The “Skyscraper Technique” comes from marketing expert, Brian Dean, with the premise that the best way to provide the greatest value is to find already existing content that has been the most interesting to your audience.

Begin this step by finding the most popular resources among your audience. Analyze the subject matter, structure and design of the content to try to figure out what made it successful in the first place. The most important tip for the “Skyscraper Technique” is to focus on what is leverageable from the very beginning.

Just because you find a very popular piece of content does not make it leveragable. There needs to be an opportunity to build upon so that you can drive traffic toward your site.

For example, if your event is based on Human Resources a great place to start is to use SEMrush to find the most popular keywords in your industry. Just type your industry into the search bar to find the metrics on different search engines.