Sorting out where to start can be a difficult process, but it is a very high-return activity. Don’t just launch into the first campaign that comes to mind, as it can hurt your overall results if you spend six months chasing a mediocre content marketing plan instead of another much better plan.
The goal remains building your visibility and reputation online, not just building links for SEO. As we discuss more in (How Social Media and User Data Play a Role in Search), search engines are looking to find other engagement signals beyond links that can tell them where the best content can be found.
Even if they are not using these types of signals, the web community is becoming more sophisticated and those who establish the best reputation and highest visibility will likely draw the most high quality links to their site.