Content That Gets You Links: A #CMWorld Chat with Steve Rayson

Your content gets shared. But is that enough to build authority or increase traffic? For every piece of content, BuzzSumo owner Steve Rayson says you need an amplification strategy. He believes content should attract both shares and links. To discuss this topic more, we invited Rayson to a recent #CMWorld Twitter chat. Here we’ll share some highlights from the chat. You can read a full summary of tweets in our Storify recap. You may also want to take a look at Rayson’s post on the Content Marketing Institute blog.

Why is it important for marketers to think about how and why their content will be amplified before they create it?

A1: If you create great content without a distribution plan, it may end up being wasted effort. #CMworld

— Erika Heald (@SFerika) November 14, 2017

A1 sometimes content gets amplified just because the need to garner more impressions, engagement etc and that’s not always going to be the case. If you understand the what and why you’ll be able to plan and execute more efficiently. #CMWorld

— Tony Stephan 🌮🥓☕️🥃🏊🏾⚾️📝😂 (@SirKingofGifs) November 14, 2017

A1b: If a great message fell in the woods with no one around (that is, wasn’t promoted), would it make a sound? (answer: no, it would not). #CMWorld

— Mike Myers 🤠 (@mikemyers614) November 14, 2017

What are some reasons why people share your content? Why would they link to it?

A2 Some people share content to boost their standing as an expert. I share often to start conversations. #cmworld

— Martin Lieberman (@martinlieberman) November 14, 2017

A2: Shares – because they found it valuable and think people who follow them would benefit. Links – because it adds something to the content they’ve created – provides evidence for a point being made or goes deeper into something mentioned in the content #CMWorld

— Kristen Hicks (@atxcopywriter) November 14, 2017

What kind of content have you found to be effective in earning links? Let us know in the comments below.

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