Enterprise: Linkbaiting, a well-designed visibility strategy

Linkbaiting is one of those visibility strategies that rely on content created online. For companies that have a website with a news part, taking care of the published content is a necessity. This makes it possible to attract more people to its goods and services, to enlarge its community… But above all to make people talk about themselves, to enlarge their community easily. However, making yourself known takes time, and we must talk about strategy first and foremost. Take care of its contents to meet needs and expectations. Linkbaiting fits perfectly with this goal, being one of the most appreciated principles by content creators and brands.

Linkbaiting, “fishing” links from other websites

With linkbaiting, companies hope to see their content widely shared and relayed. These practices are increasingly being done, especially through content that differs from what can usually be seen online. Indeed, originality is required to be noticed. Of course, it all depends on the positioning of the company and its target. Among all the content creation strategies to gain visibility, linkbaiting is one of the most effective in terms of results.

For many years, digital professionals have been talking about SEO. The latter goes through the quality of the writing, the words used, and allows it to gain visibility against competitors who would not have given this care to their articles. SEO requires a lot of rigor and time, as well as a solid strategy developed before getting started. Content creation is therefore not the result of chance. The company must see what appeals to its customers, the topics that interest them the most, and what brings value to its image.

The objective of linkbaiting is to collect backlinks in a natural way, to enrich the site, and gain visibility. Brands also rely on the responsiveness of the community, which contributes to this strategy by widely sharing the published content. An article that pleases will be a relayed article, especially if it brings added value to the sector. This is particularly the case for white papers, complex and comprehensive content that provides essential information.

The objective of this strategy is also to improve the so-called “natural” referencing. The latter is done when the content is sufficiently well worked, and gives more visibility to the brand. Paid alternatives also exist for more visibility… But in this case, the less visible the site is, and the more expensive the investment will be.

Blog content writing strategy
Linkbaiting is part of a content strategy.

Create unique, useful content that brings a plus

Through linkbaiting, the content created by companies is varied. The primary goal is therefore to find a topic of interest to readers, without it having already been discussed several times. You can totally create an article on a topic already covered, but in a different way, from another angle. For a linkbaiting that brings results, it is necessary to create readable content. It starts with the structure of the content: an airy, optimized article that doesn’t repeat to make “quantity” rather than quality.

What works best for a linkbaiting strategy? Readable and visual content, such as infographics. If the article, or the white paper – to use this example – contain a lot of numerical data… The presence of a worked infographic will be much more digestible. That’s why in longer content, market research and in-depth analysis contain many infographics. This makes it possible to give more relief to the content… And to attract the eye to encourage reading.

If the company has created innovative software or product, it can also create video or written content to teach the reader something. This works in particular through tutorials, or guides to learn how to use a tool. This content brings added value to the company, a didactic and professional approach… While teaching something to the reader. Content of this type works very well in a linkbaiting strategy.

Linkbaiting is also found at well-known events since the beginning of the pandemic: webinars. These are professionally oriented conferences or workshops that take place online. This type of event has largely developed during the lockdowns, in particular to respond to the problems and questions of business leaders. Organizing such an event allows a company to attract people interested in the subject, and why not to develop its customer base.

WordPress website blog
Websites make sought-after content to gain visibility.

Linkbaiting also works with original concepts

For a good linkbaiting, it is not necessarily necessary to embark on the writing of very long and complete articles. Some players also rely on more offbeat content that makes people react. The development of personality quiz is very easily relayed on social networks, and amuses all types of Internet users. Many brands create quizes to reveal who you are… And marketing is never far behind.

It also works with a gamification approach. Many brands set up during a given period a small game to make on their site or from social networks. Simple games to win gifts, discount vouchers. Most often, to maximize its chances of winning, sharing is required. As simple as this concept is, it works perfectly. Brands no longer hesitate to embark on this mode of communication to develop.

Other more humorous content is also noticeable online. Itis common to see implausible items on the arrival of April 1st, but some brands play on the “buzz” effect all year round. It was thus possible to see unicorn meat online, or the placing on the market of a giant Swiss Army knife, of unlikely dimensions. As unlikely as this content is, the linkbaiting was fast, betting on the surprising effect of such content.

Sources:

11 examples of linkbaiting that really work – Article Optimiz.me published on June 29, 2016

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