You gotta earn it! 5 Tips for Link Earning with Storytelling

Whether marketing, PR or sales, today, when almost every brand has a large online presence, no one can ignore SEO, and backlinks have always made the eyes of CEOs worldwide light up. But anyone who has ever accidentally landed on a page that provided no added value as a result of randomly linked words knows that the days of a scattergun approach are long gone. Sympathy for the creator of the useless page is zero (pssst: and by the way, Google thinks so too!).

In an online world in which countless companies want to get their messages across every day, the quality of the content is crucial – and this is slowly but surely spilling over into the world of link generation. What link earning means, why it’s the cooler and smarter way to get links and, of course, what it has to do with storytelling, wink wink, I’ll tell you in the following.

First things first: What is link earning?

With the rise of Google, websites were primarily concerned with one thing: ranking as high as possible in order to be found more often. And what did the search engine algorithm like best? That’s right, links! For a long time, so-called link building was therefore mainly aimed at spreading your virtual scent mark, aka your own links, en masse and everywhere. But now, with link earning, the focus is on quality. This is because the preferences of popular search engines have changed, and random links or ones obtained through questionable tactics are now more likely to be penalized than rewarded.

So instead of buying links in the darkest corners of the internet and as often as possible, the aim is to generate valuable, relevant links through link earning. As the name suggests, these links don’t just fall from the sky. Brands have to earn them through great content and genuine relationships.

Is it worth it? Why link earning?

Those who know us also know that we can’t do it without the why. That’s why I don’t want to withhold the advantages of earned linking from you:

Better SEO rankings
The first advantage, and somehow also quite logical: high-quality backlinks from respected sources have a positive effect on search engine rankings.

Increased visibility:
As with social media, when your content is shared, you reach a wider audience, your core messages are spread and your hard work in creating good content really pays off.

Active brand building:
Link earning promotes your brand building, your brand awareness and ultimately also your perception as credible experts in your field, because people trust companies that provide high-quality content.

Sustainable success
In contrast to short-term link-building strategies, link earning brings sustainable results and valuable positive touchpoints with the brand that are ideally remembered.

So far, so clear, right? But now let’s get down to brass tacks. Here are five solid tips for your link earning!

1. 1. Good content as the basis for link earning: storytelling is an absolute must

Content is king! It may sound trite, but when it comes to link earning, it is crucial. To earn links, you need content that is both informative and entertaining. After all, you want your audience to voluntarily share your content. Storytelling is the key here, because with stories you can make even the most complicated product, the driest numbers or the hardest marketing messages exciting and, above all, approachable. The following work particularly well:

• Guides and tutorials: People love to learn. What are you particularly good at? Provide detailed instructions on topics that are relevant to your target group.
• Infographics: Who doesn’t love a good infographic? Presenting data in a visually appealing and exciting way is an invitation to share.
• Surveys and studies: Analyses or surveys not only drive traffic, but also links from other sources that cite your data. The unbeatable advantage: if you are the author, third-party sources are obliged to name you.

2. 2. Link Earning on a grand scale: PR

Not all links are the same, and search engines not only look at the content of linked pages, but also at the source. Traditional media and news sites continue to rank very highly due to their high-quality content. PR is therefore also a great idea in terms of link earning!

But remember: journalists have absolute control over their work and the content they share. In the end, they alone decide whether a link in the article makes sense. A good relationship built on appealing content, credible experts and compelling press material is the quickest way to win over editors and will definitely increase your chances of getting favorable links.

3. 3. Sharing is caring: share yourself via your own channels

Every beginning is difficult. That’s why you should use what you have and, of course, also use your own channels (owned media), such as social media, blog and newsletter, to actively share content. Ideally, this will also attract the attention of other creators to your content – and voilà, the first links are in sight!

4. 4. One hand washes the other: link for link

Together we are stronger! Make common cause with other brands. Whether it’s a webinar, a podcast, an e-book or a cool info graphic – through collaboration, the content has the chance to be presented to two attentive target groups at once. People like to share what they are involved in. Both brands benefit from new links and increased visibility.

5. 5. Leave the watering can at home: quality over quantity

In contrast to classic link building, where the number of links is often the main focus, link earning is all about quality. One link from a reputable medium is worth a thousand times more than twenty links from dubious press portals. Choose carefully which pages and influencers you would like to be shared on, and work with good relationships and compelling content to achieve this goal.

Conclusion

Link earning is the future of link generation. With the right strategy and a little creativity, you can not only earn backlinks, but also build positive long-term relationships with your target group and other brands. Create great content, share it actively, make valuable contacts, and the links will come flying in.