Earn links with content marketing

Contributors

@paul-boag


Business Benefits

Increase your search visibility, build awareness, and rank for bottom-of-funnel terms.


Invest in original research on topics that are of enduring interest and can be updated annually.

For example, New Study: 2018 PROMO Online Video Statistics and Trends by PROMO presents the results of a study looking at the video habits of 500 people across all age ranges, and the post now accounts for 10% of all referring domains to pages other than the homepage. Scale your research project to your budget; you don’t need an expansive study to generate links.

Share other people’s research using infographics, statistical roundups, or text commentary.

For example, 10 Year-End Giving Statistics Every Fundraiser Should Know by Neon.

Write about your company with a self-promotional focus, especially if your company qualifies as newsworthy, or is acquired or connected to someone who is.

For example, Salesforce Signs Definitive Agreement to Acquire Datorama by Datorama is an announcement of their acquisition by Salesforce. It accounts for 21% of referring domains to their site.

Use an SEO tool like Ahrefs or SEMRush to perform keyword research and choose relevant topics.

A relevant topic to target should be:

  • Related to your field.
  • Have high search volume.
  • Not be so competitive that you are unable to rank.

Find popular content about a high-volume subject and create a better version that offers greater length, newer information, better graphic design, or more depth.

For example, 100+ Best Software Testing Tools Reviewed (Research Done for You!) by QA Symphony. Totaling over 14,000 words, QA Symphony collates a list of more than 100 software testing tools. It accounts for 14% of all referring domains to their site.

If you’ve chosen topics that require annual updates to maintain user interest and organic rankings, include time to keep the content fresh in your future maintenance assignments.