How to Get Content Marketers Interested in Link Building – A from Webinar David Bain

On November 24 from 4:00 – 4:45 p.m. London Time, we hosted a webinar with

David Bain, founder and host at and Head of Growth at

David presented his speech “How to Get Content Marketers Interested in Link Building.” Here are some insights from it.

First of all, the starting point of any SEO strategy should be a strong collaboration among the technical aspects of optimization, content marketing and social media marketing. However, it is no secret that sometimes specialists in these spheres do not always synergize, because they may be unaware of each other’s specific goals and processes. In his presentation, David focused on the first two activities, SEO and content marketing, highlighting their common points and interrelations. He also shared his experience and opinions on why misunderstandings occur between SEOs and content marketers, and how to overcome them and boost your site’s performance.

With Google’s current trend toward being more human-oriented, content marketing is becoming increasingly important, but Google is still a search engine. That’s why technical SEO is still paramount.

Let’s take a moment to clearly define SEO and content marketing. Content marketing is “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” And here is the definition of SEO: “Search engine optimization is the process of affecting the visibility of a website or a webpage in a search engine’s ‘natural’ or unpaid (‘organic’) search results.” As you can see, both activities have a common goal.

Nevertheless, in reality things are not so simple. Different approaches and sometimes even different mindsets make it difficult for content marketers and SEOs to understand each other. So, how can we overcome any misconceptions?

It’s not unusual for content marketers to lack an understanding of the technical aspects of SEO. Well, to collaborate effectively with SEOs, they don’t have to! First of all, start with why, not how. It’s necessary to explain to content marketers what SEO achieves, not what SEO does. The aim of SEO is increasing traffic, which is also the aim of content marketing. And that means that a content marketing strategy should be subject to a common SEO goal. Here are a couple of important questions we should ask ourselves.

Firstly, how do content marketers choose what to write about? They brainstorm and wait for inspiration. However, very often this process does not involve logic or strategic planning. You can’t simply wait for serious SEO results if you use this type of content marketing. And here is where SEO should take the floor. David recommends looking for content marketing opportunities with the help of competitor keyword research. Look for which keywords your competitors’ webpages are ranking for at the moment, and fill this lacuna with relevant content. Deep analysis is the SEO’s task, but the results of such analysis should be used to guide content marketers.

Secondly, what is the role of links in content marketing? Links are an important part of the search engine optimization process, so content marketers should be aware of the value of links.

“Links add context to your content,”

says David. The more links that exist between two domains, the more closely they are connected, and this signals to Google that a site is relevant to a specific query. In fact, SEOs need to do a better job of highlighting why links are so important and how they impact ranking.

So, link building – or “link fostering,” as David likes to call the process – should be at the heart of your SEO campaign, and thus, at the heart of your content marketing strategy. Links are both a goal and a means to measure the success of your promotional campaign. Links between domains allow Google to define clusters of interrelated web pages, which defines the context for your content strategy. To earn higher rankings, you should cherish the alliance of SEO and content marketing. Despite all the discrepancies between them, they both have a common target. Combining the analytical approach of SEO and the creativity of content marketing is the best place to start when building a winning strategy.