Gini Dietrich

Link Building: A Strategy for Content Marketing

By: Gini Dietrich | October 21, 2013 | 

Link Building: A Strategy for Content MarketingBy Gini Dietrich

Last week, I had the super painful sheer pleasure of attending Sean McGinnis’s Content Jam presentation about search engine optimization (SEO).

I wasn’t sure what to expect. After all, he and I debate content and SEO quite often (every time we’re together), but I begrudgingly admit I learned several things to apply both to the blog here and our client work.

His topic, “Link Building Techniques that Work!” covered why links are still important, even though content marketing tends to have a longer-term effect.

He talks about offsite optimization, where content fits, the top 72 factors in SEO (it’s surprising to learn what they are), the components of a link, and how not to get links.

Organic Link Building

The most valuable part of his presentation was when he gets to the 10 ways to do link building organically.

  1. Write epic content (he used a swear word, but that violates our online policy)
  2. Guest post your heart out
  3. Create an infographic
  4. Curate a list
  5. Host an event
  6. Hold a contest
  7. Issue a news release
  8. Interview an expert
  9. Use stock business assets creatively
  10. Curate, share, and republish

He also talks about what to concern yourself with about the new Google guidelines.

The Rules of Link Building

And then he goes into his three rules of link building, which include:

  1. Build links as if it won’t help your search engine results;
  2. The value of any link building activity is inversely related to its scalability; and
  3. Be selective in your link building.

A Free Webinar

The reason I tell you all of this is Sean is doing a repeat performance of his presentation during a Spin Sucks Pro webinar this Thursday at 11 a.m. CT.

It’s free of charge. All you have to do is “pay” (it’ll ask you to purchase the webinar, but the cost is $0.00) and then take the second step to register with Meeting Burner. If you do not take that second step, you will not receive the reminders or a copy of the recorded video.

If you cannot attend live, we will be recording it and will send you a copy of it via email on Friday. Please register to attend, though, as if you are going to be there live.

If you can attend live, I’m sorry to say I will not be there as I will be on a flight. But if Sean’s live performance at Content Jam is any indication, it won’t matter if I’m there or not…he’ll still make fun of me…I just won’t be there to defend myself.

The webinar is a great collection of many ideas for content creation. You’ll take away several things you want to do in your own content creation in the next 12 months.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.


I didn't get to see his presentation at Content Jam so I'm looking forward to this.

Word Ninja
Word Ninja

I missed Sean's presentation at Content Jam so am glad this is being offered, thanks! But Will @Sean McGinnis be swearing, because that also violates my online policy and my religion (unless I am drinking heavily at the time).


I've registered, however I'm not sure I can make the live session, Friday email and a listen next weekend.


If Organic Link Building would have been just show up and have a blog; then maybe I would have made it, but now that I can't even keep my blog going it's looking pretty doubtful. 

Sounds like great advice but it also looked like the 'work' word was creeping in the mix; that might bar my entrance as well. 

Thanks for offering this to the 'masses;' I'm sure the majority of your audience will find this very useful. 

PS - way to make Washington and RG III look good yesterday.......


Add to To Do List...come up with brilliant snark comment that incorporates SEO, curation & Cheetos by Thursday...or schedule nap instead! ;)

Latest blog post: Gettysburg Stage


Top of the morning,@Sean McGinnis! Love the list -- just printed it out to keep on my desk as a reference!


Hi Gini... I thought of a question I should have asked Sean last week, so good timing on your post since I assume he'll be following the comments today.

Sean... when linking to a person during a blog post, what's the best SEO-practice to link to... the bio page at their website, their Google+ page, their Twitter page, etc.?

Recently, I've been linking to their Google+ page thinking Google would like that, but I don't know if I'm out thinking myself and something else is better.

Nice meeting you face-to-face last week!

--Tony Gnau

Sean McGinnis
Sean McGinnis

@T60Productions @ginidietrich @Sean McGinnis Crud. Not sure that I did cover it in the webinar.

Bottom line is this - link where it makes the most sense to link to. Context is everything.

Sometimes it makes sense to link to a G+ page. Others a Twitter profile. My default would be to link to an "about" page on the person's blog or website where possible, because that would likely add the most value for them.

But again, you need to keep your reader in mind. No link away from your page should ever be a surprise to them - so link, and label, appropriately.


  1. […] few days ago, Gini Dietrich wrote a blog post about organic link building. Her number one tip, based on the teaching of Sean McGinnis, is to write epic content. She’s […]

  2. […] and the number of words in the post. Again, there was a direct correlation. Long-form content was more likely to be linked to from another […]

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