What Type of Content Attracts Links?

What type of content attracts links? When it comes to Search Engine Optimisation (SEO), backlinks are of paramount importance. In a world where online competition is fierce, gaining quality inbound links to your site is a bit like winning the lottery (just on a much geekier scale). Why? Well, because Google uses quality backlinks to assess the relevance and importance of your site. The more you have, the more likely you are to show up for a particular keyword search – and this can be great for business.

The problem is, while many companies know about backlinks, they don’t know how to get them. With this in mind, here are five types of contents that can generate so-called ‘link juice.’


According to a recent link building survey of 628 SEO experts across different sectors, breaking industry news and data is a great way to drum up attention and receive high-quality backlinks. As you can see from the table below, 70% of respondents found this to be the most effective way of building up a link profile, however only 54% had done it. This is because compiling content that’s original, innovative, well-written and potentially ground-breaking takes time – something which many companies don’t have enough of.  That said, staying in the know and being a go-to for industry information is a great way to set yourself above the competition.


Video content is growing in popularity. It’s dominating social media channels at the moment making it an integral part of any content marketing strategy. While 66% of link building survey respondents agree that creating watchable video content is a great way to get quality backlinks, it’s worth bearing in mind that the internet is inundated with videos at present and therefore you’ll really need to do something to stand out from the crowd. A mundane rundown of your organisation simply won’t do.

Here are a few tips and hints on how to gain backlinks through video content:

  • Focus on your target audience and try to produce information that’ll interest them.
  • Be as entertaining as possible. Nobody wants to sit for hours listening to a CEO rattle on for hours on end about KPIs and ROIs.
  • Increase outreach by sharing your video across multiple social media channels.
  • Go live – this will attract immediate attention and generate buzz. Your target audience can then share and link to your content at their leisure.
  • Set and track you Key Performance Indicators (KPIs). If you are not receiving as many views as you’d like, go back to the drawing board and rethink your strategy.


What better way to explain the benefits of an infographic than with an infographic? As you can see, they’re great for presenting information in a clear, concise and easy-to-read way. They’re fun, creative and easy to share via social media channels which in turn increases brand awareness. Of course, the more people who set eyes on your infographic, the more likely you are to attract high-quality backlinks, so it’s certainly an idea worth pursuing.

In order to be successful, however, you must:

  • Pick a topic that’s relevant to your target audience
  • Source a wealth of useful facts that can be turned into innovative imagery if possible
  • Make sure your infographic flows from point to point
  • Pick a theme and colour scheme for consistency
  • Give your infographic a standout and eye-catching design


Content marketing is no longer an afterthought but an integral part of any digital strategy. If you’re looking to gain backlinks, creating whitepapers that are easy-to-read yet loaded full of useful information is a good idea. Quality content is of paramount importance and as whitepapers are typically longer than your average article or blog – coming in at around 2500 words each – they provide a great opportunity to talk about a service or product in detail.

That said; whitepapers should not be too promotional. Instead, they need to explain the problem-solving benefits of your business initiative. The more relevant your content is to the industry, the more backlinks you’re likely to receive, so avoid common whitepaper mistakes by making yourself relevant to everyday life.


Webinars can be a useful way to gain backlinks, but you have to get creative. Developing mid-funnel relationships with consumers is one thing, but if you want to boost your credibility and up the number of backlinks to your site, it’s a good idea to feature industry leaders and influencers in your webinar. Essentially, people want to feel like they’re involved with something important and if you manage to collaborate with someone that’s already built up a reputation for being knowledgeable; this could do your brand the world of good.

If you need help with any aspect of content marketing, contact me today for more information.

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