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Andrew Dennis

Collaborative Marketing: How Link Building Fits Into the Digital Marketing Spectrum

Andrew Dennis
Collaborative Marketing: How Link Building Fits Into the Digital Marketing Spectrum

Collaborative marketing is the best marketing.

Collaboration within marketing is important because many different marketing activities complement one another. If you’re using multiple online marketing methods—SEO, content marketing, email marketing, PPC, affiliate—and not collaborating across all channels, there’s a very real chance you’re missing valuable opportunities.

Let’s use links as an example to show how important collaboration is within digital marketing. Link building complements numerous other marketing practices, and links should be a consideration if you’re running multiple online marketing campaigns.

Accounting for links within your digital marketing campaign is essential, for two reasons: links are the core of Google’s search algorithm, and links are fundamental to how humans navigate and interact with the Web.

Links should be an integral consideration in any comprehensive online marketing initiative, and fortunately link acquisition works wonderfully when combined with multiple digital marketing practices.

Some of the digital practices link building complements includes:

  • Content marketing
  • Social media marketing
  • Public relations

Let’s look at how link building fits within the greater digital marketing spectrum.

Link Building Complements Content Marketing

One strategy that link development pairs with nicely is content marketing.

As my boss Jon Ball once said, link building and content marketing are two different peas in a pod. While the two are fundamentally different, they are complementary. Simply put, great content will attract more links and conversely more links will increase the visibility of excellent content.

Building links without content is not impossible, but having superb content sure as hell makes things easier. Quality content offers value, and webmasters are more likely to link to share that value with their own audience via linking.

However, no matter how great your content is, you still need to actually promote it. After all, even the most mind-blowing content won’t attract attention if no one can find it or knows it exists. Great content deserves great promotion, and this is where building links comes into play. After all, link building is really just promotion.

An experienced link builder will know how to pursue and acquire links that make your content more prominent within search results. Furthermore, each and every link they acquire will mean your content is in front of a new, relevant audience. Even the outreach that doesn’t result in links might still produce other, tangible benefits, such as relationships. If you’re producing high-quality content, you need to ensure you’re getting that content in front of the right eyeballs and effectively promoting it to webmasters who will link.

Involving SEOs in the content creation process can also be beneficial. A link builder can help guide the content generation process as they can research what content has previously garnered a large number of links, as well as identify where potential content gaps exist. This perspective can be essential during the content ideation phase as it allows you to strategically create content that’s proven valuable in your industry in the past. Better yet, it will give you an already qualified list of websites to email about your new content, since they’ve linked to similar content before.

Content marketing and links go hand-in-hand as each will make the other more successful.

Social Media Supports Link Acquisition

Link building can also work well in conjunction with social media marketing.

One reason social media and links complement one another is that they both involve relationship building. Earning links is largely predicated on building positive relationships, and social media offers an ideal platform for cultivating those affiliations.

Social allows for a personal level of engagement that is not possible with other mediums. Through social media you can interact with your target audience directly and build the types of connections that make building links much easier and more fruitful.

Social can also provide improved exposure for your content. Exposure is essential to the performance of your content, and through social sharing you can increase amplification and reach. Increased amplification means more visibility, and more visibility means more links.

If you’re working to build links you should absolutely be engaging on social as well, because social media supports link development.

Public Relations and Building Links

Link strategy and PR can be combined for great results.

PR initiatives are excellent for building brand visibility and coverage, which can result in a number of valuable links. However, if you’re not also promoting these initiatives to relevant websites and notifying webmasters of their existence you’re leaving link equity on the table.

PR professionals are typically more concerned with media coverage and can sometimes miss important link opportunities, as they do not have a link-first mentality. While some PR activities will naturally earn links without manual effort, you still need to actively seek links. For every link you earn, there are likely five more worth building. After all, if you’re already investing time and money into PR activities, why not leverage those activities for quality links to your website?

In fact, the relationship between PR and building links is not a one way street – it’s symbiotic. While PR efforts aid link building, links will also help you reach PR goals. Acquiring links for any PR promotions you may be running will only lead to more exposure and publicity for your campaign. Online visibility for these campaigns is just as important as offline visibility, and links are essential to online visibility. In order to take full advantage of the PR strategies you’re implementing, you also need someone dedicated to link acquisition to leverage these strategies for links.

Link acquisition and PR have a synergetic relationship. If you’re working to build links you should consider implementing some PR initiatives into your campaign, and vice versa. Coordination between your PR and link building teams can lead to tremendous success.


Collaboration is key to effective digital marketing.

No single online marketing strategy should be done in a silo, every digital technique or tactic is more effective when done in conjunction with other disciplines. Link development is no different, and complements many other online marketing strategies.

Within the greater digital marketing spectrum, link building fits in nicely with:

  • Content marketing
  • Social media marketing
  • Public Relations

Collaborative marketing is the best marketing, and link building should absolutely be part of that collaboration.

Andrew Dennis is a Content Marketing Specialist at Page One Power, a relevancy-first link building firm located in Boise, Idaho. He is also a regular contributor to Biznology and the link building blog Linkarati. Andrew graduated from the University of Idaho and is therefore a lifelong Vandals fan. You can engage with him on Twitter. His last article for SEMrush was “Why Links Should be a Long-term Investment."

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