Trying to build links using 500+ word blog posts that can’t do a topic justice is an exercise in diminishing returns. Bloggers and journalists are not going to waste their time linking to your content unless it adds value to their own. So if you want publishers to link to you, you must do something different from your competitors. One great way to do this is through big content, which is content that publishers would have a hard time creating themselves. The Skyscraper Technique is one way to achieve this goal. Two examples of successful big content campaigns are JustPark-The Emergency Stop Game and Cewe Photoworld–Photos Of Instagram.
- Big content can bring value to publishers because it’s providing them with linkable content that they do not have to create themselves.
- Big content is shareable, it’s interactive, and it requires the user to take action.
- The format of your big content marketing campaign should make sense in relation to the story, and should almost always include links.
“In many cases, publishers don’t really want to link to external content.”