Link building is just as important as it has ever been for B2B enterprises, yet it’s becoming harder to attract good inbound links. Digital marketing leaders need to plan more efficiently and, indeed, fight harder for every one of the links that drive organic search visibility.
There are two reasons for this. First, content as a whole is getting better as more writers enter the picture and more brands embrace their role as publishers. Second, decision-makers are skeptical of content and the editorial standards others choose to apply to it.
With this in mind, it’s essential to take content management and production to the next level.
How can you do it? These tips will put you on the right track.
1. Think Strategically About Content
All content should be produced with a specific strategic goal in mind. That means knowing who the intended audience is and what value the content is intended to provide for them. For content to acquire backlinks, it has to be actively promoted – so, make every piece valuable to someone!
2. Perform a Content Gap Analysis
Getting backlinks from other influencers is usually a matter of directing them to content that their own readers will love. By reviewing the content of a site, you can learn about that audience’s various unmet needs. A custom-tailored piece of content can win the link and build rapport, too.
3. Put Content in Shareable Formats
3. Put Content in Shareable FormatsThe more a piece of content gets shared, the more likely it is that it will come to the attention of someone who’s willing to link to it. Although a blog post always has a decent chance of getting a link, there are more “shareable” formats: Short-form video and infographics are near the top.
4. Use Data in Compelling Ways
Although anyone can copy data from another company’s content, not every organization has the power to actually compile new data. Data is a differentiator: When you use content to present it in an interesting, informative, and intuitive way, you create truly link-worthy content.
5. Build Interactive Content
Text and graphics can be created by non-specialists, but the architecture of interactive content is unique to each piece. Quizzes, assessments, applets, and more all lead to links when users get actionable data from them. Plus, they preview the value your brand can offer.
In today’s competitive digital marketplace, average content just won’t do. Decision-makers now have dozens or even hundreds of pertinent sources they can consult whenever they’re facing a strategic choice about the future of their business.
By going the extra mile with your content, you’ll establish yourself among the thought leaders in your field. That will help you get authoritative backlinks that really count.