The Long-Term Link Acquisition Value of Content Marketing

Although data-driven content along with Digital PR is on the rise, there is still a general lack of understanding of the long-term value of any individual content execution.

Let’s face the truth though: building links is difficult. So is maintaining them. And it’s only getting harder from here on out.

  • What link values does a successful campaign drive over the long term?

This style of data-driven content and digital PR is capable of pulling some of the highest possible ROI for link building and SEO.

To have a better understanding of this full value, we need to look at the long-term report of the two types of links on which we usually need to report.

  1. Direct links from publishers to the client’s content on their domain.
  2. Secondary links that connect to the what the publisher wrote about the client’s content.

While primary links are of the most importance, secondary links provide visible pass-through authorization and can often be reclaimed through additional outreach and converted into direct follow links.

Here is a visualization of the process of how content promotion works.

Content Promotion

Here are a few methods to build links through content marketing.

      1. Case studies. 
        You’re doing great work. Don’t you want to tell everyone? People love to know how their peers go about with their work and there’s a lot to learn from a well-put-together case study. Once it’s published, as long as a case study is insightful and data-driven, you can go ahead and forward it to a number of publishers within your space.
      2. Analysis of Data. 
        Data-driven campaigns of content marketing are powerful yet relatively low-cost to execute in cases where you’re just analyzing someone else’s data other than collecting data yourself.
      3. Expert Contributions. 
        There’s at least one expert in every business. Many businesses have more than one expert to draw expertise from. They are the most valuable assets that can be used from a content-marketing point of view.
      4. Guest Blogging.  
        For guest blogging to work as a link building strategy, you need to focus on: adding value. When you prioritize guest blogging around adding value to a publication and their audience, you get to position yourself as an expert, build your own brand and earn relevant click-through traffic and basically create a great link. Think of links as a consequence of sharing your expertise and knowledge with an audience.
      5. Collaborate on Content Campaigns. 
        Consider collaborating with a complementary (not competing) brand if you’re trying to build up links through audiences and double up your resources. With multiple marketing teams boosting the promotion of the content, to different audiences in many cases, this can be a sure-fire way to maximize the success of a campaign.
      6. Whitepapers and Research papers. 
        If you have the ability to do your own research and create a whitepaper, it can be a fantastic way to earn industry-gained links. You’re adding value and providing insight to a fresh topic. Consider teaming up with a local university and conducting research into the topics relevant to the products you’re selling.
      7. Build your personal brand and become the Go-To Expert. 
        Building a personal brand and gaining recognition within the industry isn’t easy. To be honest, it’s actually the opposite of easy. It’s difficult. Think of it this way. If you’ve taken time to build an audience who consider you as a thought leader within the industry, it’s a fantastic pull. A personal brand is valuable and an amazing asset from a link-building perspective.

    At the end of the day, Content Marketing still remains the most effective way to build links and support your SEO campaigns.

    If you need an expertise in Content Marketing, feel free to contact us.

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