Content Marketing and Link Building Strategy in Industrial B2B
-
We struggle link building because engineering sector has few blogs and is much more traditional than many industries.
I've just had a new idea on how to do this and wanted to bounce it off people to help refine it and improve it.
- Search LinkedIn for "content marketing" or similar
- Refine by Industry etc
- Ask people on resulting list to guest post on our blog - which is focused on engineers in our sector
- Then.....
For us it boosts our blog content with high quality posts that are interesting for our audience and maybe some traffic benefit. For them it provides SEO benefits and possibly some market exposure.
How can I parlay this into getting a link back as well?
What else can I do to make it more effective?
Cheers
Denis
-
I know this is a bit of an old topic but I had a similar question and here have been some of the things that have worked for me.
1. Case Studies with good visuals
2. See if customers might be able to link back to you if they have blogs
3. provide beginner information that customers or people in the same industry might be interested in.
4. I find product and/or material comparisons do very well.
5. Make sure your linkedin and twitter are optimized.
6. Look at doing videos explaining concepts or products on youtube
7. Look at other technical service providers that are industry leaders and see what they are doing.
It is definitly a challenge. We are a building and manufacturing material supplier and it is hard to find customers who are web savvy and at the same time try not to attract the DIY types.
Let me know if you have anymore ideas other than what I listed above.
Thanks
Paul
-
Here's a couple of things I would add to the process.
2a) Look at what the person has written before you ask them to write. Nothing like asking them to write for you, then needing to decline once you see their post.
3a) Have a good reason for them to post. The person doing the writing needs to get paid. If they are a freelancer, you're competing with other people who are willing to pay them for their time. If they are at a company with a boss, they need to convince their boss that it's worthwhile for them to donate their time to write for you, instead of writing for their own site, or doing something else to generate their company money.
4a) Don't push your luck with asking people to write for you for free and then also link to you.
-
Totally understand where you are coming from. It's always a challenge.
Those charities are also goldmines, local groups, events.
If you can find an author in the local online magazine scene, then that would be gold as well.
Try looking at brands (same niche) outside your area. See where they get their links from.
Look for other companies your company works with, they probably have something to link to you.
-
We're working on the white papers and have some ideas for the infographic.
But man, mot companies in the industry have ten linking domains or less; Industry associations, directories (and we add to the relevant ones), and the sports team or local park that they sponsor. Thats with having gone through hundreds on my saturday mornings with OSE
The industry/sector isn't in the internet age - for example I just did a quick study of 60 leading brand of 10 leading companies with sales of $100 billion or so. 30% of the brands had 1st place in serps. 20% were on the first page and more than 50% of their brands didn't appear on the first page.
The customer base is similar so I'm looking for different approaches and ways of doing things.
-
Hi Denis
I would definitely go the whitepaper or infographic route here.
Even the most boring of niches can find ways.
Aside from that, I would look at the existing links of your competitors to further drill down other opportunities. You won't really run out of places to put links to. Broken link building has worked wonders for the eng niches Ive worked on.
-
Hi,
I think this is a good approach, and will be giving it a try.
For getting the links from them I would try and offer some useful content that they can publish on their site.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Good Collaboration resources for link building
We have recently come across this site in our work on a website: https://collabosaurus.com We are wondering if there are any other collaborative tools or sites like this that may be effective for partnering or matching with people for link building purposes. If anyone is aware of anything similar, we'd love to hear about it. Thanks in advance!
Link Building | | Gavo1 -
Anchor text and internal link building very fast
Hey guys, I just posted an article about "Customer Success". After that, I searched in my blog all the articles that contains that keyword and then linked to this new article I want to rank. Is this a bad thing to do, linking all these articles (12) in a row? Also, is it a bad thing to use "Customer Success" as the anchor text for all the articles linking to this new article? I looked for this topic but couldn´t find any. Thanks
Link Building | | amirfariabr0 -
Link building - where to start?
Okay - we have around 200 natural links pointing to our domain, some good, some not so good; today I've spent some time removing any bad, spammy links pointing to our business domain and we're just about there. Now I'd like to start a link building strategy. To be fair, I've assumed for the past year or so that link building is dead, unless you can get natural, really good links - which in the mobility and elderly products industry can be quite difficult. I have recently created a blog on our website - could RSS feeds be a benefit too?
Link Building | | LiamMcArthur0 -
How do I build links for an Auto Detailing Company?
How do I go about building links for my website www.capitolshine.com Are there places I don't want to have my links? How do I know? How do I reciprocate? Where would I put a link on my website without looking like I'm just selling out to anybody who asks? And how do I actually put the links on my site? Do I need a separate page?
Link Building | | CapitolShine0 -
Link building / baiting in the Google zoo
I work for a consultancy, and in the past most of our links have been acquired by giving away privacy statements etc for websites, including a link back in the body of the document, and making it a licensing requirement that the link be kept. We're launchinga new site. We want this one to be whiter-than-white, and would appreciate some advice on the following options. Option 1: no links Remove the links from the documents, and don't require links for the use of the documents. Leave a non-linking credit in the documents. Perhaps ask nicely for links from other pages. Option 2: links on other pages Remove the links from the documents, but make it a licensing requirement that users will link to our site from another page on their site. I appreciate that most won't, but some will. Option 3: retain the links Keep the links in the document, using domain name (with and without http and www) and business name anchor text. Option 4: script the links Use scripts to generate randomized links in the documents, so that no two are the same, but with relevant linking text for the most part. We're risk-adverse with the new site, and it will pick up some links "naturally". We're therefore tending toward option 1, on the basis that it may well generate as many links as option 2. Which of these options would you choose? Are there any other options we should be considering?
Link Building | | seqal0 -
Publish content on current domain for content boost or new domain for links?
I have about 1000 unique and organically generated articles. My quote compare business has had briefs submitted by clients for over two years. The content has only been accessible to registered members. I want to polish it ASAP. Is it better to publish the content on the existing website in a sub folder or set up a new website to publish the content and have every article link back to the main website? Content is around 300 words x 1000.
Link Building | | designquotes0 -
Best link building activities to increase velocity.
I'm running my own web based company selling security software. I'm a one man band and do the programming, web design, SEO etc. all myself. I've taken a very white hat approach so far and spend all my time writing guest posts and getting them published on tech blogs (I get 3-5 links per week doing this). The only tool I use is Buzzstream and I've been doing this for about 6 months now. I'm starting to see a few results but whenever I look at my competitors I see they have links from thousands of root domains. I feel like I need to increase my link building velocity with a new activity which will yield a much greater number of links than I am able to create using my guest posting strategy. I'm not keen to start spamming article directories or any other short term activity. I dedicate about 8 hours per week to SEO and I could afford to spend around $700 per month if necessary. Any help would be much appreciated.
Link Building | | Riona0 -
I'm interested in knowing link building strategies for regional businesses.
I'm not just interested in sites to target, but also how to manage anchor text when you are targeting phrases that include a keyword + a geo modifier. Thanks!
Link Building | | medtouch0