bryan Dean involves finding and trying to emulate successful content (typically from the top search results on Google targeting a keyword, but also based on social popularity)

You then reverse engineer that contents success by looking at who linked to or shared it and what it contains and then creating something better and replicating its content distribution strategy by contacting those who linked to or shared the original, and letting them know about your “new” content.

Rand Fishkin of Moz has suggested you needed to create 10X content, by being creative and setting the bar far higher – I like his thinking!


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.