Creating a Shareable Content Marketing Plan

Strategies to Add Linkability and Value to your Content Marketing Plan
It is vital to consistently and continually craft linkable content  in order to add value to your website and overall marketing strategy.  Creating linkable assets is an integral part of an effective content marketing marketing strategy, but how in the world do you get started?

To begin with we have to understand the differences between truly linkable assets and low quality link bait.

Linkable assets offer unique and definite value, relevant and useful content, as well as diversified anchor text.  Visitors will tend to bookmark and share content, attracting more links over time.  Linkable content also often creates an emotional engagement from users.

Low quality linkbait refers to content solely designed to attract links without adding any real or new value.  It is characterized by reuse of old information, low relevance, and very specific anchor text.  It generally leads to only a superficial and non-beneficial short term jump in links without generating return visitors, and can even cause Google penalties.  Low quality linkbait generally offers no return on investment in terms of true marketing value.

Adding True Marketing Value

Rather than focus on the plentiful negatives of poorly crafted, bad linkbait, we’ve highlighted strategies to create linkable assets that will advance your SEM and overall business goals.  Strong and linkable content has the potential to create repeat visits and increase traffic over time, as well as establish your site as a valuable authority for useful information. All of this organically leads to better SEO results without the risk of Google penalties.  Linkable content can be based on any unique and relevant information.  When developing content for your marketing strategy, consider these points:

Creating Share Worthy Content

  1. Is it new and fresh?  Unfortunately content marketing has also led to a large influx of low quality fluff that adds little value so focus on quality over quantity.
  2. Does it offer practical value, such as making something easier or answering a common question?
  3. Does it offer new, valuable, or expanded information and/or conclusions?
  4. Is it visually striking?  I find this is perhaps the most difficult part of the whole process and also the most time consuming.  In addition, since many of these elements might be more transitory in nature you have to weigh how much time to invest.  For example, I’ve yet to be able to produce an infographic in less than three or four hours so I need to make sure this is the best use of my limited time.
  5. Is it emotionally engaging or provocative?  I am a huge of the content marketing of both Hubspot and Marketo.  Both companies consistently produce content that persuades me to click.

Some specific options include:

  1. Visual Assets, such as infographics with unique, practical, well-organize and easy-to-grasp information, or any interesting content enhanced with dramatic or otherwise engaging graphic design.  Through tools like Piktochart  really anyone can create a compelling infographic once you have the key points you want to share.
  2. Tools, such as free tools that offer on-demand utility.  You only have to study Marketo and their outbound content marketing to get a great glimpse into how to create share worthy content.
  3. Data Sharing, including studies relevant to your website’s target users.

Please contact us for more information on how to craft engaging content that will advance your objectives and position your website for success.  Contact Dan Noyes at (585)230-9565