secrets of linkworthy content
TRANSCRIPT
Secrets of Linkworthy Content
Our partnership
Sources: Content Marketing Institute, CMO council, Content 2012
Our partnership
Sources: Content Marketing Institute, CMO council, Content 2012
Why Links Matter
Sources: Content Marketing Institute, CMO council, Content 2012
Links remain an important ranking factor
Sources: Content Marketing Institute, CMO council, Content 2012
Why do people link to content?
People share and link for different reasons
Sources: Content Marketing Institute, CMO council, Content 2012
Why People Share Content
Why People Link To Content
To share entertaining contentTo nourish relationshipsTo get the word out about causes they care forTo share helpful and valuable contentTo be part of a tribe and define themselves
As reference to support an articleTo share authoritative content including research and facts To share valuable content such as guidesTo share evergreen content that is less likely to change
Shares do not equal links
Shares do not equal links
Linkworthy Content:Examples
Strong opinion posts and political posts
Why?
Provocative opinion postJumping off point for agreeing or disagreeing
Dynamic, Regularly Updated Content
Why?
Updated, authoritative reference data (at least until the election)
Original Insights & Research
Why?
Authoritative researchSignificant data point
Practical Updates on New Developments
Why?
Authoritative information on a new development of interestDoes your research for you
Answers To Questions
Why?
Authoritative answer to a common question
Reference Tables & Guides
Why?
Infographic, made for sharingReference table
Will your next post be linkworthy?
• Authoritative content that answers a question customers are asking, such as ‘what is ..?’
• Strong opinion post, controversial or counter viewpoint
• Original research and insights• Practical ‘how to’ content or guide• Regularly updated content
How is your content performing?
Thank you.