Do you want to draw more traffic and more links to your ecommerce site? Then you need to create content so interesting and so valuable that people want to see it, share it and link to it. This strategy where you prepare a piece of content with the purpose to be shared and linked to is called link baiting.
When it comes to ecommerce sites, you can prepare a content marketing strategy in which you create a piece of content related to the product or services that you provide. But make sure the information you present is fascinating and relevant, otherwise, no one would like to link to it.
For instance, if you sell clothes, you can prepare a guide about this year new trends, or a guide about what type of clothes to wear in different situations. Find out what your customers are curious about and make a good piece of content about it.
What type of content will be good for a link bait?
There are many options available so you can choose the option that best fits your needs:
This type of articles focused on resource lists gets a lot of traffic and social shares. You can make a list of almost every topic. Concentrate on making a good, long, useful and complete list. People will love it.
People use Google to find answers and guidance to their questions. If you find out that your audience is seeking information about a particular topic, prepare a complete guide that can solve all their inquiries.
They can turn boring information into interesting and even fun content. Graphics and illustrations can help you make complex information easier to consume. What you need is a good graphic designer, and present information that actually interest your audience.
You can use them as tutorials, interviews, unboxing experiences, webinars, etc. One of the keys is to partner with an influencer to present the video, so their popularity can help the content to go viral.
Interaction can keep people interested in what they’re doing. So, go one step further, add more value to the piece you’re creating, make it unique and entertaining. It can be a game, an interactive infographic, an interactive map… use your imagination!
Examples of content that can drive traffic and links to your ecommerce
This type of strategy is very popular in the online world. Here are some examples of content created by online business, agencies and more.
The Street Art Guide by eStudio34
This digital marketing agency created a guide on Madrid Street Art, including information about more than 40 artists. The key to their success is how they present the data. Not only they created an online pdf to download with the complete information of the artwork, they also created an interactive map on Google Maps with the exact location of each mural. So, it was more useful than a regular guide!
All About Shoes by Zalando
This infographic shows different facts about shoes from the largest shoe in the world to how many sweat glands we have in our feet. This piece of content is not only interesting but fun. And its design is certainly unique, which makes it more shareable.
Do Women Prefer Books Written by Women? By Penguin Random House
The publishing house Penguin Random House did a research on women preferences about books written by women. This study is useful for both publishers, who can be interested in market trends, and people, who can be curious about the topic. Certainly, this type of content with a feminist touch has been very popular lately.
Sephora’s Video Tutorials on Youtube
This type of content is a common practice among makeup brands. If you want people to use your products, you better teach them how to use them. They will appreciate the knowledge but also, they will discover new products that might purchase (luckily on your online store).
How to make sure you get links?
First, place your content on a landing page so people can link to it. If your site has a blog section, you can put it there. If your site doesn’t have any specific section for content, then create a landing page.
If you have a video or an image, like an infographic, you can also provide an embedding code so bloggers and reporters can add the piece of content to their article.
When you have all set, you begin the PR part. Find out which bloggers, reporters, and influencers might be interested in your content. Contact them and explain briefly what is your content about and why is it useful for them and their readers. If you catch their attention and they like your content, they will share it or create a post talking about it.
Luckily, when they talk about your fascinating piece of content, they will link to the original source, your landing page. If they don’t link to you, just ask them nicely to insert the link.
Include link baiting to your marketing plan
It’s your turn to try this strategy. Remember all that you need to be successful in your link baiting campaign: prepare good content, choose a hot topic, choose the proper format for the content, get influencers involved, make it visually appealing, make it interactive if you can, and work hard on the PR part.