What is The Difference between Link Building and Content Marketing?


Both content marketing and link building have their own place in the content world. Can they work in tandem?

There are people who advocate for one over the other, each for their own reasons.

In modern marketing, link building and content marketing are the most prevalent methods of promotion.

The reality is that relying solely on one approach may offer benefits from a particular standpoint. However, combining the power of both strategies can significantly improve your search rankings and website traffic.

What is Link building?

Link building primarily focuses on acquiring backlinks from external websites to improve a website’s authority and visibility in search engine rankings.

It involves actively seeking opportunities to place links to your website on other relevant and authoritative sites.

The goal is to increase the number and quality of inbound links, which can positively impact search engine optimization (SEO) efforts. Link building often involves tactics like guest posting, outreach campaigns, and directory submissions.

Hold on…would you be interested to know the proven link building tactics? Here you go:

  • Guest Blogging: Write valuable content for other websites in your niche.
  • Broken Link Building: Find broken links on other sites and offer your content as a replacement.
  • Skyscraper Technique: Create better and more comprehensive content than your competitors.
  • Infographics: Design and share visually appealing infographics to attract links.
  • Resource Pages: Seek opportunities to be featured on relevant resource pages.
  • Influencer Outreach: Collaborate with influencers to promote your content and gain backlinks.
  • Content Promotion: Share your content on social media and other platforms to attract attention.
  • Testimonials: Provide testimonials for products/services in exchange for a backlink.
  • Roundup Posts: Participate in roundup posts where experts share their insights.
  • Guest Podcasting: Be a guest on podcasts to get links from show notes and descriptions.
  • Link Reclamation: Reclaim unlinked brand mentions to turn them into backlinks.
  • Create Linkable Assets: Craft valuable guides, ebooks, or tools that others want to link to.
  • Local Citations: Get listed in local business directories and platforms.
  • Competitor Analysis: Analyze your competitors’ backlinks and find link opportunities.
  • Collaborative Content: Co-create content with other brands or experts to gain links and exposure.

Let’s Understand Content Marketing

On the other hand, content marketing revolves around creating valuable and engaging content to attract and engage the target audience. The emphasis is on providing informative, entertaining, or helpful content that addresses the audience’s needs and interests.

It involves blogging, social media content, videos, infographics, and more to build brand awareness, establish credibility, and drive organic traffic.

Link Building vs Content Marketing

While link building focuses on acquiring backlinks, content marketing focuses on creating and distributing valuable content.

Goal vs Metrics

Let’s break down the differences between content marketing and link building in terms of their goals and metrics:

Content marketing

  • The primary goal is to provide useful information, establish thought leadership, and build brand awareness.
  • Metrics for content marketing include website traffic, time on page, social media engagement, and conversion rates.
  • The success of content marketing is measured by how well it resonates with the audience and drives valuable actions.

Link building

  • It focuses on acquiring high-quality backlinks from authoritative websites to improve search engine rankings and domain authority.
  • The focus is on building relationships and earning mentions from relevant sources.
  • Metrics for link building include the number of acquired backlinks, domain authority, and organic search rankings. 


The value of content marketing is more measurable than link building, as it’s easier to track metrics like social votes and referral visits. Unlike link building, which is challenging to quantify, content marketing provides measurable results through site visits, generated links, social votes, and search engine and social media visits.

Channel Diversiltiy? Multi-Channel or Single Channel

Link building primarily focuses on acquiring backlinks from external websites to improve search rankings for specific keywords. It tends to be more single-channel, as its main goal is to boost search visibility and domain authority.

Content marketing, on the other hand, is a multi-channel approach. It involves creating and distributing valuable content on various platforms…

…such as guest posting on external sites, social media, email newsletters, and more. This strategy aims to reach a broader audience and build brand exposure across different channels.


Content marketing requires a strong knack for creating valuable, engaging content that resonates with the target audience. It involves skills like:

Content writing, copywriting, storytelling, and understanding audience needs.

The focus is on crafting informative and share-worthy content.

On the other hand, link building demands expertise in building relationships and networking.

It involves outreach, negotiation, and persuasive communication to get backlinks from other websites.

SEO and Brand Building

Content marketing is a brand-building genius. It’s like creating a magnetic brand presence by crafting valuable, engaging content.

Link building gets you found by search engines, while content marketing makes you a go-to source.

Combine both, and you’ve got the perfect recipe for SEO success and a powerful brand that people love and trust!

Can Link Building and Content Writing Work in Harmony?

Absolutely! Link building and content writing can totally be BFFs of this digital realm.

Link building helps your website climb the search engine rankings by getting those valuable backlinks from other websites. It’s like getting thumbs up from the cool kids, boosting your website’s credibility.

But here’s the magic: content writing creates awesome, share-worthy content that other websites want to link to naturally. It’s like being so cool and interesting that people can’t help but want to hang out with you!

Content writing and link building are a match made in heaven. A good piece of content gets you backlinks, and backlinks make your content more visible. The cycle drives organic traffic to your site and gets you higher in search.


I’ve put my heart and soul into explaining to you the differences between link building and content marketing. I hope it served its purpose.

If you have any doubts, feel free to reach out to me.

Thanks for reading. Happy link building.

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