How to create content to build links: An expert guide

Link building is a great way to increase your websites authority and page ranking, and it also helps your brand or company get more attention. But without good content, your link building strategy will falter. So how do you create content to build links? And how will this help your website succeed? Well, here at Pumpkin Web Design, we are Preston’s leading web experts. And we work across the region to provide targeted, effective web marketing and web design support to a wide range of customers and clients. As a result, we have produced this guide to how to create content to build links.

Content marketing

If your website is to succeed online, content marketing needs to be an important and considered part of your routine. And the reasons for there are multiple reasons for this:

  1. Content marketing itself provides something for you to market via social media, increasing interest in your company and brand, as well as your products and services
  2. Content marketing provides a better user experience, by providing more in depth information that will help your consumers
  3. Content marketing is pivotal to SEO
  4. Content marketing is a great way to build links

So what is the connection between content marketing and link building? And how exactly can you go about producing content that will help your link building strategy?

Link Building

First of all, what is link building? Well, link building is about getting more links and connections to your website to increase its authority and web presence. This can be as simple as:

  • Social media links- Twitter, Instagram and Facebook links to your website will provide a small amount of link juice
  • Business listings- Listing your website with Google MyBusiness, Yelp, and other review sites can be a good way to increase your link traffic
  • Other websites- Producing great content that other companies want to link to is a great way to show the quality of your content and increase your links

In the past, companies would run link building scams, and this created some avoidance of direct link building strategies. But this is no longer the case.

Content marketing and link building

As you can see, there is a direct correlation between content marketing and link building. Great, original content can be just what other companies are looking to link to. But while the content you produce on a weekly basis might be top quality, original and thought-provoking, it probably wont be the right type of content for link building. In fact, producing content for the purpose of link building involves a number of steps, and a slightly different approach.

How to create content to build links

There are three steps to producing content for the purpose of link building. And these are essentially similar to those used for any content creation process, but there is a slightly different angle. These steps are:

  1. Research
  2. Ideation
  3. Creation

Research and content creation

While most content marketing approaches will involve research, this will usually focus on topic, keyword and competition. However, for the purpose of link building, you will need to research appropriate companies. The companies you will be hoping to reach will link to both outside resources and branded resources, and of course be relevant, if not directly connected to your industry. For example, if you are a local bakery, you might look to link to other bakery companies, but you might get better results from content that could link to wedding planners and suppliers. Then you can have your cake, and eat it too.

Content Ideation

Once you have found a list of appropriate companies (you will often need a thousand companies to generate only a thousand links) you can begin content ideation. While your content needs to be relevant to your company, it also needs to be relevant to theirs too. A resource guide can be a great linkable asset, but you need to make sure that it is something that will grab attention, be easy to read, be factual and reliable, and be better than any other available content.

Create content to build links

Finally, you need to create the content. The most important thing to consider when creating content to build links is that your content should be tangential. This means that while it does not directly promote your product or service, it is still relevant to your business. This type of content is the most likely to be linked to, as other companies do not want to link to a direct selling page of a competitor. That would be poor business sense.

In summary

To create content to build links, your content needs to be good quality, better than competiors and “link worthy”. At the same time, you need to thoroughly research your options for companies that will be likely to link to such a resource, and then target those with well produced tangential content.

For more information or advice, get in touch with the experts today, here at Pumpkin Web Design.


Pumpkin Web Design Ltd is a small and highly results driven digital agency working for like minded clients in Preston, Chorley, Southport, Blackburn, Burnley, Morecambe,Wigan, Manchester, London, Warrington, Blackpool, Lancaster, Leyland, Lytham St Annes, Bolton, Chester and the UK. Our services include web design, SEO, content marketing, video production, brand design and much more.