In a world where our advertising, services, products and resources are driven by short, accessible and instantly gratifying information, long-form content is finally making a comeback.
The ongoing debate between short- and long-form content continues to stream throughout SEO trends. However, storytelling and narrative blogging are recently hailing in popularity.
What Is Skyscraper Content?
It’s About Telling a Story
Its definition suggests a form of storytelling geared toward engaging and connecting with an audience. The outcome and projected goal is to generate more value by creating quality content.
One of the most talked-about pieces of skyscraper content was composed by the New York Times’ writer, John Branch, who researched and related a tragic avalanche. His essay later won him a Pulitzer Prize.
Entitled “Snow Fall,” this piece captures a haunting natural disaster tale through media storytelling. This type of interactive design is a great example of the uses of long-form content and its quality to attract readers and promote engagement.
It’s Driven by High-Quality Content
From an SEO perspective, skyscraper content really assists the tracking of unique keywords. On average, long-form content pieces fall around 2,000 words for the length of an article among the top 10 search results (based on 20,000 keyword searches).
As the debate continues, many internet marketers are pushing to embrace this form advertising and outreach as a legitimate source of high-quality content. Their hope is to increase revenue while fostering relationships with clients and becoming experts on blogging topics.
How Is Skyscraper Content Changing the Future of the Internet?
To keep up with the latest Internet trends, skyscraper content is providing readers with new, innovative posts that makes quality a priority. Ultimately, this long-form writing allows readers to take the time to read and absorb content. Thus, this increases revenue for a company, and provides a full turn-out of profit with generating time and energy.
Increase in Conversions
In a marketing survey, a 30% increase in conversions was shown for long-term content versus short-term. This is an outstanding statistic in favor of the shift to skyscraper content.
Quality, Expert Bloggers = Expert Advice
By producing meaningful and well-researched content, companies are giving readers assistance and building trust as skyscraper content helps them better their understanding of important topics.
These articles go into more depth about solving problems and provide sound advice and feedback to their specific queries. This exchange helps build trust between the company and the reader as it demonstrates the significant amount of time and effort a company devote to help a client improve their rankings.
Additionally, marketing fresh, new content will help a company build a positive reputation. Readers will feel ensured that the content the company composes is well-thought-out and a good guide. Also, advantageously, Google tends to favor longer articles as it helps the reader gain a better perspective.
It Assists With Link-Building and Keywords
One of the main benefits for SEO bloggers is that skyscraper content provides more linking and attraction to links. Since there is more content available, there are naturally more opportunities for link-building.
Also, our current viewers are incorporating more long-tail keywords into their search endeavors. As a result, the longer the article, the easier it is to accommodate and assist with longer keyword searches.
For example, instead of searching “hair dye,” many users will search “hair dye with hints of purple that is perfect for a 30-year-old.” Typically, longer content will give more opportunities for these trending search keywords to alleviate any SEO specialists’ nightmares.
Is Skyscraper Content Worth the Investment of Precious Time and Money?
Putting in the Time…
Often, SEOs view blogging as time spent on work that is not paid. Typically, the task of blogging is considered a side project and not a priority, because their time is devoted to analyzing data and fostering client relationships.
Similarly, in this fast-paced industry, scenarios and circumstances are constantly changing. Also, the angles and perspectives from which bloggers must write are continually morphing, so the argument continues about keeping things “short and simple” when blogging.
Another factor argues that readers have a short attention span and just want the facts, so why put the time and energy into telling a lengthy story? Is this something that will be so long-winded that people will not want to follow?
Many SEOs currently consider skyscraper content a waste of time as they suggest it is merely a passing trend; something completely short-lived that will introduce a completely new approach. So why waste the time?
Should We Join the Bandwagon?
However, companies are always striving to improve and gain advantages, so why wouldn’t they jump on this bandwagon as well?
Traditionally, blogging is viewed as a volunteer activity and is usually meant for building and maintaining a good online reputation. Therefore, the question remains whether this form of content will be the best method to suit the needs of the company and its readers.
It’s All About the Benjamins…
The statistics favor skyscraper content. In a study, approximately 10% of people won’t scroll on an average article. This means that most people are willing to put the time and effort into reading something that is relevant and well-researched.
Also, an average of 60% actually read the articles in full. This shows how much people are willing to invest their time into something they feel is meaningful in content.
While skyscraper content will require developing a team and funding the platforms, a good, hearty profit can be gained as direct revenue. So in essence, “the juice is worth the squeeze.”
The Results Are in…
Today, easy access tools and apps are available to enable the consumption of online content for desktops and mobile devices. Platforms such as Instapaper and Flipboard are just a couple ways to save content for later reading and help readers digest skyscraper content.
Other bookmarking sites, such as Delicious, provide readers the ability to store content and promote further reading, thus making skyscraper content relevant.
Overall, developing well-crafted, rich and engaging content for readers will help build trust in and quality services within the company. In addition to restoring and maintaining a healthy relationship with clients, you can further promote yourself and your company as innovative leaders in your niche.