By now, link building and content marketing have been discussed so extensively, that often, they mistakenly get lumped together. As content marketing firmly establishes itself as the current buzzword of the industry, numerous articles are gossiping that content marketing is the new link building—or that it has entirely replaced link building.
This is entirely untrue. While content marketing can build links, and link building efforts can also produce stellar content, the two are not mutually exclusive. When combined, content marketing and link building can generate amazing results.
While some industry trends have remained the same, there are certainly updates. Let’s take a look at some examples that show how you can combine content marketing and link building into an effective business model.
Know Your Audience
SEO can’t exist without content and content marketing shouldn’t exist without SEO. While this may seem like a no-brainer it is a foundational concept that remains true.
Let’s consider link building: we already know that it is based off keywords. These keywords are still important because they show user intent. Therefore, keywords must be implemented in your content marketing campaigns. By considering user personas, and employing strong analytic skills, keywords are used to target a specific audience—an audience that still searches for what they want.
Link Content to Extensive Resources
Link building is often performed by updating outdated resources and content and then connecting the two. While this again seems like a simple concept, it is certainly effective. Unsurprisingly, this method can be used to bolster your content marketing.
When done intelligently, creating new content and linking it to extensive resources can increase readership and traffic. Consider the following:
- Relevancy: Is the linked content something your readers are interested in?
- Medium: What medium do your readers prefer?
Finally, you must balance free and paid resources. In content marketing, extensive resources are often linked to form submissions. Many resource listings won’t link to content that isn’t free. Knowing when to hide work behind submission forms and when to offer free content is a very important skill to learn.
Promote Content With Content
One of the most effective ways to generate outside links to your content is by providing internal links in your own content. By offering free content and promoting additional resources, you are ultimately providing just enough free information to readers while creating links by enticing users to sign up for more.
Offering a substantial blog post for free, and linking it to a submission form for a white paper or webinar is a reliable model for building links and promoting your content.
Leverage Influence By Playing the Ego Card
One of the easiest ways to employ link building and content marketing is by specifically referencing sources that you want to link to in your content. Let’s think about it: if someone is included in content, they are more likely to share and link.
Consider the following techniques:
- Quotes, interview, advice
- Dates and information from a study
- Expert profiles
Keep Niche Writers in Mind
One of the biggest ideas behind content marketing is specialized content. While your content will almost certainly reach other markets, it is important to keep niche markets in mind. By promoting your content to niche writers, you only increase your links.
Doing What's Best for You
Ultimately, there are many ways to bolster both your content marketing and link building. The Great Online, a premier Denver Internet marketing firm lives and breathes all things online. We work with our clients on an individual level to optimize their online strategy. If you're interested in taking your online presence to the next level, we urge you to contact us at 888-360-4535.