The advent of more advanced technology has changed how we do digital marketing and how we write content. And while nowadays we have more access to data that lets us target ideal clients efficiently, we have the inevitable consequence that's known as 'ad blindness.'
Scientific data shows that people who are 18-34 years old are more likely to overlook ads. Plus, the recently released GDPR in European countries also closely monitors how emails are being captured.
Marketing your site and your brand the traditional way and even through digital marketing can only go so far. So the question in this situation is: how do you escalate the effectiveness of your marketing and especially for your content opportunities? The answer lies in the classic practice of link building.
For years, link building has always been one of the biggest ranking factors for many sites. It improves sites' notoriety in organic searches, and in addition, also establishes authority.
But despite link building's effectiveness, it's not as easy. Publishing high-quality content has always been the answer, but it's no longer as advisable or ideal when you consider the fact that organic links aren't as numerous as they were back in the day.
Here's a tip when it comes to blogs:
Now that you're fully aware of that, let's see what other strategies you can incorporate to maximize your content opportunities for link building.
3 Link Building Practices for Maximizing Content Opportunities.
When it comes to acquiring links from various sources, you have no shortage of tactics to choose from and implement. Aside from creating high-quality content that evidently, your target audience and Google loves, you can also try working with other business partners or even getting help from traditional mass media.
#1 Do some influencer marketing
Influencer marketing is largely effective for both B2C and B2B companies. Told simply, it's a marketing strategy that involves inviting popular social media or business niche influencers to promote your products or services. In return, you pay them cash, promote their own business in return, or compensate their efforts with free products or services.
Looking at it objectively, influencer marketing is a mutually beneficial relationship between the two brands. And since the cash is worth the price, it's highly likely going to cost you time and effort.
- 49% of your consumers trust influencer recommendations (Ion).
- Influencer marketing campaigns generate $6.50 for every dollar that you spend (Tomoson Blog).
- Influencer marketing spend is expected to reach $10 billion by the year 2020 (AdWeek).
- 74% of people trust social networks to guide their purchasing decisions (Digital Marketing Institute).
So how do you get influencers in your niche to promote your content or your brand in general?
- Research the influencers relevant to your niche: Using tools to find this information is paramount. With tools like BuzzSumo or OutreachNinja, you can easily obtain lists and lists of influencers who are in your industry.
- Outreach using emails: This is good for one-off linking. And when you're successful the first-time around, you can always reach out again and build a good and beneficial professional relationship with them.
- Make your emails personal: Templates and monotone phrases are one sure-fire way of landing your email in somebody's recycle bin. Personalize your message. Tailor it to the tone your influencer speaks, and don't shy away from throwing in some details. Highlight what you two would have in common.
- Provide value: Offer real value. This part of your email is when you discuss what they would get if they promoted your products or services.
#2 Write quality content and earn links
We mentioned writing content earlier, but we don't just mean any type of content. It has to be high-quality, compelling, and valuable. In fact, statistics have shown that businesses who run a blog or produce any form of content receive 97% more links than those who don't.
You need to do some research to acquire a better understanding of what types of content your audience and competitors in the niche favor. And to do that research, it's good to check using BuzzSumo or Ahrefs. Research on keywords and content that's massively popular.
Tips for producing textual content include:
- Add visuals to your blog posts: Deliver something that's truly unique to make your articles visually appealing. Visual content is what captures your audience's attention. If it's technical information, include screenshots.
- Do a round-up post: More than ever, round-up posts work. It's content that gathers together the works of various experts and notable influencers into one post. And once the article goes live, you can reach out to these people, let them know that they made it to your list, and ideally receive a social media promotion.
- Quote the experts: Quotes from famous articles written by influential people go a long way, and they also increase the level of trustworthiness of a post.
#3 Pitch the story to the press
You don't have to pitch your article or your brand to the huge networks. Looking at it from the perspective of SEO, links from online newspapers are just as valuable as the ones that get television broadcast on a national and international level.
What you need to do is to construct a list of journalists and local newspapers. And when you have them, it's time to prepare the right story.
Stories that you should consider pitching to journalists and editors include:
- Local company events: If it's a grand event that's being hosted by your company, then it might benefit from the exposure -- especially if it's an event that calls for participation from your target consumers. You need to make the value of your event clear. Aside from brand exposure, will this event promote awareness on societal issues, support a cause, etc?
- Personal success stories: Stories of success are inspirational, and tugs on many people's heartstrings and powers up motivation. Small wonder that most success stories are such popular reads. In pitching stories like this, talk about how your company was founded, the struggles and challenges you went through, etc.
But don't just strut up to their email with a proposition message stating your purpose as if you were pitching another guest post.
Journalists expect a press release. Press releases require structure. In general, this will include a headline, location, the lead, the body, boilerplate, and press contact. So, if you're not well-versed in writing press releases yet, then doing some research on it could help.
What journalists want in a press release:
Link building doesn't have to be difficult. The key to its success lies in consistency and in-depth research. You can use tools like Ahrefs or BuzzSumo to achieve your goals and make the process of research easier. Plus, you can use them to find influencers you can reach out to.
So do research and pair it with stellar content so your content opportunities shine.
Al Gomez is a Digital Marketing Consultant at Dlinkers. Al has over 12 years’ client digital marketing experience and has a proven track record of successful projects and expertise in various marketing channels. He is passionate about solving online marketing problems like generating leads and increase in sales.
Three Link Building Practices to Maximize your Content include
- Doing influencer marketing
- Writing quality content that earns links
- Pitching the story to the press