There are a lot of reasons to produce content as a marketing department. It can act as engaging social media fodder, a way to showcase your expertise in the field, and a very effective SEO tool.
In this post, we intend to focus on how to use content for link building.
Link building is the process of creating links, both external (on other sites) and internal (on your site) to the pages of your site that you would like to rank higher in search engine results.
Though the formula for search engine rankings has changed over time to devalue certain types of link building, a higher number of high-quality backlinks to your content is still a very effective way to improve SEO.
With that in mind, here are 4 ways you can use content for link building:
- Guest post on industry-specific blogs and media sites with high traffic/followers. By providing quality content that helps and informs, you can attract a new audience to your site. Send one or two links from your blog post or article back to the core pages of your website.
- Host guest bloggers on your own site. When you offer industry bloggers a chance to be featured on your site, you also invite them to link back to their content on your site wherever they promote the piece.
- Develop a PR outreach plan. Cultivate a list of influencers in your area who have their own outlets (blogs, news, social media, etc.) and create a high-value piece of content on your website. When you let them know about it, suggest ways that they can share that content with their audience by linking back to it.
- Allow bloggers to republish your content as long as they provide a trackback URL to the original source.