Running out of ideas for your link building strategy?
Content marketing is a huge influence within link building because it is essential when it comes to generating relevant links on a larger scale and provides value for your audience. Without great content, nobody will provide you with a link.
And, if producing brilliant content wasn’t hard enough, consumers’ attention spans are reducing year-on-year. In fact the last study on this subject showed that the average attention span is just 8 seconds.
As a result of a dwindling attention span, content marketing strategies have moved beyond wordy, keyword-laden articles, in favour of more visual content formats, which is where design steps in to save the day.
Here are five design ideas that will transform your link building strategy and win you those high quality links, plus some tips to help get those creative juices flowing.
1. HTML5 Infographics
Static infographics are a great way to display quick, easily-digestible pieces of information and data. They are easy-to-read and a simpler version of an article. However, with more businesses producing infographics as part of their content marketing strategies it is starting to become standard.
HTML5 infographics allows users to engage more with the content; they can filter, enlarge and click on the content. Great examples of this being used by large companies are the Journey of the Bean created by Costa UK and the History of Bond Cars by Evans Halshaw.
Using an HTML5 infographic format allows the user to directly interact with the content whilst still getting the key information throughout the journey. The interactive nature of these pieces of content allow the user to remain engaged, encouraging them to ‘take part’ to discover facts and data, rather than presenting them with the opportunity to simply skim through and potentially miss information.
Receptional created a HTML5 infographic/map for Away Resorts that pinpointed film locations across the UK. Each point, when clicked on, would open an information box showing the location and the films that had been made there.
When producing HTML5 infographics try and keep them directly relevant to your business and remember to keep the target audience in mind. Creating informative content for your target audience will improve the chances of it being picked up and shared, and increase the likelihood of the content bringing in convertible leads to your business.
Here are five examples of HTML5 infographic concepts:
- History of your business – A breakdown of the history of your business or history of the sector
- Services/products breakdown – Explaining a complex service or product in the form of a guide
- Manufacturing processes – Show your customers a manufacturing process break- down, technical savvy people love them!
- National holidays celebrations – Celebrate national holidays with local businesses
- Industry news – Stay ahead of the curve and create innovative infographics with industry related news
Animations are another important type of content that can vastly improve your link building strategy. They are highly shareable and can be posted on almost every media format including social media, blogs and websites, making them a versatile, coveted piece of content.
They also fall into the category of video content, which is at the top of many marketing plans for 2018, in fact 81% of marketers plan to use video as a marketing tool in 2018. And what about the consumers? Well, 72% of people said they would prefer to use video to learn about a product or service.
Animations or short clips can also be used to help support an article, or be displayed with an email newsletter campaign, to encourage users to read the full content.
We often use animation on our social channels for ‘awareness days/events’, for example, for Chinese New Year, our design team created a vector style dog that wagged its tail and moved its ears while text about the year of the dog appeared alongside it.
When creating animations you need to consider the target audience, a simple vectorbased clip may work better for some, B2B companies for example, but a more detailed video may be more suitable if the product or service is more abstract.
We use animations across all of our social media platforms to celebrate events, national holidays and showcases.
Here are five examples of animation concepts:
- Supporting article ideas – Avoid long walls of text, break them up with animations to support the article
- Survey information – Take information from a survey and turn it into a short animation
- Product breakdown – Create an animation of a breakdown of your product or service
- Comparisons of products or services – Showcase your products or create a comparison between two
- Equipment guides – Answer common FAQs for products or services
3. Interactive Content
Interactive content is another great way to enhance your link building strategy. It can also provide in-depth research to be used within the campaign. Whether it is a quiz, survey or a short game, the results can be stored and re-used to create unique articles where the collected data can be referenced.
This information could also be used to create infographics and videos, supplying you with several additional pieces of content off the back of this activity.
Here are five examples of interactive content concepts:
- Industry related quiz – Create an industry related quiz
- Survey – Survey potential or current clients to gather information about trends and industry news
- HTML5 game – Create a simple HTML5 web-based game for your customers to play
- Map locations – Indicate key locations within history related to your industry
- VR/AR Products – Allow your clients to interact with your service within Virtual Reality
4. Downloadable Printable Content
Get your audience physically interacting with some creative printable content. Not only can you create a series of games and guides, but you can keep them up to date and relevant by basing them around recent trends and events such as TV series, sports, events and national holidays.
Printable content can be as simple as bingo cards for a TV series, or industry-related news flash cards that help explain a detailed concept in broken down, easily absorbed snippets.
You would offer this content to relevant websites who would then offer the download to their audience. Make sure that the content is branded, ensuring maximum brand awareness.
Here are five examples of printable content concepts:
- eBooks – Create eBooks with industry tips and tricks!
- Bingo Cards – Create bingo cards for the latest TV shows to mark off as you watch
- Flash Cards – Create flash cards for learning
- Games – Create your own series of games for people to print and play
- Map locations – Create maps of key locations
5. Bespoke imagery
When creating content for marketing, consider avoiding stock imagery: occasionally stock imagery can’t be avoided but it tends to be over-used, honestly how many times have you seen the image of the Jack Russell in sunglasses?
Due to the vast quantity of content people consume on a daily basis, particularly as more people are searching on the go using their mobile rather than sitting in front of their desktops, it’s vital to make sure your content gets noticed and stays remembered. Bespoke illustrations and photography are great ways to make your content stand out and create a brand for your content.
For Discount Supplements we created a series of images about two different types of people, one being motivated and health-orientated and the other being lazy and unhealthy. These images were used to support an article.
The illustrations don’t necessarily have to follow your own brand but keeping it industry related makes the content appeal to your target audience.
Here are five examples of bespoke imagery concepts:
- Photography – Create your own custom library of images
- Illustrations – Hand crafted illustrations to help your content stand out
- Vectors – Create a library of custom vector images to easily scale across different campaigns
- Digital art – Mix up the styles of content and add some digital paintings into the mix
- Motion graphics – When creating animations or videos use bespoke imagery and vectors created
Does your link building strategy need to create more of an impact. Get in touch today and find out how our dedicated design team and SEO experts can put together a link building strategy that works!