From Links to Content: How to Transition Your Business in 2015


For someone that has spent a good amount of time working alongside link builders and content creators, it’s easy for me to see the value in both of them. I was part of the Vertical Measures link building team for a year and a half and became very familiar with the daily grind of contacting webmasters and either being rejected, ignored or rudely replied to.

For the last six months, however, I have been a member of the content team where I’m in charge of handling a number of different pieces of content. My transition between the two teams couldn’t have come at a better time as many in the industry are beginning to shift their focus from link building to content.

Now, I’m not going to be the one that says link building is dead because it’s not. Link building is just evolving. It’s beginning to fall under the umbrella of content, which is a good thing! Why? Well, in 2015 and beyond, content marketing is expected to continue to play a huge role for online companies.

Before I explain how you can start transitioning your strategies to content marketing from link building, I feel we need to learn a little bit more about the history of the two and how they ended up where they are today.

A Little Link History

In 1998, link building became a strong tool for anyone in the online marketing industry. According to Inbound, the link building industry was projected by Rand Fishkin to be worth upwards of $500 million at the time. However, as more and more link building companies and individuals began scamming and abusing the system by building pointless spammy links, Google caught on and started altering their search algorithm to deter those in the wrong. This became known as blackhat link building.

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