Why Content Marketing & Link Building Go Hand-In-Hand

Content Marketing Link Building Strategies

Content marketing and link building are two strategies companies use to work toward the same goals – driving qualified traffic, converting visitors into buyers, and building long-lasting relationships with those customers.

The effectiveness of each strategy is amplified when implemented together.

If you’re not taking a content marketing mindset into your link building strategy, your inbound marketing and SEO campaigns aren’t living up to the fullest of their potential.

What’s The Difference Between Link Building and Content Marketing?

Content Marketing

A good content marketing strategy is important these days for providing value to your customers that might translate into a better bottom line. You give consumers helpful information about your product and/or service through channels such as blog posts, case studies, eBooks, microsites, newsletters, and social media, providing them with a true resource.

In return, customers are more likely to turn to you for their consumer needs. Content marketing allows companies to build trust by creating quality, consistent content that consumers can rely on.

Link Building

Put simply, link building is the process of earning links to your content from other sites around the web. Link building is a strategy designed to increase visibility and building confidence and authority in your brand.

Link building isn’t just about manipulating hyperlinks and anchor text, rather it is about earning links by creating exceptional content, cultivating relationships with influential people and and industry relevant websites. Link building can work in a symbiotic way with content marketing to advance your overall business strategy.

How Link Building Helps Content Marketing

Too Much Noise - Link Building & Content MarketingThe fact is, there is so much informational noise on the Internet – and a lot of it is thin, worthless content – that it makes it difficult for your content to rise to the top unless it’s exceptionally well thought out, well written, and well promoted.

Successful link building utilizes elements of sales, programming, psychology and content to create as much inbound traffic as possible.

It includes developing contextual links, earning attention from ranking sites, social media promotion, conducting outreach to outside sources, broken link cultivation, and competitive link analysis among other strategies.

In short, link building provides more ways for people to find the great content and valuable information you have to offer. What is the point of developing great content if nobody can find it?

How Content Marketing Helps Link Building

It’s important to note that search engines value quality over quantity, which means taking short cuts and buying a bunch of spammy links isn’t going to cut it.

If your company is not producing quality content, developing quality links is going to be very difficult, so be sure that your company is working to produce content worth reading. Whether the content is meant to be informational, promotional or just plain funny, producing content that rocks makes users want to share it and link to it.

If you are tasked with developing a link building or inbound marketing strategy for your company, be sure to keep in mind that link building and content marketing truly go hand-in-hand. Without quality links pointing to your content, the content doesn’t get found. Without having great content, nobody is going share their link love with you!

Don’t Underestimate The Inbound Value Of Longtail Keywords

The Inbound Value Of Longtail Keywords

When you’re building an SEO campaign for your website, there are a variety of tactics that you can engage in in order to drive higher levels of inbound traffic.

While many SEO marketers hone in on the keywords that have the highest search volumes as a way to generate inbound traffic, failure to recognize the value of longer phrases, less trafficked phrases (longtail keywords) to generate traffic can take away a world of opportunity.

Longtail keywords give you the ability to get more specific with your user’s searches, essentially widening your net to reel in those all-important page views and potential customer interactions.

What Are Longtail Keywords?

There are two types of keywords that you should pay attention to when you are building a campaign for inbound marketing. There are “head” terms, which are popular and frequently searched for, but are oftentimes more generic, as well as Longtail keywords that allow you to make your search terms more specific. For example, using a term like “sofas” would be a head term, but “compare prices of La-Z-Boy sofas” would be a longtail keyword. Longtail keywords are typically three words or longer.

Why Use Longtail Keywords?

In a word? Opportunity.

While many marketers generally go for head terms and more generic keywords, these are often much more competitive to rank for – and often times not as valuable for driving conversions. Longtail keywords are less competitive to rank for in organic searches, making them a great value for any online marketing campaign.

The return on investment can also be seen when setting up pay-per-click (PPC) campaigns, as longtail keywords are less expensive to bid for on the whole. Lastly, when a customer is searching with a longtail keyword, they’re usually more likely to be looking to purchase and are oftentimes more easy to convert into a sale.

How to Find Quality Longtail Keywords

Start by trying to think as someone who would be searching for your product or service. What kind of terms would they use to search? 

From there, there are several research tools available to help you identify quality longtail keywords for your SEO campaign. Among them are:

Another creative way to identify quality longtail keywords is to start typing your keywords into Google’s search bar, which will serve up suggested searches for you that may be relevant to your company’s product or service.

Longtail Keywords Inbound Traffic

How Do You Use Longtail Keywords To Generate Inbound Traffic?

Content Cluster Longtail SEOAfter you’ve discovered the longtail keywords that you want to add to your campaigns, it’s important that you develop high quality content for your website revolving around these longtail phrases that will help you generate the maximum amount of inbound traffic.

You can do this by building out a cluster of pages that are highly related within your website’s hierarchy that strengthens your keyword relevancy for core keywords by utilizing the longtails on your cluster pages.

(i.e.: Tattoo Removal, Does Tattoo Removal Hurt?, Tattoo Removal for Dark Skin, How Does Tattoo Removal Work?)

Another great way to target longtail keyword phrases is by utilizing these phrases in your blog posts. Focusing on well-written, SEO friendly, high-value blog posts can lead to tons of high quality traffic that helps solve a problem, need for your readers, and in turn builds up your credibility with them (which makes them more likely to buy from YOU.)

So, before you look at jumping into the PPC bidding wars or targeting the same highly competitive keywords that everyone else is going after, take some time to consider how these longtail keywords can offer up a huge amount of value when it comes to inbound traffic and sales conversion.