How Link Building and Content Marketing Strategies Differ
The first step in figuring out your goals and how SEO relates to them is, of course, understanding the classic SEO link-building method versus a content marketing approach. Below explains how each of these different plans works:Classic SEO: Keyword targeting and link building
This is considered the classic SEO approach because it has been effective for a long time, and in the past, this was the number one way to improve your rankings in Google. It is all about researching different keywords to target and then going out and actively trying to build links back to your website by talking with publishers and monitoring each time you earn a link back to your website. There is also a lot of research and competitor analysis that goes into a classic SEO approach and on-page optimization considerations. There are lots of different tools out there to help you analyze your links, where others are earning links, etc. In the end, this approach should help you climb your way up a Google SERP slowly but surely because link building is still a huge part of Google’s algorithm.Content Marketing: Targeting your audience and their connections
This approach puts a lot of emphasis on your target audience and their connections, particularly regarding social media. Businesses using this approach have to determine their target audience and then figure out what types of ways those audience members are getting their information. This essentially means who they are following on social media and what social networks they use most, what blogs they are reading, and what types of content they like best (video, infographic, traditional content, etc.). Once your company can figure this out it’s time to create content that will cater to all of these different things. You’re writing specific content and putting it on specific mediums all for your target audience. SparkToro is the tool that can give you some initial insights:
How to Determine Which Strategy Works Best for Your Company
Many SEOs are moving toward a content marketing option as authenticity and authority become more important in the Google algorithm. This method also helps your business uncover more marketing channels to depend less on Google’s algorithm whims. However, there is nothing wrong with sticking with link building, a classic SEO approach, if that is what works best for your company. If the people you are targeting are not really reading blogs or engaging in social media, there is nothing wrong with nixing the content marketing strategy. However, your company mustn’t be following a classic approach just because it works in the “now.” You need to think about the future and think long-term. Relying too much on Google rankings is not the best approach. It’s important to understand that there is another approach available. The best digital marketing approach is well-balanced: You need to keep exploring all the available and emerging options. If you don’t have time, there are marketing companies that can do that for you:- Keep an eye on your advance on-page SEO and content
- Create new content that targets new trends
- Update your existing content
- Monitor your competitors to understand which marketing tactics they are focusing on
- Explore new link building opportunities
- Invest into PPC management services to balance your traffic generation sources
- Connect to niche influencers and bloggers
- Keep an eye on local marketing opportunities (connect to local non-profits, editors and journalists)
- Brainstorm viral content ideas to generate shares and links naturally
- Give away free tools to engage your site visitors
- Build up your email list to attract return visitors and customers
So how do you choose?
You have to think long-term. Just building links might not work as Google continues to advance its algorithm (which is slowly lowering the value of a link). They’re using lots of signals now, including semantic SEO and AI, so all of your hard work could more or less disappear as links become less and less important in rankings. The moral of the story: It’s OK to use a classic approach, but don’t forget that you should diversify your marketing channels. To start, consider investing some budget into social media advertising to identify how your audience engages with your messages and value proposition. It’s all about what is going to work for you long-term, and content marketing is likely going to be the way of the future. We are a leading Melbourne based SEO marketing agency that can help your long term content, outreach link building strategy and marketing needs.We are digital marketing experts
