How to Combine Link Building and Content Marketing to Build Your Business

Aug 5, 2014

Link building and content marketing are a bit more involved than being the “pick one or the other” proposition that some SEO experts would have you believe. At the end of the day, even the most engaging and relevant piece of content is meaningless if no one reads it; by the same token, attracting authority backlinks to a useless spam-filled article is simply not going to happen in today’s digital marketing landscape.

The truth of the matter is that link building and content marketing should be working together to create a synergy that will increase visitor traffic to your web properties, strengthen your brand, and increase your search engine rankings – all without exposing your company to traffic and revenue-killing algorithm updates.

build your business with link building and content marketing

Link Earning is the New Link Building
The best way to understand the future of backlinks is to start by eliminating the term “link building” from your vocabulary; try thinking “link earning” instead. Google has told us many times that the only acceptable link is one that is freely given and editorially earned. Anything less will eventually cost you hard-won rankings in the search results. Acceptable links

  • Represent your reward for creating and sharing valuable and relevant content.
  • Should be a secondary consideration to the bigger purpose of content creation: to share important information and ideas. Increased traffic and links will follow properly marketed quality content. The sooner you realize that organic search exists primarily to facilitate the flow of information and not to promote your website, the better off you’re going to be.

Content is Truly the King of Digital Marketing
Content is all-important because both the consumer and the search engines want it that way. The public has become increasingly leery of traditional advertising, preferring to receive product information in the form of articles, videos, and online reviews. For its part, Google is preoccupied with maintaining a steady audience for online advertising, and if that means presenting better content that satisfies its users and keeps them returning to Google, then that’s exactly what Google will encourage.

  • Content marketing is one of the most effective ways to establish and build your brand. The more quality content you create, the more likely it is to start ranking in the search results; the more visible your content becomes, the more consumers will identify your brand as an authority in your industry or niche.
  • Content marketing that offers real value to prospective customers also creates the quality engagement that builds trust, and it’s that sense of trust which builds a loyal base of followers and eventually customers.

Create Your Content Keeping Link Possibilities in Mind

  • Before you even begin your next article, start thinking in terms of what would motivate someone to share your content with a link. Is the information itself new and groundbreaking, or do you at least offer a new perspective or an update on a topic that has already been covered?
  • Investigate some of the links that your targeted blogs and sites have linked to in the past. Look for any patterns that you might replicate to increase your chances of getting a link to your content.
  • Explore Linking Possibilities with Your Content in Mind
    • Is your content topic relevant to the theme of the targeted blog or site?
    • If your relevance to a highly desirable blog or site is weak, can you create an “angle” or “pitch” to your article that would help improve its relevance?