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25 & 26 MARCH 2020

ExCeL LONDON

How to Use Social Media and Content Marketing in Link Building

What’s link building?
Link building is the process that helps to gain links from other websites to yours through an image or their text.

Links can be thought of as a vote of confidence for your website’s credibility. That’s certainly how Google views it. Gaining these links gives your website a healthy link profile, when attaining a link from a website, the higher their credibility the better the link. Gaining links, whether high quality or high quantity will contribute to your search rankings, and drive organic traffic from search engines such as Google, Bing and Ecosia.

So how does social media help?
Links aren’t easy to come by. Unless you're pouring out amazingly relevant content everyday, you’ll have to do a fair bit of relationship building prior to asking someone to publish a link to your site. That’s where social media comes into play, what better place to become social with someone than on social media?

Content is king
A successful link building strategy benefits from great content. In order to have this content resonating on social, ensure your content is shareable and engaging! When creating content ideas ask yourself, is this content for me or is it for the readers? Note: it should always be for the users! Social media can be used to identify customer concerns and FAQs which can be used to create engaging content. Then share this on social! Ensure your blog posts are optimised for social media posts by using a tool such as Yoast.

Helpful tools

Twitter
Okay, it’s not really a tool, more a social media platform, but that’s not to say you can’t use it as a tool. This can be used for competitor research, identifying influencers in your sector, conversing with your customers and engaging in conversations around relevant hashtags. By doing this, you’ll start to understand what’s trending in your line of work and can then adapt your content to be even more relevant.

When outreaching your content, don’t just rely on email and phone calls, use Twitter to enter into a conversation with influencers by asking what it would take for them to give you those precious links.

Social listening tools
Tools such as Mention, Hootsuite and Sprout Social allow you to set up social listening with specific keywords. This is great for gaining insights and also jumping into conversations to build a rapport with influencers.

Buzzsumo
Buzzsumo is a great way to identify people who are likely to share your post. By understanding what has been shared in the past by searching for a keyword which is relevant to your content.

Once you have identified a list of users who have shared similar content in the past, you can export and create lists to target.

Once you’ve got your list, it’s all about interaction. Connect with bloggers you’ve chosen and spend some time engaging with their content. Then, when you finally approach them with a request to get mentioned, you’ll have a much better chance of receiving a positive reply.

Answer The Public
This is a great website when creating shareable content, the website allows you to enter a keyword and then gives you a wealth of information regarding its search history with online users.

This will allow you to come up with relevant and engaging content which is more likely to be picked up on social media and gain you links!

Overview
The whole point of using content marketing and social media in your link building strategy is to gain relationships with influencers, bloggers, journalists or decision makers who will give you links. In turn, links will benefit your overall SEO score and will help you rank higher in Google.

Hallam
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