Links have always commanded significant focus when it comes to increasing organic search performance. Over the years, SEOs have built them by any means possible — legitimate and otherwise.
Recently, the market has adapted to significant algorithmic shifts and adopted a content marketing approach to link building. This move has led brands and SEOs to create huge volumes of content, often in a silo, with the pure purpose of building links to drive organic search performance. This approach rightly focuses on hitting channel KPIs, but it overlooks the wider business performance implications and consumer needs.
Meaningful Brands is Havas Group’s measurement of brand strength, and over the last 10 years, the Meaningful Brands have outperformed the stock market by 206 percent. This year, for the first time, the study has looked at the role of brand content and whether or not it adds value. The study found that content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives. Eighty-four percent of people expect brands to produce content. Yet 60 percent of all content created by the world’s leading 1,500 brands is poor, irrelevant or fails to deliver; most content is seen as clutter by consumers.
Following are four tips on how to make link-building efforts through content marketing more successful, by applying a holistic lens and focusing on building a connection with the target audience.
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