More companies are getting into digital marketing nowadays, as it’s the best way to appeal to a more extensive audience base, including the general public. The problem with digital marketing is that the process of doing even one thing can take a considerable amount of time, money, and effort before you see results. 

For small businesses that are eager to grow in the market they are in, content marketing and link building are their best options. The problem is that most small businesses only have enough resources to launch one type of campaign at a time, unlike larger corporations that can do many things simultaneously. Therefore, if you’re having a hard time choosing between the two campaigns, we’re here to help you make a better decision!

That said, here’s a guide on how to choose the best option for your company:


Link building VS. Content Marketing: What’s the Difference?

Link building is a process of getting more backlinks to your site, which helps improve inbounding traffic and brand credibility. When your links appear on an authoritative site, the credibility of your brand is enhanced, making it more trustworthy and interesting in the process. Think of it as a shoutout on Twitter. If you get a name-dropped by a celebrity, your brand will immediately become more famous.

Content marketing, on the other hand, focuses on establishing yourself as a prominent figure in your industry. It also helps drive traffic to your site, but in a different way than backlinks. The goal of content marketing is to educate readers on your industry and keep them entertained at the same time.

One benefit these two marketing options have in common is that they can help boost your search engine optimization (SEO), which means that your site will rank higher on search engine result pages (SERPs) on the associated keywords. While this may be a benefit you can expect, you have to keep in mind that how you achieve it is drastically different. When it comes to link building, you will have to contact other websites to see if you can cut a deal with them to have your links on their site. With content marketing, you will need to learn how to produce content and advertise it to reach as many people as possible.


How to Identify Which Type of Marketing Strategy You Need in Three Steps:


  1. The Goals of Your Company

The first thing you need to think about is the goal of your brand. If you already have a content page that you want to drive more traffic to, then link building is your best option. On the other hand, if you don’t have any interesting features that will draw people to your site, you may need to focus on content marketing.


  1. The Time Table of Your Marketing Plan

Link building is a slow process, but the payoff is usually continuous. You can expect to get more traffic to your site and as your links appear on more sites, that number will continue to increase. With content marketing, it’s all about the schedule, as you need to make sure that you post something according to the time table to keep a steady stream of traffic.


  1. The Expertise of Your Team

Lastly, if you have a team of professional content creators at your disposal, then it’s usually a better idea to launch a content marketing campaign. It takes experience and understanding to write good content. Link building, on the other hand, is more about networking, as you will need to talk to different administrators to see what you need to do to get your link on their sites.

If you’re looking for a digital marketing agency in Leeds, get in touch with us today! We’re happy to help.