Posted by Alli Berry, SEO Analyst – Link Building
The key to a successful link building engagement can be summed up in two words: BE INTERESTING.
Brands with rich, link-worthy content gain many new links and often see positive results in their search rankings while clients who lack content beyond the barebones of the who, what, where, when and how of their businesses experience considerably less success.
So, what makes content link worthy?
There is no single answer to that question, but there are some general strategies to keep in mind when developing content. The first strategy is to differentiate your content from your competitors across your vertical. Research what types of content your competitors have on their websites and see what pages are generating the most links. Think about how you could apply these ideas to your own content strategy, only with a fresh angle. If you essentially re-write content from competitors, there is considerably less incentive for website owners to add your link to their website when they already link to your competitor. If you develop a new angle on the topic, however, it is a much easier sell. Then think about what content is missing from your competitors’ websites and how could you develop content that addresses those missing topics.
It is also important to understand your target audience when developing content. While this may seem obvious, it is not a step you want to overlook. It is important to know what segments of people are engaging (or should be engaging) with your brand and what makes them tick. You want to create content that makes you look like you have read the minds of your target audience. The more you develop content with your target segments in mind, the easier it will be to succeed in link building.
That’s all there is to it. If you begin your content strategy by researching your competitors and your audience, you should be well on your way to developing link worthy content.
If you are still looking for more content ideas, the Content Marketing Institute developed a great infographic about 21 different types of content that continually resonate with people. Not only will this infographic help you through the content strategy process, but it itself is a great example of link worthy content.